TABLE OF CONTENTS

1. Introduction…………………………………………………………….....2

2. Company Overview……………………………………………………....2

3. Trends………………………………………………………………….....3

4. SWOT Analysis……………………………………………………….....6

5. Market Research ………………………………………………………….7

5.1Research Procedures …………………………………………………......7

5.2 Market Research Questionnaire……………………………………….....8

5.3 Research Result ………………………………………………………….9

6. Segmentation and Target Market………………………………………....10

7. Conclusion………………………………………………………………..12

8. References………………………………………………………………...13

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1. Introduction

As can be seen, Ben and jerry is the pioneer in the ice cream market for creating distinctive and indulgent taste experiences. Although its price seems so higher than other competitors, it is undeniable about Ben and Jerry quality. In addition in recent year, compared to the speed of development in the countries of Southeast Asia region a soar in the living standard of the Vietnamese people is seen, which likely triggers the increasing demand for the high-quality products. Therefore, they are the reason for choosing Ben and Jerry brand to expand market into Vietnam.

The main purpose of this study is to establish the marketing research plan for the sake of answering the question whether Ben and Jerry can develop their high quality product line into Vietnam or not. It is irrefutable that to penetrate these new ice cream products into the Vietnamese market, one of the most crucial marketing strategies is marketing research which helps Ben and jerry get the appropriate primary data and the secondary one as well; hence after the fitting analysis, there will have the answers what the purchasing customer, the customer psychology is and the advantages of the domestic competitors are, contributing to recognize the opportunities and threats of B & J in entering Vietnamese market.

With these above benefits for Ben and Jerry in Vietnam market integrated, Vietnam is considered as the potential region. However, there is not any project of investment Ben and Jerry ice cream into Vietnam while Haagen dazs, one of the leading brands in manufacturing premium ice cream in foreign countries have already placed the first stores in 2010. Besides, with the enormous potentiality showed, we proposed this risk but reasonable and completely feasible project for Ben and Jerry, with the hope not only fostering the economy in country, creating the motivation for domestic ice cream manufacturers but also help the Vietnamese able to enjoy the distinguished tastes and safety assuredly of ice cream in our own country.

2. Company Overview

Ben & Jerry's is an American ice cream company, a division of the British-

Dutch Unilever Conglomerate that manufactures ice cream, frozen yogurt, sorbet,

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and ice cream novelty products, manufactured by Ben & Jerry's Homemade

Holdings, Inc., headquartered in South Burlington, Vermont, United States, with

the main factory in Waterbury. It is best known as an ice cream brand, founded in

1978 in Burlington, Vermont. Ben & Jerry’s mission consists of 3 interrelated

parts:

-Product Mission

To make, distribute and sell the finest quality all natural ice cream and euphoric

concoctions with a continued commitment to incorporating wholesome, natural

ingredients and promoting business practices that respect the Earth and the

Environment.

-Economic Mission

To operate the Company on a sustainable financial basis of profitable growth,

increasing value for our stakeholders and expanding opportunities for development

and career growth for Ben & Jerry’s employees.

-Social Mission

To operate the company in a way that actively recognizes the central role that

business plays in society by initiating innovative ways to improve the quality of

life locally, nationally and internationally.

3. Trends

- Political environment

 Political factors can have a direct impact on the way business operates. Decisions

made by the government affect our everyday lives and can come in the form of

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policy or legislation. In Vietnam, our government is run under Communist party.

The Government has continued to play an active role to support and facilitate the

private sector through provision of sound, consistent economic policies and a

regulatory environment that is conducive to the conduct of business. However, free

oriented market economy has been formed in Vietnam, corporations and private

firms can make a vast majority of microeconomic decision.

In addition, in times of globalization, the chance for coming of the foreign

companies is easy to get. It makes the opportunity for Ben and Jerry to expand

market into Vietnam. Moreover, as Vietnam is transiting towards knowledge of

economy, the government has encouraged the young to learn new skills and

develop the entrepreneurship. To enhance the quality of life, the Vietnamese are

encouraged to lead healthy lives through strong policy supported by government.

The demand for high quality will increase as well.

- Economic environment

All businesses are affected by economic factors nationally and globally.  A strong

economy indicates positive results for businesses and consumers, and a weak

economy indicates quite the opposite. In Viet Nam, with a better economic outlook

in 2010 and the return of Wall’s in September 2009, ice cream had a good year and

saw increased competition and expansion. Consumer demand continued to

increase, particularly for dairy ice cream since consumers preferred it to water ice

cream products. In general, dairy ice cream was perceived as having more

varieties, better taste and higher quality. Most water ice cream catered for

consumers with low income levels in rural areas, while some premium water ice

cream was only seen in high class ice cream food service outlet and has very low

presence in all retail channels. It is not only the opportunity to Ben & Jerry when

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customer demand increases but also the threat after entering the Vietnamese

market when high quality ice cream of B&G only is suitable for high class,

accounting for smaller market than middle and lower class’s.

