ICE CREAM UK MARKET ANALYSIS

• OVERVIEW P3

• SUGGESTED NEW FLAVOURS P7

• RESEARCH P13

• POSSIBLE SOCIAL CAMPAIGNS P19

• UNILEVER OVERVIEW P24

• ICE CREAM MARKET OVERVIEW P31

• MARKET OVERVIEW P39

OVERVIEW

Brief:

Unilever is looking to launch a new flavour of ice cream for Ben & Jerry’s.We have been commissioned to research and identify possible flavours, whilst providing a high level market assessment andaccompanying social marketing strategy.

The research conducted included relatively small sample sizes – e.g. with Brandwatch only one month of data was used – sothe findings here are merely indicative and the purpose of this report is simply to highlight possible research methodsavailable with digital data.

BRIEF OVERVIEW

Research approach:Pooling together multiple data sources to determine key trends and preferences in the icecream category.Key data sources include:

• Brandwatch• Buzzsumo• Topsy• Search data (e.g. Google Keyword Planner)• Facebook ad planner•Google Trends• SEO data

Assumptions:• Primary focus on UK market• A lesser weighting was given to data from Topsy as this is international data and notUK specific• Social analysis includes Ben & Jerry’s owned channels

Written by: Eliot Mannoia 2013, updated in 2014. Please note the brief is fictitious – I was not commissioned by Unilever to undertake this work.

BRIEF OVERVIEW

RESULTS OVERVIEW

ADWORDS BRANDWATCH TOPSY GOOGLE TRENDS

Vanilla X X X X

Chocolate - X X X

Coconut X - - X

Banana X - X -

Pistachio X - - -

Peanut Butter - X - -

Strawberry - - X -

Caramel - - - X

Coffee - X - -

Top four flavours by key data source

FLAVOUR SUGGESTIONS

FLAVOUR SUGGESTIONS

Research has determined that chocolate and vanilla flavours are the most popular amongst socialnetworks and online sources

We would therefore recommend using them as base flavours and adding trending flavours tothem

The economy is recovering and people are looking to reward themselves. Decadent indulgencesand new formats such as Magnum Minis, the Oreo sandwich, sorbets and frozen yogurts aregaining a lot of interest

Our analysis has revealed these top trending flavours:

• Banana• Coconut• Peanut Butter

FLAVOUR SUGGESTION – ONE

Cocobanana

ICE CREAM*To be launched in the lead up to the World Cup

FLAVOUR SUGGESTION - TWO

SNICKERS(Obviously don’t call it that)

Vanilla ice creamChocolate pieces

PeanutsCaramel

*Unilever owns Breyers, makers of the ice cream below which is sold in the U.S.

FLAVOURS SUGGESTIONS - THREE

ELVISVanilla and banana ice creams,

peanut butter andchocolate pieces

FLAVOURS – AREAS FOR EXPERIMENTATION

Consumers and other brands are talking about:

• SorbetIdea: given the popularity of chocolate and Ben & Jerry’s style of adding solids to ice cream, Unilever could add small chocolate pieces to a strawberry

sorbet

• Deciding not to use genetically modified ingredients generated 561 mentions (from 1st June to 30th June 2014, Topsy), as such, healthier flavoursmight yield some untapped potential. Total ice cream related tweets from that time period amount to over 3m so more research needs to be done tosize up this opportunity

Idea: Vegan, gluten free or no cream and alternative sugar ice creams

• Pending the results of the three new frozen yogurt launches this year, more flavours could be created in this category. Posts on Ben & Jerry’s Facebookpage relating to the new flavours received the most Likes compared to other flavours. Frozen yogurt was also prominent when compared to regular icecream flavours with Google Trends

• Pistachio obtained a significant amount of attention and could be investigated further as an innovative new flavour (1,600 average monthly searchesin the UK, and top six in trending flavours in the UK according to Google Trends)

• Sandwich formats are gaining popularity as people are more and more health conscious and want smaller portions. Oreo’s success could ease thelaunch given the already created positive perception that consumers have on ice cream sandwiches

