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Ben & Jerry’s

By Vince Alagna

+Positioning Statement

Ben & Jerry’s Ice Cream is the choice for Young Urban Professionals because it is all-natural brand that helps the environment. Ben & Jerry’s Ice Cream is better than Breyer’s Ice Cream because it is not only all-natural and therefore better than you, but its also a philanthropic company.

+Household Age Total Consumption Index

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

100

120

140

160

+Product Positioning Statement

It is for Young Urban Professionals who want a trendier and healthy choice of food. Ben & Jerry’s is an ice cream that provides different, all-natural, and delicious choices, unlike Breyer’s Ice Cream, which is not always organic and only offers a limited variety of ice creams.

+Race-Total Consumption Index

white black hispanic other0

20

40

60

80

100

120

+For Ben and Jerrys

What The ONLY

Organic ice cream that adds flair to their brand and also uses philanthropic efforts throughout the community to hype up their name

How that Are Free Trade Agreement, use fun flavors, and provide though Ben & Jerry’s Foundation.

Who For Young Urban Professionals and those with a disposable income

Where

in Urban High Society and Cosmopolitan Suburbs

Why who are looking for a healthier choice in their everyday foods

When in an era of

Food trends, where buying organics is all the rave.

+360 Insights Analysis: Ben & Jerry’s

Intended Market: Young Urban Professionals who live in urban high society and cosmopolitan suburban environments, who make $100k + a year

Main Message: Respect for the environment as well as giving back to the community

Brand Personality/Type: Creative and inspiring with over 30 flavors!

Key Tactics: Promote products through their philanthropy by giving back to the community through their organizations

+360 Insight Analysis: Breyer’s

Intended Market: Suburban Families

Main Message: All natural and affordable, good for the entire family

Brand Personality/Type: Simple, and all-American brand

Key Tactics: Offers a variety of types of ice creams to distribute their flavors. All-Natural, Regular, Low Fat, Frozen Yogurt, etc.

+360 Insight Analysis: Haagen-Dazs

Intended Market: Urban High Society

Main Message: The quality of Haagen-Dazs cannot be compared to by any other ice cream brand

Brand Personality/Type: Super-Premium Ice Cream

Key Tactics: The packaging and displays. The ice cream shops it is sold in. Posh style.

+Consumer Profile

Regionality Percent ( % ) Index

East North Central 12.6% 81

East South Central 2.9% 46

Middle Atlantic 12.8% 96

Mountain 7.9% 112

New England 8.8% 182

Pacific 22.1% 148

South Atlantic 20.8% 104

West North Central 4.4% 64

West South Central 7.7% 69

+Consumer Profile

Distribution % Volume Total Volume per 100 HHs

Grocery Stores 74% 36.61

Mass Merchandise Stores

16% 8.08

All Other Stores 5% 2.39

Drug Stores 4% 1.82

Convenience Stores 2% .89

+Consumer Profile

Measures Brand Category

Total Consumption 49.80 3132.12

Penetration 11.44% 83.66%

Buying Rate 4.35 37.44

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