Step 1: RESEARCH, SITUATION ANALYSIS, OBJECTIVES

Ben and Jerry's Ice Cream Company Over view:

Ben and Jerry Ice Cream Company is a worldwide Ice cream company. They serve super
unique Ice Cream and frozen yogurt in many different varieties. The company was founded in
the year 1978 by two young men Ben Cohen and Jerry Greenfield. There first shop was
opened on May 5, 1978. Located in an old gas station in Burlington, Vermont. The company's
headquarters is also located in South Burlington, VT, with its main factory in Waterbury
Vermont. Today there are many locations for the supreme Ben and Jerry ice cream company
throughout the U.S. they offer over 100 locations.
Ben and Jerrys operates internationally with over 446 employees. Ben and Jerrys was
the third ranked ice cream brand of the United States with about 465.4 U.S. dollars worth of
sales for the year 2016. There initial investments are at $156,385-486,000.
Ben and Jerry's goal aims to create linked prosperity for everyone that's connected to our
business,

suppliers,

employees,

farmers,

franchises,

customers

and

neighbors

alike. Their mission statement is to "make the best possible ice cream, in the nicest possible
way". Throughout the years of Ben and Jerrys ice cream Company existence there has been a

few ups and downs. The company grows from $4m to $240m in annual sales during the year
1984 and 1993. The media began to love Ben and Jerry and they gain national coverage through
news press releases and many interviews. This period the company began to grow and eventually
the two young entrepreneurs were on their way to the top. After the founders Ben and Jerry meet
with a board of directors to talk about the company's future they are torn in between what's
Novak and what's valuable.
The board offered the young entrepreneurs Ben and Jerry a deal that they did accept and in 2000
they sold the ice cream company to a buyer. They were heartbroken about this decision and were
convinced that they had failed. The company was sold for eight years, after a lot of meetings and
interviews Ben and Jerry managed to get the company back. This time they would make sure the
company's name would stay the same as well as its vision and mission to the people. They
manage to keep the company with one shareholder, Unilever who has the freedom of making
financial and operational aspects of the company. However, the company still belongs to Ben and
Jerry.
(Shareta Ward)

Industry Background
Ben and Jerrys is part of the ice cream industry. The International Ice Cream Association
stated that more than 90 percent of U.S. households regularly indulge in a sweet, frozen treat. It
is a large industry, with 422 companies. The industry made 10 billion in revenue, and has a 1.2
annual growth. For the past five years, ice cream sales have been stagnant. There are a lot of
competitors, but the top two ice cream companies now are Magnum and Haagan- Dazs.

Magnum was created in 1989, and is marketed as an adult indulgence with a touch of sex
appeal. The company, Per Euromonitor, created $2.54 billion in sales in 2015. Thats up 8% over
2014, and in 2016 the brand is projected to sell $2.69 billion. Both Magnum and Ben and Jerrys
differences are that Magnum sells ice cream bars, and Ben & Jerry sells ice cream in a tub. The
company is alike because they are both successful in reaching their target demographics.
Hagen-Dazs was created in 1960, and is one of the few commercial ice cream brands
not to use stabilizers such as guar gum, xanthan gum, or carrageenan. The two companies are
different because Haagen- Dazs focuses on classic flavors, while Ben and Jerrys is known for
their weird flavors, and unique flavor names. Both companies are alike because they both consist
of a high-butterfat content, which gives their ice cream a smooth texture that is popular among
consumers.
Current trends affecting the industry right now are that consumers are moving towards
more health-conscious options, like frozen yogurt and fruit and vegetable flavors. Frozen
options, such as sorbets and fruit bars or pops, are growing in popularity because they keep you
cool, and as a bonus also contain fewer calories. Another current trend is that consumers are now
looking for ice cream made from quality ingredients with new and unique flavors, instead of the
simple chocolate and vanilla flavors.
(Maxine Aviles)

SWOT ANALYSIS

Strength

Weakness

1.Ben & Jerrys targets a lot of the main

aspects people look for in ice cream during
this time.