RESEARCH

INTERNATIONAL RESEARCH – TWEETS ACCORDING TO TOPSY

63,780

37,873

11,354

8,984

7,111

6,363

5,632

2,927

2,538

867

CHOCOLATE ICE CREAM

VANILLA ICE CREAM

STRAWBERRY ICE CREAM

BANANA ICE CREAM

CARAMEL ICE CREAM

PEANUT BUTTER ICE CREAM

COFFEE ICE CREAM

COCONUT ICE CREAM

PISTACHIO ICE CREAM

RASPBERRY ICE CREAM

NUMBER OF TWEETS

TOTAL TWEETS BY FLAVOUR (MAY 23RD-JUNE 22ND)

95%

1% 4%

TWEETSMENTIONING FROZEN DESSERTS

ICE CREAM SORBET FROZEN YOGURT*May 23rd-June 22nd

UK RESEARCH – SEARCH ANALYSIS

1,900

1,600

1,300

1,000 880

720 720

170 140 40

835,000

519,000

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

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SEARCH VS. CONTENT - ICE CREAM FLAVOURS

AVG. MONTHLY SEARCHES(EXACT MATCH ONLY) GOOGLERESULTS(UK)

60,500

33,100

18,100 9,900 8,100 8,100 8,100 5,400 4,400 3,600

181,000,000

62,700,000

0

20,000,000

40,000,000

60,000,000

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100,000,000

120,000,000

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160,000,000

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SEARCH VS. CONTENT - GENERAL FLAVOURS

AVG. MONTHLY SEARCHES(EXACT MATCH ONLY) GOOGLERESULTS(UK)*AdWords June 2014 *AdWords June 2014

6400

4,400

27,100

AVERAGE MON T HLY

SEARCHES ON GOOGL E

FROZEN YOGURT SORBET ICE CREAM

Surprisingly chocolate and vanilla ice cream flavour searches weresurpassed by banana, indicating an interest in that flavour. Thenumber of search results reveal that vanilla and caramel ice creamshave the most content available

For simple ‘banana’ searches this flavour falls tonumber two, but still achieves average monthlysearches of 33k

UK RESEARCH – GOOGLE TREND ANALYSISSE

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GOOGLE TREND - MOST PROLIFIC ICE CREAM FLAVOURS OVER TIME

SORBET FROZEN YOGURT CHOCOLATE VANILLA COCONUT CARAMEL PISTACHIO PEANUT BUTTER

Coconut ice cream is the unexpected flavour trending at the top with chocolate andvanilla

T OT AL SHARE OF VOI CE

SORBET FROZEN YOGURT CHOCOLATE

VANILLA COCONUT CARAMEL

PISTACHIO PEANUT BUTTER

UK RESEARCH – SOCIAL MEDIA ANALYSIS

82,586

49,373

31,770 24,078

17,970 11,751

21,844 11,227 9,637

4,371 6,002 4,948 2,551

NU

MB

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OF

ME

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S

MENTIONS AND SENTIMENT BY FLAVOUR

NEGATIVE NEUTRAL POSITIVE

37,190

15,805

11,854

3,766 3,181 1,833 1,743

OREO BEN & JERRY'S SNICKERS MAGNUM CORNETTO MARS HÄAGEN-DAZS

NU

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OF

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MOST PROLIFIC SOCIAL MEDIA MENTIONS BY BRANDS

*Brandwatch 27th May - 27th June 2014

*Brandwatch 27th May - 27th June 2014

Negative content is in fact mostly neutral or positive.This is because automated sentiment analysis incorrectlygroups phrases such as “I need some ice cream bad!” asnegative

Oreo’s new ice cream sandwich and a recipe for anOreo ice cream cake generated significant buzz in thelast weeks. Noteworthy is also the amount of Snickers’mentions which by itself is close to the amount Ben &Jerry’s achieves

RESEARCH – COMPARATIVE DATA ANALYSIS

Most prolific ice cream flavours by different data sources

I. 3 x vanilla and chocolate present within top three

II. 2 x coconut is present in top three

III. 2 x banana is present in top four

IV. 2 x pistachio, peanut butter, strawberry and caramel are within the top five

ADWORDS (UK) BRANDWATCH MENTIONS (UK) TOPSY (INT.)

