/a/k/a/:the ‘DREAM TEAM’ Team Members: Peter King Ja’Nikka Anderson Aneika Fermin Julian Gibellino Stephen Grossi /a/k/a/:the ‘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 Reasons for selection 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 Opportunities: SWOT Cont. Strengths: Weaknesses: 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?

Demographics

Customer Interview Strengths Weakness Opportunity Threat Array of flavors Weakness Grab & Go Customer Service Opportunity Placement of Advertisements Threat Lack of Advertising

Previous Advertisements TV Ad Campaign

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