ben & jerry's international marketing
DESCRIPTION
TRANSCRIPT
Fiorese Chloé
International Marketing
Camille Paris
Laure De Gérauvilliers
I) Ben & Jerry’s Presentation
II) Marketing mix
III) Target marketing strategy
IV) Target consumers
V) Conclusion
SUMMARY1
• Famous American ice cream company
• 1978 : Creation by Ben Cohen & Jerry Greenfield
• Ice cream, frozen yogurt, sorbet and ice cream novelty
• Natural and fair trade products
• Division of the British-Dutch Unilever group
BEN & JERRY’S PRESENTATION1
• Anglo–Dutch multinational company
• World's third-largest consumer goods company
• World largest maker of ice cream
• Over 400 brands
THE UNILEVER COMPANY2
THE UNILEVER BRANDS3
BRAND POSITION
Stars Question marks
Cash cows Dogs
Relative market shareM
ark
et
gro
wt
rate
High Low
Low
5
MISSION STATEMENT9
To make, distribute and sell the finest quality all natural ice cream and
euphoric concoctions with a continued commitment to incorporating
wholesome, natural ingredients and promoting business practices that
respect the Earth and the Environment
MARKETING MIX
PRODUCT
- Product : fresh ice cream with many different and original flavours
- Design : funny & recognazible cup- Quality : high quality product
PRICING STRATEGY
- Prenium brand: prenium price strategy
- Regular cup: 6.99$
DISTRBUTION STRATEGY
- Super & hypermarkets- Cinemas & some
restaurants- Ben & Jerry’s shops
COMMUNICATION STRATEGY
- TV and cinema advertising- Bilboards and magazines- Social media and website- Events and games
11
ADVERTISING13
TARGET MARKET STRATEGY13
Concentrated global marketing
Niche marketing
Single segment of global market
Look for global depth rather than national breadth
TARGET CONSUMERS7
Health conscious consumer
- Aged between 15 and 50- Lived in urban area- Have a busy lifestyle- With a sense of humor- Concerned about their well being- Financially wealthy
CONCLUSION14
• Part of a powerful group with a good reputation
• Consumers feel good in consuming Ben & Jerry’s products
• One of the most recognizable brand
• An unexpected marketing plan