Ice cream

PPT by Shiva Kottary: shivakottary@gmail.com or

Institute Name

Presentation by Kottary
Batch

GNIMS
Shiva

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

Companys Current Status

Ben & Jerry India Launch

Presentation by: Shiva Kottary

Ben & Jerry IceCream

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.

Presentation by: Shiva Kottary

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.

L R: Jerry Greenfield & Ben Cohen

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 companys
of pre-tax profits which increased
theirby:
sales
upto
Presentation
Shiva
Kottary

197
8

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 Universitys 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.

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The organization's 3-fold mission

Statement

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Market Segmentation
What is Market Segmentation?
Markets consist of buyers, and buyers differ in one or more ways.
Through market
segmentation, companies divide large, heterogeneous markets into
smaller segments.
Ben & Jerrys Market Segmentation
Geographical - 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 groups
Family size, family life cycle
Gender
Age
Occupation
Behavioral
Readiness to buy
Occasions
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Market Segmentation

Demograph
ic Market
Segmentati
on

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Unique Selling Proposition

What is USP?
A unique selling proposition involves something that your
competitors either cant or wont deliver. It differentiate our
product from the competitors in a way that customers will
immediately notice the difference

Ben & Jerrys USP:

Environmental and Socially-conscious Approach
Values(Mission Statements)
Premium Quality of Ice-creams
Large number of ice-cream flavours
Slogan: Chunkiest,Presentation
funkiest ice
frozen yogurt and
by:cream,
Shiva Kottary

Marketing Mix

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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

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Product Range

Over 50 innovative flavours

(innovative
names)
Gourmet quality
natural ice
cream
Environmentally
friendly
packaging
Mostly pint size and bulk
containers
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Pricing Strategy
Pricing strategy depends on:
Luxury ice cream High Price
Prices in supermarkets
Comparison with Haagen-Dazs &
Dreyers(Competitors)
Premium Ice Cream

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Ben & Jerrys 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
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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
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Current Distribution Channel Structure

Mail order &

Wholesalers
internet

Franchisees

International
Licenses

Supermarkets
& Convenience stores

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Company
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.

Presentation by: Shiva Kottary

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 8pm.
Presentation by: Shiva Kottary

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 a
cemetery with former ice cream
flavors that died and write a small
poem on each grave stone.

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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.
Presentation by: Shiva Kottary

Promotion Strategy

6 Sheet
Point-of-Purchase
This guerilla advertising leaves
This 6 Sheet advertising is out of
passer-by amused as they take
the box. The ad features that
a second look at the caution
an ice cream wrestling event is
sign. This guerilla advertising
held in conjunction with the
concept touches the
new flavours launch. The mess
'overflowing' ice cream from
on the board and floor is to
the freezer that contains the
give a realistic feel of the
two new flavours
actual event, encouraging
people to visit the store.
Presentation by: Shiva Kottary

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.

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Advertisements

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Web Advertisements

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S.W.O.T

WEAKNESS
STRENGTH
S

OPPORTUNIT
IES
THREATS

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Ben & Jerry s S.W.O.T Analysis of U.S.A

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Current Status of Ben & Jerry

Ben & Jerrys Homemade Inc. is currently organized as an
autonomous subsidiary of Unilever, which has dozens of
subsidiaries worldwide

Stakeholders of Ben & Jerry Homemade Inc.

Unilever
Ben Cohen & Jerry Greenfield
Supported grassroots organizations
Employees
Customers
NGOs
Suppliers
Media
Government

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SCOOP SHOP LAUNCH IN INDIA

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Market research
Questions ???
Target Audience?
Market Segmentation
What 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?
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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 Icecreams Productions
Environmental Factors: Weather, Climate, Natural Calamities
Legal Factors: Health and safety law
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Target Audience

Ben & Jerrys Target Group:

Children's & Families
School & College students
Middle age Group people

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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 & Jerrys)

Sundaes: Small / Medium / Family pack

Cakes: Customized cake / Egg Less

Sugar free Ice creams/ cakes/Pastries

Milkshakes
Presentation by: Shiva Kottary

Product Positioning
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 Quality
Regional & Seasonal
ice-cream
Low Price & High Quality
Positioning
Matrix
High

Ben & Jerry Ben & Jerry

low
Price

High

Quality
low
Presentation by: Shiva Kottary

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
Presentation by: Shiva Kottary

Brand Persona:1

Name: Neetu Kumaran

Naughty girl
Age: 8yrs old
Residence: Bandra Pali Hill
School: St. Merrys 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.

Presentation by: Shiva Kottary

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.

Presentation by: Shiva Kottary

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

Presentation by: Shiva Kottary

India Launch Details

Line
Launch Date
:
25th Tag
Dec 2011
Venue
:
Hotel Renaissance Powai
Brand Ambassador
:
Arjun Tendulkar & Cyrus Brocha
Chief Guest
:
Ben & Jerry
Other Guest
:
Celebrities, PR agencies, Media

Presentation by: Shiva Kottary

Ben & Jerry India - Restaurant Inauguration

Restaurant Location
: Bandra Pali Hill
Tag Line
Inauguration Date
2011

25th Dec

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Ben & Jerry - India Promotion Strategy

Pre-Launch Activation:
Activations (Promotions of the Company Launch and
the Products) in schools, where
free cone coupons
TaginLine
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.

Presentation by: Shiva Kottary

Ben & Jerry Restaurant - India

Design Plan

Line Pics)
Restaurant at Bandra Pali HillTag
(Reference
Exterior & Interior of Restaurant

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Restaurant Layout Plan in India

Tag Line
Fire
Exit

Chiller &
Freezer

Fire
Exi
t

Gift
Shop

Manag
er
Cabin

Kids
Zone

Restroom

Dr
i
C o ve T
un hr
ter u

Gami
ng
Zone

Crew
Room

Dry Store Room

Counter

Dinning
Zone 2

Dinning Zone
Parking

AREA: 16000sq.
ft

Main Entrance

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Fire
Exi
t

Tag Line in India

Tag Line

Scooping Happiness to Life

We make, distribute & sell the finest quality of ice cream and
serve Happiness to Customer with a continued commitment of
fun & more
.

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Advertisement Plan

Print Ad:
Coupons

Outdoor
Advertisement

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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

Presentation by: Shiva Kottary

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Presentation by: Shiva Kottary

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