Ben and Jerry's Ice Cream

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Ben and Jerry's Ice Cream

• Its not easy being green, but weve done it!
• Peace, Love, and Happiness (PLH) Advertising
  Group
• Laura Hale, Amanda Shevchuk, Lauren Iaunzi,
  Morgan Anderson, Kristina Kurzepa.

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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

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What have they done?

• Reduce waste
• Recycling
• Environmental restoration
• Energy conservation
• Natural resources
• Proper disposal of wastes
• Protection of biosphere

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Peace Love and Happiness

• Advertising Group
• Create awareness about companys 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)

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SWOT

• Strengths
• Charitable image
• Brand equity 30 years
• Website
• Ahead of the Game

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SWOT

• Weaknesses
• Lack of awareness
• Lack of advertising
• Overly reliant on website
• Political very liberal

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SWOT

• Opportunities
• Response
• Increase promotional efforts
• Success rates others going green

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SWOT

• Threats
• Environmental Indifferences
• Health obesity problems
• Competitors advertising strategies
• Increased competition

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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 behaviorlearn-gtfeel-gtdo
• 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

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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

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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

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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

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Public Relations Tools

• Unpaid magazine
• Newspaper
• Television
• Radio Coverage
• But relatively little paid advertising
• Except for placement in popular TV shows

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Other Marketing Strategies

• Free Cone Day
• Guided tours of their factory in Vermont

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Primary Efforts

• Trick or Treating during Halloween via website
• Flavor Developer for a Day contest

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The Problem

• We feel that Ben Jerrys has become overly
  reliant on PR as a form of marketing
  communications
• They could benefit from a more traditional
  advertising approach
• Ben Jerrys needs to utilize a broader range of
  promotional tools

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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

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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 Jerrys in a new and
  different way to people who are already fans of
  ice cream

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IMC objectives

• Three Communications objectives
• Knowledge
• Customer enlightenment
• 60 increase in customers awareness
• Preference
• Create brand preference over competitors
• 40 increase in customers brand preference
• Conviction
• Build a trusting long term relationship with
  consumers
• 30 increase in conviction

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Marketing Objectives

• 2 main objectives
• Increase market share by 3 after one year of
  campaign
• Ben and Jerrys 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

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Slogan

• Its not easy being green, but weve done it!
• Will be used through out promotion
• Creates a unified message

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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

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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 BJ
  for comfort
• What it does
• -showcases Ben and Jerrys environmental
  consciousness
• -shows customers where to go to get more
  information (the website)
• -illustrates just how easy it is to be green

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Print Advertisements

• Magazines
• Health/Food/Cooking
• Cooking Light
• Women's Health
• Good Housekeeping

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More Print Advertising

• Home Gardening
• Real Simple
• Better Homes Gardens
• Family Circle

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Other Print Ads

• Billboards posters
• Placed in metropolitan areas that have been
  defined as target market states
• Will emphasize the slogan Its not easy being
  green, but weve done it
• Ads will help reach the IMC goals by creating
  brand conviction and preference for the company

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Print Ad Campaigns

• Think Green
• 10 Flavors to a Greener Tomorrow
• E-cone Friendly
• Im Green youre Green, Ben Jerrys Ice
  Cream!
• Its not just a flavor its a way of living

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Creative Recommendations Sales Promotions

• Food Network
• Teaming together to create the Going Green for
  Ben Jerrys Ice Cream event which offers
  consumers the chance to create a new
  environmentally friendly flavor for the company

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How we do it..

• Filmed over 6 months
• Viewers submit recipes revolving around Green
  Image
• Finale will announce winner at the Ben and
  Jerrys Going Green Benefit.

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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 BJ 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 BJ flavor developers
September 2009 Begin airing Going Green Special
on Food Network
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Why we are doing it..

• Target audience
• Mass appeal
• Getting Consumers involved
• Sending out our message.

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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 (700am-600pm)
• 6 weeks a year

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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

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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 Jerrys clothing
• Invitations to attend events around the country

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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

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Budget

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

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Budget (Cont.)

• The amount of advertising money designated to
  each medium is an estimate, and can be altered in
  any way that Ben and Jerrys sees fit.

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• WHOS HUNGRY????