Analysis of Ice Cream Brands: Ben and Jerry's, and Berthillon

2540 Words Mar 5th, 2013 11 Pages
DOSSIER GLOBAL BRAND MANAGEMENT:
Véronique SCART

GLOBAL & LOCAL BRANDS :
BEN & JERRY’S and BERTHILLON

BETOUX Léonor
LEROY Marion
LIEGE Oriane
SANSON Cécile
RENAUDIN Astrid

Groupe 503B
CONTENTS:

Introduction
PART 1: Marketing environment and presentation of the 2 companies P3 1) Ice-cream market in France P3 2) Presentation of Ben & Jerry’s P3 a. Brand identity P3 b. Mission & Values P4 3) Presentation of Berthillon P5 c. Brand identity P5 d. Mission & Values P6 4) Competitors P6 e. Ben & Jerry’s
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The group is present in 27 countries with over 500 stores worldwide, (25 stores in France, including 9 in Paris).
Ben & Jerry’s, the American ice cream-maker, has always had a clear and unique brand identity on their packaged goods.
Ben & Jerry’s has a fairly complex brand message, they want to combine the ideas of quality products, fun and friendliness, with social and environmental engagement.

Ben & Jerry 's in 2011
Ben & Jerry 's continues its success story with a double-digit growth for the fourth consecutive year: 16% of sales value. * A brand that continues to attract new consumers and is now present in nearly 800,000 homes in France with a reputation that continues to rise (+4 points) * A key player in social networks, including Facebook fan community now has over 300,000 members!

* Brand image: "Fair Trading" with exclusive recipes and exclusive natural based products and a range in the fair trade labels. Image: eco responsible, ethical, fun and trendy. * Target: Young adults * Brand positioning: * To ice cream lovers who don’t do things by halves (who) * Ben & Jerry’s is the ice cream (what) * That fills your face full of flavor (rational benefit) * So you can feel gloriously righteous about your indulgence (emotional benefit) * Because it’s outrageously packed full of the stuff you love to love (reason to believe)

b) Mission and values:

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