BANANA ICE CREAM 1900 CHOCOLATE ICE CREAM 82586 CHOCOLATE ICE CREAM 63,780

COCONUT ICE CREAM 1300 VANILLA ICE CREAM 31770 VANILLA ICE CREAM 37,873

VANILLA ICE CREAM 1000 PEANUT BUTTER ICE CREAM 24078 STRAWBERRY ICE CREAM 11,354

PEANUT BUTTER ICE CREAM 880 COFFEE ICE CREAM 21844 BANANA ICE CREAM 8,984

CHOCOLATE ICE CREAM 720 STRAWBERRY ICE CREAM 17970 CARAMEL ICE CREAM 7,111

STRAWBERRY ICE CREAM 720 CARAMEL ICE CREAM 11751 PEANUT BUTTER ICE CREAM 6,363

COFFEE ICE CREAM 390 BANANA ICE CREAM 9637 COFFEE ICE CREAM 5,632

RASPBERRY ICE CREAM 170 COCONUT ICE CREAM 6002 COCONUT ICE CREAM 2,927

CARAMEL ICE CREAM 140 RASPBERRY ICE CREAM 4371 RASPBERRY ICE CREAM 867

*June 2014 *27th May - 27th June 2014 *May 23rd-June 22nd 2014

SOCIAL CAMPAIGNS

ICE CREAM MARKET AUDIENCE

• 66% female*

• Core age 18 – 22 years old*

• Health/beauty & fitness rather than pets & animals**

• Food & drinks rather than fashion**

• Music rather than movies**

• Most prolific topics**:• Ice cream cake/cake (138k mentions)• Chocolate (62k mentions)

• People that visit the Ben & Jerry’s UK website also visit Byronhamburgers.com, and Blinkbox.com***

*Facebook**Brandwatch social media data (over 1.3m mentions)***Similarweb.com

TWITTER CAMPAIGN

Paid sponsored tweets targeted by:

• Relevant keywords in timeline• Expressed interest in ice cream or the aforementioned audience profile• UK residents• Larger budget spend towards women• Similarity to existing followers• Link and coordinate with YouTube and Facebook

content/activities• Measure and optimise

Organic tweets generated by:

• Tweeting engaging content on @benandjerrysUK• Targeting key influencers with free advance ice cream samples• Offering discounts for retweets• Measuring performance and testing different content variations

YOUTUBE CAMPAIGN

Key strategies:

• Create engaging content targeted to key audience• Embed videos on Ben & Jerry’s UK website to drive people to their site• Advertise with YouTube (video completion rates on the increase)• Use Google Analytics to track traffic sources, page visit durations and average number of pages per visit• Measure performance and test different content variations• Use videos to direct people to the Facebook page to participate in competitions

FACEBOOK CAMPAIGN

Key strategies:

• Mirror engaging YouTube content via Ben & Jerry’s Facebook page – with Facebook’s consistent reach on mobile their native video player can play a strong role in engaging the audience

• Advertise with Facebook to key audience(s)• Drive interaction for competitions with community managers utilising Twitter and all other channels – including of course traditional channels• Consider adjacent communities that the audience engages with, such as health, beauty, food, drinks and music communities• Measure performance and test different content variations

UNILEVER OVERVIEW

ICE CREAM MARKET OVERVIEW - PRODUCT SEGMENTATION

Unilever

*Jim Riley

BEN & JERRY’S OVERVIEW

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GOOGLE TREND - INTEREST OVER TIME

BEN AND JERRY'S HAAGEN DAZS

BEN & JERRY 'S

VANILLA CHOCOLATE CARAMEL FRUIT

*Company website June 2014

A comparison of base flavours – keyouttakes, Ben & Jerry’s has morechocolate based flavours thanHaagen Dazs (13 vs. 7). Howeverproportionally they are very similar

