LAHORE SCHOOL OF ECONOMICS
Presented to
Ben and Jerry’s
Contents
Introduction ..................................................................................................................................... 5
Situation Analysis ........................................................................................................................... 7
SWOT Analysis………………………………………………………………………………...7
Competitive Analysis .................................................................................................................. 9
Advertising opportunity Analysis ............................................................................................. 10
Key Problems Addressed .......................................................................................................... 10
Key Strategic Decisions ................................................................................................................ 11
Advertising and Promotional Objectives .................................................................................. 11
Segmentation and Targeting ..................................................................................................... 12
Competitive Product Advantage ............................................................................................... 14
Brand Image and Personality .................................................................................................... 15
Price and Distribution ............................................................................................................... 16
Brand Positioning...................................................................................................................... 17
Advertising Budget………………………………………………………………………………18
Creative Message Strategy ............................................................................................................ 22
Consumer Insight ...................................................................................................................... 22
Big Idea ..................................................................................................................................... 23
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Ben and Jerry’s
Television Commercial ............................................................................................................. 23
Print Ad ..................................................................................................................................... 24
Outdoor Billboard ..................................................................................................................... 24
Homepage for website ...............................................................Error! Bookmark not defined.
Radio-spot (voice over recording) .............................................Error! Bookmark not defined.
Media Strategy ...............................................................................Error! Bookmark not defined.
Overview ....................................................................................Error! Bookmark not defined.
Media Objectives……………………………………………………………………………...26
Media Strategies……………………………………………………………………………….27
Broadcast Media ....................................................................................................................... 28
Print Media................................................................................................................................ 32
Outdoor Media .......................................................................................................................... 32
Media Scheduling ..................................................................................................................... 33
Other Communication Tools......................................................................................................... 36
Sales Promotion ........................................................................................................................ 36
Direct Marketing ....................................................................................................................... 38
Packaging .................................................................................................................................. 38
Interactive/web/e-marketing ..................................................................................................... 40
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Ben and Jerry’s
Guerrilla Marketing ...................................................................Error! Bookmark not defined.
Conclusion……………………………………………………………………………………….42
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Ben and Jerry’s
INTRODUCTION
Ben & Jerry’s ice Cream began as a small “scoop shop” in 1978 in Burlington, Vermont. From
the company’s inception more than thirty years ago, their plan was to provide quality ice cream
while also creating a company that was socially conscious about the world and its
environment. Within only a few years of opening, the demand for their ice cream grew and the
company started making deliveries to local grocery stores and restaurants. In 1983, their first outof-state franchise opened in Portland, Maine and they began to distribute ice cream in Boston, as
well. By 1985, they were expanding outside of New England and decided to establish the Ben &
Jerry’s Foundation. The company provided 7.5 percent of their pre-tax profits to fund
community-oriented projects through the Foundation. In 1988, they received a corporate giving
award from the Council on Economic Priorities. Also in 1988, the company established a new
Environmental Action Plan which was conceived largely by the company’s already
environmentally conscious employees.
Realizing their success early on, the company created the “Green Team,” a team led by
employees whose primary goal is to create more environmental awareness and to educate
others. In the same year as the creation of the “Green Team,” they completed their first
wastewater pre-treatment lagoon system helping to reduce the levels of high-strength dairy
wastewater before it ends up in the water treatment center. This was the beginning of many
years of research to monitor their wastewater volumes. In 1992, Ben & Jerry’s became the first
publicly-traded company in the United States to sign the Ceres Principles. This requires them to
submit a report of their environmental performance every year. In 2001 Ceres presented the
organization’s first-ever award for Outstanding Sustainability Reporting to Ben & Jerry’s.
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Ben and Jerry’s
In 1993, the company began giving their out-of-date, mislabeled and unusable product to a local
trash-to-energy incineration plant which helps to generate power to people’s homes. In addition,
they began to supply some of their waste product to a local composting plant where the waste is
used as fertilizer for crops. In 1998, new storefronts were built using environmentally conscious
materials like recycled glass. In addition, the company began using unbleached brown Kraft
paper for packaging purposes.
