Ben & Jerry Ice cream Marketing Presentation

Ice cream
PPT by Shiva Kottary: shivakottary@gmail.com or https://www.facebook.com/shiva.kottary/

Institute Name - GNIMS
Presentation by - Shiva Kottary
Batch - B (2011-13)
Roll No - 54
Subject - Marketing
Semester - 1st Semester
Presentation by: Shiva Kottary

Overview
• Company History
• Ben & Jerry Mission
• Market Segmentation
• USP
• Marketing Mix
• S.W.O.T Analysis
• Company’s Current Status
• Ben & Jerry India Launch

Ben & Jerry Ice-Cream
 Ben & Jerry's is an American ice cream company, a division of the
British-Dutch Unilever, that manufactures ice cream, frozen
yogurt, sorbet, and ice cream novelty products, manufactured by Ben &
Jerry's Homemade Holdings Inc.
 Its headquarters is in South Burlington, Vermont, United States, with the
main factory in Waterbury.

History
 1963 - Ben Cohen and Jerry Greenfield meet in 7th Grade Gym
Class.
 1977- Ben & Jerry move to Vermont and completed a $5
correspondence course of ice cream making from the
Pennsylvania State University's Creamery.
 1978 – B & J with a investment of $12,000 opened an ice
cream parlor in a renovated gas station in downtown
Burlington, Vermont.
 1980 – B & J started packing their Ice-creams in Pints to sell in
grocery stores.
 1981 – A magazine hails Ben & Jerry ‘s as “ The Best Ice-cream
in the World”
 1984 – B & J made a remarkable sales of more than $4
Million, a 120% of increase from the previous year
 1985 – B & J foundation established in the end of the year
and it provided with 7.5% of company’s of pre-tax profits
which increased their sales upto $9 Million , a 143% increase
from the previous year
L – R: Jerry Greenfield & Ben Cohen
1978

History
 1986 - Dreyers became the Master distributors of B & J products and made a sales of $20
Million.
 1988 – More than 80 scoops shops were introduced at the end of the year and B & J were
named U.S small Business Persons of the year by the President Reagan in a White House
Rose Garden Ceremony.
 1989 – B & J Receives Columbia University’s Lawrence A Wein Prize for corporate social
responsibility.
 1991 – B & J made a sales of more than $131 Million in the end of the year.
 1996 – Perry Odak takes the vacant position of CEO and the net sales reach $174 Million.
 2000 - Ben & Jerry's Homemade, Inc. was acquired by Unilever which is a British-Dutch
company. Since the acquisition, not much has changed with Ben and Jerry's Ice Cream.

The organization's 3-fold mission
Statement

Market Segmentation
What is Market Segmentation?
Markets consist of buyers, and buyers differ in one or more ways. Through market
segmentation, companies divide large, heterogeneous markets into smaller segments.
Ben & Jerry’s Market Segmentation
Geographical - Ben & Jerry market is divided globally(i.e European, Asian) American
would have to pay more for an ice cream cup than a German.
Market is Segmented on the basis of
Different income groups
Family size, family life cycle
Gender
Age
Occupation
Behavioral
Readiness to buy
Occasions

Market Segmentation
Ethnicity
8%
16%
16%
60%
Hispanic
African American
Asian
Caucasian
Age
4%
68%
20%
8%
Under 18
18-25
26-40
40+
Gender
60%
40%
Male
Female
Demographic
Market
Segmentation

Unique Selling Proposition
What is USP?
A unique selling proposition involves something that your competitors either
can’t or wont deliver. It differentiate our product from the competitors in a way
that customers will immediately notice the difference
Ben & Jerry’s USP:
Environmental and Socially-conscious Approach
Values(Mission Statements)
Premium Quality of Ice-creams
Large number of ice-cream flavours
Slogan: Chunkiest, funkiest ice cream, frozen yogurt and sorbet

Marketing Mix

Product line
Product lines include:
• Super premium ice cream (also low fat)
• Premium ice cream (supermarket range)
• Frozen yoghurt(Curd)
• Sorbet(Frozen Desert made from Fruit juices)
• Concoctions (special Cone ice cream)
• Gifts – product merchandise

Product Range
Over 50 innovative flavours (innovative names)
Gourmet quality natural ice cream
Mostly pint size and bulk containers
Environmentally friendly packaging

Pricing Strategy
Pricing strategy depends on:
– Luxury ice cream – High Price
– Prices in supermarkets
– Comparison with Haagen-Dazs & Dreyers(Competitors)
– Premium Ice Cream

