CONSUMER BEHAVIOR

• Edward Kelly• Lindsay Clark•Milton Dean• Kelly Edwards• Fernanda Luna

GROUP MEMBERS

COMPANY DESCRIPTION

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

MARKET SEGMENTATION

MARKET SEGMENTATION

Behavioral Segmentation

Certain Occasions Variety Individualist

ic

MARKET SEGMENTATION

PsychographicSegmentation

Indulgent Enthusiast

s

Vicarious Victors

Just-Another

Joes

Bens & Jerrys

TARGET MARKET

TARGET MARKET

Target #1WomanBetween ages 35-55Has a family

Target #2WomanBetween ages of 21 –

30Unmarried

MARKETING MIX

Product:

Strange flavor names Ingredients: fair trade

Distinctive packaging and use of colors

Same packaging used in international markets

MARKETING MIX

Product:

Use of colors: Black lid: Regular ice

cream Green lid: Fat-free ice

cream Blue lid: Greek frozen

yogurt

MARKETING MIX

Price:Convenience product

Not so expensive

Differentiation strategy (unique flavors in the market) Upper level pricing of

the category

MARKETING MIX

Price:

MARKETING MIX

Source: Walmart

Promotion:

MARKETING MIX

Promotion:

Terminology: Swirlfire Chunknator

Webpage: Same colors as the pints How is it made Coupons

MARKETING MIX

Promotion:

Lick global warmingHubby Hubby

MARKETING MIX

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

COMPETITIVE ENVIRONMENT

COMPETITIVE ENVIRONMENT

PRODUCT PERSONALITY

Product placementMiddle of the rowEye level

Different colorsCatches eyeHelps people make faster decisions while shoppingRegular, Greek, low-fat, sorbet

PURCHASING THE PRODUCT

Different namesFun and uniqueAppeals to different types of peopleCuriosity

Television showsAttracts different personalities

PURCHASING THE PRODUCT

Target Market 1: Caucasian women, with childrenMay see Ben & Jerry’s as a luxury ice-cream to spoil their children

Also could be a brand requested specifically by name from their childrenChildren 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

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

CONCLUSIONS AND RECOMMENDATI0NS

Conclusions

Product personality =

BRAND LOYALTY

Differentiation: unique flavors, good quality and fair trade

Convenience product, product must be available at all times

CONCLUSIONS

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

THANK YOU