“If I had 1,000,000 Flavours” The First-Ever Canadian Ben & Jerry’s Flavour Launch
Ben & Jerry’s: Eco-Green Marketing
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Transcript of Ben & Jerry’s: Eco-Green Marketing
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Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. Carter
Sarayut Trakulroong (JUI)Cheng-Hsien Tsai (Vincent)
Silver AriasNeeraj Rama
Zachary Blackhurst
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A little history…• 1978: Ben & Jerry open their first homemade ice cream shop• 1983: Contribute ice cream used in the “world largest ice cream
sundae” 27,102lbs!!!• 1985: Ben & Jerry foundation is established• 1988: Receive Corp. giving Award from Council on Economic
Priorities / establish 1% for peace non-profit• 1991: Ben & Jerry’s Circus bus hits the streets• 1994: Search for a new CEO• 1998: Un-bleached “Eco-pint” released• 2000: Acquired by Unilever
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Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. CarterSarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)Silver Arias
Neeraj RamaZachary Blackhurst
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Ben & Jerry’s eco/green value
• CERES Principles
• Green Team
• Eco/ green Ben & Jerry’s scoop shops
• Values-Led Sourcing
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Values-Led Sourcing
Criteria for Ben & Jerry’s suppliers
• Environmental commitments
• Social vision
• Third party certifications
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Eco/green advantage
• Good for environment
• Create a better reputation
• Build loyalty relationship with customers
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Relationship marketing
Relationship marketing concept will fit with Ben & Jerry
• Long-term focus• Quality of interactions• Importance of internal marketing to marketing
plan success
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All Ice Cream Eaters
All Ice Cream Eaters
Segment 2
Segment 2
Segment 3Segment 3
Segment 1Segment 1
Target = LOHAS
Ben and Jerry’s Market Segmentation: Broad to Narrow
* Segment 1 – Education
* Segment 2 – Loyalty Status
* Segment 3 – Life Style
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Target Market – LOHAS consumersLifestyles of Health and Sustainability
• Based on the new segmentation, the LOHAS consumer comprises 16 percent of all U.S. adults in 2006 (nearly 35 million people)
• LOHAS consumers are interested in products covering a range of market sectors and sub-sectors, including:
• Green building supplies, – socially responsible investing and "green stocks", – alternative healthcare, – organic clothing and food, – personal development media, – yoga and other fitness products, – eco-tourism and more.
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LOHAS Characteristics
• Show tremendous leadership in their attitudes towards the environment, society and socially responsible businesses
• Less price sensitive • More brand loyalty • Have influence over friends and family • More educated• More Socially Conscious
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Assessing the LOHAS Segment Attractiveness
Scoring Key: 5 = Highly Attractive, 4 = moderately attractive, 3 = Average, 2 = Moderately Unattractive, 1 = Highly Unattractive Score for Segment Growth
Score for Competitiv
e Superiority
Score for fit with
Resources, core
competencies
Score for Economic,
Technological Factors
Score for Environmenta
l Threats
Overall Score
Segment 1
4 4 3 3 3 17
Segment 2
5 4 4 3 3 19
Segment 3
5 4 4 4 3 20
Segment 4(LOHAS)
5 4 5 4 3 21
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Differentiated Marketing Strategy
• We will target an immensely diverse group of segments with individual marketing mixes of people:– People who want to give to charitable causes– People who want to be socially responsible– People who want organic foods
– People who enjoy quality ice cream
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Differentiated Marketing Strategy
• Use DMS by:– Collaborating with charitable organizations– Online marketing with socially responsible
organizations– Promote “Points for Pints” on packaging– Promote “Green Clean Ice Cream”
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Ben and Jerry’s Competitive Advantage
% of LOHAS consumers stating the following are very important in product purchase decisions* % LOHAS
2003 % LOHAS
2005 Compound Annual
Growth
Food & Beverage
Contains soy 7% 14% +100%
Organically grown 25% 40% +63%
No artificial colors 31% 47% >+50%
Locally grown 24% 34% +20%
Gives to charitable causes
21% 33% +23%
No genetically modified ingredients
38% 53% +21%
Recyclable packaging
35% 56% +21%
Fair Trade certified ingredients
25% 27% +20%
Trans-fats 36% 48% +20%
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Competitive Advantage
• Use meaningful differentiation by promoting: • “Green Clean Ice Cream”
– recyclable packaging – give to charitable causes, socially responsible – all ingredients are locally grown
– our new ice cream flavors are organically grown ingredients
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Mission StatementStriving to achieve social
responsibility by collaborating our products, practices, and values to
create the best ice cream and earth.
“Green Clean Ice Cream”
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Market Direction
Maintenance
• Sustain our current revenue and market share
• Wring short-term profits from the products and markets
• Prepare for future growth
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Marketing Objectives• Introducing the “pints for points program” • Introduce three new ice cream flavors • Increase renewable energy use in plants to 50% • Increasing traffic to website by 10% in the next
year • Maintain unit sales within 2 % of the last year’s
amount
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Marketing supportCustomer service• Maintain our high reputation • Customers come first • Sharing opinions through our website • Building the customer relation • Customer service before the sale
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Marketing Performance & Implementation Control
• Schedules:Gantt Charts
• Strategic Controls:Quarterly Marketing AuditsNet Promoter Score
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The P’s
• Great Taste• Strong Values• Above and
beyond services
• Total Eco-Green Sustainable operation
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The P’s
• Green from the inner most shell to the outside layers for our product
• Perfect Correlation for the LOHAS Community.
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Promotion
• Target Lohas.com to get the members of the Lohas community aware of our product and our practices.
• Use Google to search out the websites where socially conscience consumers visit.
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Possible Promotions
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Promotions
• Label each container with a eco green symbol
• Symbol will be focused on
healing the world
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A new Motto• Nike has “Just Do It”• McDonalds has “I am Lovin It”• American Express has “Don’t leave home with
out it” • Kay Jewelers- Every kiss begins with Kay Ben and Jerry’s……
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Green, Clean, Sweat Tasting Ice Cream