Ad workshop hw 2

Situation Analysis By Vince Alagna

Top Ten Thing’s we know

• The industry is heading on the band wagon of the health and awareness for the environment .

• Bad economy .• May reduce volume of sales .• The smart thing competators are doing is

great comercials for ad campaigns .• Not being original as far as new flavors

Top Ten thing’s we know

• Consumers would think of our product in the frozen food section , or while passing one of our specialty stores .

• People should think of this product when they have a sudden craving for something very sweet.

• Consumers buy this product because we have specialty flavors that some don’t have .And its natural .

• Someone might not buy the product because of its price point .

Top Three Theories , Things We Think Might Help sell More.

• We should sell to High society and enviromentalists .

• Concerns for the consumer are natural ingredients.

• The other guys aren’t being creative and bringing new creative flavors to the table .

• We are natural and as well as environmentally friendly with our bio degradable packaging .

• What’s missing is more low fat flavors .

Category Overview

• We are in the frozen dairy Industry, This is a industry which makes ice cream for all to enjoy . Secondary competators would be Bryers and Dove.

Category Size

• Volume= 31 pts• Pentetration= 84%• Category sales=1.29

Category Regionality

East North

centra

l

East So

uth Centra

l

middle Atlantic

Moutai

n

New england

Pacific

South

Atlatic

westnorth

centra

l

west so

uth ce

ntral

Series 1

Series 2

Series 3

Series 1Series 2Series 3

Category Distrabution

Places

grocerymass merchandise all otherDrug storeclubconvience

Category consumer profile

• The average buyer is between 25- 34 and make between 32-40 thousand .

PEST

• Women eat ice cream more then men .• Ice cream is a great treat and is great in the

summertime .• It’s a Great reward for the kids getting that A

on the first grade spelling test. • Its Amazing to reward yourself with.

Competitor

Competator size and share

• Penetration=31.63%• Volume =4pt• Total sale=4,720,000

Regionality

regions

East north centraleast south centralmiddle atlanticmoutainnew englandpacificsouth atlanticwest north centralwestsouth central

Competiore distabution

groce

ry

mass m

erchan

dise

all oth

erclu

bdru

g0

1020304050607080

Series 1

Series 1

360 Advertising

• Breyers comercial tend to focus more on the everday person getting a craving for ice cream . Which is a good way so everyone can relate .

Brand overview

Brand Size

• Volume=5 pt• Penetration= 4.4%• Total sale=5,900,000

Regionality

east north

centra

l

east so

uth ce

ntral

middle atlan

tic

moutain

new england

pacific

south

atlan

tic

west north

centra

l

west so

uth ce

ntal0

5

10

15

20

25

regions

regions

Competitor distabution

Sales

grocery mass merchandiseall otherdrugconvience

360 Advertising

• Ben & Jerrys is know for networking through their acatavism in the community through their variuos programs wich give back . Also have smaller ad campaign as far as comercials go.