Though a global economic recession, Vietnam registered quite a high growth in the

recent years, with 2006 at 8.17%, 2007 at 8.48%, 2008 at 6.18%, and 2009 at

5.32% and achieved 6.78% in 2010. The growth rates acquired in the recent years,

made Vietnamese economy have the third highest growth rate in the Asia - Pacific

Area after China and India. The increase was contributed to an increase in personal

consumption expenditures, equipment and software, exports, and residential fixed

investment. Although the inflation rate was also very high, overall, customer

spending in the final quarter of 2009 has been up and the whole economy also

grows with the high speed. It is good sign for Ben and Jerry.

- Social environment

Demographics is essentially population characteristics.  It is the statistics on

individuals in a region in terms of age, sex, marital status, income, ethnicity, and

other personal attributes that may determine buying patterns. Understanding this

basic information about a population can help a firm determine whether or not its

products or service will appeal to customers and how many potential customers for

these products might have. In 2010, population of Viet Nam stands at 86.93

million, increased by 1.05 compared to in 2009. Of the total population, 42.97

million are males, accounting for 49, 4%. The urban population is 26.01 million,

included 29.9% the total of country, increasing by 2.04% compared to the last year.

Rising personal incomes and higher living standards increased consumer demand

for indulgence treats, many of which were influenced by Western lifestyles. This

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partially explained the change in the consumer base in ice cream with the move

from children to young people and families.

Viet Nam is a multi-cultural country where tradition and modernity, north and

south, meet in comfortable companionship. The convergence of rich and diverse

cultural influences has endowed Vietnam with both a traditional and contemporary

mix of food. This helps Ben & Jerry have one more opportunity to develop

marketing channels compatible with customs as well as culture of the Vietnamese.

4. SWOT analysis

Location

of factor

Type of factor

Favorable Unfavorable

Internal Strengths

- Prestigious, established,

successful, global operation, with

sales with social responsibility

and environmentalism.

- The company sells its

colorfully named ice cream, ice-

cream novelties, and frozen

yogurt under brand names such

as Chunky Monkey, Phish Food,

and Cherry Garcia.

- High quality image and high

quality products

Weaknesses

- High pricing

- Lack of professionalism in

its management, and no clear

mission statement

- Lack of experienced

management team to fuel

aggressive growth in the

downturned economy and

change flat sales in their

premium product line

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External Opportunities

- Global growing premium ice

cream marketing

- Product fat-free, allergen free

and healthy alternative ice cream

products

- HFC-free freezers that would

not emit harmful chemicals into

the atmosphere

- They could expand their

existing product lines to compete

with the 'private-in house brands'

offered by supermarkets, and in

developing countries.

Threats

- Much of their target market

is constantly changing its

product preferences (desiring

to prevent diabetes, obesity

etc.).

- Major competitors, like

Kido’s, Vinamilk in Viet

Nam market with more

competitive advantages.

- Prices of all milk products

are rising due to shortage of

ingredients supply. There is a

distinct possibility that they

may not be enough milk to

meet demand.

5. Market research

5.1Research procedures

Our research was conducted using a survey. Our questionnaire consisted of eleven

questions including a set of demographic questions. Our sample size consisted of

240 individuals. The questions were designed to find out which factors influence

consumers’ product choice, how often people consume ice cream and which

degree consumers show interest and readiness to buy to imported ice cream. Our

survey is simply designed for the average person. We asked basic yes and no

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questions, multiple-choice questions and a few fill in the blanks. The survey was

given out to numerous males and females in Hanoi.

5.2Market research questionnaire

1. Do you like ice-cream? Yes No

2. If no, what is the reason why you do not consume ice-cream?

Price

Health care

Taste

Ingredients (consist of dairy products)

Others _________________

3. If yes, which ice-cream brand do you usually buy?

Kido’s (Merino, Celano …)

Vinamilk

Thuy Ta

Trang Tien

Others

4. Which criteria do you concern most when choosing ice-cream?

Price

Package

Quality

Image

Available of flavors

Place

Others ________________

5. In the past 1 month, how many times did you eat ice-cream?

None

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Once

2-3 times

4-5 times

More than 5

6. Have you heard about or try any ice-cream from foreign brand? Yes No

7. What do you think about imported ice-cream?

Too expensive

The quality is worth the price

No difference from domestic ones

8. How much money do you earn/ receive each month?

Under 2 million VND

2 – 5 million VND

5-10 million VND

Above 10 million VND

9. How much are you willing to spend on ice-cream?

Under 10,000 dong

10,000 – 30,000 dong

30,000 – 50,000 dong

50,000 – 100,000 dong

Above 100,000 dong

Please tell us a little about yourself:

10. Male Female

11. Age:

5.3Research results

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When surveying our sample these were the key findings that we found. About 90%

of everyone enjoys and eats ice cream. Price is regarded as the most concerning

factor when choosing ice cream. Next is quality and package. More than 60% has

ever known about or tried foreign ice cream brand. Most of them suppose that

these foreign products are too expensive, but 77 out of 240 surveyed agree that the

quality worth the price and are ready to spend on these products.

