Ben & Jerry's Sept. 2011 Oct. 2011 Green America Ingredients Homemade, Super Premium Ice Cream S W O T Strengths: Celebrity Endorsements Use of Fair Trade Humble Beginning Weaknesses: Lack of Fair Trade Correlation Survey results: Haagen Dazs - Simple Ingredients Capitalize on Fair Trade to gain Consumers Capitalize on Celebrity Endorsement Capitalize on Community Involvement Fair Banana Flare Become 100% Fair Trade Fair Trade Banana Flavored Ice Cream Fair Trade Blueberries covered in Fair Trade Chocolate Non-Profit located in Washington, DC
Bananas from Ecuador Promotion: Aug. 2011 Mystery Flavor Promo Stickers on Freezer Doors T-Shirts for Employees Stand Alone Inserts Budget Youtube Contest October 15th: Winning song performed by Ben Harper, a pro-Fair Trade artist
Winner (based on number of likes) flown out to concert in california Fair Trade Month Flavor Released! October 1st: Fair Banana Flare is released. For the day it will be half price at scoop shops
October 1st: Ben Cohen & Jerry Greenfield will present the new flavor to a large audience in Times Square
October 15th: hold concert in California
Sell T-Shirts and ice cream at the concert $ Stand alone inserts
$ Sending Winner
$ Large Carton
$ T-Shirts Total: $250,000 Survey Results:
60% knew it was fair trade prior to survey.
When asked to provide 3 perceptions none said fair trade.
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