Ben & Jerry’s Rockin’ TourIda Rosenthal

Bailey WillnerJill GurichDan Posner

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Ben & Jerry’s is putting Greek Yogurt in the “Lime Light”!!

Ben and Jerry’s IMC Objectives

•Create a new flavor of Greek Frozen Yogurt•Create an Integrated Marketing Campaign

•Ads, sales promotion, POP displays, marketing initiatives, PR, events, and grassroots efforts

•Option of involving a Social Mission•Make sure we still to their brand objectives•Follow their three part mission

•Social, product, and economic mission

•And remember, “if its not fun, why do it?”

Strengths1.Positive brand image

2. Known for great flavors3. High quality and fair trade

ingredients4. Strong corporate social

responsibility

Weaknesses1. Not necessarily healthier

2. Difficulty in obtaining ingrmarker

edients3. Focus on social responsibility can take away focus from other

areas

Opportunities1. Greek Yogurt is very

trendy right now2. Potential to expand to

new demographics3. Global ice cream market

is expanding

Threats1.Already other Frozen Greek Yogurt products on the market2. Recession is hurting sales of

premium products3. Obesity is a growing concern

4. Any contamination of any ingredient could hurt image

SWOT Analysi

s

Target Audience

• “Greek” girls• Yuppies• Concert Goers• Hot moms

“Greek” Girls

• Females, ages 18-22• College students• Goes out on weekends but studies

during weekdays

Yuppies

• Males and Females ages 21-30• Making more money than they need

to pay rent and eat• Enjoy regular Greek yogurt, why not

frozen?

Concert Goers

• Ages 16-40• Men and Women• Enjoy attending concerts• Appreciate merchandise and

memorabilia • Social

Hot Moms• Females, ages 28-45• Buys ice cream for her kids, product

more aimed at her• She’s in to greek yogurt since it

makes her feel young and back in college

Major Competitors

• Stonyfield• Ciao Bella• Yasso• Ruggles

Phase I: Battle of the Bands

Phase II: Ben and Jerry’s Goes “On Tour”

Phase II: Ben and Jerry’s Goes “On Tour”

Phase II: Ben and Jerry’s Goes “On Tour”

Concert Date Location

South by Southwest March 13–18 Austin, TX

Hangout Festival May 18-20 Gulf Shores, AL

Sasquatch Festival May 25-28 George, WA

Summerfest June 27- July 8 Milwaukee, WI

Allgood Festival July 19-22 Masontown, WV

Outside Lands August 10-12 San Francisco, CA

Social Mission

• VH1 Save the Music

• Their core mission is to, “…ensure that every child has access to a complete education that includes the benefits of music instruction.”

• Offer opportunities to sponsor and partner with companies and social mission initiatives

Phase III: Amplify the Social Mission

Did Our Campaign Rock??

Goals:•Raise awareness•Encourage engagement•Generating buzz •Amplify social mission•Increase sales