1. Ice cream is not a healthy choice

2.Target audience is millennials

3. Consumers are interested in unique
flavors and our company is known for that.

Opportunities

Threats

1.Since consumers are more aware of what

they are putting in their bodies, and are 1.Consumers
are
more
Healthmore health conscious, companies can conscious and care more about quality
create healthier options for their brand.
ingredients.
2.Although sales are not down, they have 2.Consumers are no longer blind to
been stagnant, which can give companies ingredient labels, and what they are
the opportunity to create different ways to consuming.
engage consumers and bring attention to
their brand alone.

(Maxine Aviles)

Public Relation Situation:

Ben & Jerrys company operates on a three-part mission that aims to create linked
prosperity for everyone thats connected to the business: suppliers, employees, farmers,

franchisees, customers, and neighbors alike. Ben & Jerrys Social Mission compels us to use our
Company in innovative ways to make the world a better place. Ben and Jerrys are in favor of the
communitys concern. They have had campaigns of social justice with topics such as Democracy,
LGTB equality, get the dough out of politics, and peace building. The company is also concerned
with environmental issues like, supporting GMO labeling, climate justice, and a concern for fair
global economy with a topic of fair-trade. At the end of the day, Ben and Jerrys company
understands the role of businesses within the community. Their role is to improve the quality of
life globally.

With that in mind, Ben and Jerrys has a newly launched line of 100% verified vegan,
dairy- free frozen desserts. All together there is a total of 4 flavors. There was also a frozen
yogurt line that was launched in 2012, and consists of 9 flavors. While looking at current trends
affecting the ice cream industry, Ben and Jerrys needs our Public Relations firm to reinforce,
and re vamp the brands target to follow the consumer ice cream buying trends. We will
accomplish this by reminding consumers that Ben and Jerrys are actively following, and
listening to what consumers concerns and interests are, and in return, producing products they
will enjoy. Due to the recent trends moving towards more health-conscious options, and interest
in unique flavors, Ben and Jerrys has the opportunity to showcase their line and flourish over
their competitors, while continuing to hold on to their social beliefs during the process. During
this campaign, we will continue to remind consumers that we practice what we say, and are
passionate for all the right reasons. Therefore, the companys philosophies and values will
continue to be vocalized throughout the campaign; As it directly displays that Ben and Jerrys

truly believes in what they put out to their consumers. In addition to that matter, Ben and Jerrys
will highlight their healthy product options. Times are changing, and consumers are more
educated than before. They are reading labels, and looking for a better opportunity to enjoy the
ice cream but also to consume fewer calories.

(Maxine Aviles, Dhariany Valerio)

Target Audience
According to InFoscout website, Ben & Jerry's consumer is generally Caucasian, and
millennials with very high income. The target audience is female and male between 20 and 35
years old. They live in urban cities. The consumers like organic food, and at the same time are
concerned with responsible consumption. In addition, they seek for a tasteful and enjoyable
moment as well as the eccentric representation in their labels.
The secondary target is generation x and baby boomer, age 36 to 50-years-old.
Consumers living in the urban cities, with responsible and natural consumption while looking for
a superior product.
During this time in our public relations administration we are enhancing our relationship
with our present customers as well as increasing the relationship between customers who are
health conscious.
(Dhariany Valerio)
Media Target List
1. Buzz feed YouTube video (direct YouTube video showing a ben & Jerrys yogurt/dairy
free taste test to show consumers that the flavors are just as rich in flavor and tasty.)
2. Buzz feed article (online)
3. Forbes

4. Food network
5. Nationaldipper.com
6. Dairyfoods.com
(Maxine Aviles)

Step 2&3: Objectives/ Strategies/Tactics

Objective 1: Build customer relationship through multifaceted social platforms.
Strategy 1: Create social media campaign contest
Tactics:
1.Create website to house contest
Contest break down:
Budget: We will hire an outside company to create a professional website. $2,000
Snapshot of sample website:

2. Utilize two major social media platforms (Twitter and Facebook) to

promote our contest, and generate more buzz and entries into our contest.
Budget: It is free to create a Facebook page. We will have interns to create posts and keep
track of the data. They will be supervised by an employee already on the pay-roll. $0.00
3.Utilize Twitter and Facebook platform to post top three finalist from the contest so that
people can choose what flavor will be released.
Budget: It is free to create a Twitter page. We will use interns to generate posts. $0.00

Objective 2: Create attention to bring awareness to our new healthy choices

Strategy 2: Utilize promotional events for brand awareness

Tactics:
1.Create a partnership with Wholefoods, to set up a taste test of the Ben and Jerrys Healthy
choice options (Yogurt and dairy free options.) in the whole Foods parking lot. We will hire
staff to distribute the products to the customers. This will encourage them to buy our product
when entering the food market. The trucks will be located in New York, NY, Los Angeles, CA,
Chicago, IL and Houston, TX.

