Peter King

Ja’Nikka Anderson

Aneika Fermin

Julian Gibellino

Stephen Grossi

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

– 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• SWOT Cont.

– Strengths: • 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?

DemographicsEthnicity

8%

16%

16%60%

Hispanic

African American

Asian

Caucasian

Age

4%

68%

20%

8%

Under 18

18-25

26-40

40+

Gender

60%

40%

Male

Female

Customer Interview

• Strengths– 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