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Ben and Jerry ’ s Ice Cream

Ben and Jerry ’ s Ice Cream. Events #1. Target Market - College Students. Friends helped renovate it. They used cheap, rough cut lumber. They took a College course on how to run a business that only cost $5.00.

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Ben and Jerry ’ s Ice Cream

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  1. Ben and Jerry’s Ice Cream

  2. Events #1 Target Market - College Students Friends helped renovate it. They used cheap, rough cut lumber. They took a College course on how to run a business that only cost $5.00. Wanted to find the ideal warm weather place that didn’t have an ice cream shop. They couldn’t find one. Instead they chose Vermont. A cold place but it didn’t have an ice cream shop. They found the perfect location – an abandoned Gas Station.

  3. Events #2 After they chose their location As the business grew, the community members would make money on their stock shares Originally, they had 12 flavors on the menu. They started selling pint size containers all over the town to grocery stores etc. They had a public stock offering that allowed people of Vermont to be part owners in the company They were not making money with just the one store

  4. Free Cone Day • Giving away a free cone to everyone, one day each year costs the company a lot of money. • From the companies perspective, why do it?

  5. Advertisement #1What message is the company trying to send?

  6. Advertisement #2What message is the company trying to send?

  7. This is an interesting job requirement.Name 3 things you “usually” find on a Job Posting. Job Posting

  8. Frozen Yogurt Commercial Concept idea behind this advertisement Yogurt Commercial idea • Frozen Yogurt is lighter in fat and calories than regular ice cream • How does Ben & Jerry’s get this idea across to the customer? • In the commercial, they show cows floating upside down in the air • The idea is to show that the cows are so light they are floating • Hence, customers get the idea that frozen yogurt is healthier

  9. 2006 Advertisements All about being socially responsible Fair Trade Buying products from 3rd world countries at a fair price 1 More Love/Less Handle Cream that is better for you so you don’t gain weight Socially Responsible 2 3 Climate Helping the environment

  10. Socially Responsible Developed Rainforest Crunch Ice cream specifically to help save the Rainforest They bought Brazil Nuts which helped the people in the rainforest get work in a responsible way They also developed Peace Pops in support of Peace (not war) They gave money to combat Global Warming

  11. Fair Trade Advertisements What is fair trade? Explain. Would you be willing to pay more for something that is Fair Trade? Explain.

  12. Fair Trade Commercials Link to videos http://www.youtube.com/watch?v=IdZUB5Ilkbs http://www.youtube.com/watch?v=JRr18J31y_o What is the main message of these commercials?

  13. Containers • In 2006, they began sourcing new containers from a paper supplier that uses pulp from sustainably managed forests. • This also helped them reduce 1000 tons of waste per year compared to our old container.

  14. 2008 Advertisement The focus is on being “nice” Cows Nice to cows. Feeding them good food Brownies Hiring underprivileged people to make their brownies 1 2 NICE 4 Question Is the fact that a company is “nice” important to you? Explain. Environment Giving money to charities and causes that help the environment 3

  15. Supporting Schools • Buy an ice cream cake and they will donate $3 to your school.

  16. Coupons Name 3 reasons why companies issue coupons? Why do you think the coupon asks you to buy 2 products rather than just 1?

  17. Reusing Product Many restaurants re-use products in several different dishes. What benefit would the advertisement below offer the company? Why might customers be excited about this idea?

  18. Instagram Ads With more than 100 million users Instagram is an attractive media for marketers looking to attract a young demographic. B&J has 123,000 followers on Instagram, a respectable figure though far behind others like Starbucks and Nike.

  19. Bibliography Learn360. Ben and Jerry’s. A&E television networks video. www.benjerry.com Ben and Jerry’s Ice Cream Commercials. youtube videos. Ben and Jerry’s Instagram Photos. Mashable.com

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