Although Ben & Jerry’s was purchased by the national company Unilever in 2000, the company
was adamant that their Environmental Plan was a commitment about which they and their
employees felt strongly. Because the company and its employees stood behind Ben & Jerry’s
Environmental Plan, Unilever has left these efforts virtually untouched as they folded the
company into its global portfolio. Because of this, Ben & Jerry’s has been able to continue its
sustainable practices and is now known as one of the most environmentally conscious company’s
in the United States. In the end, not only has the company’s practices benefitted the
environment, Ben & Jerry’s reputation has been strengthened among environmentally conscious
consumers and the company has seen additional benefits from cost savings generated by
implementing more sustainable business practices.
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Ben and Jerry’s
SITUATIONAL ANALYSIS
SWOT Analysis
Strengths:
 Ben & Jerry's have an established and recognized brand name.
 The high quality of the product is certainly a crucial factor for the success of the
Ben & Jerry’s. The stress on the genuine origin of the ingredients and the
company’s name “Homemade” creates a nourishing and healthy impression in the
eyes of the customer.
 It offers wide variety of unique ice cream flavors. The company’s strong R&D
department constantly develops new innovative flavors. Ben & jerry’s offers
different flavors and barrier to imitation is extremely low, this helps to create the
cutting edge to stay ahead of the competition.
 Their role in social awareness and responsibility and environmentalism gives
them a good social and public reputation. This is for example the fact that they do
not use bleached containers for packaging. They also have a good environmental
conservation strategy which they integrate well with their corporate strategies
giving them a competitive advantage. Ben & Jerry’s Company have managed to
retain their role in social responsibility even after being bought by Unilever in
2000.
 Loyal, well-treated workforce.
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Ben and Jerry’s
Weaknesses:
 Ben & jerry’s target market is also limited due to their product being niche.
 The company’s concentration on many social responsible could also lead to them
neglecting changing trends in the market.
 Their suppliers also have high bargaining power due to the company’s specificity
of orders. This subjects them to price fluctuations from the suppliers.
 Cold supply chain and distribution network virtually non-existent.
 The company lacks professionalism in management for instance
Opportunities:
 Some of the opportunities that the company has include offering healthy products
like fat-free ice cream and frozen yoghurt products.
 Another opportunity is the rising demand for premium ice cream in areas like
Asia. It has the opportunity to grow in Asian ice cream market
Threats:
 Health awareness is rising in the population. This has the potential to slow down
sales in the high fast segment of ice cream market.
 Demand on products like milk seems to be on the rise while supply is low thus
raising the prices.
 Social changes within consumer market such as health conscious attitudes
 Tough competition with international MNCs
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Ben and Jerry’s
COMPETITIVE ANALYSIS
Ben & Jerry’s would be competing with two ice creams
 Haagen-Dazs
 Move n Pick
In ice cream novelty segments, Ben and Jerry’s compete against Haagen-Dazs because they both
compete on the super-premium/luxury segment of the ice cream market. Their distribution is
same in Pakistan that both are available at Alfatah and Esajees whereas Move n Pick is available
in some restaurants as well. Haagen-Dazs and Ben & Jerry’s have the same brand positioning:
healthy, fun and innovative. Ben & Jerry’s share of market was smaller than any of its
competitors and it is arranged to outsource the manufacture of its frozen novelties beginning in
2000. The move was intended to decrease costs and enable the firm to introduce a wider range of
new products
Strengths of Haagen-Dazs:
 Well Known Brand
 Exceptional Premium
 Frozen Dessert Experiences
 A Great Diversity of Products
 Releasing New Flavors Every Year
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Ben and Jerry’s
Advertising Opportunity Analysis
Successful brands come up with successful ads and campaigns successfully capturing share of
the mind of their consumers and successfully stay for long. To become a successful brand in
Pakistan, Ben & Jerry’s needs to advertise to reach its customers. These include
 Local newspapers and magazines
 Advertising on TV
 Local celebrity (e.g. Fawad Khan) could be used
 Bill boards
 Sponsor fashion and TV shows
Key Problems Addressed
The key problems we identified and that will be catered by our promotional campaign are as
follows:
 Firstly, Ben & Jerry’s is available at only Alfatah and Esajees so there is a need of to
diversify its channel of distribution
 It should open scoop shops in major areas
 Lack of advertisement
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Ben and Jerry’s
KEY STRATEGIC DECISIONS
Advertising and Promotional Objectives
Advertising objectives are the communication tasks to be accomplished with specific customers
that a company is trying to reach during a particular period. A company that advertises usually
strives to achieve one of these four; trial, continuity, brand switching, and switching back. The
main aim of an advertisement is to gain attention, to inform about a new product, to persuade
consumers to purchase a product, or to remind consumers that a product still exists in the market.
