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CONSUMER BEHAVIOR
• Edward Kelly• Lindsay Clark•Milton Dean• Kelly Edwards• Fernanda Luna
GROUP MEMBERS
COMPANY DESCRIPTION
COMPANY DESCRIPTION
Time Event
1978 Carrying pints around in Volkswagen
1985 Ben & Jerry’s Foundation created
1987 “Cherry Garcia” flavor formed
1994 Across the seas – United Kingdom
MARKET SEGMENTATION
MARKET SEGMENTATION
Behavioral Segmentation
Certain Occasions Variety Individualist
ic
MARKET SEGMENTATION
PsychographicSegmentation
Indulgent Enthusiast
s
Vicarious Victors
Just-Another
Joes
Bens & Jerrys
TARGET MARKET
TARGET MARKET
Target #1WomanBetween ages 35-55Has a family
Target #2WomanBetween ages of 21 –
30Unmarried
MARKETING MIX
Product:
Strange flavor names Ingredients: fair trade
Distinctive packaging and use of colors
Same packaging used in international markets
MARKETING MIX
Product:
Use of colors: Black lid: Regular ice
cream Green lid: Fat-free ice
cream Blue lid: Greek frozen
yogurt
MARKETING MIX
Price:Convenience product
Not so expensive
Differentiation strategy (unique flavors in the market) Upper level pricing of
the category
MARKETING MIX
Price:
MARKETING MIX
Source: Walmart
Promotion:
MARKETING MIX
Promotion:
Terminology: Swirlfire Chunknator
Webpage: Same colors as the pints How is it made Coupons
MARKETING MIX
Promotion:
Lick global warmingHubby Hubby
MARKETING MIX
Distribution:
Stores Big enough to present all flavors Eye-level rack: easier access
Scoop shops Purchase with coupons Ice cream cones, not only pints
MARKETING MIX
COMPETITIVE ENVIRONMENT
COMPETITIVE ENVIRONMENT
PRODUCT PERSONALITY
Product placementMiddle of the rowEye level
Different colorsCatches eyeHelps people make faster decisions while shoppingRegular, Greek, low-fat, sorbet
PURCHASING THE PRODUCT
Different namesFun and uniqueAppeals to different types of peopleCuriosity
Television showsAttracts different personalities
PURCHASING THE PRODUCT
Target Market 1: Caucasian women, with childrenMay see Ben & Jerry’s as a luxury ice-cream to spoil their children
Also could be a brand requested specifically by name from their childrenChildren have a huge impact on buying behavior
Mothers may enjoy having access to history and production of Ben & Jerry’s
MATCHING PERSONALITY WITH TARGET MARKET
Target Market 2: Women (ages 20-30)Most likely have an emotional appeal, influencing the purchase
Diet conscious women enjoy the color differentiation between regular, Greek, sorbet, and low-fat ice-cream choices
Smaller container available for those who want all the calories, but less temptation
MATCHING PERSONALITY WITH TARGET MARKET
CONCLUSIONS AND RECOMMENDATI0NS
Conclusions
Product personality =
BRAND LOYALTY
Differentiation: unique flavors, good quality and fair trade
Convenience product, product must be available at all times
CONCLUSIONS
Recommendations
Expand to other parts of the world, incorporate other cultures
Not change the logo name or any of the marketing traits of the brand
RECOMMENDATIONS
THANK YOU
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