6. Segmentation and target market

Market segmentation is the process of identifying a specific set of characteristics

that differentiate one group of consumers from the rest. In respect to ice creams,

although many people eat them, the market can quite easily be segmented on bases

of taste and price. Some individuals prefer high-quality ice cream made with real

sugar and cream because of its taste while others cannot tell the difference in

quality and would buy primarily based on price and availability. Lower-priced

competitors are into mass marketing while premium priced ice creams makers have

followed a niche strategy to target that one single segment consisting of affluent

upper-middle to upper class segment.

Ben & Jerry uses a few main segmentation bases for dividing their market, namely,

demographic, socio-cultural and psychographic. Under demographic segmentation,

they focus on the income bracket of consumers. Their products are mainly aimed at

the affluent with higher disposable income to spend on frivolous luxuries like

super-premium ice cream.

The socio-cultural segmentation looks at various cultures and their preferences.

Certain cultural groups tend to have similar needs especially when it comes to

food, confectionery and drinks. For example, in the North Vietnam, people prefer

ice cream with a milky, sweet or traditional flavors such as green bean, green rice,

chocolate… while in Ho Chi Minh City ( in the South), the favorite ice creams are

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which have fruit flavors like mango, strawberry…Ben & Jerry could take into

account various regional tastes and preferences in their innovative product line by

introducing flavors like Haft Baked ice cream and Chocolate Chip Cookie Dough

ice cream for Northern consumers, Chunky Monkey ice cream and Strawberry

Cheesecake ice cream for Southern consumers, etc .

Finally, probably the most important type of segmentation bases in this case is the

psychographic segmentation. To be attracted to eating super-premium ice cream,

people need to be part of a particular lifestyle segment. They should technically be

among those that enjoy the luxury and indulgence associated with the brand.

Using these segmentation means, Ben & Jerry has narrowed down its business to

cater to specifically two main target markets, namely:

Affluent, pleasure seeking adults who are generally brand conscious,

innovators & trend followers

Health conscious, young adults who are interested in desserts but prefer

natural ingredients and low fat substitutes

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7. Conclusion

Overall, almost the objectives of study that planed basically are totally completed. The results of marketing research are as reasonable as prediction of my group. With analysis of survey, determining clearly target market as well as trends in macro-environment all are the contributors to the opportunity and the threat of Ben and Jerry in Vietnam market.

Nevertheless, my team confronted with some problems while fulfilling this project. Actually, it was the implementation of the questionnaire required to survey. With limited sample size of survey, the results achieved only are taken consideration relatively. Consequently, hardly can we base thoroughly these results to examine the customer behavior. In addition, in interviewed process, sometimes, the information of customers is not absolutely accurate.

Although there are considerable mistakes in completing project and in fact that existing gap between plan and implementation, basically, with prudence in each step prepared, our group hopes that this study will contribute significantly to market research of Ben and Jerry, most important, hence will become the feasible project helping expand market into Vietnam in the next future.

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8. Reference

Euros monitor International (2011) Official statistics, trade associations, trade press, company research, store checks, trade interviews, and trade sources. Vietnam: Pass Port

Jame (2011) BEN & JERRY ICE CREAM PROMOTION 2011. Singapore: Shopping deals Available at: http://livinginsingaporetoday.com/14576/ben-jerry-ice-cream-promotion-2011/

Richard Lees (2010) Ben & Jerry’: innovative ice-cream, questionable marketing strategy. Centaur Media PLC

Jonas Janssens and Elisa Maes (2011) Ben & Jerry's - The Role of Marketing. Slideshare.net Available at: http://www.slideshare.net/JonasJanssens/ben-jerrys-the-role-of-marketing

http://www.benjerry.com/

http://www.facebook.com/pages/Ben-Jerrys-Ice-Cream/124255370929154

http://www.benjerry.com/scoop-shops/feature/free-cone-day/

http://www.slideshare.net/sarah89/ben-and-jerrys-presentation

http://marketingteacher.com/swot/ben-and-jerrys-swot.html

http://www.mysupermarket.co.uk/brands/Ben_And_Jerrys_in_Tesco.html

http://www.docshare.com/doc/128744/Marketing-Concept-and-Marketing-Segmentation-

http://www.slideshare.net/vparakhiya/ben-jerry-ice-cream

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