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Ben & jerry's Marketing Plan

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Group presentation for SIRS DRM10/54E

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Ben & jerry's Marketing Plan

  1. 1. Philip Go, Alex Chia, Esther Kwek & David Chan I Scream! You Scream! We’ll Scream for Ice-Cream!
  2. 2. Contents Company Introduction Mission Statement Goals & Objectives SWOT & PEST Analysis Strategic Planning Financial Plans Long Term Objectives
  3. 3. Company Introduction American ice cream company, a division of the British-Dutch Unilever company. Specialist in manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. Founded by Ben Cohen and Jerry Greenfield In 1978
  4. 4. Mission Statement Product Mission To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.
  5. 5. Goals The first choice ice-cream in Singapore through its rich contents of nutrients, minerals & vitamins formulas to achieve a 30% market share by 2011. Objectives We care about customer - your tastes, your lifestyle and your choices. We'd like to measure it that way, with your healthy movement. We align our progress as you change and grow, in touch with you, day after days. Goals & Objectives
  6. 6. SWOT Analysis Strengths: Weakness: Opportunities: Threats: <ul><li>Prestigious, established & successful branding. </li></ul><ul><li>More Variety of products with fancy product name such as Chunky Monkey. </li></ul><ul><li>High quality image and high </li></ul><ul><li>quality products. </li></ul><ul><li>Lack of experienced management team to fuel aggressive growth in a downturned economy and change flat sales in their premium product lines. </li></ul><ul><li>Produce fat-free, allergen </li></ul><ul><li>free and healthy alternative </li></ul><ul><li>ice cream products. </li></ul><ul><li>HFC-free freezers that </li></ul><ul><li>would not emit harmful </li></ul><ul><li>chemicals into the </li></ul><ul><li>atmosphere. </li></ul><ul><ul><ul><li>Consumers are concerned about fattening dessert products. </li></ul></ul></ul><ul><li>Major global competitors such as Haagen Dazs with similar products. </li></ul><ul><li>Prices of all milk products are rising due to shortage of ingredients supply. </li></ul>
  7. 7. PEST Analysisc P E S T olitical: conomical: osial: echnology: 1. Singapore will continue its’ stability political and reliability government for generations. 2. Good government polices in supporting SME development domestic & overseas. 1. Positive economy forecasted : GDP growth between 13 to 15% for FY ending 2010. 2. Up-to-date SME strategy and assistance scheme to boost retail industry. 1. Increase of purchasing power among teenager & young adults. 2. Consumers are more health consciousness . 1. Internet is a convenient way to access information and also Purchase online.
  8. 8. Marketing Review
  9. 9. Products Perceptions
  10. 10. Products Display
  11. 11. Products Range
  12. 12. Brand Attribute
  13. 13. Brand Attribute
  14. 14. Target Customer Health Conscious Consumer
  15. 15. Brand Positioning Traditional Fun & Innovative Healthy Unhealthy
  16. 16. Store Layout
  17. 17. Campaign & Promotions
  18. 18. Campaign & Promotions
  19. 19. Strategic Planning
  20. 20. Strategic Planning Strategic Plan: To become a leading brand among dairy product industries Tactical Plan: To employ professionals such as Food & Diet Specialist, R&D executives and Consultant.
  21. 21. Operational Plans Organization Vision, mission & Core values Organization policies, standards and procedures Product features and benefit Product specification New development Customer service quality Retail operations Staff & Management Vendors & Suppliers Consultants Directors HR & other capacity requirements Orientation Daily briefing Staff meeting Annual Function Email, internet, Newsletter, notice board SOP Annual training plan training workshop Newsletter Customized in-house training SIRS retail professional modules Orientation Daily briefing Staff meeting Annual Function Email, internet, Newsletter, notice board SOP Annual training plan training workshop Newsletter Customized in-house training SIRS retail professional modules Orientation FGD and Clinic Workshop Internet, newsletter Newsletters General Meeting Annual Function Internet, newsletter New product launching event Newsletters
  22. 22. Financial Plan Current Funds: Potential Funds: Research & Development : $1,000,000 New Product Launch : $500,000 Outlet Rental : $100,000 Fixture & fittings : $100,000 Manpower Training & Development : $500,000 R&D centre & projects : $15,000,000 Communication Technologies : $200,000 Intelligence investment : $150,000 HR & Training centre : $200,000 Associate Investment : $25,000
  23. 23. Source of Funds USA Head Quater Local Bank Loan Capitals from Shareholders
  24. 24. Income Statement
  25. 25. Risk Management Benefits Cost$ Utilization Targeted Audience <ul><li>Rising creativity & innovative level to input life to existing products and conquer new invention; </li></ul><ul><li>Updating knowledge, skills and ability or adaptability with roles & responsibility; </li></ul><ul><li>Achieving KPI; </li></ul><ul><li>Business sustainability through return on investment; </li></ul><ul><li>Communicated to corporate social responsibility and respect the earth and green environment. </li></ul><ul><li>New product line and product extension. </li></ul><ul><li>New business development include new concept store, A&P activities, corporate social responsibilities. </li></ul><ul><li>Corporate social responsibility. Example, children, hospitals, etc. </li></ul><ul><li>‘ Go Green’ environmental friendly practices. </li></ul>stakeholders include management executives, chefs, creative artists, staff and brand ambassador Through participating, Continuous training programmes, convention seminars and workshops, research & laboratory study and joint venture with associate partners <ul><li>Manageable supplies </li></ul><ul><li>Ability to monitor costs </li></ul><ul><li>Diversify risk of shortage </li></ul><ul><li>Counter action of natural disaster </li></ul><ul><li>Prolong product life </li></ul><ul><li>Form agricultures alliances </li></ul><ul><li>Diversify ingredients buying </li></ul><ul><li>Continue sourcing efforts </li></ul><ul><li>R&D to define substitute </li></ul>Ingredients supplies or sources
  26. 26. Long Term Goals GOAL 1. Use our Company to further the cause of Peace and Justice GOAL 2. Take the Lead Promoting Global Sustainable Dairy Practices Promotes sustainable dairy farming practices with the farmers worldwide who supply milk to ensure careful oversight and regulation of cloned animals. Buying more Fair Trade ingredients is one of the ways we can support economic and social justice through our business practices.
  27. 27. Thank You

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