B _ J Ice cream

							Ben & Jerry’s Ice cream
                          Introduction

 American ice cream company, a division of the British Dutch Unilever
  company

 Founded by Ben Cohen and Jerry Greenfield as scoop shop in 1978

 In 1983, their first out-of-state franchise opened in Portland

 By 1985, established the Ben & Jerry’s Foundation

 Also in 1988, the company established a new Environmental Action Plan
                 Situational Analysis
                             Swot Analysis
• Strengths

 Recognized brand name

 Home made ice cream

 Wide variety of unique ice cream flavors

 Good social and public reputation

 Loyal, well-treated workforce
• Weaknesses

 Ben & jerry’s target market is also limited due to their product being niche

 Neglecting changing trends in the market.

 Their suppliers also have high bargaining power Cold supply chain and
  distribution network virtually non-existent.

 The company lacks professionalism in management for instance
• Opportunities

 offering healthy products like fat-free ice cream and frozen yogurt
  products.

 opportunity to grow in Asian ice cream market

• Threats

 Health awareness is rising in the population

 Demand on products like milk seems to be on the rise while supply is low
  thus raising the prices.

 Social changes within consumer market

 Tough competition with international MNCs
                Competitive Analysis
• Ben & Jerry’s would be competing with two ice creams

                               Haagen-Dazs

                                  Moven pick

• Direct competitor         Haagen-Dazs

• Distribution channel is same

• Ben & Jerry’s share of market is smaller
     Advertising Opportunity Analysis
 Local newspapers and magazines

 Advertising on TV.

 Local celebrity (e.g. Fawad Khan) could be used

 Bill boards

 Sponsor fashion and TV shows
          Key Problems to be addressed

 Firstly, Ben & Jerry’s is available at only Alfateh and Esajees so there is a
  need of to expand its channel of distribution

 It should open scoop shops in major areas

 To be launched in Pakistan on a large scale
              Key Strategic Decisions
Advertising & Promotional Objectives

• Market share

• Distribution

• Product awareness

• Profitability

• Creating synergy
              Market Segmentation
• Uses Four types of segmentation:

• Demographic segmentation

• Psychographic segmentation

• Geographic segmentation

• Benefit segmentation
                      Market strategy
• Ben & Jerry Ice Cream will be manufactured to a quality, matching
  international standards.

• It will provide to customers, the worth of their money for the money for the
  price competitive with the market leaders for deeper penetration in
  competitive market.

• With the help good promotional mix Ben & Jerry will create a favorable
  perceived image of the company and Ice Cream in the eyes of consumers.
                               Price
Market penetration on the basis of competitive price will be the strategy
  of the company. The price will be attractive enough for the
  consumers

• Rs 225( 200 ml)small pack

• Rs 775(473ml)large pack

• Rs 350 cones

• Rs 175 cups
                                  Place
• The objective of distribution is to provide time and place utility to domestic
  as well as institutional customers

• Ensure the availability of at its Sale Points

• Available at Essajee’s and AlFateh
                   Consumer Insight
   • “Behind every famously great idea, there is perhaps less flashy but
                 immensely powerful insight” by Mendelssohn

 Consumer insight of Ben and Jerry’s customers:

• People full of life

• Behaviors are motivated by moods

• Experimental

• Quality conscious

• Health conscious
                         The Big Idea
• To target all the age groups with different and unique flavors of ice creams

                                   Chunky Monkey

                                    Chubby Hubby

                              Berry Berry Extraordinary

                                    Cookie Dough
                   Advertising budget
• The budget is a critical part of an advertising campaign.

• The budget determines- targets and multiple plans.

• Method of budgeting- “objective task method”

                       Reasons for using the method

• Considers each activity individually.

• Determines cost individually.