Budget: We will use the food trucks the company already own. Four trucks with $400 worth
of ice cream to distribute comes to $16,000. Each truck will have 4 employees working 8
hours for $8.00, which comes to $1,024. We will also factor in another $1,500 for items such
as gas, sample cups and napkins. The total comes to $18,524.

2.Distribute Brochures to different supermarket locations such as, Shoprite, Wholefoods and
Trader Joes, to inform consumers of Ben and Jerrys and our products.

Budget: We will print 2,000 brochures, which will come out to $2,099.99

Sample Brochure:

3.Work with Buzz Feed corporation to create an ad video, that will feature a taste test of our
Yogurt and dairy free options. Their reactions will be authentic and will create testimonials
and a buzz for our product. Buzz Feeds creative and video teams work with brands to craft
original, custom content. Their in-house experts help the right audience discover a brand's
content across Buzz Feed and on social. Brands can track content performance in real-time
using Buzz Feeds social dashboard. Buzz Feed curates 2.2+ Billion monthly video views,
and has 40+ Million subscribers & followers. Most importantly 50% of the viewers are 18-34

years old. Using this tactic clients see an average lift of 48.8% in brand affinity, and 42% in
purchase intent from their custom social content.

Budget: To run the Buzz Feed advertising campaign it will cost $100,000.
Objective3: Create awareness about our consistency with our social values
Strategy 3: Utilize owned media to get companys message across
Tactics:
1.Pitch Letter to Glamour health magazine to Kovin Miller, Buzz Feed Online to Anny
Daley, Food network to Sunny Anderson. Pitch letters will be written to journalists in the field
who write articles concerning food news in the industry, healthy desert options.
Budget: The pitch letter will be composed by employees already on the payroll, which will be
sent out via e-mail. The cost will be $0.00
Sample Pitch Letter:
Dear Ms. Miller,

I read your article on GMO labeling in the food industry and, I think your readers would be
interested in hearing about our new and reintroduced healthier choices in our Ben and Jerrys
Line. Here is a link to our website containing all the products we are focusing on:
http://benjerrys.co/2h4IYkK

We are delivering a new perspective on our delicious and unique sweets, and wed love to
have you put your input on our products. As a company, we also believe it is important for

products to contain GMO labeling. Which is why we not only created a campaign dedicated to
the cause, but also created the Healthy choices without the ingredient. Our Social Mission
compels us to use our Company in innovative ways to make the world a better place.
I would be happy to send you a media kit of our line, so you can credibly prove to your
readers that this is in fact a great product.
I appreciate your time and consideration for what Ben and Jerrys has to offer. If youre
interested in learning more, please email MSND.Corp at msnd@Gmail.com, or call me at 1234567-890.
Thank you,
Maxine Aviles
1

Press release informing our new initiative social cause in the healthy world, and
promoting our event.

Budget: The press release will also be written by current employees and sent out through e-mail.
$0.00
Sample Press Release:

MSND.Corp
Ben & Jerry's Homemade Inc.
30 Community Drive, South Burlington, VT 05403-6828
FOR IMMEDIATE RELEASE
BEN AND JERRYS CONTINUES SOCIAL MISSION AND TARGETS HEALTHY FOODS
South Burlington, VT, (Date) There will be an event held at the Ben and Jerrys Vermont
factory location, to promote our new social mission, to provide healthy flavor options through
the company. There will be free tours given of the facility. The tour will include an in-depth

