Ben & Jerry's is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield. It's a division of Unilever and manufactures ice creams, frozen yogurts, and ice cream novelty products.
To define the marketing plan of the company, we have to use the SOSTAC method (PR Smith, 1990s) which is a simple planning system. But it is very effective and many business firms use it to perfect their plans.
Ben and Jerry's products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchises, Ben & Jerry's Scoop Shops, restaurants and other venues.
The aim of Ben & Jerry's is "to make the best possible ice cream, in the nicest possible way."
And it uses business as a "tool for social and environmental changes" by selecting suppliers that share its values.
Indeed, Ben & Jerry's operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Ben & Jerry's contributes a minimum of $1.1 million annually through corporate philanthropy. The purpose of Ben & Jerry's philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding.
[...] It is an event like Ben & Jerry's use to do it with the Free Cone Day or the Festival Sundae on the Common but relative to Fair Trade. In one hand it will be a well way of education for people about what Fair Trade is and how Ben & Jerry's is encouraging those kind of practice. That will reinforce the image of the brand and its involvement in humanitarian causes. The entrance will be priced at £15, like the Festival Sundae on the Common but there will be a free ice cream distributed with the entrance tickets. [...]
[...] So the campaign has to be launch on the beginning on the year 2011 with a contest on the Internet. The campaignwill endby a big event with concerts and free cone during the summer when ice creams are the most purchased because of the high temperature References: http://www.highbeam.com/doc/1G1-161509834.html Mintel - Ice cream report UK 2009 and Snack report 2009 http://0- academic.mintel.com.lispac.lsbu.ac.uk/sinatra/oxygen_academic/search_results /show&/display/id=394613 Ben &Jerry's UK website http://www.benjerry.co.uk/ http://placeofsocialmedia.com/blog/category/media-theory/ http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs %20-%20itv%20media%20-%20itv1%20and%20multichannel%20-%20feb%202010.pdf PR Smith SOSTAC, 1990's: http://www.businessballs.com/pr_smiths_sostac_planning_method.htm Business source premier – Ben & Jerry's UK company profile Promagazine.co.uk Fairtrade.org.uk Brandchannel.com Email received by Ben & Jerry's UK Unilever.com Sue Bennett, Karl Maton, Lisa Kervin,The ‘digital natives' debate: A critical review of the evidence, British Journal of Educational Technology, Volume 39, Issue pages 775–786, September Appendix Appendix SOSTAC Model Appendix Competitors shareholders With 1,3 billions of sales Appendix Perceptual map of ice cream brand Active and innovate brand Häagen-dazs Appendix Ice cream consumers in the United Kingdom ¾ of adults eat ice cream Children from 7-14 prefer lollies Appendix PESTEL Appendix 6:AIDA model (Lewis, 1898) • A - Attention (Awareness): attract the attention of the customer. [...]
[...] Help Ben & Jerry's to make it better Subscribe on Ben & Jerry's Facebook or Twitter and send us your ideas to do the WORLD A BETTER PLACE Peace, love and ice cream. [...]
[...] Also the environmental factor is important. Indeed, the weather and temperature impact a lot of the consummation of ice cream. In the summer 2009 because of the improved temperatures, the consummation of ice cream have increased by to 2007 and reached £ 1.3 billion in the total year Objectives: Marketing objectives / Communication objectives The main marketing objective is to consolidate the relationship and involvement with customers by using events, contests and social media. Social media are a big part of it. [...]
[...] Ben & Jerry's contributes a minimum of $ 1.1 million annually through corporate philanthropy. The purpose of Ben & Jerry's philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding Closest competitor and positioning(appendix & Ben & Jerry's produces a wide variety of “super-premium” ice cream and ice cream novelties, using high-quality ingredients including milk and cream from family farmers. The closest competitor of Ben & Jerry's is Häagen-Dazs established in 1961 by Rose and Reuben Mattus. [...]
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