Bennjerry gnims

Ice cream

PPT by Shiva Kottary: [email protected] 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 marketsegmentation, companies divide large, heterogeneous markets into smaller segments.

Ben & Jerry’s Market SegmentationGeographical - 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 groupsFamily size, family life cycleGenderAgeOccupationBehavioralReadiness to buyOccasions


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 flavoursSlogan: 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

WholesalersMail order &

internetInternational

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.


http://en.wikipedia.org/wiki/Ice_cream_parlor

http://en.wikipedia.org/wiki/File:Freeconeday_cowgirl.jpg

http://en.wikipedia.org/wiki/File:Freeconeday_cowgirl.jpg

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 acemetery 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-PurchaseThis 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.UnileverBen Cohen & Jerry GreenfieldSupported grassroots organizationsEmployeesCustomersNGO’sSuppliersMediaGovernment


Market research

Questions ???

Target Audience?

Market SegmentationWhat 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 QualityRegional & 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 2011Venue : Hotel Renaissance PowaiBrand Ambassador : Arjun Tendulkar & Cyrus BrochaChief 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 LinePre-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





http://www.wikipedia.com/


http://www.trumpuniversity.com/learn/trump360article.cfm?id=38

http://www.vectorstudy.com/management_theories/BCG_matrix.htm

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