HAAGEN DAZS

VANILLA CHOCOLATE CARAMEL FRUIT

*Company website June 2014

BEN & JERRY’S WEBSITE TRAFFIC

www.similarweb.com

Traffic sources to Ben & Jerry’s website from April to June 2014. With almost 80% of searchgenerated website traffic derived from organic search Ben & Jerry’s has an engaged andinterested audience

BEN & JERRY’S WEBSITE TRAFFIC

Key social traffic sources and referring sites – for inclusion in the strategic digital planning andexecution of the launch

BEN & JERRY’S OVERVIEW

The frozen yogurt range relatedposts on Ben & Jerry’s Facebookpage are generating significantlyhigher levels of Likes compared toother flavour related posts

50,651

17,267

13,974

4,872

4,123

2,624

1,106

796

654

615

381

351

- 10,000 20,000 30,000 40,000 50,000 60,000

GREEK STYLE RASPBERRY/CHOCO

GREEK STYLE STRAWBERRY

GREEK STYLE HONEY

KARAMEL SUTRA

PEANUT BUTTER CUP

COOKIE DOUGH

PHISH FOOD

CARAMEL CHEW CHEW

BLONDIE BROWNIE

BAKED ALASKA

CHOCOLATE FUDGE BROWNIE

HALF BAKED

NUMBER OF LIKES

LIKES PER POST BY FLAVOUR ON B&J'S FACEBOOK PAGE

*Facebook June 2014

2,054

1,792

1,472

1,348

1,056

1,035

1,029

959

787

285

0 500 1,000 1,500 2,000 2,500

PHISH FOOD

CHOCOLATEFUDGEBROWNIE

STRAWBERRYCHEESECAKE

CHERRYGARCIA

S'MORES

COOKIEDOUGH

HALFBAKED

PEANUT BUTTER CUP

CHUNKYMONKEY

KARAMEL SUTRA

NUMBER OF TWEETS

MOST TWEETED ABOUT FLAVOURSChocolate based ice creams are themost tweeted about Ben & Jerry’sflavours

*Topsy May 23rd-June 22nd 2014

BEN & JERRY’S OVERVIEW

People search for Phish Food themost, almost twice as much as thenext popular flavour

Cookie Dough, Strawberry Cheesecakeand S’mores results include numerousrecipes and products which are not Ben& Jerry’s specific. As such the mostprolific definitive Ben & Jerry’s productmentions are Chunky Monkey (bananaflavour), Phish Food and Cherry Garciagiven their unique names

1,000

590

480

320

260

260

210

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140

110

0 200 400 600 800 1,000 1,200

PHISH FOOD

CHERRYGARCIA

KARAMEL SUTRA

PEANUT BUTTER MEUP

BLONDIE BROWNIE

CARAMEL CHEW CHEW

CHOCOLATEFUDGEBROWNIE

CHUNKYMONKEY

COOKIEDOUGH

PEANUT BUTTER CUP

AVG. MONTHLY SEARCHES

MOST SEARCHED FLAVOURS

*AdWords June 2014

10,053

3,177

1,894

1,613

1,488

433

404

167

140

28

0 2,000 4,000 6,000 8,000 10,000 12,000

COOKIEDOUGH

STRAWBERRYCHEESECAKE

S'MORES

PEANUT BUTTER CUP

CHUNKYMONKEY

MINT CHOCOLATECHUNK

PHISH FOOD

CHERRYGARCIA

CHOCOLATEFUDGEBROWNIE

KARAMEL SUTRA

TOPNUMBER OF SHARES(ARTICLES, INFOGRAPHICS, GUEST POSTS, GIVEAWAYS, INTERVIEWS, VIDEOS)

FLAVOURS WITH THE MOST SHARED CONTENT

*Buzzsumo January - June 2014

ICE CREAM MARKET OVERVIEW

UK ICE CREAM MARKET OVERVIEW - COMPETITIVE LANDSCAPE

“Unilever remains the leading company in ice cream in 2013 with a value share of 28%.

