GROUP 4

Akhil Sadarangani Devika Shinde Ng Swee Hoe Ngo Wei Kang Parag Saraf Sagar Prasad Babu Tan Yuet Jia Teo Chee How

INTRODUCTION....

o Vermont based manufacturer of super- premium ice cream , frozen yogurt and sorbet.
o Known world wide for innovative flavors and all natural ingredients.

o Distinguished corporate philosophy.

THE STORY
Ben Cohen and Jerry Greenfield.

We want to do something that would be more fun.

Completed a $ 5 correspondence course. Start up money of $ 12,000. Renovated an old gas station. Sold 12 flavors.

Leading ice cream manufacturing company known world wide. for innovative flavors and all natural ingredients made from fresh Vermont milk and cream. Taken over by Unilever in the spring of 2000.

NOW.

Pg 216

MARKETING OBJECTIVES
The founders of Ben and Jerrys aimed to combine ice cream making with social activism by creating a three-part mission statement that considered profits as only one measure of success. Ben and Jerrys mission statement has three parts: a Social Mission, a Product Mission, and an Economic Mission.

SEGMENTATION

geographic

demographic

SEGMENTATION

psychographic

behavioural

(diagram)

geographic

SEGMENTATION
demographic psychographic behavioural

Outlets concentrated : in the city. around shopping malls and tourist spots.

geographic

demographic

SEGMENTATION
psychographic behavioural

Age 15 to 34 years Target market consists of : individual customers. grocery stores, convenience stores and restaurants.

SEGMENTATION
geographic demographic

psychographic

behavioural

Upper middle class.

SEGMENTATION
geographic demographic psychographic

behavioural

Health conscious adults. Brand conscious and trend followers. Eco-conservists.

So, what makes my brand different from the rest? take a look yourself...MOOOOO

A new design in all stores

If its not fun, why do it ?

PRODUCT DIFFERENTIATION

 Uses all natural, high quality ingredients.

Innovative flavour such as Chubby Hubby, Chunky Monkey which sets it apart from its rivals traditional names. Uses recycled materials and dioxinfree paper in product packaging. Products like light ice-cream and sugar-free ice cream for the health conscious people. Do the world a flavour competition.

Product ranges from : Original ice-cream Light ice-cream(The Light series contains half the fat and 25% fewer calories than the flavor's normal counterpart.) Frozen yogurt Half Baked, Cherry Garcia Sorbet No sugar added (ice-cream)- Vanilla fudge chip Novelties- ice-cream bars like Half Baked, Cherry Garcia etc.

MARKETING MIX

THE FOUR P S

Products

Price Promotion Place

Three main products: Scoops. Frozen Beverages. Speciality sundaes.

Scoops
24 Scoop Flavours.

Frozen Beverages

Specialty Sundaes

Tubs & Mini Tubs

16 flavours now available at supermarkets, hypermarkets and grocery stores

Products
Tubs and Mini Tubs

Price Promotion Place

Scoops

Discounts

Products Price Promotion Place Official Website: interesting, cute, funny animation, easy to attract people Advertising: Facebook, newspaper, radio

 Special promotion: to increase the awareness of the public : birthday celebration Currently - The Sing-a-Scoop promotion will be held from now until Mar 7 at Ben & Jerrys VivoCity

Products Price Promotion Singapore: Central:6 North : 2 South : 2 West: 1 East: 0

Place

SWOT Analysis

Strengths Weaknesses Opportunities Threats

Super premium ice-cream

Super Premium Ice-cream

Innovative flavors All-natural ingredients made from fresh milk and cream

Strengths Weaknesses Opportunities Threats

Super premium ice-cream

Environmentalism

Strengths Weaknesses Opportunities Threats

Super premium ice-cream Environmentalism Social Responsibility

Strengths Weaknesses Opportunities Threats

Super premium ice-cream

Environmentalism
Social Responsibility Innovative online marketing & webbased promotions

Survey on B&Js website

100 90 80 70

60
50 40 30 20 10 0 Age < 21 Age 22-55 Age > 55

Excellent Average Bad

Strengths

Weaknesses Opportunities Threats

Location

Strengths

Weaknesses Opportunities Threats

Location
Limited target market as their product is niche

Strengths

Weaknesses Opportunities Threats

Location Limited target market as their product is niche High cost due to multiple social responsibility issues

Strengths Weaknesses

Opportunities Threats

People are becoming more healthy conscious

Strengths Weaknesses

Opportunities Threats

People are becoming more healthy conscious Increasing population in Singapore

Total Population (Singapore)

Population (in millions)
5 4.8 4.6 4.4 4.2 4 3.8 2005 2006 2007 2008 2009 2010 Population (in millions)

Strengths Weaknesses

Opportunities

Threats

People are becoming more healthy conscious Increasing population in Singapore

Suburbs shopping malls are getting bigger and popular

Strengths Weaknesses Opportunities Threats

Stiff competitions

Strengths Weaknesses Opportunities

Threats

Stiff competitions Recession

Strengths Weaknesses Opportunities

Threats

Stiff competitions Recession

Negative public perception on Milk related products due to contamination issues

Survey on Public Perception

Due to the recent Melamine contamination in milk, will you still buy milk related products such as B&J icecream eventhough you know that it is not from 'so and so' country?
9% 6%

Yes
Maybe No Not sure

25%

60%

SWOT Analysis
Strengths Super premium ice-cream Environmentalism Social Responsibility Innovative online marketing & webbased promotions High cost due to multiple social responsibility issues Weaknesses Location Limited target market as their product is niche

Opportunities People are becoming more healthy conscious

Threats Stiff competitions Recession Negative public perception on Milk related products due to contamination issues

Increasing population in Singapore

Suburbs shopping malls are getting bigger and popular

QUESTIONS?