ben & jerry's international marketing
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Fiorese Chloé
International Marketing
Camille Paris
Laure De Gérauvilliers
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I) Ben & Jerry’s Presentation
II) Marketing mix
III) Target marketing strategy
IV) Target consumers
V) Conclusion
SUMMARY1
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• Famous American ice cream company
• 1978 : Creation by Ben Cohen & Jerry Greenfield
• Ice cream, frozen yogurt, sorbet and ice cream novelty
• Natural and fair trade products
• Division of the British-Dutch Unilever group
BEN & JERRY’S PRESENTATION1
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• Anglo–Dutch multinational company
• World's third-largest consumer goods company
• World largest maker of ice cream
• Over 400 brands
THE UNILEVER COMPANY2
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THE UNILEVER BRANDS3
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BRAND POSITION
Stars Question marks
Cash cows Dogs
Relative market shareM
ark
et
gro
wt
rate
High Low
Low
5
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MISSION STATEMENT9
To make, distribute and sell the finest quality all natural ice cream and
euphoric concoctions with a continued commitment to incorporating
wholesome, natural ingredients and promoting business practices that
respect the Earth and the Environment
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MARKETING MIX
PRODUCT
- Product : fresh ice cream with many different and original flavours
- Design : funny & recognazible cup- Quality : high quality product
PRICING STRATEGY
- Prenium brand: prenium price strategy
- Regular cup: 6.99$
DISTRBUTION STRATEGY
- Super & hypermarkets- Cinemas & some
restaurants- Ben & Jerry’s shops
COMMUNICATION STRATEGY
- TV and cinema advertising- Bilboards and magazines- Social media and website- Events and games
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ADVERTISING13
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TARGET MARKET STRATEGY13
Concentrated global marketing
Niche marketing
Single segment of global market
Look for global depth rather than national breadth
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TARGET CONSUMERS7
Health conscious consumer
- Aged between 15 and 50- Lived in urban area- Have a busy lifestyle- With a sense of humor- Concerned about their well being- Financially wealthy
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CONCLUSION14
• Part of a powerful group with a good reputation
• Consumers feel good in consuming Ben & Jerry’s products
• One of the most recognizable brand
• An unexpected marketing plan
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