Ben and Jerry’s Ice Cream. Their Target Market is college students Wanted to find the ideal warm...
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Ben and Jerry’s
Ice Cream
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• Their Target Market is college students• Wanted to find the ideal warm weather place
that didn’t have an ice cream shop. They couldn’t find one.
• Instead they chose Vermont. A cold place but it didn’t have an ice cream shop.
• They took a College course on how to run a business that only cost $5.00
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• They found the perfect location – an abandoned Gas Station.
• Friends helped renovate it. They used cheap, rough cut lumber.
• Originally, they had 12 flavors on the menu.
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• They were not making money with just the one store so they started selling pint size containers all over the town to grocery stores etc.
• They had a public stock offering that allowed people of Vermont to be part owners in the company.
• As the business grew, the community members would make money on their stock shares.
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Free Cone Day
• Giving away a free cone to everyone, one day each year costs the company a lot of money.
• From the companies perspective, why do it?
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Advertisement #1What message is the company trying to send?
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Advertisement #2What message is the company trying to send?
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This is an interesting job requirement from Ben &
Jerry’s.
What effect does this have on you personally? Do you find this offbeat & different
approach appealing, confusing, interesting,
etc..?
Job Posting
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Socially Responsible
• Developed Rainforest Crunch Ice cream specifically to help save the Rainforest.
• They bought Brazil Nuts which helped the people in the rainforest get work in a responsible way.
• They also developed Peace Pops in support of Peace (not war)
• They gave money to combat Global Warming
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Fair Trade Advertisements
1. What is fair trade? Explain.2. Would you be willing to pay more for
something that is Fair Trade? Explain.
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2006 Ads• These 2006 ads are all about being socially
responsible…1. Fair Trade – buying products from 3rd world
countries to help poor people2. More love/Less handle – Ice cream that is
better for you so you don’t gain weight.3. Climate Change – helping the environment.
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Fair Trade Commercials
Link to videoshttp://www.youtube.com/watch?v=t7Ue8630NzEhttp://www.youtube.com/watch?v=IdZUB5Ilkbshttp://www.youtube.com/watch?v=JRr18J31y_o
•What is the main message of these commercials?
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• In 2006, they began sourcing new containers from a paper supplier that uses pulp from sustainably managed forests.
• This also helped them reduce 1000 tons of waste per year compared to our old container.
Containers
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2008 Advertisement• It focuses on being “nice”• Nice to Cows – feeding them good food• Hiring poor people to make the brownies• Giving money to help the environment• Is the fact that a company is “nice” important
to you? Explain.
Link to video
http://www.youtube.com/watch?v=l9CxRgCgqCc&feature=player_embedded
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Re-using Product
• Many restaurants re-use products in several different dishes. What benefit would the advertisement below offer the company?
• Would you be excited or disturbed by this concept?
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Supporting Schools
• Buy an ice cream cake and they will donate $3 to your school.
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Ben Cohen, Oreo’s, & Govt. Spending
• Watch the video entitled Ben Cohen and Oreo Demonstration on government spending– Is video biased?– Do you think Ben & Jerry’s is
hypocrtical?
• Write a 2-3 sentence summary based on your impression of what what you see
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Oreo Video
http://www.youtube.com/watch?v=H9kXPTwIO08
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Website Activity
Go to www.benjerry.com • Describe the homepage. What visuals (pictures) do
they use to grab your attention?
Click on Company – Media Center – Press Releases.• Read any press release from this area and describe
its purpose using 3-5 bullet points.
Go to www.benjerry.com/company/capture-euphoria#• Describe the Capture Euphoria Contest & what it
means.Be prepared to conduct a similar contest on campus this week.
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Ben and Jerry’s Instagram Ads
• With more than 100 million users Instagram is an attractive media for marketers looking to attract a young demographic.
• B&J has 123,000 followers on Instagram, a respectable figure though far behind others like Starbucks and Nike.
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Ben & Jerry's to Run Fans' Instagram Photos in Local Ads
http://mashable.com/2012/11/15/ben-jerrys-instagram/