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Ben and Jerry's Ice Cream

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  1. Ben and Jerry's Ice Cream “It’s not easy being green, but we’ve done it!” Peace, Love, and Happiness (PLH) Advertising Group Laura Hale, Amanda Shevchuk, Lauren Iaunzi, Morgan Anderson, Kristina Kurzepa.

  2. Company History • 30 year old company – top seller of high quality premium ice cream • Known as a socially and ethically responsible company • Improves life for all people on local and international level

  3. What have they done? • Reduce waste • Recycling • Environmental restoration • Energy conservation • Natural resources • Proper disposal of wastes • Protection of biosphere

  4. Peace Love and Happiness • Advertising Group • Create awareness about company’s efforts to attract environmentally conscious customers • Target market – people who are informed and take necessary steps to be “green” • Communication to achieve goals- (TV, Print, Sales Promos, Radio, PR)

  5. SWOT Strengths • Charitable image • Brand equity – 30 years • Website • Ahead of the Game

  6. SWOT Weaknesses • Lack of awareness • Lack of advertising • Overly reliant on website • Political – very liberal

  7. SWOT Opportunities • Response • Increase promotional efforts • Success rates – others going green

  8. SWOT Threats • Environmental Indifferences • Health – obesity problems • Competitor’s advertising strategies • Increased competition

  9. Consumer Analyses • Who buys our product -90% of household eat ice cream • What is the buying decision process like for retail premium ice cream -variety seeking behavior…learn->feel->do • When and where is the product purchased -grocery stores, retail food outlets, and convenience stores • What social factors might influence the decision to buy -labeled as an unhealthy, non nutritional product • What are the decision criteria? -the taste, price, quality, ingredients and brand awareness

  10. Industry Background • Sales -huge sales profit to be made, billion dollar industry • Current Trends -premium and super-premium quality ice creams account for 41.4% of the total dollar sales • Macro environment Factors and Issues • global warming • Micro environment Factors and Issues • limited shelf space • consolidation

  11. Competitive Review • Direct Competitors -Häagen-Dazs, Dreyers Grand, and Breyers • Indirect Competitors -Cold Stone Creamery, Pinkberry • Sales -Häagen-Dazs, Dreyers Grand, and Breyers • Message Strategies -convey indulgence and opulence • Media Strategies -television advertisements, magazine ads

  12. Current Marketing Situation • Current strategy attempts to build… • Brand equity • A good reputation • Solid customer relationships • This is done by promoting their… • High quality products • Commitment to social change • By using… • Public Relations tools

  13. Public Relations Tools • Unpaid magazine • Newspaper • Television • Radio Coverage • …But relatively little paid advertising • Except for placement in popular TV shows

  14. Other Marketing Strategies • Free Cone Day • Guided tours of their factory in Vermont

  15. Primary Efforts • Trick or Treating during Halloween via website • ‘Flavor Developer for a Day’ contest

  16. The Problem • We feel that Ben & Jerry’s has become overly reliant on PR as a form of marketing communications • They could benefit from a more traditional advertising approach • Ben & Jerry’s needs to utilize a broader range of promotional tools

  17. Target Market • Sold 77% of their packaged pints in • NY, TX, FL, New England, the West Coast, Mid Atlantic Region, & Midwest • International markets include Japan, Canada, the UK and France

  18. Our Target Market Goal • We are not going to try and expand their market.. • … But we do want to increase awareness of how they integrate environmental consideration into their company • We will showcase Ben & Jerry’s in a new and different way to people who are already fans of ice cream

  19. IMC objectives • Three Communications objectives: • Knowledge • Customer enlightenment • 60% increase in customer’s awareness • Preference • Create brand preference over competitors • 40% increase in customer’s brand preference • Conviction • Build a trusting long term relationship with consumers • 30 % increase in conviction

  20. Marketing Objectives • 2 main objectives: • Increase market share by 3% after one year of campaign • Ben and Jerry’s already holds a large share of the premium ice cream market • Increase over all sales volume by 8% first year • 15% long term goal, 2-5 years for these results • Net sales of $237 million in 1999 • 13.3% increase from $209 million in 1998

