Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. Carter
Sarayut Trakulroong (JUI)Cheng-Hsien Tsai (Vincent)
Silver AriasNeeraj Rama
Zachary Blackhurst
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 & Jerry’s Circus bus hits the streets• 1994: Search for a new CEO• 1998: Un-bleached “Eco-pint” released• 2000: Acquired by Unilever
Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. CarterSarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)Silver Arias
Neeraj RamaZachary Blackhurst
Ben & Jerry’s eco/green value
• CERES Principles
• Green Team
• Eco/ green Ben & Jerry’s scoop shops
• Values-Led Sourcing
Values-Led Sourcing
Criteria for Ben & Jerry’s suppliers
• Environmental commitments
• Social vision
• Third party certifications
Eco/green advantage
• Good for environment
• Create a better reputation
• Build loyalty relationship with customers
Relationship marketing
Relationship marketing concept will fit with Ben & Jerry
• Long-term focus• Quality of interactions• Importance of internal marketing to marketing
plan success
All Ice Cream Eaters
All Ice Cream Eaters
Segment 2
Segment 2
Segment 3Segment 3
Segment 1Segment 1
Target = LOHAS
Ben and Jerry’s Market Segmentation: Broad to Narrow
* Segment 1 – Education
* Segment 2 – Loyalty Status
* Segment 3 – Life Style
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.
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
Assessing the LOHAS Segment Attractiveness
Scoring Key: 5 = Highly Attractive, 4 = moderately attractive, 3 = Average, 2 = Moderately Unattractive, 1 = Highly Unattractive Score for Segment Growth
Score for Competitiv
e Superiority
Score for fit with
Resources, core
competencies
Score for Economic,
Technological Factors
Score for Environmenta
l 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
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
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”
Ben and Jerry’s Competitive Advantage
% of LOHAS consumers stating the following are very important in product purchase decisions* % LOHAS
2003 % LOHAS
2005 Compound Annual
Growth
Food & Beverage
Contains soy 7% 14% +100%
Organically grown 25% 40% +63%
No artificial colors 31% 47% >+50%
Locally grown 24% 34% +20%
Gives to charitable causes
21% 33% +23%
No genetically modified ingredients
38% 53% +21%
Recyclable packaging
35% 56% +21%
Fair Trade certified ingredients
25% 27% +20%
Trans-fats 36% 48% +20%
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
Mission StatementStriving to achieve social
responsibility by collaborating our products, practices, and values to
create the best ice cream and earth.
“Green Clean Ice Cream”
Market Direction
Maintenance
• Sustain our current revenue and market share
• Wring short-term profits from the products and markets
• Prepare for future growth
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 year’s
amount
Marketing supportCustomer service• Maintain our high reputation • Customers come first • Sharing opinions through our website • Building the customer relation • Customer service before the sale
Marketing Performance & Implementation Control
• Schedules:Gantt Charts
• Strategic Controls:Quarterly Marketing AuditsNet Promoter Score
The P’s
• Great Taste• Strong Values• Above and
beyond services
• Total Eco-Green Sustainable operation
The P’s
• Green from the inner most shell to the outside layers for our product
• Perfect Correlation for the LOHAS Community.
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.
Possible Promotions
Promotions
• Label each container with a eco green symbol
• Symbol will be focused on
healing the world
A new Motto• Nike has “Just Do It”• McDonalds has “I am Lovin It”• American Express has “Don’t leave home with
out it” • Kay Jewelers- Every kiss begins with Kay Ben and Jerry’s……
Green, Clean, Sweat Tasting Ice Cream