Ben & Jerry’s Company Presence
Ben and Jerry's Scoop shops are Present all around the world
 Austria Australia Belgium
 Canada Colombia Czech Republic
 Denmark Estonia Finland
 France Germany Gibraltar
 Greece Hong Kong Iceland
 Ireland Israel Italy
 Japan Malta Mexico
 Netherlands Norway Portugal
 Puerto Rico Singapore South Korea
 Spain Sweden Switzerland
 Thailand Turkey United Kingdom
 United States
Now there are
– More than 450 scoop shops in US
– 150+ shops internationally

Place – Restaurant
• The interior of the Ben & Jerry's in New Jersey (Hoboken).
• Ben & Jerry's was the first brand-name ice cream to be taken into
space aboard the Space Shuttle.
• Most of the cruise ships of the Royal Caribbean International have a
Ben & Jerry's scoop shop on board

Current Distribution Channel Structure
Company
stores
Franchisees
Wholesalers
Mail order &
internet
International
Licenses
Supermarkets
& Convenience stores

Promotional Mix
The elements of Ben & Jerry promotions mix are:
 Personal Selling.
 Sales Promotion.
 Sponsorship through Ben & Jerry Foundation
 Online advertising
 Street marketing
 Outdoor advertising
 Direct Mail.
 Trade Fairs and Exhibitions.

Promotion Strategy
Girl in cow costume promoting Free Cone Day outside a Ben & Jerry's shop in
Stockholm, Sweden
Free Cone Day is an annual event held between late March and early May, in which Ben &
Jerry's scoop shops give out free ice cream cups and cones. The most recent event took
place on Tuesday, April 12, 2011 from noon to 8 pm.

Promotional Mix
Above on the left is a similar van Ben &
Jerry used in the 1980s to drive cross
country to promote their product
During Halloween festival, they make a
cemetery with former ice cream flavors that
died and write a small poem on each grave
stone.

Unique Promotional Strategy
Mall Advertising
• This eye-catching advertisement
would capture attention of
drivers, commuters and basically
anyone that passes by. This melting
ice cream display is placed on the
building that has a Ben & Jerry's
outlet.

Promotion Strategy
6 Sheet
This 6 Sheet advertising is out of the box.
The ad features that an ice cream
wrestling event is held in conjunction
with the new flavours launch. The
mess on the board and floor is to give
a realistic feel of the actual event,
encouraging people to visit the store.
Point-of-Purchase
This guerilla advertising leaves passer-
by amused as they take a second look
at the caution sign. This guerilla
advertising concept touches the
'overflowing' ice cream from the
freezer that contains the two new
flavours

Advertisements
Real Flavours!
Fictional advertisements
for Ben & Jerry's. The
concept behind the ads is
to promote the
natural, rich and as a
matter speech, REAL
flavours that drives Ben &
Jerry's. Hence the
illustrations depicting the
flavours coming to life.

Advertisements

Web Advertisements

S.W.O.T
STRENGTHS
WEAKNESS
THREATS
OPPORTUNITIES

Ben & Jerry ‘s S.W.O.T Analysis of U.S.A

Current Status of Ben & Jerry
Ben & Jerry’s Homemade Inc. is currently organized as an autonomous
subsidiary of Unilever, which has dozens of subsidiaries worldwide
Stakeholders of Ben & Jerry Homemade Inc.
Unilever
Ben Cohen & Jerry Greenfield
Supported grassroots organizations
Employees
Customers
NGO’s
Suppliers
Media
Government

Market research
Questions ???
Target Audience?
Market Segmentation
What are we selling?
To whom are we selling it ?
Where are we selling it?
What kind of ice-cream do our customers prefer?
What kind of flavours do our customers prefer?
What tub size do our customers prefer?
What price do our customers want to pay?
Where is type of ice cream should be made available?

P.E.S.T.E.L Analysis
Political Factors: Change in Government Policies
Economical Factors: Low economic growth in the Country
Social Factors: Health concerns
Technological Factors: New Technological in regards of Ice-creams Productions
Environmental Factors: Weather, Climate, Natural Calamities
Legal Factors: Health and safety law

Target Audience
Ben & Jerry’s Target Group:
• Children's & Families
• School & College students
• Middle age Group people

Our Products
• Ice-Creams
– Regional ice-creams
– Seasonal ice-creams
(Mango/ Strawberry/ Anjeer etc)
– Indian Flavour ice-creams
(Kulfi's / Falooda / Pista / Malai /Kesar etc)
– Sugar free ice-creams
– Low fat ice-creams
– Premium ice-creams
(European brands of Ben & Jerry’s)
• Sundaes: Small / Medium / Family pack
• Cakes: Customized cake / Egg Less
• Sugar free – Ice creams/ cakes/Pastries
• Milkshakes