Unilever’s leading ice cream brand Magnum continues to be a strong performer, thanks to proactive new product developments that respond well tothe growing popularity of indulgence and mini formats…

…In 2013 ice cream is expected to register 5% growth in value terms.

Indulgence is still the main driver of the category, with consumers searching for an affordable treat to reward themselves in times of economichardship.

Volume sales are growing at a slower rate, by an anticipated 2% in 2013, which shows how premiumisation is impacting the category.

Indulgent ice cream tends to have a higher price point, a factor that is driving up value sales at a faster rate than volume sales.”

Euromonitor December 2013

UK ICE CREAM MARKET OVERVIEW - TRENDS

“The UK's ice cream, sorbet and frozen yogurt market has grownby 19% in the past five years, and is now worth £1.1 bn ($1.7bn).

But volume sales are forecast to drop slightly to 343 million litres,says Amy Price, senior food analyst at market research firm Mintel.

Consumers are buying in smaller amounts - large one-litre plasticboxes of ice cream are now less commonplace, while single-serving 150ml and 450-500mlcardboard tubs are more readily available.”

BBC May 2013

49% 51%

35%31%

25%

BUY TUBS ICE CREAM

STICKS

LOVE A CONE LOLLIES DESSERTS

FROM VANS

PE

RC

EN

TA

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OF

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*BBC 2013

UK ICE CREAM CONSUMPTION PREFERENCES

UK ICE CREAM MARKET OVERVIEW – FACEBOOK AUDIENCE

520,000

1,240,000

800,000

420,000

240,000 146,000 126,000 84,000 52,000 80,000

13-17 18-22 23-27 28-32 33-37 38-42 43-47 48-52 53-57 58+

FA

CE

BO

OK

USE

RS

*Facebook June 2014

FACEBOOK USERS IN THE UK WITH AN EXPRESSED INTEREST IN ICE CREAM

Twice as many women have expressed an interestin ice cream on Facebook compared to men(supporting data from Brandwatch confirmFacebook figures)

From all Facebook users 18-22 year olds are the ones thathave expressed the most interest in ice cream

67% 33%

*Facebook June 2014

UK ICE CREAM MARKET OVERVIEW – SOCIAL MENTIONS

54%

14%

1,300,404

PE

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TA

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OF

ME

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VOLUME AND SENTIMENT OF ICE CREAM MENTIONS

POSITIVE NEGATIVE NEUTRAL

32%

INSIGHT ALL TWEETS RETWEETS TWEETS IMPRESSIONS

1 #icecream 29,660 5,345 24,315 56,917,764

2 #gameinsight 6,787 - 6,787 281,085

3 #android 6,710 87 6,623 654,832

TOP HASHTAGS

AUTHOR VOLUME

1 AnIceCreamCone 3,150

2 IceCreamBuy 2,290

3 1Aspell ingbee 1,670

TOP AUTHORS

As mentioned before, negativecontent is in fact mostlyneutral or positive. This isbecause automated sentimentanalysis incorrectly groupsphrases such as “I need someice cream bad!” as negative

Top authors and topics to assistwith launch strategy

*Brandwatch June 2014

UK ICE CREAM MARKET OVERVIEW – SOCIAL MENTIONS

SITE NAME VOLUME

twitter.com 1,198,368

www.facebook.com 93,701

www.tripadvisor.co.uk 784

www.yelp.co.uk 368

forums.moneysavingexpert.com 289

cruiseforums.cruisecritic.co.uk 232

www.thedibb.co.uk 156

forums.digitalspy.co.uk 149

www.mumsnet.com 129

www.dailymail.co.uk 111

I CE CREAM CHAN N EL BREAKD OWN

Twi tter Facebook Forum

News Blog General

Review Image Video

Twitter is the most prolificchannel for ice creamconversations, followed byFacebook

*Brandwatch June 2014

UK & US ICE CREAM MARKET OVERVIEW – KEY SOCIAL TOPICS

*Brandwatch June 2014

UK & US ICE CREAM MARKET OVERVIEW – SOCIAL MENTIONS

Ice cream market 27th May – 27th June

Twitter data: professions, interestsand topics by gender to assist withlaunch strategy

