City University of Hong Kong 2011/2012 Semester B COM4504 Communication Design Marketing Plan Ben & Jerry

Yau Tit Kei, Ken (51913300)

Name: YAU Tit Kei, Ken Student no.: 51913300 MARKETING PLAN FOR BEN & JERRY Company name: (How will that relate to visual and linguistic image of the corporate: the slogan, the logo, colour scheme? Does the name reflect the culture and identity of the business?) Ben & Jerry Business nature (WHERE, WHEN, WHO, WHAT, and HOW about the company): Ben and Jerrys homemade industry was founded by Ben Cohen and Jerry Greenfield in 1978. It is a home-made ice cream producer which uses natural and organic ingredients such as eggs and fresh milk for its ice-cream. Ben and Jerry aims to maintain a sustainable corporate concept of linked prosperity, emphasizing product quality, commitment to the society and economic reward. There are seven scoop shops located in Kowloon, Hong Kong Island and Lantau Island in Hong Kong. Major product (service) lines: Ben and Jerry produce a wide variety of super-premium ice cream, frozen yogurt, sorbet, and ice cream novelty products. However, only ice cream and sorbet are available in Hong Kong market. Target customer segments: Young people who are around 16 to 30 years old pay more attention to the nutrition and the ingredient of food. Brand/Corporate/Organisational image: Healthy, delicious, high quality and fun Competitive scenarios (What is your competitive edge in the market?): Our Strengths: Ben & Jerry focus on the ingredients, providing healthy and delicious ice cream to customers. Many of the ingredients are completely organic. The super premium ice cream is selectively distributed in several sizes ranging from single serve cups to two point five gallon buckets. Consumers can choose what size they desired in scoop shops anytime. Each year the company has contests for customers to create and design their own flavor and personalized pint. Our Weaknesses:

Only ice cream and sorbet are available in Hong Kong market. There is a keen competition of the ice creams market that Haagen Dazs and Pappagallo are the competitors of Ben & Jerry. Only has nine shops located in Hong Kong. Haagen Dazs has more than twice shops. Ice cream is generally regarded as unhealthy food in Hong Kong.

Marketing objective(s) (please make this as clear as possible): Communications objectives of the campaign: To promote the brand image and existing products from March to April. To improve the unhealthy image of ice cream. To arouse the awareness of Ben & Jerry. The advertisements should: Impress customers by its meaningful print ads design. Help increase sales volume by 30%. Improve the image of ice cream, which can be a healthy food in audiences menu. Increase the market share by 10% in the ice cream market. Selling points (of the brand/products/services/events):

Provide good quality ice cream with healthy ingredient. Give couples to customers to enjoy discount. Let consumers experience how health of the ice cream by showing them the components of ingredient. Using funny and creative package to attract customers.

Advertisement message (The theme of your whole IMC and one that will appear in all designs): Slogan: Beyond your imagination, ice cream is a healthy food , Tagline: Attention: Protein shapes your muscles/ Mike nurtures your body. The slogan highlights the main message of Ben & Jerrys ice cream healthy and nutritious. It is consistent to purpose of the marketing plan. The tagline emphases on the functions of the ice cream. Possible ways to convey the advertisement message: (How will your message be conveyed? How do the ads attract peoples attention?) Emotional appeal Models show their healthy body with the background of hot summer, it gives a healthy image to audiences. The slogan also allows them to notice the nutrition value of ice cream. Sexual appeal In the advertisement, there are a hot and sexy lady wearing bikini and the handsome and strong boy on the beach to their healthy skin and body. It can draw audiences attention easily. Hilarious Healthiness, happiness and fun Colorful The bright and simple colors can shape the image of the brand, and attract audiences. Action plan and schedule (How youll execute that? What will the schedule be like? Will there be any sequel(s) afterwards?) Date of Completion Action (Things to do) 7 March Market research 15 March Rapid prototyping/Heuristic testing 18 March Interviews 28 March Product information and image design ready 16 April Print advertisement draft 17 April MTR crown advertisement draft 20 April Drafts editing 23 April Printing 27 April Disseminated to the designated points of delivery Expected results and measurement aspects (Why do you have to send this message? How to define successfulness in the campaign?): Increase in sales volume by 30% during the promotion period. Increase in brand recall rate compared to other brands, such as Haagen Dazs. Raise the brand awareness.