Ben & Jerry’s intend to create a desire. The promotional and advertising objective we are going
to focus on is to create a desire for the product by psychologically activating the consumer’s
wants. The needs are triggered in such a way that they make the consumer salivate and urge for
nothing else but Ben & Jerry.
Our advertising and promotional objectives are to firstly identify and specify a target market we
would be focusing on. This is because there is lack of focus on research and development and
Ben & Jerry does not target a specific group of people but the whole population therefore it lacks
proper planning and is not able to reach its actual market well. This results in Lack of
relationship building with customers as Ben & Jerry did not target a specific market whereas
now by defining the profitable customers out of the different market segments we want to be able
to connect with our customers thereby forming association and forming and maintaining brand
image.
Our message strategy is to persuade our audience to believe in the message and make purchase.
Advertisements can develop and change attitudes and behaviors through providing reasons,
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Ben and Jerry’s
which compel to act in a certain way. Through this, we can help create brand loyalty. Our aim is
to focus on the lifestyle of the target market in the world today, which is that they are so busy
and involved in their life and work and a simple solution can be nothing better than Ben & Jerry.
Segmentation and Targeting

Identification and Segmentation
The first and foremost task in order to identify the target market for is to segment the market into
subgroups. This means to divide the market needs according to similarities that exist among the
various subgroups within the market such as common characteristics, needs and desires. There
are four basic market segmentation strategies: behavior segmentation, demographic
segmentation, geographic segmentation, and psychographic segmentation.

Demographics are the personal, social and economic characteristics that describe a
population including age gender education income occupation race and family size.

Psychographic aspects deal with the social class lifestyle, attitude, values and personality
of individuals.

Behavioral segmentation is based on brand usage

Geographic division uses location and

Benefit segmentation is based on consumers need and problems.
We would segment our customers on the basis of demographics such as of age and occupation,
psychographics according to lifestyle and social class.
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Ben and Jerry’s

Targeting
Ben and Jerry’s target market varies from the very young to the older, young at heart crowd
between the age group of 10-55 and those customers who are either student in schools,
universities or are in some professional field. Furthermore, those who fall in the income bracket
of SEC A and B. The lifestyle of these customers is such that due to their busy schedules and
work activities, they prefer refreshing good ice cream. Their aim to please consumers does not
discriminate based on economic status, age, gender, or race. People of all ages and ethnic
backgrounds love ice cream. Ben and Jerry’s acknowledge this by offering something for
everyone. Based on my analysis I wouldn’t expect them to change their target markets. After all
if your market includes large variations of people how can you lose? Their market mix in my
opinion is appealing to most and well worth the extra money because their products are so
delicious. In a market as elastic as the ice cream market it is important for manufacturers to stand
out in the crowd. Ben and Jerry’s super premium ice cream does just that.
The reason for selecting the target market above is because teenagers and young adults are
involved more in eating ice creams than other kinds of food choices. They are keener to
consuming healthy and tasteful ice creams. They are more energetic fun loving and prefer having
ice creams, as it mostly is a good change for them from the usual food consumed at home.
Furthermore, working people and students normally have busy schedules and responsibilities
they have to take, therefore, they prefer having something that is quick to get so that minimum
time is wasted. Therefore, by targeting such occupational people we are going to give them more
time to work and less stress to wait for food. Furthermore, a certain socioeconomic class can
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Ben and Jerry’s
have a variety of ice creams that are educated and have the income. Such groups fall in the SEC
A and B the upper class and upper middle class.
