Promoting Brand Popularity Among Ben & Jerry's Targeted Markets

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Promoting Brand Popularity among Ben & Jerry's Targeted Markets by for Summer 2013 Table of Contents Page Introduction …………………………………………………………………………….. Description of Ben & Jerry's …………………………………………………….. Description of Target Market …………………………………………………….. Analysis of Triple Bottom Line …………………………………………….. Marketing Mix …………………………………………………………………….. Product …………………………………………………………………….. Price …………………………………………………………………………….. Place …………………………………………………………………………….. Promotion …………………………………………………………………….. Planned Promotional Activities and Media …………………………….. Description of Representative Promotion …………………………….. When and Where …………………………………………….. What It Will Look Like and Say …………………………….. How Much It Will Cost …………………………………….. Stages of the AIDA It Will Serve …………………………………….. Expectations in Terms of Brand, Buzz and Behavior and Rationale In Support …………………………………………………….. Measuring the Effectiveness of the Promotion …………………….. Repositioning …………………………………………………………………………….. Marketing Budget and Implementation Calendar …………………………………….. Objective and Task Budget …………………………………………………….. Page Specific Campaign Expenses …………………………………………… .. How Campaign Elements Contribute to Goal ……………………. Timeline for Dates and Activities for Promotion ……………………. Introduction Today, Ben & Jerry's Homemade, Inc. (hereinafter "the company" or "Ben & Jerry's") produces a line of high quality ice cream, ice cream novelties, low fat ice cream, low fat frozen

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