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CONSUMER
BEHAVIOR
• Edward Kelly
• Lindsay Clark
• Milton Dean
• Kelly Edwards
• Fernanda Luna
GROUP MEMBERS
COMPANY DESCRIPTION
COMPANY DESCRIPTION
Time Event
1978 Carrying pints around in Volkswagen
1985 Ben & Jerry’s Foundation created
1987 “Cherry Garcia” flavor formed
1994 Across the seas – United Kingdom
MARKET SEGMENTATION
MARKET SEGMENTATION
Behavioral
Segmentation
Certain
Occasions
Variety Individualistic
MARKET SEGMENTATION
Psychographic
Segmentation
Indulgent
Enthusiasts
Vicarious
Victors
Just-Another
Joes
Bens &
Jerrys
TARGET MARKET
TARGET MARKET
Target #1
 Woman
 Between ages 35-55
 Has a family
Target #2
 Woman
 Between ages of 21 – 30
 Unmarried
MARKETING MIX
Product:
Strange flavor names
Ingredients: fair trade
Distinctive packaging
and use of colors
Same packaging used in
international markets
MARKETING MIX
Product:
Use of colors:
 Black lid: Regular ice
cream
 Green lid: Fat-free ice
cream
 Blue lid: Greek frozen
yogurt
MARKETING MIX
Price:
Convenience product
 Not so expensive
Differentiation strategy
(unique flavors in the
market)
 Upper level pricing of the
category
MARKETING MIX
Price:
MARKETING MIX
Source: Walmart
Promotion:
MARKETING MIX
Promotion:
Terminology:
 Swirlfire
 Chunknator
Webpage:
 Same colors as the pints
 How is it made
 Coupons
MARKETING MIX
Promotion:
Lick global warming
Hubby Hubby
MARKETING MIX
Distribution:
Stores
 Big enough to present all flavors
 Eye-level rack: easier access
Scoop shops
 Purchase with coupons
 Ice cream cones, not only pints
MARKETING MIX
COMPETITIVE
ENVIRONMENT
COMPETITIVE ENVIRONMENT
PRODUCT PERSONALITY
 Product placement
Middle of the row
Eye level
 Different colors
Catches eye
Helps people make faster decisions while shopping
Regular, Greek, low-fat, sorbet
PURCHASING THE PRODUCT
 Different names
Fun and unique
Appeals to different types of people
Curiosity
 Television shows
Attracts different personalities
PURCHASING THE PRODUCT
 Target Market 1: Caucasian women, with children
May see Ben & Jerry’s as a luxury ice-cream to spoil
their children
Also could be a brand requested specifically by name
from their children
Children have a huge impact on buying behavior
Mothers may enjoy having access to history and
production of Ben & Jerry’s
MATCHING PERSONALITY WITH TARGET
MARKET
 Target Market 2: Women (ages 20-30)
Most likely have an emotional appeal, influencing the
purchase
Diet conscious women enjoy the color differentiation
between regular, Greek, sorbet, and low-fat ice-cream
choices
 Smaller container available for those who want all
the calories, but less temptation
MATCHING PERSONALITY WITH TARGET
MARKET
CONCLUSIONS AND
RECOMMENDATI0NS
Conclusions
 Product personality
=
BRAND LOYALTY
 Differentiation: unique flavors,
good quality and fair trade
 Convenience product, product
must be available at all times
CONCLUSIONS
Recommendations
Expand to other parts of the
world, incorporate other
cultures
Not change the logo name or
any of the marketing traits of
the brand
RECOMMENDATIONS
THANK YOU 

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Ben & Jerry Presentation