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Peter King JaNikka Anderson Aneika Fermin Julian Gibellino Stephen Grossi

DREAM EAM

Agenda
Ben & Jerry s History Firm Selection Manager Interview Customer Interview Advertisement Creation Summary & Recommendations Questions & Answers

Ben Cohen and Jerry reen!ield in May o! "#$% in renovated gas station Homemade ice cream scoo& sho&s ,nown !or &o&ular ice cream !lavors
'() sho&s in *S "+) sho&s internationally

!en " Jerr#s $istor#

Firm Sele%tion
()th Street Station Franchise
-ewly o&ened. /cto0er 1))2 /!!er diverse &roduct line. ice cream3 smoothies3 sundaes3 and new !udge line /&&ortunity to create advertisement cam&aign 4asy access to resources needed due to team mem0er em&loyment

Reasons !or selection

Jim 5ardwell3 Co6/wner and Manager Question 7o&ics


8roduct 9ine Current Ad Cam&aigns 7arget Mar:et Com&etition S5/7 analysis

Manager &nter'ie(

S5/7 Cont;

Manager &nter'ie(

Strengths.

5ea:nesses.

-ew Innovative 8roducts -atural 8roducts 9ocation Awareness Advertisements -eigh0oring Businesses Seasonal Change Budget

/&&ortunities.

7hreats.

/verall Findings

Manager &nter'ie(

9ac: o! Advertisements <ariety o! 8roduct o!!erings -ovelty

5hat comes to mind when you thin: o! Ben and Jerry s= 5hat ma:es Ben and Jerry s stand out !rom com&etitors=
I! Ben and Jerry s were a &erson how would you descri0e them=

)ustomer *uestions

Demographi%s
Ethnicity

Age

Gender

8%
8% 16% Hispanic African American 60% Asian 16% Caucasian

4%

20%

Under 18 18-25 26-40 40+ 68%

40% Male 60% Female

Strengths

)ustomer &nter'ie(

5ea:ness

Array o! !lavors ra0 & o Customer Service 8lacement o! Advertisements 9ac: o! Advertising

/&&ortunity 7hreat

Pre'ious Ad'ertisements

7< Ad Cam&aign

Ne( Ad'ertisement
*S8 Recogni>a0le 9ocation <ariety o! &roducts

Focus o! Advertisement 7arget Surrounding Businesses *tili>e Sales 8romotion Create *ni?ue In6Store 4@&erience

Re%ommendatio ns

*uestions " Ans(ers