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Ben

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Ben & Jerry s: Eco-Green Marketing Mktg 600 Dr. Carter Sarayut Trakulroong (JUI) Cheng-Hsien Tsai (Vincent) Silver Arias Neeraj Rama Zachary Blackhurst – PowerPoint PPT presentation

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Title: Ben


1
Ben Jerrys Eco-Green Marketing
  • Mktg 600 Dr. Carter
  • Sarayut Trakulroong (JUI)
  • Cheng-Hsien Tsai (Vincent)
  • Silver Arias
  • Neeraj Rama
  • Zachary Blackhurst

2
A little history
  • 1978 Ben Jerry open their first homemade ice
    cream shop
  • 1983 Contribute ice cream used in the world
    largest ice cream sundae 27,102lbs!!!
  • 1985 Ben Jerry foundation is established
  • 1988 Receive Corp. giving Award from Council on
    Economic Priorities / establish 1 for peace
    non-profit
  • 1991 Ben Jerrys Circus bus hits the streets
  • 1994 Search for a new CEO
  • 1998 Un-bleached Eco-pint released
  • 2000 Acquired by Unilever

3
  • Ben Jerrys Eco-Green Marketing
  • Mktg 600 Dr. Carter
  • Sarayut Trakulroong (JUI)
  • Cheng-Hsien Tsai (Vincent)
  • Silver Arias
  • Neeraj Rama
  • Zachary Blackhurst

4
Ben Jerrys eco/green value
  • CERES Principles
  • Green Team
  • Eco/ green Ben Jerrys scoop shops
  • Values-Led Sourcing

5
Values-Led Sourcing
  • Criteria for Ben Jerrys suppliers
  • Environmental commitments
  • Social vision
  • Third party certifications

6
Eco/green advantage
  • Good for environment
  • Create a better reputation
  • Build loyalty relationship with customers

7
Relationship marketing
  • Relationship marketing concept will fit with Ben
    Jerry
  • Long-term focus
  • Quality of interactions
  • Importance of internal marketing to marketing
    plan success

8
Ben and Jerrys Market Segmentation
Broad to Narrow
Segment 1 Education Segment 2 Loyalty
Status Segment 3 Life Style
9
Target Market LOHAS consumersLifestyles of
Health and Sustainability
  • Based on the new segmentation, the LOHAS consumer
    comprises 16 percent of all U.S. adults in 2006
    (nearly 35 million people)
  • LOHAS consumers are interested in products
    covering a range of market sectors and
    sub-sectors, including
  • Green building supplies,
  • socially responsible investing and "green
    stocks",
  • alternative healthcare,
  • organic clothing and food,
  • personal development media,
  • yoga and other fitness products,
  • eco-tourism and more.

10
LOHAS Characteristics
  • Show tremendous leadership in their attitudes
    towards the environment, society and socially
    responsible businesses
  • Less price sensitive
  • More brand loyalty
  • Have influence over friends and family
  • More educated
  • More Socially Conscious

11
Assessing the LOHAS Segment
AttractivenessScoring Key 5 Highly
Attractive, 4 moderately attractive, 3
Average, 2 Moderately Unattractive, 1 Highly
Unattractive
Score for Segment Growth Score for Competitive Superiority Score for fit with Resources, core competencies Score for Economic, Technological Factors Score for Environmental Threats Overall Score
Segment 1 4 4 3 3 3 17
Segment 2 5 4 4 3 3 19
Segment 3 5 4 4 4 3 20
Segment 4 (LOHAS) 5 4 5 4 3 21
12
Differentiated Marketing Strategy
  • We will target an immensely diverse group of
    segments with individual marketing mixes of
    people
  • People who want to give to charitable causes
  • People who want to be socially responsible
  • People who want organic foods
  • People who enjoy quality ice cream

13
Differentiated Marketing Strategy
  • Use DMS by
  • Collaborating with charitable organizations
  • Online marketing with socially responsible
    organizations
  • Promote Points for Pints on packaging
  • Promote Green Clean Ice Cream

14
Ben and Jerrys Competitive Advantage of
LOHAS consumers stating the following are very
important in product purchase decisions
LOHAS2003 LOHAS2005 Compound Annual Growth
Food Beverage Contains soy 7 14 100
Food Beverage Organically grown 25 40 63
Food Beverage No artificial colors 31 47 gt50
Food Beverage Locally grown 24 34 20
Food Beverage Gives to charitable causes 21 33 23
Food Beverage No genetically modified ingredients 38 53 21
Food Beverage Recyclable packaging 35 56 21
Food Beverage Fair Trade certified ingredients 25 27 20
Food Beverage Trans-fats 36 48 20
15
Competitive Advantage
  • Use meaningful differentiation by promoting
  • Green Clean Ice Cream
  • recyclable packaging
  • give to charitable causes, socially responsible
  • all ingredients are locally grown
  • our new ice cream flavors are organically grown
    ingredients

16
Mission Statement
Striving to achieve social responsibility by
collaborating our products, practices, and values
to create the best ice cream and earth. Green
Clean Ice Cream
17
Market Direction
  • Maintenance
  • Sustain our current revenue and market share
  • Wring short-term profits from the products and
    markets
  • Prepare for future growth

18
Marketing Objectives
  • Introducing the pints for points program
  • Introduce three new ice cream flavors
  • Increase renewable energy use in plants to 50
  • Increasing traffic to website by 10 in the next
    year
  • Maintain unit sales within 2 of the last years
    amount

19
Marketing support
  • Customer service
  • Maintain our high reputation
  • Customers come first
  • Sharing opinions through our website
  • Building the customer relation
  • Customer service before the sale

20
Marketing Performance Implementation Control
  • Schedules
  • Gantt Charts
  • Strategic Controls
  • Quarterly Marketing Audits
  • Net Promoter Score

21
The Ps
  • Great Taste
  • Strong Values
  • Above and beyond services
  • Total Eco-Green Sustainable operation

22
The Ps
  • Green from the inner most shell to the outside
    layers for our product
  • Perfect Correlation for the LOHAS Community.

23
Promotion
  • Target Lohas.com to get the members of the Lohas
    community aware of our product and our practices.
  • Use Google to search out the websites where
    socially conscience consumers visit.

24
Possible Promotions
25
Promotions
  • Label each container with a eco green symbol
  • Symbol will be focused on
  • healing the world

26
(No Transcript)
27
A new Motto
  • Nike has Just Do It
  • McDonalds has I am Lovin It
  • American Express has Dont leave home with out
    it
  • Kay Jewelers- Every kiss begins with Kay
  • Ben and Jerrys

28
Green, Clean, Sweat Tasting Ice Cream
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