1. CONSUMER
BEHAVIOR

2. • Edward Kelly
• Lindsay Clark
• Milton Dean
• Kelly Edwards
• Fernanda Luna
GROUP MEMBERS

3. COMPANY DESCRIPTION

4. COMPANY DESCRIPTION
Time Event
1978 Carrying pints around in Volkswagen
1985 Ben & Jerry’s Foundation created
1987 “Cherry Garcia” flavor formed
1994 Across the seas – United Kingdom

5. MARKET SEGMENTATION

6. MARKET SEGMENTATION
Behavioral
Segmentation
Certain
Occasions
Variety Individualistic

7. MARKET SEGMENTATION
Psychographic
Segmentation
Indulgent
Enthusiasts
Vicarious
Victors
Just-Another
Joes
Bens &
Jerrys

8. TARGET MARKET

9. TARGET MARKET
Target #1
 Woman
 Between ages 35-55
 Has a family
Target #2
 Woman
 Between ages of 21 – 30
 Unmarried

10. MARKETING MIX

11. Product:
Strange flavor names
Ingredients: fair trade
Distinctive packaging
and use of colors
Same packaging used in
international markets
MARKETING MIX

12. Product:
Use of colors:
 Black lid: Regular ice
cream
 Green lid: Fat-free ice
cream
 Blue lid: Greek frozen
yogurt
MARKETING MIX

13. Price:
Convenience product
 Not so expensive
Differentiation strategy
(unique flavors in the
market)
 Upper level pricing of the
category
MARKETING MIX

14. Price:
MARKETING MIX
Source: Walmart

15. Promotion:
MARKETING MIX

16. Promotion:
Terminology:
 Swirlfire
 Chunknator
Webpage:
 Same colors as the pints
 How is it made
 Coupons
MARKETING MIX

17. Promotion:
Lick global warming
Hubby Hubby
MARKETING MIX

18. Distribution:
Stores
 Big enough to present all flavors
 Eye-level rack: easier access
Scoop shops
 Purchase with coupons
 Ice cream cones, not only pints
MARKETING MIX

19. COMPETITIVE
ENVIRONMENT

20. COMPETITIVE ENVIRONMENT

21. PRODUCT PERSONALITY

22.  Product placement
Middle of the row
Eye level
 Different colors
Catches eye
Helps people make faster decisions while shopping
Regular, Greek, low-fat, sorbet
PURCHASING THE PRODUCT

23.  Different names
Fun and unique
Appeals to different types of people
Curiosity
 Television shows
Attracts different personalities
PURCHASING THE PRODUCT

24.  Target Market 1: Caucasian women, with children
May see Ben & Jerry’s as a luxury ice-cream to spoil
their children
Also could be a brand requested specifically by name
from their children
Children have a huge impact on buying behavior
Mothers may enjoy having access to history and
production of Ben & Jerry’s
MATCHING PERSONALITY WITH TARGET
MARKET

25.  Target Market 2: Women (ages 20-30)
Most likely have an emotional appeal, influencing the
purchase
Diet conscious women enjoy the color differentiation
between regular, Greek, sorbet, and low-fat ice-cream
choices
 Smaller container available for those who want all
the calories, but less temptation
MATCHING PERSONALITY WITH TARGET
MARKET

26. CONCLUSIONS AND
RECOMMENDATI0NS

27. Conclusions
 Product personality
=
BRAND LOYALTY
 Differentiation: unique flavors,
good quality and fair trade
 Convenience product, product
must be available at all times
CONCLUSIONS

28. Recommendations
Expand to other parts of the
world, incorporate other
cultures
Not change the logo name or
any of the marketing traits of
the brand
RECOMMENDATIONS

29. THANK YOU 