ben and jerry marketing
DESCRIPTION
Marketing StrategyTRANSCRIPT
GROUP 4
Akhil SadaranganiDevika ShindeNg Swee HoeNgo Wei KangParag SarafSagar Prasad BabuTan Yuet JiaTeo Chee How
INTRODUCTION....
o Vermont based manufacturer of super- premium ice cream , frozen yogurt and sorbet.
oKnown world wide for innovative flavors and all natural ingredients.
oDistinguished corporate philosophy.
THE STORY
Ben Cohen and Jerry Greenfield.
‘We want to do something that would be more fun”.
Completed a $ 5 correspondence course.
Start up money of $ 12,000.
Renovated an old gas station.
Sold 12 flavors.
NOW….Leading ice cream
manufacturing company known world wide. for innovative flavors and all natural ingredients made from fresh Vermont milk and cream.
Taken over by Unilever in the spring of 2000.
Pg 216
MARKETING OBJECTIVES
The founders of Ben and Jerry’s aimed to combine ice cream making with social activism by creating a three-part mission statement that considered profits as only one measure of success. Ben and Jerry’s mission statement has three parts: a Social Mission, a Product Mission, and an Economic Mission.
SEGMENTATION
SEGMENTATIONgeographic demographic psychographic
behavioural
(diagram)
SEGMENTATIONgeographic demographic psychographic
behavioural
Outlets concentrated :in the city. around shopping malls and tourist
spots.
SEGMENTATIONgeographic demographic psychographic behavioural
Age – 15 to 34 yearsTarget market consists of :• individual customers.• grocery stores, convenience stores
and restaurants.
SEGMENTATIONgeographic demographic psychographic behavioural
Upper middle class.
SEGMENTATIONgeographic demographic psychographic behavioural
Health conscious adults.Brand conscious and trend
followers.Eco-conservists.
So, what makes my brand
different from the rest? take a
look yourself...MOOO
OO
BRAND DIFFERENTIATION
A new design in all stores
If its not fun, why do it ?
PRODUCT DIFFERENTIATION
Uses all natural, high quality ingredients.
Innovative flavour such as Chubby Hubby, Chunky Monkey which sets it apart from its rivals traditional names.
Uses recycled materials and dioxin-free paper in product packaging.
Products like light ice-cream and sugar-free ice cream for the health conscious people.
“Do the world a flavour” competition.
Product ranges from : Original ice-cream
Light ice-cream(The Light series contains half the fat and 25% fewer calories than the flavor's normal counterpart.)
Frozen yogurt – Half Baked, Cherry Garcia
Sorbet
No sugar added (ice-cream)- Vanilla fudge chip
Novelties- ice-cream bars like Half Baked, Cherry Garcia etc.
MARKETING MIX
THE FOUR P’ S
Products Price Promotion Place
Three main products:Scoops.Frozen Beverages.Speciality sundaes.
24 Scoop Flavours.
Scoops
Frozen Beverages
Specialty Sundaes
Tubs & Mini Tubs
16 flavours now available at supermarkets, hypermarkets and grocery stores
Products Price Promotion Place
$ 13.90$ 3 ~ 4
Tubs and Mini
Tubs
Scoops
Discounts
Products Price Promotion Place• Official Website: interesting, cute, funny
animation, easy to attract people• Advertising: Facebook, newspaper, radio
Special promotion: to increase the awareness of the public : birthday celebration
Currently - The Sing-a-Scoop promotion will be held from now until Mar 7 at Ben & Jerry’s VivoCity
Products Price Promotion Place
Singapore:Central:6North : 2 South : 2West: 1East: 0
Central Tourism Spots
SWOT Analysis
Strengths Weaknesses Opportunities Threats
Super premium ice-cream
Super Premium Ice-cream• Innovative flavors • All-natural ingredients made
from fresh milk and cream
Strengths Weaknesses Opportunities Threats
Super premium ice-cream
Environmentalism
Strengths Weaknesses Opportunities Threats
Super premium ice-cream
Environmentalism
Social Responsibility
Strengths Weaknesses Opportunities Threats
Super premium ice-cream
Environmentalism
Social Responsibility
Innovative online marketing & web-based promotions
Survey on B&J’s website
Age < 21 Age 22-55 Age > 550
10
20
30
40
50
60
70
80
90
100
ExcellentAverageBad
Strengths Weaknesses Opportunities Threats
• Location
Strengths Weaknesses Opportunities Threats
Location
Limited target market as their product is niche
Strengths Weaknesses Opportunities Threats
Location
Limited target market as their product is niche
High cost due to multiple social responsibility issues
Strengths Weaknesses Opportunities Threats
People are becoming more healthy conscious
Strengths Weaknesses Opportunities Threats
• People are becoming more healthy conscious
• Increasing population in Singapore
Total Population (Singapore)
2005 2006 2007 2008 2009 20103.8
4
4.2
4.4
4.6
4.8
5
Population (in millions)
Population (in millions)
Strengths Weaknesses Opportunities Threats
• People are becoming more healthy conscious
• Increasing population in Singapore
• Suburbs shopping malls are getting bigger and popular
Strengths Weaknesses Opportunities Threats
Stiff competitions
Strengths Weaknesses Opportunities
Threats
Stiff competitions
Recession
Strengths Weaknesses Opportunities
Threats
Stiff competitions
Recession
Negative public perception on Milk related products due to contamination issues
Survey on Public Perception
60%25%
9%6%
Due to the recent Melamine contamination in milk, will you still buy milk related products such as B&J ice-
cream eventhough you know that it is not from 'so and so' country?
YesMaybeNoNot sure
SWOT AnalysisStrengths• Super premium ice-cream
• Environmentalism
• Social Responsibility
• Innovative online marketing & web-based promotions
Weaknesses• Location
• Limited target market as their product is niche
• High cost due to multiple social responsibility issues
Opportunities• People are becoming more healthy
conscious
• Increasing population in Singapore
• Suburbs shopping malls are getting bigger and popular
Threats• Stiff competitions
• Recession
• Negative public perception on Milk related products due to contamination issues
QUESTIONS?