Ben & Jerry's presentation

Résumé du document

Objectives:
-To develop the brand Ben & Jerry's the market of the ice cream in France

-To understand the values of the brand of Ben & Jerry's

-To diagnose the threats and the weak points of the brand of Ben & Jerry's

-To analyze the politics of management of the brand of Ben & Jerry's

-To establish a strategic approach (3 levels of decision)

-To propose strategic options for the future of the brand of Ben & Jerry's

Product Mission:
Make and sell the best ice cream using natural ingredients and business practices that
respect the environment.

Social Mission:
The company realizes that it plays an important role in society and proposes initiatives
to improve the quality life locally, nationally and internationally.

Economic Mission:
-To run the business in a sustainable manner and based financial growth, value added
for parties stakeholders and expand development potential employees.
-The interdependence of these three core values is essential to Ben & Jerry's.

Extraits

[...] What comes to your mind when I associate “Ben & Jerry's” and “ice cream” ? Untitled-2.JPG Step 2 : Determine the central core and the peripheral system If a product is not . (Association), can it be X brand related ? http://images.fanpop.com/images/image_uploads/Ben---Jerry-s-ben-and-jerrys-613380_1469_405.jpgUntitled-2.JPG Pleasure Green Natural Creamy Expensive Cookies Funny Cow Ben & Jerry's Ice Cream Satisfaction Natural Agriculture Milk Luxuriy Taste Laugh Milk Warm Pot Small, tall YES YES YES YES YES YES YES NO YES YES Untitled-2.JPG ASSOCIATIONS LINKED TO THE BRAND DETERMINATION of the BRAND CENTRAL CORE AND PERIPHERAL SYSTEM Number of quotations % NO : Brand central core % YES : Brand peripheral system % Pot Ice cream Cow Funny Cookies Natural Creamy Pleasure Expensive Green Untitled-2.JPG ASSOCIATIONS LINKED TO THE BRAND DETERMINATION of the BRAND CENTRAL CORE AND PERIPHERAL SYSTEM Number of quotations % NO : Brand central core % YES : Brand peripheral system % Blue Cloud Cold Sugar Vanila Smithereens Bio USA Untitled-2.JPG ASSOCIATIONS LINKED TO THE BRAND DETERMINATION of the BRAND CENTRAL CORE AND PERIPHERAL SYSTEM Number of quotations % NO : Brand central core % YES : Brand peripheral system % Taste Fair Trade Contests Fun Flavours Design Gluttony Agriculteur Milk Chocolate Untitled-2.JPG ASSOCIATIONS LINKED TO THE BRAND DETERMINATION of the BRAND CENTRAL CORE AND PERIPHERAL SYSTEM Number of quotations % NO : Brand central core % YES : Brand peripheral system % Colors Nuts ASSOCIATIONS LINKED TO THE BRAND DETERMINATION of the BRAND CENTRAL CORE AND PERIPHERAL SYSTEM Number of quotations % NO : Brand central core % YES : Brand peripheral system % Total of quotations Average number of quotations per interviewee 10 Untitled-2.JPG « Ben & Jerry's » Brand Structure: Central Core and Peripheral System Ice Cream Cow Cookies Natural Pleasure Expensive Fair trade Blue USA Funny Taste ( Vanila/chocolate) Cloud Cold Sugar Nuts Agriculture Gluttony Untitled-2.JPG Good strategy of positioning with « naturals product » and « Fair trade » for the social and environmental side. [...]

[...] Also for the price « expensive », good premium positionnal. Evocation of the packaging and the business environment with “cow” , “blue”, “ ice cream” and” cookies” ben-et-jery-faily-nuts.jpg Preconisations Untitled-2.JPG Diversification (vertical) Differentiation Commercial and Production strategy To make sales more dynamic during all year - Seasonally adjusted sales. Maintain relationships of trust and long term relationships with our suppliers to continue our policy of fair trade and CSR. - Product distributed in supermarkets and convenience store. [...]

[...] Mix Marketing ben-et-jery-faily-nuts.jpg Implementation Untitled-2.JPGbenjerry.gif Place Politic : Exclusively in the mass retail channel : franchise networks : 40 points of sale for Ben & Jerry's sales through well-known chain restaurants such as, and Hippopotamus, Domino's Pizza, Pomme de Pain, for Ben & Jerry's 10% in the mass retail Mix Marketing ben-et-jery-faily-nuts.jpg Implementation Untitled-2.JPGbenjerry.gif Promotion Politic : Communication is shifted and slighty, close to the customer: “ if it is not fun, why do it ?” Use of social networks and internet : On facebook Ben & Jerry's website Ben & Jerry's blog Twitter Mix Marketing Implementation Untitled-2.JPGbenjerry.gif Geographic : People live in cities (more in downtown) : – inhabitants Social economic : CSP + Sexe : Men and women Age : 18-40 years Personnality : People greedy and people in favor of sustainable development Household : single / couple / teenager Religions : all religions Behavioral : loyalty Segmentation ben-et-jery-faily-nuts.jpg Implementation Untitled-2.JPG Hippy image The products of the brand are positioned on the segment " great premium " whether it is for all the types of product or for the model of distribution Quality ice cream (rigorous selection of ingredients: natural 100%) having a high price compared with the others products on the market Specificities fair varieties: The label Max Havelaar shows the commitment of the brand and the will to benefit the small producers benjerry.gif Positioning ben-et-jery-faily-nuts.jpg Implementation Untitled-2.JPG Target: young and urban between 18 - 40 years Rather « bobo » stylelife Persons having an important social life Fond of good food , amateurs of authentic and natural products in search of original products Responsible consumers (produced ethics) Targeting benjerry.gifben-et-jery-faily-nuts.jpg Implementation Untitled-2.JPG Four objectives of the brand: The best product possible Satisfactory financial performance An active social role. Face competition marked by the presence of large groups such as Nestlé, Häagen Dazs ice . [...]

[...] Strategy of Ben&Jerry's ben-et-jery-faily-nuts.jpg CRS / Politic Untitled-2.JPG Environment: They plant trees themselves They pay attention of theirs wastes. Their cups which consist of 90% recyclable materials. They are also working on a way to reduce the emission of methane gas produced by cows. The ingredients are purchased closer to factories and supply lines are adjusted to make the least possible transportation. [...]

[...] Ben & Jerry's pays attention to animals that produce the essential ingredients of the ice cream. From 2010, the brand will only use eggs from hens that are raised outdoors (cage-free eggs). Strategy of Ben&Jerry's ben-et-jery-faily-nuts.jpg CRS / Politic Untitled-2.JPG Tools of methodology Goodies of Woody Design Co-production Packaging Diversity E-commerce International Alliances More events News retails Cakes News taste Adaptality of the market BRAINSTORMING The future of the brand Ben&Jerry's Untitled-2.JPG The future of the brand Ben&Jerry's Untitled-2.JPG Step 1 : Find the associations linked to the brand http://blog.benjerry.fr/wp-content/uploads/ben-jerry-free-cone-day.jpgUntitled-2.JPG Smithereens Cookies Vanilla Cold Sugar Bio Pot Blue Cow Ben & Jerry's USA Ice cream Nuts Smithereens Odor Strong Salt Health Carton Sky Design Junk food Cookies What comes to your mind when I tell you Ben & Jerry's? [...]