Ben & Jerry’s Rockin’ Tour Ida Rosenthal Bailey Willner Jill Gurich Dan Posner

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Ben & Jerry’s is putting Greek Yogurt in the “Lime Light”!!

Ben and Jerry’s IMC Objectives Create a new flavor of Greek Frozen Yogurt Create an Integrated Marketing Campaign Ads, sales promotion, POP displays, marketing initiatives, PR, events, and grassroots efforts Option of involving a Social Mission Make sure we still to their brand objectives Follow their three part mission Social, product, and economic mission And remember, “if its not fun, why do it?”

Strengths 1.Positive brand image 2. Known for great flavors 3. High quality and fair trade ingredients 4. Strong corporate social responsibility Weaknesses 1. Not necessarily healthier 2. Difficulty in obtaining ingrmarker edients 3. Focus on social responsibility can take away focus from other areas Opportunities 1. Greek Yogurt is very trendy right now 2. Potential to expand to new demographics 3. Global ice cream market is expanding Threats 1.Already other Frozen Greek Yogurt products on the market 2. Recession is hurting sales of premium products 3. Obesity is a growing concern 4. Any contamination of any ingredient could hurt image SWOT Analysis

Target Audience “Greek” girls Yuppies Concert Goers Hot moms

“Greek” Girls Females, ages College students Goes out on weekends but studies during weekdays

Yuppies Males and Females ages Making more money than they need to pay rent and eat Enjoy regular Greek yogurt, why not frozen?

Concert Goers Ages Men and Women Enjoy attending concerts Appreciate merchandise and memorabilia Social

Hot Moms Females, ages Buys ice cream for her kids, product more aimed at her She’s in to greek yogurt since it makes her feel young and back in college

Major Competitors Stonyfield Ciao Bella Yasso Ruggles

Phase I: Battle of the Bands

Phase II: Ben and Jerry’s Goes “On Tour”

ConcertDateLocation South by SouthwestMarch 13–18Austin, TX Hangout FestivalMay 18-20Gulf Shores, AL Sasquatch FestivalMay 25-28George, WA SummerfestJune 27- July 8Milwaukee, WI Allgood FestivalJuly 19-22Masontown, WV Outside LandsAugust 10-12San Francisco, CA

Social Mission VH1 Save the Music Their core mission is to, “…ensure that every child has access to a complete education that includes the benefits of music instruction.” Offer opportunities to sponsor and partner with companies and social mission initiatives

Phase III: Amplify the Social Mission

Did Our Campaign Rock?? Goals: Raise awareness Encourage engagement Generating buzz Amplify social mission Increase sales