1. Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. Carter
Sarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)
Silver Arias
Neeraj Rama
Zachary Blackhurst

2. A little history…
1978: Ben & Jerry open their first homemade ice cream shop
1983: Contribute ice cream used in the “world largest ice cream sundae” 27,102lbs!!!
1985: Ben & Jerry foundation is established
1988: Receive Corp. giving Award from Council on Economic Priorities / establish 1% for peace non-profit
1991: Ben & Jerry’s Circus bus hits the streets
1994: Search for a new CEO
1998: Un-bleached “Eco-pint” released
2000: Acquired by Unilever

3. Ben & Jerry’s: Eco-Green Marketing
Mktg 600 Dr. Carter
Sarayut Trakulroong (JUI)
Cheng-Hsien Tsai (Vincent)
Silver Arias
Neeraj Rama
Zachary Blackhurst

4. Ben & Jerry’s eco/green value
CERES Principles
Green Team
Eco/ green Ben & Jerry’s scoop shops
Values-Led Sourcing

5. Values-Led Sourcing Criteria for Ben & Jerry’s suppliers
Environmental commitments
Social vision
Third party certifications

6. Eco/green advantage Good for environment Create a better reputation
Build loyalty relationship with customers

7. Relationship marketing
Relationship marketing concept will fit with Ben & Jerry
Long-term focus
Quality of interactions
Importance of internal marketing to marketing plan success

8. Ben and Jerry’s Market Segmentation: Broad to Narrow
* Segment 1 – Education
* Segment 2 – Loyalty Status
* Segment 3 – Life Style

9. Target Market – LOHAS consumers Lifestyles of Health and Sustainability
Based on the new segmentation, the LOHAS consumer comprises 16 percent of all U.S. adults in 2006 (nearly 35 million people)
LOHAS consumers are interested in products covering a range of market sectors and sub-sectors, including:
Green building supplies,
socially responsible investing and "green stocks",
alternative healthcare,
organic clothing and food,
personal development media,
yoga and other fitness products,
eco-tourism and more.

10. LOHAS Characteristics
Show tremendous leadership in their attitudes towards the environment, society and socially responsible businesses
Less price sensitive
More brand loyalty
Have influence over friends and family
More educated
More Socially Conscious

11. Assessing the LOHAS Segment Attractiveness Scoring Key: 5 = Highly Attractive, 4 = moderately attractive, 3 = Average, 2 = Moderately Unattractive, 1 = Highly Unattractive
Score for Segment Growth
Score for Competitive Superiority
Score for fit with Resources, core competencies
Score for Economic, Technological Factors
Score for Environmental Threats
Overall Score
Segment 1 4 3 17
Segment 2 5 19
Segment 3 20
Segment 4
(LOHAS) 21

12. Differentiated Marketing Strategy
We will target an immensely diverse group of segments with individual marketing mixes of people:
People who want to give to charitable causes
People who want to be socially responsible
People who want organic foods
People who enjoy quality ice cream

13. Differentiated Marketing Strategy
Use DMS by:
Collaborating with charitable organizations
Online marketing with socially responsible organizations
Promote “Points for Pints” on packaging
Promote “Green Clean Ice Cream”

14. Compound Annual Growth
Ben and Jerry’s Competitive Advantage % of LOHAS consumers stating the following are very important in product purchase decisions*
% LOHAS 2003
% LOHAS 2005
Compound Annual Growth
Food & Beverage
Contains soy 7%
14%
+100%
Organically grown
25%
40%
+63%
No artificial colors
31%
47%
>+50%
Locally grown
24%
34%
+20%
Gives to charitable causes
21%
33%
+23%
No genetically modified ingredients
38%
53%
+21%
Recyclable packaging
35%
56%
Fair Trade certified ingredients
27%
Trans-fats
36%
48%

15. Competitive Advantage
Use meaningful differentiation by promoting:
“Green Clean Ice Cream”
recyclable packaging
give to charitable causes, socially responsible
all ingredients are locally grown
our new ice cream flavors are organically grown ingredients

16. “Green Clean Ice Cream”
Mission Statement
Striving to achieve social responsibility by collaborating our products, practices, and values to create the best ice cream and earth.
“Green Clean Ice Cream”

17. Market Direction Maintenance
Sustain our current revenue and market share
Wring short-term profits from the products and markets
Prepare for future growth

18. Marketing Objectives Introducing the “pints for points program”
Introduce three new ice cream flavors
Increase renewable energy use in plants to 50%
Increasing traffic to website by 10% in the next year
Maintain unit sales within 2 % of the last year’s amount

19. Marketing support Customer service Maintain our high reputation
Customers come first
Sharing opinions through our website
Building the customer relation
Customer service before the sale

20. Marketing Performance & Implementation Control
Schedules:
Gantt Charts
Strategic Controls:
Quarterly Marketing Audits
Net Promoter Score

21. The P’s Great Taste Strong Values Above and beyond services
Total Eco-Green Sustainable operation

22. The P’s
Green from the inner most shell to the outside layers for our product
Perfect Correlation for the LOHAS Community.

23. Promotion
Target Lohas.com to get the members of the Lohas community aware of our product and our practices.
Use Google to search out the websites where socially conscience consumers visit.

24. Possible Promotions

25. Promotions Label each container with a eco green symbol
Symbol will be focused on
healing the world

27. A new Motto Nike has “Just Do It” McDonalds has “I am Lovin It”
American Express has “Don’t leave home with out it”
Kay Jewelers- Every kiss begins with Kay
Ben and Jerry’s……

28. Green, Clean, Sweat Tasting Ice Cream