Segmentation
Target Market
Reasons for choosing
10 – 55
These youngsters and young adults are more
Basis
Age
enthusiastic and keen and are to be most
profitable
Occupation
Students or professionals
Such people are fond of ice creams especially in
times when they are off from busy work and need
to solace
Socioeconomic
SEC A and SEC B
A certain class of people who are educated and
Class (SEC)
Lifestyle
have social needs and want a variety in their diet
Energetic, hardworking,
People who are involved in various activities
social, busy, fun loving
have vast interests and like to consume ice
creams.
Competitive Product Advantage
The feature that differentiates a product of one organization from the other, is that character or
element in the product which the competitor does not offer, it could be a quality of taste, quality
product, or a feature in the product. It is that key element which distinguishes one brand from
another. Competitive advantages give a company an edge over its rivals and an ability to
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Ben and Jerry’s
generate greater value for the firm. The more sustainable the competitive advantage, the more
difficult it is for competitors to neutralize the advantage. There can be two types of competitive
advantage comparative i.e. cost advantage, being able to produce at a lower cost that competitors
and to selling the product to the consumers at lower price. However, one needs to be careful as
consumers could perceive it to be of a long quality due to the low price. Another type is
advantage is the differential advantage which is created when a firm's products or services differ
from its competitors and are seen as better than a competitor's products by customers.
Ben & Jerry's specialty is ice creams served in various forms. The ice creams none of the
competitors offer made with the original ingredients anyone is able to copy, because it is just that
good and the secret of its good taste is known to none. This is our unique selling proposition
(USP).
Brand Image and Personality
The mental impression consumers form about a particular product by focusing on the consumer
lifestyle or product quality or features. We try to make a brand image of Ben & Jerry such that it
is known for the best desert when ones busy with excellent quality and service. Brand image is
long term and developed with time through advertisements, so we hope that the brand image of
Ben & Jerry can become as one where the impression consumers have is delicious ice cream and
quick service, overall a good unique experience. People should be able to associate Ben & Jerry
with others and as our target market comprises of teenagers and young adults they would be able
to associate themselves with the advertisements. In the end, it’s just brings the scoop of
happiness’ in one’s life.
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Ben and Jerry’s
Brand Personality describes brands in terms of human characteristics. It delivers an emotional
feel to the meaning of the brand. The brand personality that we are trying to portray is
excitement, fun, and humor. Ben & Jerry would not just be viewed as another ice cream but the
one full of fun and excitement. We want consumers to feel that Ben & Jerry’s is all about food,
fun and Festivity.
Price & Place (Channel of Distribution)
Another beneficial strategy offered in Ben and Jerry’s marketing mix is the availability of their
product, and our aim is to maintain and utilize this advantage to the fullest. The super premium
ice cream is selectively distributed in several sizes ranging from single serve cups to 500ml pints.
If you are in the mood to go out for cones, ice cream is available in all of the funky, fun flavors
at Ben and Jerry’s Kiosk Scoop Shops which will be launched all round Pakistan but for the
initial period only in Lahore. Although in store placement is generally found in well known
supermarkets Ben and Jerry’s will occasionally offer it’s novelty ice cream treats, such as the
“Chunky Monkey” at retail shopping centers such as Alfateh, Esajees, Pot Pouri and HKB. This
strategy combines both consumer sales promotion and product availability. As product
popularity increases the venues where it is available holds pace.
The Pricing of Ben and Jerry’s ice cream would vary with the SKU’s it will be available in. For
instance the prices of pints would be of Rs 225 (small-220ml) and Rs 775 (large- 473ml). The
prices of the cones in the kiosk scoop shops would be for Rs 350 and cups for Rs 175.
The channel of distribution followed by Ben & Jerry’s is explained below. It will be a typical
three way channel of distribution.
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Ben and Jerry’s
Manufacturer
Retailer
Customer
Brand Positioning:
The Brand Positioning of Ben & Jerry’s ice cream is based on two attributes which are “Healthy”
& “Fun and Innovative”. Now we position it as healthy primarily for the reason, that it has a
diversified product range. It’s not only offering rich and tasty ice cream but it is also offering low
fat ice cream, frozen yogurt and Sorbets. So it is not only catering one type or category of
consumer but it is inculcating all sorts of consumers from rich taste palettes to fat conscious
consumers. Now as stated it is fun & loving because strong, establishes and unique USP i.e. it’s
unique and attention grabbing flavors. Again the flavors are not for one type of consumer but all
like chubby hubby (for couples), chunky monkey (for kids) late night snack (for adults). So it is
healthy as well as fun and innovative in terms of positioning.
