Ben & Jerry’s: Eco-Green Marketing
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Transcript Ben & Jerry’s: Eco-Green Marketing
Ben & Jerry’s: Eco-Green
Marketing
Mktg 600 Dr. Carter
Sarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)
Silver Arias
Neeraj 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. Carter
Sarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)
Silver Arias
Neeraj Rama
Zachary Blackhurst
Ben & Jerry’s eco/green value
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•
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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
Ben and Jerry’s Market Segmentation:
Broad to Narrow
Target = LOHAS
Segment
2
Segment 1
* Segment 1 – Education
* Segment 2 – Loyalty Status
* Segment 3 – Life Style
Segment 3
Target Market – LOHAS consumers
Lifestyles of Health and Sustainability
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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,
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–
–
–
–
–
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
competencie
s
Score for
Economic,
Technologica
l 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
Food & Beverage
% LOHAS
2005
Compound Annual
Growth
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 Statement
Striving 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
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•
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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 support
Customer 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 Audits
Net Promoter Score
The P’s
• Great Taste
• Strong Values
• Above and
beyond
services
• Total EcoGreen
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