NAICS Code, 722213, Snack & Nonalcoholic

Beverage Bars. Products, Services and Brands

Ben and Jerrys
Over 5 million likes on facebook,
Over 50,000 people talking about
them,
Over 50k twitter followers,
What people are saying, I love
Ben and Jerrys and Ben and Jerry,
the only men who understand wom-
en, but who are these people?
New Users
Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
Ben and Jerrys Users
Kids
Love the Fun Flavors
Free Spirits, New Parents,
Educated Consumers
Love the Flovors, Love the company
Conservatives, elderly
I disagree with the company on
this issue
Bargain Shoppers, Hagan-Das lovers
I like the ice cream but want more for
the price
New Users Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
Ben and Jerrys Users
Tesla, new company,
elegant and educated.
Volvo electric. Pro-
gressive, safe, qual-
ity, family orientated.
Extra services.
Ford truck. Built
tough. Like a rock.
Likes good value.
Probaly buyers Blue
Bell Cream, quality
and size.
This can vary based on
cost vs. quality. They may
buy Blue Bell, Breyers
or Hagen-Dazs but they
can be swayed based on
personal perception of
value.
New Users
Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
Ben and Jerrys Users
Fun, daring, risk-
takers.
Progressive, safety
or all natural ingre-
dients are a concern,
family orientated.
Set in their ways,
these buyers require
a strong value propo-
sition.
This can vary based on
cost vs. quality but they
can be swayed based on
personal perception of
value.
In Summary
Social-Conscious gives the ability to constantly test new
fun favors.
This provides a youthful, informed brand image to the con-
sumer.
The user base is mostly a young and energetic audience.
This strategy allows the consumer to grow with the brand.
If Ben and Jerrys Brand is youthful and informed, then its
opposite must be old and ignorant.
No consumer wants to be percieved as old and ignorant,
not even the old, not even the ignorant.
Innovation Opportunities
How can we provide lower price options, for disloyalists and
fip-foppers to turn them into brand loyalists, without diluting the
brand loyalist culture?
What kind of value proposition can we offer brand disloyalists
to turn them to loyalists?
What kind of service or offering can we create to turn fip-fop-
pers to brand-loyalists.
How can we guarantee new users will turn to brand loyalists?
NAICS Code, 448210, Shoe Stores
17,600 like Toms shoes Faceboook.
1,300 people are talking about Toms
5,000 twitter followers
Toms BOGO model (by one give one) inspires
consumers but who is it inspiring?
Toms Shoes-Shoes for Tomorrow
New Users
Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
TOMS Users
1st Time Buyers
Mila Kunis wears TOMS
Women and Celebrities
I just made the world a better place
one shoe at a time.
Men, particularly guys guys
Arent those shoes for guys
Fashionistas, I will go with whatever
brand is most popular or most hip.
New Users Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
TOMS Users
I want to be in
style, and do good
on the planet.
Im wearing the
most in product
and helping the
planet.
Im built tough,
Like a rock. Toms
do not refec that
image.
I could wear Toms
but I go with an-
other well known
brand instead.
New Users Brand
Loyalists
Brand
Disloyalists
Flip-Floppers
TOMS Users/ Animal Metaphor
In Summary
TOMS experienced overnight success due to its BOGO
business model but comes under alot of fre for how and
where his product is manufactured.
Caters to a mostly female market.
Makes people look and feel good at point of purchase but
not much in place to reinforce that after P.O.P.
Innovation Opportunities
How can TOMS re-enforce the feel good effect for brand
loyalists after P.O.P?
How can TOMS create value for the brand disloyalists to at
least move disloyalists to fip-foppers?
How can TOMS capture the fip-foppers who prefers a
pair of Converse or adidas shoes to buy at least one pair of
TOMS?