Product Positioning
High
Highlow
low
Price
Quality
After deciding the target markets, our company has decided what position it
wants to occupy in the target market.
Our Company has tried to position our products in such a way as to distinguish
themselves from the competitors (like 31 Baskin and Robins, Naturals, Amul
Ice Cream) and give our product the greatest strategic advantage in the target
market.
Premium Ice-cream – High Price & High Quality
Regional & Seasonal ice-cream – Low Price & High Quality
Ben & Jerry
Positioning Matrix
Ben & Jerry

Unique Selling Proposition(USP)
Services:
• Free home Delivery to nearby places
• One can Make their own ice-cream
• Drive Thru
• Birthday Parties Plan
• Low fat ice-creams
• Sugar free ice-creams
Facilities:
• Kids Zone
• Gift Zone
• Gaming Zone
• Wi-Fi Connectivity
• Ambient Environment
• Parking zone

Brand Persona:1
• Name: Neetu Kumaran
• Naughty girl
• Age: 8yrs old
• Residence: Bandra – Pali Hill
• School: St. Merry’s High School
• Class: II STD
• Friends: Sam & Preeti
• Like: Dancing and Playing with Friends
• Favorite cartoon character: Shin Chan
• She loves Ice Cream, Pastries & Chocolates.
• Her favorite Doll: Barbie
• Her Parents loves Neetu Kumaran very much
because she is the only child of them.
• They only prefer Branded things.
• On Sat & Sun Neetu goes out with her Parents for
fun & Shopping at that time she demands Ice
Creams from them.

Brand Persona: 2
• Name: G12 Group
• Friends:12Nos
• Age group: 16 – 24yrs
• College: National College
• Location: Bandra – Linking Road
• Like: Chilling out, Gaming & Partying
• They all attend college from 1pm– 5pm
• Everybody have their own car/bike.
• After college: All hunt for a place to Chill out.
• In the Evening: All meet at a nearby Restaurant
for a get together and always find a chance to
party and fun.

Brand Persona: 3
• Name: Mr. & Mrs. Sharma
• Live at Khar west
• Both are working in Media company
• Work: 10am – 6pm
• Go office by car
• During break they have food from cafeteria
• Addicted to outside eatables due to busy
schedule.
• After office both go to cafe to spend time with
each others
• Like Ice creams – but flavor conscious
• Prefer veg. food only - Brahmins
• Very Choosy of branded things
• Like Peaceful Place – Ambient Atmosphere
• They both like reading books
• Chatting & Networking

Tag LineLaunch Date : 25th Dec 2011
Venue : Hotel Renaissance Powai
Brand Ambassador : Arjun Tendulkar & Cyrus Brocha
Chief Guest : Ben & Jerry
Other Guest : Celebrities, PR agencies, Media
India Launch Details

Tag LineRestaurant Location : Bandra Pali Hill
Inauguration Date : 25th Dec 2011
Ben & Jerry India - Restaurant Inauguration

Tag Line
Pre-Launch Activation:
Activations (Promotions of the Company Launch and the Products)
in schools, where in free cone coupons will be distributed to all the
schools in Bandra and Khar.
A Special KIOSK will be set up at different place at Bandra & Khar so
that the children's can avail their coupons.
Huge Air Balloons will be Set up in Sky near the restaurant.
Product Brochures will be distributed across these places.
Ben & Jerry - India Promotion Strategy

Tag LineRestaurant at Bandra Pali Hill (Reference Pics)
•Exterior & Interior of Restaurant
Ben & Jerry Restaurant - India Design Plan

Tag Line
Restaurant Layout Plan in India
Counter
Dry Store RoomGift
Shop
Dinning Zone
Restroom
Kids
Zone
Parking
Crew
Room
Chiller &
Freezer
Manager
Cabin
Main Entrance
Fire
Exit
Fire
Exit
AREA: 16000sq. ft
Gaming
Zone
Fire
Exit
Dinning Zone 2

Tag Line
“We make, distribute & sell the finest quality of ice cream and serve
Happiness to Customer with a continued commitment of fun & more”
.
Tag Line in India

Advertisement Plan
Print Ad: Coupons
Outdoor
Advertisement

Reference
http://www.benjerry.com
http://www.benandjerryfoundation.org
http://www.marketingteacher.com
http://www.wikipedia.com
http://www.valuebasedmanagement.net/methods_bcgmatrix.html
http://www.netmba.com/strategy/matrix/
http://www.trumpuniversity.com/learn/trump360article.cfm?id=38
 http://www.vectorstudy.com/management_theories/BCG_matrix.htm

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Ben & Jerry Ice cream Marketing Presentation

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