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Chelsea 2-2014-mscsm-digital marketing-groupwork

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In addition to articulating the currently marketing and digital strategies of Ben and jerry’s , the presentation also evaluates the suitability of the activities pursued to achieve the stated mission. Also the recommendations provided are suggested in order to achieve the company’s stated mission and strategic goals.

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Chelsea 2-2014-mscsm-digital marketing-groupwork

  1. 1. MSc Strategic Marketing - Digital Marketing Submitted by Chelsea 2 Bellut, Maximilian; Chen, Vicky; Schmit, Charel; Sureshbabu, Swetha; Vidgren, Anni; Xue, Olivia
  2. 2. Table of Contents • Introduction - The Presentation is based on… 4 • Ben & Jerry’s – the ice cream company 5 • Mission and Objectives – what are we here for and why? 6 • Current marketing strategy and activities – Selling ice creams and more. 7 • Critical Review – The big questions 8 • Digital marketing – the Ben & Jerry’s way 9 – Facebook 1 0 – Twitter 1 1 – YouTube 1 2
  3. 3. • Recommendations and Improvements 1 8 - 2 0 • Critical Analysis – To be or Not to be 21 • Implementation Timeframe - Actions ! 2 2 • Conclusion- Finale 23 • References ( Including Images and Video) 24-30 • Appendix 1- Facebook Aggregators data 31 • Appendix 2 – Video Links 32 • Appendix 3 - Facebook Campaigns 33 • Appendix 4 – Twitter Campaigns 34 • Appendix 5 – Mobile Marketing Apps 35 • Appendix 6 Social Mention 36 Table of Contents (Contd.)
  4. 4. This presentation is based on…
  5. 5. BEN & JERRY’S – The ice cream company 1978 1981 1989 1994 2000 2003 2006 2012 2013
  6. 6. What are we here for and why? Make fantastic ice cream – for its own sake Manage our Company for sustainable financial growth. Use our Company in innovative ways to make the world a better place
  7. 7. Selling Ice creams and More
  8. 8. The Big questions Did it work? Did it help fulfill the strategic goals? Were the consumers involved ? Is it true to the brand ?
  9. 9. Digital Marketing – Ben & jerry way
  10. 10. Facebook
  11. 11. Twitter
  12. 12. YouTube
  13. 13. Instagram & Pinterest
  14. 14. Search Engine Marketing
  15. 15. Launch Date Campaign Category Highlights Results N/A Mobile sites • Responsive design • Different languages • ROI:N/A Launched & upgraded in 2010 Natural app Scoop the happiness • Interactive features • Augmented reality • ranked #34 out of the thousands of free apps in less than 2 weeks (Digital Training Academy, 2013) • the world’s first natural feature tracking augmented reality mobile app (Parsons,C., 2010) Nov 2013 Oct 2012 2012 Jul 2012 Nov 2013 2014 Mobile advertising • Instagram Display Ads • iAd: Virtual Taste Test to inform through interaction • Co-op Mowingo: send targeted offers & behaviour-oriented promotional messages • Plug-in ads on Pandora & Solitaire: Flovour locator, connection with B&J social media • Content generation on Now This News, conveying social missions • collecting feedback from consumers on Jelly • ROI: N/A (Kats,R., 2012) • reached 9.8m in the US within 8 days, recall rose by 33%, 17 per cent of those noticed the ad and became aware of the new flavour (Spencer,A., 2013) • ROI: N/A • ROI: N/A • ROI: N/A • one of the best marketing practice on Jelly (Gray,K., 2013) Mobile Marketing
  16. 16. Mobile Marketing – Mobile site • Available in different languages in over 20 countries • Responsive design • Customer feedback loop • No flavour locator • No link to business goals
  17. 17. Mobile Marketing – Mobile Advertising
  18. 18. Improvisation is too good to leave to chance.
  19. 19. Recommendations Adoption of Innovative technologies
  20. 20. Improvisation – the key to success Adoption of Innovative technologies Have an integrated campaign across social media Improve Mobile Marketing efficiencies by correcting the discrepancies identified. Promote specific product ranges and Launch new product lines Mobile games, Augmented reality QR code on packaging etc..
