Ben & Jerry's campaign plan for the "Fair Trade" campaign

Thèmes abordés

Ben&Jerry, ice cream, campaign, fair trade, marketing objectives, communication, strategy, advertising, social network, online, tour

Résumé du document

Ben & Jerry's is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield. It's a division of Unilever and manufactures ice creams, frozen yogurts, and ice cream novelty products.

To define the marketing plan of the company, we have to use the SOSTAC method (PR Smith, 1990s) which is a simple planning system. But it is very effective and many business firms use it to perfect their plans.

Ben and Jerry's products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchises, Ben & Jerry's Scoop Shops, restaurants and other venues.
The aim of Ben & Jerry's is "to make the best possible ice cream, in the nicest possible way."
And it uses business as a "tool for social and environmental changes" by selecting suppliers that share its values.

Indeed, Ben & Jerry's operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Ben & Jerry's contributes a minimum of $1.1 million annually through corporate philanthropy. The purpose of Ben & Jerry's philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding.

Extraits

[...] Last year, they announced its commitment to go fully Fair Trade in the UK. In that way, Ben & Jerry's is the first ice cream company to make such a significant commitment to Fair Trade. Thus, there is a big opportunity in front of Ben & Jerry to capitalise on this social initiative and gain a strong foothold in the market as a leader in driving social change. That reinforced the people's perception that the brand cares about the world issues. [...]

[...] That permits also to keep the interactivity between Ben & Jerry's and the consumers and raise their brand loyalty. Conforming to the AIDA model (Lewis, 1898), this contest will create awareness and interest around the brand and the product. The presence of Ben & Jerry on TV: As marketing plan above the line, the winning advert will be launch on British TV like itv1 later on the year. Almost every year Ben & Jerry's launch a new TV's advert because this support has a wide range of benefits. We didn't choose cinema advert because of the limited audience. [...]

[...] Of course the slogan, The life is not fair but Fortunately there is Ben and Jerry's!, will appear for reminding the TV viewer that Ben & Jerry's is now 100% Fair Trade. available in low-fat” can also appear at the end of the advert. Indeed, people are concerning by healthy angle and that will add another reason to buy this particular brand of ice cream and not another. The frequency of the broadcasting will be once every two days running for two months. [...]

[...] Agency's campaign plan: Ben & Jerry's Fair Trade campaign Executive summary: Ben & Jerry's new 2011 campaign have to be launch on the Internet by organising a contest about Fair Trade. This decision makes sense because of the will of Ben & Jerry's to have its all brand Fair Trade.After that, an advert on TV which will be the best idea of contest will be release one month later and for two months. In the middle of July, a festival with concerts and free cone will be organised to celebrate the fact all Ben & Jerry's flavour are now Fair Trade. [...]

[...] Also, Ben & Jerry's wants to increase the awareness of the consumer about the Fair Trade. To see if the objective has been achieve we can look at the raise of sales of Fair Trade products or if the subscription for sponsoring it are increasing. There is a risk that competitors reproduce Ben & Jerry's strategy by becoming Fair Trade themselves. But the brand has an advantage: it is already involved in others world issues. So Ben & Jerry's can highlight one of them and try to solve it Conclusion: In conclusion, we can say that Ben & Jerry's is a well-known ice cream brand who is involved in social issues like Fair Trade. [...]