ben & jerry's international marketing

Fiorese Chloé

International Marketing

Camille Paris

Laure De Gérauvilliers

I) Ben & Jerry’s Presentation

II) Marketing mix

III) Target marketing strategy

IV) Target consumers

V) Conclusion

SUMMARY1

• Famous American ice cream company

• 1978 : Creation by Ben Cohen & Jerry Greenfield

• Ice cream, frozen yogurt, sorbet and ice cream novelty

• Natural and fair trade products

• Division of the British-Dutch Unilever group

BEN & JERRY’S PRESENTATION1

• Anglo–Dutch multinational company

• World's third-largest consumer goods company

• World largest maker of ice cream

• Over 400 brands

THE UNILEVER COMPANY2

THE UNILEVER BRANDS3

BRAND POSITION

Stars Question marks

Cash cows Dogs

Relative market shareM

ark

et

gro

wt

rate

High Low

Low

5

MISSION STATEMENT9

To make, distribute and sell the finest quality all natural ice cream and

euphoric concoctions with a continued commitment to incorporating

wholesome, natural ingredients and promoting business practices that

respect the Earth and the Environment

MARKETING MIX

PRODUCT

- Product : fresh ice cream with many different and original flavours

- Design : funny & recognazible cup- Quality : high quality product

PRICING STRATEGY

- Prenium brand: prenium price strategy

- Regular cup: 6.99$

DISTRBUTION STRATEGY

- Super & hypermarkets- Cinemas & some

restaurants- Ben & Jerry’s shops

COMMUNICATION STRATEGY

- TV and cinema advertising- Bilboards and magazines- Social media and website- Events and games

11

ADVERTISING13

TARGET MARKET STRATEGY13

Concentrated global marketing

Niche marketing

Single segment of global market

Look for global depth rather than national breadth

TARGET CONSUMERS7

Health conscious consumer

- Aged between 15 and 50- Lived in urban area- Have a busy lifestyle- With a sense of humor- Concerned about their well being- Financially wealthy

CONCLUSION14

• Part of a powerful group with a good reputation

• Consumers feel good in consuming Ben & Jerry’s products

• One of the most recognizable brand

• An unexpected marketing plan