I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.

1. Laure De Gérauvilliers
Camille Paris
Fiorese Chloé
International Marketing

2. 1
SUMMARY
I) Ben & Jerry’s Presentation
I) Marketing mix
I) Target marketing strategy
I) Target consumers
I) Conclusion

3. 1
BEN & JERRY’S PRESENTATION
• Famous American ice cream company
• 1978 : Creation by Ben Cohen & Jerry Greenfield
• Ice cream, frozen yogurt, sorbet and ice cream novelty
• Natural and fair trade products
• Division of the British-Dutch Unilever group

4. 2
THE UNILEVER COMPANY
• Anglo–Dutch multinational company
• World's third-largest consumer goods company
• World largest maker of ice cream
• Over 400 brands

5. 3
THE UNILEVER BRANDS

6. 5
BRAND POSITION
Relative marketshare
High Low
Stars Question marks
Marketgrowt rate
Cash cows Dogs
Low

7. 9
MISSION STATEMENT
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

8. 11
MARKETING MIX
PRODUCT
- Product : PRICING STRATEGY
freshicecreamwithmanydifferent and
original flavours - Prenium brand:
- Design : funny&recognaziblecup preniumpricestrategy
- Quality : highqualityproduct - Regularcup: 6.99$
DISTRBUTION
STRATEGY COMMUNICATION STRATEGY
- Super &hypermarkets - TV and cinemaadvertising
- Cinemas&somerestaurants - Bilboards and magazines
- Ben &Jerry’sshops - Social media and website
- Events and games

9. 13
ADVERTISING

10. 13
TARGET MARKET STRATEGY
Concentrated global marketing
 Niche marketing
 Single segment of global market
 Look for global depth rather than national breadth

11. 7
TARGET CONSUMERS
Healthconscious
consumer
- Aged between 15 and 50
- Lived in urban area
- Have a busy lifestyle
- With a sense of humor
- Concerned about their well being
- Financially wealthy

12. 14
CONCLUSION
• Part of a powerful group with a good reputation
• Consumers feel good in consuming Ben & Jerry’s products
• One of the most recognizable brand
• An unexpected marketing plan