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Ben & Jerry's Brand Audit

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by

Serene Alexanderson

on 30 April 2014

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Transcript of Ben & Jerry's Brand Audit

Premium Eco friendly ice cream: making the best possible ice cream in the nicest possible way
Serene Alexanderson
Ana Samayoa

History
Ownership
Wholly-owned subsidiary of Unilever
Ran by independent Board of Directors
Brand Portfolio
Their Mission:
Preserving and expanding Ben & Jerry's social mission, brand integrity and product quality, by providing social mission-mindful insight and guidance to ensure that Ben & Jerry's is making the best ice cream possible in the best way possible.


Consumer knowledge

Ice Cream
Cores
Each includes a core center of fudge, caramel or real raspberry jam
Sorbet
Frozen Yogurt
Low-fat frozen yogurt available in some of Ben & Jerry's most popular flavors
Greek Frozen Yogurt
There have been 100+ flavors of Ben & Jerry's ice cream
Lighter, more refreshing flavors
Quirky Flavor names
Chubby Hubby
Vermonty Python
Magic Brownie
Goodbye Yellow Brickle Road
Karamel Sutra
Phish food
Bohemian Raspberry
Imagine Whirled Peace
Cherry Garcia
Wavy Gravy
Brand elements
Brand Resonance
Pyramid
Competitive Analysis
"Chunkiest, funkiest ice cream, frozen yogurt, and sorbet"
Symbols
Packaging
Forest Stewardship Council (FSC) Certification
FSC certification means that the pulp in the paperboard comes from forests that are managed for the protection of wildlife habitat, maintenance of biodiversity, and other forest sustainability criteria.
Brave and innovative company with a strong environmental responsibility
The Four p's
Product
Non-GMO
Fair trade ingredients
Caring dairy
Cage free eggs
Blissfull brownies
Price
Luxury product- high price
Competitively priced
On average a pint is $4.99
Place
Can be found in supermarkets
450+ scoop shops in United States
150+ scoop shops internationally
Promotion
Tactical recommendation
Philanthropy
Less controversial and less offensive flavor titles
More natural ingredients
Continue to create unique flavors

Points of Difference
Unique and inventive flavors
Environmental initiatives
Social activism
All-natural high quality ingredients
Points of Parity
Brand Mantra
Strong brand personality:
“If it’s not fun, why do it?”
-Jerry
“Every company has a responsibility to give back to the community.”
-Ben
Similar products
Rich taste
Positioning
Distribution
1978- Ben & Jerry open first shop in a renovated gas station
1979- One year anniversary marks first Free Cone Day
1980- Begin packing ice cream in pints to sell to small grocery stores
1981- First franchised shop opens in Shelburne, VA
1988- More than 80 new scoop shops were opened
1991- Chocolate Chip Cookie Dough is released after years of research
1995- www.benjerry.com is created
In response to demand for lower fat & low cholesterol products, the company introduced their Low Fat Frozen Yogurt products
in 1992
All of Phish's share of the proceeds, and part of Ben & Jerry's proceeds from this flavor are donated to environmental work to restore Lake Champlain.
Colbert is donating the proceeds to charity through The Stephen Colbert AmeriCone Dream Fund.
This ice cream raises money for the Mercury Phoenix Trust, which fights AIDS worldwide and was set up in memory of the lead singer of Queen, Freddie Mercury.
The Flavor Graveyard
7 rated Excellent,
6 of those are Häagen-Dazs or Ben & Jerry’s.
Ben & Jerry's Vs haagen Dazs
$1.11 per serving
260 calories
Total fat 17g
90 mg of cholesterol
56 listed flavors
$1.02 per serving
210 calories
Total fat 12g
50 mg of cholesterol
46 listed flavors
URL
Full transcript