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Situation Analysis For Ben and Jerrys
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Situation Analysis By Vince Alagna
Top Ten Thing’s we know
• The industry is heading on the band wagon of the health and awareness for the environment .
• Bad economy .• May reduce volume of sales .• The smart thing competators are doing is
great comercials for ad campaigns .• Not being original as far as new flavors
Top Ten thing’s we know
• Consumers would think of our product in the frozen food section , or while passing one of our specialty stores .
• People should think of this product when they have a sudden craving for something very sweet.
• Consumers buy this product because we have specialty flavors that some don’t have .And its natural .
• Someone might not buy the product because of its price point .
Top Three Theories , Things We Think Might Help sell More.
• We should sell to High society and enviromentalists .
• Concerns for the consumer are natural ingredients.
• The other guys aren’t being creative and bringing new creative flavors to the table .
• We are natural and as well as environmentally friendly with our bio degradable packaging .
• What’s missing is more low fat flavors .
Category Overview
• We are in the frozen dairy Industry, This is a industry which makes ice cream for all to enjoy . Secondary competators would be Bryers and Dove.
Category Size
• Volume= 31 pts• Pentetration= 84%• Category sales=1.29
Category Regionality
East North
centra
l
East So
uth Centra
l
middle Atlantic
Moutai
n
New england
Pacific
South
Atlatic
westnorth
centra
l
west so
uth ce
ntral
Series 1
Series 2
Series 3
Series 1Series 2Series 3
Category Distrabution
Places
grocerymass merchandise all otherDrug storeclubconvience
Category consumer profile
• The average buyer is between 25- 34 and make between 32-40 thousand .
PEST
• Women eat ice cream more then men .• Ice cream is a great treat and is great in the
summertime .• It’s a Great reward for the kids getting that A
on the first grade spelling test. • Its Amazing to reward yourself with.
Competitor
Competator size and share
• Penetration=31.63%• Volume =4pt• Total sale=4,720,000
Regionality
regions
East north centraleast south centralmiddle atlanticmoutainnew englandpacificsouth atlanticwest north centralwestsouth central
Competiore distabution
groce
ry
mass m
erchan
dise
all oth
erclu
bdru
g0
1020304050607080
Series 1
Series 1
360 Advertising
• Breyers comercial tend to focus more on the everday person getting a craving for ice cream . Which is a good way so everyone can relate .
Brand overview
Brand Size
• Volume=5 pt• Penetration= 4.4%• Total sale=5,900,000
Regionality
east north
centra
l
east so
uth ce
ntral
middle atlan
tic
moutain
new england
pacific
south
atlan
tic
west north
centra
l
west so
uth ce
ntal0
5
10
15
20
25
regions
regions
Competitor distabution
Sales
grocery mass merchandiseall otherdrugconvience
360 Advertising
• Ben & Jerrys is know for networking through their acatavism in the community through their variuos programs wich give back . Also have smaller ad campaign as far as comercials go.
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