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Peter King
Ja’Nikka Anderson
Aneika Fermin
Julian Gibellino
Stephen Grossi
DREAM TEAM
Agenda• Ben & Jerry’s History• Firm Selection• Manager Interview• Customer Interview• Advertisement Creation• Summary & Recommendations• Questions & Answers
Ben & Jerry’s History
•Ben Cohen and Jerry Greenfield in May of 1978 in renovated gas station
•Homemade ice cream scoop shops– 430 shops in US– 150 shops internationally
•Known for popular ice cream flavors
Firm Selection• 30th Street Station Franchise
– Newly opened: October 2006– Offer diverse product line: ice cream, smoothies, sundaes, and new fudge line
• Reasons for selection– Opportunity to create advertisement campaign
– Easy access to resources needed due to team member employment
Manager Interview
• Jim Wardwell, Co-Owner and Manager
• Question Topics– Product Line– Current Ad Campaigns– Target Market– Competition– SWOT analysis
Manager Interview• SWOT Cont.
– Strengths: • New Innovative Products• Natural Products
– Weaknesses:• Location Awareness• Advertisements
– Opportunities:• Neighboring Businesses
– Threats:• Seasonal Change• Budget
Manager Interview
• Overall Findings– Lack of Advertisements– Variety of Product offerings
– Novelty
Customer Questions
• What comes to mind when you think of Ben and Jerry’s?
• What makes Ben and Jerry’s stand out from competitors?
• If Ben and Jerry’s were a person how would you describe them?
DemographicsEthnicity
8%
16%
16%60%
Hispanic
African American
Asian
Caucasian
Age
4%
68%
20%
8%
Under 18
18-25
26-40
40+
Gender
60%
40%
Male
Female
Customer Interview
• Strengths– Array of flavors
• Weakness– Grab & Go– Customer Service
• Opportunity– Placement of Advertisements
• Threat– Lack of Advertising
New Advertisement
•USP
•Recognizable
•Location
•Variety of products
Recommendations
• Focus of Advertisement• Target Surrounding Businesses• Utilize Sales Promotion• Create Unique In-Store Experience
Questions & Answers
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