  21. 21. To be or Not to Be… ✔ ✔ ✔
  22. 22. Action ! Adoption of Innovative technologies Immediate 2015 2015 launch and post launch End of each Quarter and Final review Q4 2015 Strategy to be continued based on Evaluation
  23. 23. Finale
  24. 24. • 360i. (2013) Ben & Jerry’s ‘City Churned’ Campaign Crowdsources Local Flavors. [Online] Available from: http://blog.360i.co.uk/360i-news/ben- jerrys-city-churned-campaign-crowdsources-local-flavors [Accessed 7th February 2014]. • Ben & Jerry's, 2014. About Us | Ben & jerry's. [Online] Available at: http://www.benjerry.com/about-us [Accessed 10 February 2014]. • Ben & Jerry's, 2014. Ben & Jerry's Facebook Page. [Online] Available at: https://www.facebook.com/benjerryuk?brand_redir=1 [Accessed 10 February 2014]. • Ben & Jerry's, 2014. Our Values. [Online] Available at: http://www.benjerry.co.uk/our-values/mission-statement [Accessed 12 February 2014]. • Borison, R., 2013. Ben and Jerry’s relies on in-app mobile ads for new product push. Mobile Marketer. [online] 23 August. Available at: <http://www.mobilemarketer.com/cms/news/advertising/16018.html> [Accessed 9 February 2014] • Cameron, C. (2010) Ben & Jerry's: How a Big Brand Explores Augmented Reality. [Online] Available from: http://readwrite.com/2010/07/12/ben_jerrys_how_a_big_brand_explores_augmented_reality#awesm=~owq516Fsd3v7w7 [Accessed 7th February 2014]. • Crunchbase. (2013) Mowingo. [Online] Available from: http://www.crunchbase.com/company/mowingo [Accessed 9th February 2014]. • Digital Training Academy. (2013) UL mobile marketing case study booklet. [Online] Available from: http://marketing.24h.com.vn/wp- content/uploads/2013/10/DAP_UL_mobile_marketing_case_study_booklet.pdf [Accessed: 8th February 2014]. • Edelman Digital. (2010) Ben & Jerry’s: A Bold and Digital Reality. [Online] Available from: http://www.edelmandigital.com/2010/07/14/ben- jerry%E2%80%99s-a-bold-and-digital-reality/#sthash.8Of4xFbf.dpuf [Accessed 8th February 2014]. References
  25. 25. • Entrepreneur Media, Inc, 2008. Ben Cohen & Jerry Greenfield , Caring Captialists. [Online] Available at: http://www.entrepreneur.com/article/197626 [Accessed 10 February 2014]. • Evan’s Portfolio. (2013)Ben & Jerry’s mobile app. [Online] Available from: http://rosler.carbonmade.com/projects/4524453#4 [Accessed 9th February 2014]. • Facebook, 2014. Ben & Jerry's - Likes | Facebook. [online] Available at: <https://www.facebook.com/benjerryuk/likes> [Accessed 11 February 2014] • Facebook, 2014. Ben & Jerry's | Facebook. [online] Available at: <https://www.facebook.com/benandjerrys?brandloc=DISABLE> [Accessed 11 February 2014] • Facebook, 2014. Free Cone Day 2013 | Facebook. [online] Available at: <https://www.facebook.com/events/215067998634174/> [Accessed 11 February 2014] • Google, 2014. ben and jerry's - Google Search. [online] Available at: <https://www.google.co.uk/#q=ben+and+jerry's> [Accessed 11 February 2014] • Google, 2014. ice cream - Google Search. [online] Available at: <https://www.google.co.uk/webhp?tab=ww&ei=kwn6uoz7a9gf0wwu7ygqca&ved=0cbgq154#q=ice+cream> [Accessed 11 February 2014] • Hays, C.L., 2000. Ben & Jerry's To Unilever, With Attitude. [Online] Available at: http://www.nytimes.com/2000/04/13/business/ben-jerry-s-to- unilever-with-attitude.html [Accessed 12 February 2014]. • Heine, C., 2013. Instagram Ads Boost Ben & Jerry's and Levi's Brand Recall in Early Tests. Adweek. [online] 19 December. Available at: <http://www.adweek.com/news/technology/instagram-ads-boost-ben-jerrys-and-levis-brand-recall-early-tests-154603> [Accessed 9 February 2014] • Instagram, 2014. benandjerrys on Instagram. [online] Available at: <http://instagram.com/benandjerrys> [Accessed 09 February 2014] • Joseph, S., 2013. Ben & Jerry’s launches social media hub. MarketingWeek. [online] 20 May. Available at: <http://www.marketingweek.co.uk/news/ben-and-jerrys-launches-social-media-hub/4006722.article> [Accessed 9 February 2014] • K. Gray, L. (2014) Q&A WITH BEN & JERRY’S DIGITAL MARKETING MANAGER, MIKE HAYES, ON JELLY. [Online] Available from: http://laurenkgray.com/2014/01/23/qa-with-ben-jerrys-digital-marketing-manager/ [Accessed 9th February 2014]. References (Contd.)
