Ben & Jerry’s is actual the leader in the market of luxury ice cream in the UK, clear to Haagen Daz, moreoever the cofunders Ben Cohen and Jerry Greenfields said that they want to try their new faire trade policy and the new marketing because it "is a lot more civilised, as evidenced by things like how advanced Fairtrade is here and how behind the US is. The US excels at maximising profits and exporting weapons." The UK campain is by consequences important for Ben & Jerry’s.
In the first part we will describe the values of the company and the environment before turning about the objectives of the company with the new Fairtrade campain. Then the solutions to improve the strategy of Ben & Jerry’s with budget and timing before to conclude.
2. Situation analysis.
2.1 Company overview and ice cream market in the UK.
“Our aim is to make the best possible ice cream, in the nicest possible way” Ben & Jerry UK website
Ben & Jerry’s wants to give an image of a friendly compagny, close to people, as well with its suppliers with the fair trade, than its customers with sponsorship and organisation of events (e.g Sundae Festival). They are also careful with environment with a packaging eco-friendly.
The market of ice cream in UK
There is growing demand for indulgent treats in the British diet and the £1.3 billion ice cream market is tapping into this demand with growing sales of luxury and premium ice creams at the expense of standard varieties. 14 millions adults buy ice cream as a treat. (2009).
The market share of Ben & Jerry’s is 8% of the total market, so 2% more than is direct competitor Haagen Daz.
Marketing targets for ice cream according to attitudes (2009)
The brand loyals (17%) is the category of people who are the most susceptible to buy Ben & Jerry’s, these consumers have a preference for high quality ice cream.
2.2 Closest competitor and positioning.
Ben & Jerry’s is a luxury ice cream brand, with a high quality product. The main strategy of Ben & Jerry’s is a differentiation strategy.
Porter’s definition (1985: 14) « In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important and uniquely positions itself to meet those needs. It is rewarded for its uniqueness with a premium price »
The strategy of Ben & Jerrry’s is to make high quality ice creams with original flavours, that’s why it uses quality products and creates new flavours which consumers can’t find in an other brand. But also by its communication, the company uses humour for its adverts, website, packaging and flavours. The name of the flavours are often puns (e.g : Fairly Nuts, Jamaican me crazy). Its main competitor Haagen Daz, uses sensuaility for its advertising as if to eat an Haagen Daz give the same sensations that to make love. The packaging is serious and shows that it is a product of hight quality, with colours (Bordeaux & golden) and a classic police.
2.3 Macro environmental factors that could influence recommended strategy
The high quality ice cream become a treat for most of people and a product that you consume all over the year, not only in summer. A restrain observe is that people try to have an healthier lifestyle and consume products less fat. It is a brake for 31% of women (mintel), and for 47% of women between 16-34 years to not consume ice cream. With the new product less fat of the brand and a communication focus on young women (16-34 years old), Ben & Jerry’s could improve its sales and launch a loyalty compain. In the same way of Haagen Daz which place youn women (between 20 and 30 years old) as main character in its adverts. On this type of products main consumers are the women who are aware to the quality of the ice cream more than men. Even for all ice creams, women represent the...
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