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Ben & Jerry Presentation

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Ben & Jerry Presentation

  1. 1. CONSUMER BEHAVIOR
  2. 2. • Edward Kelly • Lindsay Clark • Milton Dean • Kelly Edwards • Fernanda Luna GROUP MEMBERS
  3. 3. COMPANY DESCRIPTION
  4. 4. 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
  5. 5. MARKET SEGMENTATION
  6. 6. MARKET SEGMENTATION Behavioral Segmentation Certain Occasions Variety Individualistic
  7. 7. MARKET SEGMENTATION Psychographic Segmentation Indulgent Enthusiasts Vicarious Victors Just-Another Joes Bens & Jerrys
  8. 8. TARGET MARKET
  9. 9. TARGET MARKET Target #1  Woman  Between ages 35-55  Has a family Target #2  Woman  Between ages of 21 – 30  Unmarried
  10. 10. MARKETING MIX
  11. 11. Product: Strange flavor names Ingredients: fair trade Distinctive packaging and use of colors Same packaging used in international markets MARKETING MIX
  12. 12. Product: Use of colors:  Black lid: Regular ice cream  Green lid: Fat-free ice cream  Blue lid: Greek frozen yogurt MARKETING MIX
  13. 13. Price: Convenience product  Not so expensive Differentiation strategy (unique flavors in the market)  Upper level pricing of the category MARKETING MIX
  14. 14. Price: MARKETING MIX Source: Walmart
  15. 15. Promotion: MARKETING MIX
  16. 16. Promotion: Terminology:  Swirlfire  Chunknator Webpage:  Same colors as the pints  How is it made  Coupons MARKETING MIX
  17. 17. Promotion: Lick global warming Hubby Hubby MARKETING MIX
  18. 18. 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
  19. 19. COMPETITIVE ENVIRONMENT
  20. 20. COMPETITIVE ENVIRONMENT
  21. 21. PRODUCT PERSONALITY
  22. 22.  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
  23. 23.  Different names Fun and unique Appeals to different types of people Curiosity  Television shows Attracts different personalities PURCHASING THE PRODUCT
  24. 24.  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
  25. 25.  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
  26. 26. CONCLUSIONS AND RECOMMENDATI0NS
  27. 27. Conclusions  Product personality = BRAND LOYALTY  Differentiation: unique flavors, good quality and fair trade  Convenience product, product must be available at all times CONCLUSIONS
  28. 28. 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
  29. 29. THANK YOU 

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