description of Ben and Jerrys social mission. Tour goers will also have detailed information of
the healthy options Ben and Jerrys offers, and how they are made.
The event will be held in the Ben and Jerrys Vermont location, on (date) beginning at 9:00a.m.
The event will be held in the Vermont location because it contains the capacity to operate tours.
The 30-minute tour itself will be free and open to all, but there will be an opportunity given to
purchase Ben and Jerrys ice cream throughout the event. For every purchase made, our company
will donate $1.00 to the The Joy of Eating Better Foundation. There will be an entry booth
where you choose the time of your tour, and the amount of people in your party.
Ben and Jerrys strives to show a deep respect for human beings inside and outside our company
and for the communities in which they live. We operate the company in a way that actively
recognizes the central role that business plays in society by initiating innovative ways to improve
the quality of life locally, nationally, and internationally. Owner Jerry Greenfield Stated,
Businesses can lead with their values and make money, too. You don't have to simply be purely
profit-driven. You can integrate social and environmental concerns into a business, be a caring
business, be a generous business and still do very well financially.
About Ben and Jerrys Corporation
Visit our website: http://benjerrys.co/2h4IYkK
Ben & Jerrys operates on a three-part mission that aims to create linked prosperity for everyone
thats connected to our business: suppliers, employees, farmers, franchisees, customers, and
neighbors alike.
Contact Information
Maxine Aviles
Public Relations representative
E-Mail: info@b&j.com

3. Hold an all-day event equipped for 5,000 people in the Ben and Jerrys Vermont factory
location to promote the healthy flavors. There will be free tours given of the facility. The tour
will include an in-depth description of Ben and Jerrys social mission. Tour goers will also have
detailed information of the healthy options Ben and Jerrys offers, and how they are made.
Outside of the tour there will be 6 different booths with 3 workers each, who will be selling the
Ben and Jerrys ice cream pints. For every purchase made, our company will donate $1.00 to the
The Joy of Eating Better Foundation.

Budget: There will be 50 employees working the event at $8/hour for 8 hour-shifts, which comes
out to $2,560 and there will be another $3,000 for refreshments and any other miscellaneous
items. This totals $5,560.
The budget total altogether equals: $128,183.99
(Nicole Santosuosso)

(Objective/strategies/tactics: Maxine, Dhariany)

( Objectives/Strategies:Nicole,Maxine,Dhariany)
( Budget: Nicole Santosuosso)

(Maxine Aviles)

Key Messages

Your choice counts

You pick first

Time to introduce healthy

Try our delicious healthy choices

We are everywhere
(Dhariany Valerio)

Calendar
BEN & JERRYs Events from May 27, 2017- September 1, 2017

May 27, 2017 - July 27, 2017 Host a social media contest via. Instagram & Twitter
June 1 , 2017 Promote healthy ice cream choices / sample product truck
July 28, 2017 - release press release to the public informing them of our
at Ben & Jerrys Vermont factory location in August

upcoming event held

August 18 , 2017- Hold major event for customers at our VT, location
September 1, 2017 reveal contest winner , end of campaign
(Shareta Ward)
Evaluation

Estimate the amount of sales at the ending of the entire campaign.

Measure the amount of contest submissions
Measure likes, comments, shares, and responses throughout the campaign from

our twitter, Facebook, and contest website.

Discover next healthy choices that will be created, and released per the clients

choice.
Measure percentage of people interested in healthy choices.
Find out our audiences opinion through our various events held, like the
sampling product event.

TEAMWORK:
Nicole Santosuosso
Shareta Ward
Maxine Aviles
Dhariany Valerio
Prof. Andrea Trachtenberg
December 9, 2016

Refrences

Ben and Jerrys Website:

http://www.benjerry.com/?keyword=%2Bben%20%2B%26%20%2Bjerry
%27s&gclid=CjwKEAiAg5_CBRDo4o6e4o3NtG0SJAB-IatYKZsG0IAO0NUoGqy3zPa9Cj2Ao7sMO_bP0FZCFZhzRoC5g3w_wcB
Market Research Company:
http://infoscout.co/brand/ben_n_jerrys/?ab=b&utm_expid=7530391217.lNPZM02pSCSLaWJNn52M8w.1&utm_referrer=https%3A%2F
%2Fwww.google.com%2F
Ben and Jerrys Media Center:
http://www.benjerry.com/about-us/media-center