Peter King

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Peter King JaNikka Anderson Aneika Fermin Julian
Gibellino Stephen Grossi
DREAM TEAM
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Agenda

• Ben Jerrys History
• Firm Selection
• Manager Interview
• Customer Interview
• Advertisement Creation
• Summary Recommendations
• Questions Answers

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Ben Jerrys History

• Ben Cohen and Jerry Greenfield in May of 1978 in
  renovated gas station
• Homemade ice cream scoop shops
• 430 shops in US
• 150 shops internationally
• Known for popular ice cream flavors

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Firm Selection

• 30th Street Station Franchise
• Newly opened October 2006
• Offer diverse product line ice cream, smoothies,
  sundaes, and new fudge line
• Reasons for selection
• Opportunity to create advertisement campaign
• Easy access to resources needed due to team
  member employment

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Manager Interview

• Jim Wardwell, Co-Owner and Manager
• Question Topics
• Product Line
• Current Ad Campaigns
• Target Market
• Competition
• SWOT analysis

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Manager Interview

• SWOT Cont.
• Strengths
• New Innovative Products
• Natural Products
• Weaknesses
• Location Awareness
• Advertisements
• Opportunities
• Neighboring Businesses
• Threats
• Seasonal Change
• Budget

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Manager Interview

• Overall Findings
• Lack of Advertisements
• Variety of Product offerings
• Novelty

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Customer Questions

• What comes to mind when you think of Ben and
  Jerrys?
• What makes Ben and Jerrys stand out from
  competitors?
• If Ben and Jerrys were a person how would you
  describe them?

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Demographics
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Customer Interview

• Strengths
• Array of flavors
• Weakness
• Grab Go
• Customer Service
• Opportunity
• Placement of Advertisements
• Threat
• Lack of Advertising

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Previous Advertisements

• TV Ad Campaign

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New Advertisement

• USP
• Recognizable
• Location
• Variety of products

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Recommendations

• Focus of Advertisement
• Target Surrounding Businesses
• Utilize Sales Promotion
• Create Unique In-Store Experience

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Questions Answers