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Ad workshop hw 2


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Situation Analysis For Ben and Jerrys

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Ad workshop hw 2

  1. 1. Situation Analysis By Vince Alagna<br />
  2. 2. Top Ten Thing’s we know <br />The industry is heading on the band wagon of the health and awareness for the environment .<br />Bad economy .<br />May reduce volume of sales .<br />The smart thing competators are doing is great comercials for ad campaigns .<br />Not being original as far as new flavors<br />
  3. 3. Top Ten thing’s we know <br />Consumers would think of our product in the frozen food section , or while passing one of our specialty stores .<br />People should think of this product when they have a sudden craving for something very sweet.<br />Consumers buy this product because we have specialty flavors that some don’t have .And its natural .<br />Someone might not buy the product because of its price point .<br />
  4. 4. Top Three Theories , Things We Think Might Help sell More.<br />We should sell to High society and enviromentalists .<br />Concerns for the consumer are natural ingredients.<br />The other guys aren’t being creative and bringing new creative flavors to the table .<br />We are natural and as well as environmentally friendly with our bio degradable packaging .<br />What’s missing is more low fat flavors . <br />
  5. 5. Category Overview<br />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.<br />
  6. 6. Category Size <br />Volume= 31 pts<br />Pentetration= 84%<br />Category sales=1.29<br />
  7. 7. Category Regionality<br />
  8. 8. Category Distrabution <br />
  9. 9. Category consumer profile<br />The average buyer is between 25- 34 and make between 32-40 thousand .<br />
  10. 10. PEST<br />Women eat ice cream more then men .<br />Ice cream is a great treat and is great in the summertime .<br />It’s a Great reward for the kids getting that A on the first grade spelling test. <br />Its Amazing to reward yourself with.<br />
  11. 11. Competitor<br />
  12. 12. Competator size and share <br />Penetration=31.63%<br />Volume =4pt<br />Total sale=4,720,000<br />
  13. 13. Regionality<br />
  14. 14. Competiore distabution <br />
  15. 15. 360 Advertising<br />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 .<br />
  16. 16. Brand overview<br />
  17. 17. Brand Size <br />Volume=5 pt<br />Penetration= 4.4%<br />Total sale=5,900,000<br />
  18. 18. Regionality<br />
  19. 19. Competitor distabution<br />
  20. 20. 360 Advertising <br />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.<br />