  26. 26. • Kats,E. (2012) Ben & Jerry’s taps iAd to help deliver rich brand experience. [Online] Available from: http://www.mobilemarketer.com/cms/news/advertising/13758.html [Accessed 7th February 2014]. • Kelly, T., 2011. Ben & Jerry’s Lets You ‘Donate’ Your Extra Twitter Characters to Charity. TIME. *online+ 9 May. Available at: <http://newsfeed.time.com/2011/05/09/ben-jerrys-lets-you-donate-your-extra-twitter-characters-to-charity/> [Accessed 9 February 2014] • Kotler, P.; Armstrong, G., 2014. Principles of Marketing. 15th ed. Harlow: Pearson. • Page, A. and Katz, R. A. 2012. The Truth About Ben and Jerry’s (SSIR). [online] Available at: <http://www.ssireview.org/articles/entry/the_truth_about_ben_and_jerrys> [Accessed: 10 Feb 2014]. • Parsons, C. (2010) Ben & Jerry's Digital Cool. [Online] Available from: http://www.brandchannel.com/features_webwatch.asp?ww_id=492 [Accessed: 8th February 2014]. • Pinterest, 2014. Ben & Jerry's (benjerry) on Pinterest. [online] Available at: <http://www.pinterest.com/benjerry/> [Accessed 09 February 2014] • Reuben, A, 2012. Did Ben & Jerry's change Unilever? BBC News. [online] 24 May. Available at: <http://www.bbc.co.uk/news/business-18167345> [Accessed 9 February 2014] • Rosenbloom, B., 2013. Marketing Channels: A Management View.8th ed. Mason: South-Western. • Sampselle, D. 2012. Ben & Jerry’s Merger with Unilever | B Revolution Consulting, Inc.. [online] Available at: <http://www.brevolutionconsulting.com/articles/ben-and-jerrys-unilever-merger/> [Accessed: 10 Feb 2014]. • Savitz, E. (2012) 5 Reasons Why Apple's iAd Is Failing To Lure Advertisers. [Online] Available from: http://www.forbes.com/sites/ciocentral/2012/04/16/5-reasons-why-apples-iad-is-failing-to-lure-advertisers/2/ [Accessed 7th February 2014]. • Silver + Partners (2013) BEN & JERRY'S - VIRTUAL TASTE TEST iAD. [Video] Available from: http://vimeo.com/54963077 [Accessed 7th February 2014]. • SocialBakers, 2014. Ben & Jerry's | Detailed Statistics of Facebook Pages | Socialbakers. [online] Available at: < http://www.socialbakers.com/facebook- pages/196962083762082-ben-jerry-s> [Accessed 11 February 2014] References (Contd.)
  27. 27. • Spencer, A. (2013) Instagram Reveals Results of First Sponsored Post Campaigns. [Online] Available from: http://mobilemarketingmagazine.com/instagram-reveals-results-of-first-sponsored-post-campaigns/#1gjzwXqi37uA1A4Y.99 [Accessed 9th February 2014]. • Statcounter, 2014. Top 5 Desktop & Mobile Search Enginees from 2011 to 2014 | StatCounter Global Stats. [online] Available at: <http://gs.statcounter.com/#desktop+mobile-search_engine-ww-yearly-2011-2014-bar> [Accessed 11 February 2014] • Student Watch (2011) Retail Edge: Insights Into Your Core Consumer on Campus. [Online] Available from: http://www.nacs.org/email/html/OnCampusResearch/SPR-080-03-12_Client%20Newsletter.pdf [Accessed: 8th February 2014]. • Tode, C. (2012) Ben & Jerry’s stores integrate social, mobile to drive customer loyalty. [Online] Available from: http://www.mobilecommercedaily.com/ben-jerry%E2%80%99s-stores-integrate-social-mobile-to-drive-customer-loyalty [Accessed 9th February 2014]. • Twazzup, 2014. 31 TPH - Ben & Jerry's. [online] Available at: <https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] • Twitter, 2014. Ben & Jerry's (benandjerrys) on Twitter. [online] Available at: < https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] • Unileverusa.com. 2014. Ben & Jerry's | Brands in action | USA. [online] Available at: <http://www.unileverusa.com/brands-in-action/detail/Ben--- Jerry-s/295851/> [Accessed: 11 Feb 2014]. • YouTube, 2014. BenJerrysIceCream - YouTube. [online] Available at: <http://www.youtube.com/user/BenJerrysIceCream/about > [Accessed 09 February 2014] References (Contd.)
