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Ad workshop hw 2

Ad workshop hw 2



Situation Analysis For Ben and Jerrys

Situation Analysis For Ben and Jerrys



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    Ad workshop hw 2 Ad workshop hw 2 Presentation Transcript

    • 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
    • Category Distrabution
    • 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
      Volume =4pt
      Total sale=4,720,000
    • Regionality
    • Competiore distabution
    • 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
    • Competitor distabution
    • 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.