*Brandwatch June 2014

MARKET OVERVIEW

UK MARKET OVERVIEW – ECONOMIC PROSPECTS

3.95

3.17 3.232.76

3.43

-5.17

1.661.12

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-6.00

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Inflation, consumer prices (annual %)

UK economy growing Inflation dropping

UK MARKET OVERVIEW – ECONOMICS & INFRASTRUCTURE

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(ANNUAL % GROWTH)

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MOBILE VS. BROADBAND PENETRATION IN THE UK

MOBILE CELLULAR SUBSCRIPTIONS FIXED BROADBAND INTERNET SUBSCRIBERS

Consumer spending increases, albeit still not to pre-crash levels

Broadband internet subscribers on a steady growth trajectory as infrastructure improves

UK MARKET OVERVIEW – MOBILE & SOCIAL MEDIA

62.2

50.9

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MIL

LIO

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*Think with Google (UK population 64.1 million June 2014)

NUMBER OF MOBILE PHONESOWNED

57.4%

16.8%9.7% 5.4% 4.3% 3.7% 1.9%

PE

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*Statcounter May 2013 to May 2014

SEVEN MOST USED SOCIAL MEDIA CHANNELS

IN THE UK

Mobile phone ownership almost equals the entire UK population.Assuming babies and some elderly people do not own phones,the mobile phone market in the UK is considerably saturated

British people prefer Facebook over any other social media channel,followed by Twitter and Tumblr

REFERENCES

The dos and don’ts of frozen yoghurtTribune April 2014http://tribune.com.pk/story/692505/the-dos-and-donts-of-frozen-yoghurt/

How do different marketing channels affect customer purchase decisions?http://gweb-think-tools.appspot.com/customer-journey-to-purchase/

Our Mobile Planet: United Kingdomhttp://services.google.com/fh/files/misc/omp-2013-uk-en.pdf

Craziest ice cream flavours to try this summerhttp://www.kashmirdispatch.com/more-news/170624163-craziest-ice-cream-flavours-to-try-this-summer.htm

Ice Cream - UKhttp://www.reportbuyer.com/food_drink/chilled_frozen_food/ice_cream_uk.html

Consumers who choose to watch ads, remember them betterhttp://think.withgoogle.com/databoard/#lang=en-us&study=39&topic=110

How is ice cream made at Ben & Jerry's? by Curiosity Questhttps://www.youtube.com/watch?v=QEFLZEbr0Lc

BenandJerrysHomemadehttps://www.youtube.com/user/BenandJerrysHomemade

Ben & Jerry's Facebook pagehttps://www.facebook.com/benjerryuk

Ben & Jerry's Twitter handle@benandjerrysUK

Video Ad Completion Rates on the Rise

http://mobilemarketingmagazine.com/celtra-report-q12014

Magic Moments: How Pepsi got the Max out of Facebook

https://www.facebook.com/business/success/pepsimax

Tagboardhttps://tagboard.com/benandjerrys

Buzzsumohttp://buzzsumo.com/

Twitonomyhttp://www.twitonomy.com/dashboard.php

Brand impressionshttp://www.thinkwithgoogle.com/tools/brand-impressions.html

Talkwalkerhttp://www.talkwalker.com/

World Bankhttp://data.worldbank.org/country/united-kingdom

UK GDP growth estimate for 2013 revised down to 1.7%http://www.bbc.co.uk/news/business-26783197

Haagen-Dazs Experiments With Veggie Ice Creamhttp://www.npr.org/2014/04/23/306102488/the-last-word-in-business

UK population grows by more than 400,000http://www.bbc.co.uk/news/uk-27972335

Segmentation & Pricing - the Ice-Cream Price Pyramidhttp://www.tutor2u.net/blog/index.php/business-studies/comments/segmentation-pricing-the-ice-cream-price-pyramid

Twitter for marketinghttps://business.twitter.com/en-gb/audiences-twitter

Eliot Mannoia ...and on other major social networks