Ben and Jerry Marketing

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?