Ben and Jerrys Ice Cream Their Target Market

Ben and Jerry’s Ice Cream

• Their Target Market is college students • 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 took a College course on how to run a business that only cost $5. 00

• They found the perfect location – an abandoned Gas Station. • Friends helped renovate it. They used cheap, rough cut lumber. • Originally, they had 12 flavors on the menu.

• They were not making money with just the one store so 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. • As the business grew, the community members would make money on their stock shares.

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?

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

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

Job Posting This is an interesting job requirement from Ben & Jerry’s. What effect does this have on you personally? Do you find this offbeat & different approach appealing, confusing, interesting, etc. . ?

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

Fair Trade Advertisements 1. What is fair trade? Explain. 2. Would you be willing to pay more for something that is Fair Trade? Explain.

2006 Ads These 2006 ads are all about being socially responsible… 1. Fair Trade – buying products from 3 rd world countries to help poor people 2. More love/Less handle – Ice cream that is better for you so you don’t gain weight. 3. Climate Change – helping the environment. •

Fair Trade Commercials Link to videos http: //www. youtube. com/watch? v=t 7 Ue 8630 Nz. E http: //www. youtube. com/watch? v=Id. ZUB 5 Ilkbs http: //www. youtube. com/watch? v=JRr 18 J 31 y_o • What is the main message of these commercials?

• 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. Containers

2008 Advertisement • • • It focuses on being “nice” Nice to Cows – feeding them good food Hiring poor people to make the brownies Giving money to help the environment Is the fact that a company is “nice” important to you? Explain. Link to video http: //www. youtube. com/watch? v=l 9 Cx. Rg. Cgq. Cc&feature=player_embedded

Re-using Product • Many restaurants re-use products in several different dishes. What benefit would the advertisement below offer the company? • Would you be excited or disturbed by this concept?

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

Ben Cohen, Oreo’s, & Govt. Spending • Watch the video entitled Ben Cohen and Oreo Demonstration on government spending – Is video biased? – Do you think Ben & Jerry’s is hypocrtical? • Write a 2 -3 sentence summary based on your impression of what you see

Oreo Video http: //www. youtube. com/watch? v=H 9 k. XPTw. IO 08

Website Activity Go to www. benjerry. com • Describe the homepage. What visuals (pictures) do they use to grab your attention? Click on Company – Media Center – Press Releases. • Read any press release from this area and describe its purpose using 3 -5 bullet points. Go to www. benjerry. com/company/capture-euphoria • Describe the Capture Euphoria Contest & what it means. Be prepared to conduct a similar contest on campus this week.

Ben and Jerry’s 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.

Ben & Jerry's to Run Fans' Instagram Photos in Local Ads http: //mashable. com/2012/11/15/b en-jerrys-instagram/