• Develops the budget from the ground up- objectives are the starting point.
                       Budget Allocation (TVC)
      TV Channels             Time Slot    Rate per min   No of Ads   Total amount

   Geo Entertainment         19:00-20:00   PKR 90,000        6          540,000

                             20:00-21:00   PKR 125,000       3          375,000

                                                                        915,000

        Hum Tv               09:00-11:00   PKR 40,000        7          280,000

                             20:00-21:00   PKR 150,000       6          900,000

                                                                       1,180,000

       ARY digital           19:30-20:30   PKR 75,000        15        1,125,000

                                                                       1,125,000

    Cartoon Network    16:30-17:00         PKR 20,000        5          100,000

    Disney Channel           18:00-19:00   PKR 20,000        7          140,000

                                                                        240,000

Total TVC expense                                                      3,460,000
                         Radio
Radio      Time spots    Rates      # of times   amount

FM 89      12:30-13:30   PKR 3000   27           81,000

           16:00-20:00   PKR 3500   72           252,000



FM 91      12:00-13:30   PKR 3000   27           81,000

           16:00-20:00   PKR 3500   72           252,000



FM 106.2   12:30-13:30   PKR 2000   27           54,000

           16:00-20:00   PKR 2500   72           180,000



TOTAL                                            900,000
                              Print
Print             Size          Rate per column     Total

Dawn              ½ page        PKR 172800          2,073,600

The News          ½ page        PKR 151200          1,814,400

Sunday magazine   Full page     PKR 60,000-70,000   720,000

Smash magazine    Full page     PKR 40,000          120,000

Cosmo             Full page     PKR 40,000-50,000   120,000



Total Cost                                          4,848,000
                       Outdoor
Lahore     Size        Rates     No of billboards   Total

DHA        700 x 466   550,000   2                  1100,000

Gulberg    700 x 466   550,000   2                  1100,000

Cantt      700 x 466   500,000   1                  500,000

Cavalry    700 x 466   500,000   1                  500,000

Sher pao   700 x 466   500,000   1                  500,000

Canal      700 x 466   400,000   2                  800,000

TOTAL                                               4,500,0000
      Total Estimated Budget
         Vehicle               Cost

       TELEVISION           3460,000

         RADIO               900,000

         PRINT              484,8000

       OUTDOOR              4.500,000

Other communication tools   2000,000

          Total             15,708,000
Percentage Allocation


          Other           Television
      Communication        22.02%
       Tools 12.73%



     Outdoor
                              Radio 5.72%
     28.64%




               Print 30.86%
                      Media Strategy
Overview :

• Current Advertising & Promotional Activities

• International--Animated TVC’s

• Our Target Audience and its frame of mind

• “Gather Together”
                 Media Objectives
• The Aperture Concept

• The 3 R’s

• Perception

• Affective

• Persuasion
               Media Strategies Used
   Delivering on the objective
•   Reach & Frequency
•   High-reach Strategy
•   Low-reach Strategy

 Target Audience Strategy
• Media Use
• Geographic Location

   Schedule Strategy
•   Co-Branding with Unilever
•   Lead Time
•   Continuous Strategy
•   Pulsing Strategy
Billboard 1
Billboard 2
Billboard 3
Poster 1
Poster 2
Coupon
               Media Schedule
• Television
Radio
Print
                              Outdoor
• Billboards

• Billboard advertising will be done in Lahore only for the initial period in
  the following areas:

•   Lahore
•   DHA
•   Gulberg
•   Canal—opposite to Jinnah hospital or F.C College.
•   Cantt
•   Cavalry
•   Sher Pao bridge
        Other Communication Tools

• Sales promotion

• Direct Marketing

• Packaging

• Interactive/ web E-marketing

• Guerrilla Marketing
                 Sales Promotion

• Coupons

• Premiums

• Price deals

• Sampling

• Specialities

• Contests
                        Direct Marketing
• Ben and Jerry will use direct marketing to contact a prospect directly and

    elicit a response

•   Comment cards available at the purchase.

• Given a card with a call to option

• Web site, facebook page, printable coupon.
                            Packaging

• Act as both a container and a communication vehicle.

• Packaging consists of pints, mini cups and cones.

• Colorful and creative images

• Remind older market of the past, the younger markets of celebration.

• Highly attractive to environmentally conscious

•   Majority of their packaging is also biodegradable.
        Interactive/Web/E-marketing
• Ben and jerry has a very interesting website.

• Consistent for every country

• Used for advertising new promotional deals and direct responses.

• Customers can buy specialty products from the website

• Offers a better look at the several campaigns that the company supports.

• They also offer various ways for their customers to join in on the support.
                             Conclusion

• People of all ages and ethnic backgrounds love ice cream.

• Ben and Jerry’s super premium ice cream stands out in the crowd.

• They are unique, creative, socially responsible

•   Sometimes actions and values speak for themselves.

• We are planning to launch Ben and Jerry’s in Lahore

    and we are positive about its success.
Ben & Jerry’s Ice cream


     THANK YOU !!