brand users, ben and jerry's

8/12/2019 Brand Users, Ben and Jerry's

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NAICS Code, 722213, Snack & Nonalcoholic

Beverage Bars. Products, Services and Brands


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Ben and Jerrys

Over 5 million likes on facebook,Over 50,000 people talking aboutthem,

Over 50k twitter followers,What people are saying, I loveBen and Jerrys and Ben and Jerry,

the only men who understand wom-en, but who are these people?


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New Users

BrandLoyalists

BrandDisloyalists

Flip-Floppers

Ben and Jerrys Users

KidsLove the Fun Flavors

Free Spirits, New Parents,Educated Consumers

Love the Flovors, Love the company

Conservatives, elderlyI disagree with the company on

this issue

Bargain Shoppers, Hagan-Das lovers

I like the ice cream but want more forthe price


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New Users BrandLoyalists

BrandDisloyalists

Flip-Floppers


Tesla, new company,elegant and educated.

Volvo electric. Pro-gressive, safe, qual-ity, family orientated.Extra services.

Ford truck. Builttough. Like a rock.Likes good value.Probaly buyers BlueBell Cream, qualityand size.

This can vary based oncost vs. quality. They maybuy Blue Bell, Breyersor Hagen-Dazs but theycan be swayed based onpersonal perception ofvalue.


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New Users

Brand

Loyalists

Brand

Disloyalists Flip-Floppers


Fun, daring, risk-takers.

Progressive, safetyor all natural ingre-dients are a concern,family orientated.

Set in their ways,these buyers requirea strong value propo-sition.

This can vary based oncost vs. quality but theycan be swayed based onpersonal perception of

value.


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In Summary

Social-Conscious gives the ability to constantly test newfun avors.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 itsopposite must be old and ignorant.No consumer wants to be percieved as old and ignorant,not even the old, not even the ignorant.


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Innovation Opportunities

How can we provide lower price options, for disloyalists andip-oppers to turn them into brand loyalists, without diluting thebrand 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 ip-op-pers to brand-loyalists.

How can we guarantee new users will turn to brand loyalists?


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NAICS Code, 448210, Shoe Stores


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17,600 like Toms shoes Faceboook.

1,300 people are talking about Toms5,000 twitter followersToms BOGO model (by one give one) inspires

consumers but who is it inspiring?

Toms Shoes-Shoes for Tomorrow


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New Users

Brand

Loyalists

BrandDisloyalists

Flip-Floppers

TOMS Users

1st Time BuyersMila Kunis wears TOMS

Women and Celebrities

I just made the world a better placeone shoe at a time.

Men, particularly guys guysArent those shoes for guys

Fashionistas, I will go with whateverbrand is most popular or most hip.


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BrandDisloyalists

Flip-Floppers

TOMS Users

I want to be instyle, and do goodon the planet.

Im wearing themost in productand helping theplanet.

Im built tough,Like a rock. Tomsdo not reec thatimage.

I could wear Tomsbut I go with an-other well knownbrand instead.


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BrandDisloyalists

Flip-Floppers

TOMS Users/ Animal Metaphor


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In Summary

TOMS experienced overnight success due to its BOGObusiness model but comes under alot of re for how andwhere his product is manufactured.

Caters to a mostly female market.

Makes people look and feel good at point of purchase butnot much in place to reinforce that after P.O.P.


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Innovation Opportunities

How can TOMS re-enforce the feel good effect for brandloyalists after P.O.P?

How can TOMS create value for the brand disloyalists to atleast move disloyalists to ip-oppers?

How can TOMS capture the ip-oppers who prefers apair of Converse or adidas shoes to buy at least one pair ofTOMS?

brand users, ben and jerry's

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