  28. 28. References - Images Image • Ben & Jerry’s, 2014. Ben & Jerry's | Facebook. [image online] Available at: <https://www.facebook.com/benandjerrys?brandloc=DISABLE> [Accessed 11 February 2014] • Facebook, 2014. Ben & Jerry's - Likes | Facebook. [image online] Available at: <https://www.facebook.com/benjerryuk/likes> [Accessed 11 February 2014] • SocialBakers, 2014. Ben & Jerry's | Detailed Statistics of Facebook Pages | Socialbakers. [image online] Available at: < http://www.socialbakers.com/facebook-pages/196962083762082-ben-jerry-s> [Accessed 11 February 2014] • Ben & Jerry’s, 2014. Ben & Jerry's (benandjerrys) on Twitter. [online] Available at: < https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] • Ben & Jerry’s, 2014. Ben & Jerry's Truck (BenJerrysWest) on Twitter. [image online] Available at: <https://twitter.com/BenJerrysWest/with_replies > [Accessed 18 February 2014] • Twazzup, 2014. 31 TPH - Ben & Jerry's. [image online] Available at: <https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] • Ben & Jerry’s, 2014. benandjerrys on Instagram. [image online] Available at: <http://instagram.com/benandjerrys> [Accessed 09 February 2014] • Ben & Jerry’s, 2014. Ben & Jerry's (benjerry) on Pinterest. [image online] Available at: <http://www.pinterest.com/benjerry/> [Accessed 09 February 2014] • Statcounter, 2014. Top 5 Desktop & Mobile Search Enginees from 2011 to 2014 | StatCounter Global Stats. [image online] Available at: <http://gs.statcounter.com/#desktop+mobile-search_engine-ww-yearly-2011-2014-bar> [Accessed 11 February 2014] • Google, 2014. ben and jerry's - Google Search. [image online] Available at: <https://www.google.co.uk/#q=ben+and+jerry's> [Accessed 11 February 2014] • Google, 2014. ice cream - Google Search. [image online] Available at: <https://www.google.co.uk/webhp?tab=ww&ei=kwn6uoz7a9gf0wwu7ygqca&ved=0cbgq154#q=ice+cream> [Accessed 11 February 2014]
  29. 29. Video • BenJerrysIceCream, 2013. Ben & Jerry's Social Mission Timeline 2013. [video online] Available at: <http://www.youtube.com/watch?v=6M1CxLmgsv8> [Accessed 09 February 2014] • ResnDesign, 2013. Resn | Ben & Jerry's Virtual Taste Test. [Online] Available at: https://www.youtube.com/watch?v=1SLc447Zh8k [Accessed 12 February 2014]. References- Video
  30. 30. Appendix 1 : Facebook Aggregators data
  31. 31. Appendix 2 : Video Links • Wanna spoon : http://player.vimeo.com/video/47330911?title=0&byline=0&color=ff7b00 • Facebook campaigns and ROI : http://www.youtube.com/watch?v=UGtyAM7k0uk • Fair tweet Campaign : http://www.youtube.com/watch?v=QX7busQUJo0 • YouTube Social Mission : Video: http://www.youtube.com/watch?v=6M1CxLmgsv8 • Instagram : Euphoria campaign : http://www.youtube.com/watch?v=xM3Va2p3Kqw
  32. 32. Appendix 3 : Facebook campaigns
  33. 33. Appendix 4 : Twitter Campaigns
  34. 34. (Evan’s portfolio,2013) Appendix 5 : Mobile Marketing campaigns – Apps
  35. 35. 36 Appendix 6: Social Mention

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