  21. Slogan • “It’s not easy being green, but we’ve done it!” • Will be used through out promotion • Creates a unified message

  22. Creative Recommendations: Television • Where these commercials will run: • Oprah • Food Network • Rachael Ray • MTV Network • Why television is a good promotional mix tool: -selectivity -flexibility -large coverage -creative execution

  23. Creative Recommendations: Television • Example Commercial Summary: • shows a person attempting to be green by purchasing a hybrid car and not showering to avoid wasting water • when these attempts fail, the person turns to B&J for comfort • What it does: -showcases Ben and Jerry’s environmental consciousness -shows customers where to go to get more information (the website) -illustrates just how easy it is to be green

  24. Print Advertisements • Magazines • Health/Food/Cooking • Cooking Light • Women's Health • Good Housekeeping

  25. More Print Advertising • Home & Gardening • Real Simple • Better Homes & Gardens • Family Circle

  26. Other Print Ads • Billboards & posters • Placed in metropolitan areas that have been defined as target market states • Will emphasize the slogan “It’s not easy being green, but we’ve done it” • Ads will help reach the IMC goals by creating brand conviction and preference for the company

  27. Print Ad Campaigns • “Think Green” • “10 Flavors to a Greener Tomorrow” • “E-cone Friendly” • “I’m Green; you’re Green, Ben & Jerry’s Ice Cream!” • “It’s not just a flavor; it’s a way of living”

  28. Creative Recommendations: Sales Promotions • Food Network • Teaming together to create the “ Going Green for Ben & Jerry’s Ice Cream” event which offers consumers the chance to create a new environmentally friendly flavor for the company

  29. How we do it.. • Filmed over 6 months • Viewers submit recipes revolving around “Green Image” • Finale will announce winner at the Ben and Jerry’s Going Green Benefit.

  30. Time Line Start December 2008 Advertisements begin on Food Network March 2009 Top 10 announced and filming beings for 10 contestants May-July 2009 Mass production of Final 3 Flavors for taste testing August 2009 Winner Chosen B&J Event April 2009 Top 3 chosen and advance to Finals End December 2009 January 2009 First round recipes due to Food Network Kitchens August 2009 Finalists taste test flavors at numerous “Scoop Shops” around the U.S April 2009 Top 10 are invited to Vermont Factory to work with B&J flavor developers September 2009 Begin airing “Going Green” Special on Food Network

  31. Why we are doing it.. • Target audience • Mass appeal • Getting Consumers involved • Sending out our message.

  32. Radio • Target market • Texas, Florida, New England, the West Coast, the Mid Atlantic Region and the Midwest (Illinois, Minnesota, Wisconsin and Michigan • Mid-sized cities • Run advertisements on 5 radio stations per city • 2 advertisements an hour • During work hours (7:00am-6:00pm) • 6 weeks a year

  33. Public Relations • Objectives • Influence people who want to make a difference in the environment • Defend our product and give a reason to buy it • Target group – community members who are eco-friendly and want to make a different

  34. Public Relations • Strategy/Execution • Long time believe in online press releases • Community Involvement • Green Team! • Volunteers who will be eco-friendly representative of their community • Will receive daily eco-friendly tips, monthly newsletters, discounted Ben and Jerry’s clothing • Invitations to attend events around the country

  35. Publicity • Short-term strategy vs. PR as an extended program • New value • Hopes to only create positive publicity about new techniques about going green • Want to make an impact • Training to handle bad publicity is offered to employees and managers

  36. Budget Basic Budget Breakdown: Television ads $20million Print ads $5 million Sales Promotions $2 million Radio $5 million Public Relations $.5million Total $32.5million

  37. Budget (Cont.) The amount of advertising money designated to each medium is an estimate, and can be altered in any way that Ben and Jerry’s sees fit.

  38. WHO’S HUNGRY????