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Ben and Jerry’s
ADVERTISING BUDGET
The budget is a critical part of an advertising campaign. The budget determines how many
targets and multiple plans a company can support and the length of time the campaign can run.
Since Unilever is a huge brand with minimal financial constraints it affords to allocate a big
budget for the launch of its premium Ben and jerry’s ice cream. The method of budgeting used is
Objective-task method. It looks at the objectives for each activity and determines the cost of
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Ben and Jerry’s
accomplishing each objective. The advantage of using this method is that it develops the budget
from the ground up so that objectives are the starting point.
TV Channels
Time Slot
Geo Entertainment 19:00-20:00
Rate per min
No of Ads Total amount
PKR 90,000
6
540,000
20:00-21:00 PKR 125,000
3
375,000
915,000
Hum Tv
09:00-11:00
PKR 40,000
7
280,000
20:00-21:00
PKR 150,000
6
900,000
1,180,000
ARY digital
19:30-20:30
PKR 75,000
15
1,125,000
1,125,000
Cartoon Network
16:30-17:00
PKR 20,000
5
100,000
Disney Channel
18:00-19:00
PKR 20,000
7
140,000
240,000
Total TVC expense
3,460,000
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Ben and Jerry’s
Radio
FM 89
12:00 - 13:30
16:00 - 20:00
PKR
PKR
3,000.00
3,500.00
FM 91
12:00 - 13:30
16:00 - 20:00
PKR
PKR
3,000.00
3,500.00
FM 106.2
12:00 - 13:30
16:00 - 20:00
PKR
PKR
PKR
Total Radio
27 PKR
72 PKR
81,000.00
252,000.00
27 PKR
72 PKR
PKR
PKR
2,000.00 PKR 27.00 PKR
2,500.00 PKR 72.00 PKR
900,000.00
81,000.00
252,000.00
54,000.00
180,000.00
Print
Print
Size
Rate
per Total
column
Dawn
½ page
PKR 172800
2,073,600
The News
½ page
PKR 151200
1,814,400
Sunday
Full page
PKR
70,000
magazine
Smash
60,000- 720,000
Full page
PKR 40,000
Full page
PKR
120,000
magazine
Cosmo
40,000- 120,000
50,000
Total Cost
4,848,000
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Ben and Jerry’s
Outdoor
Lahore
Size
Rates
No of billboards
Total
DHA
700 x 466
550,000
2
1100,000
Gulberg
700 x 466
550,000
2
1100,000
Cantt
700x 466
500,000
1
500,000
Cavalry
700 x 466
500,000
1
500,000
Sher pao
700 x 466
500,000
1
500,000
Canal
700 x 466
400,000
2
800,000
4,500,000
TOTAL
ESTIMATED TOTAL BUDGET
Television
3,460,000
Radio
900,000
Print
4,848,000
Outdoor
4,500,000
Other communication tools
2,000,000
TOTAL
15,708,000
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Ben and Jerry’s
Pie-Chart
Other
Communication
Tools 12.73%
Outdoor
28.64%
Television
22.02%
Radio 5.72%
Print 30.86%
CREATIVE MESSAGE STRATEGY
Consumer Insight
“Behind every famously great idea, there is perhaps less flashy but immensely powerful insight”
by Mendelssohn. Consumer insight is an absolutely critical part of advertising. An idea has to
match the consumer insight. It reveals the inner nature of consumer thinking including mind sets,
moods, motivations, desires, aspirations, and motives that trigger their attitudes and actions. The
consumer insight of Ben and jerry’s customers is such that they are people full of life who like to
enjoy every bit of their life. Their moods trigger their purchase behavior. They like to eat well,
feel good and dress up good. Ben and jerry customers are innovators who like to experiment and
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Ben and Jerry’s
try new things such as its wide range of flavors. Since the product is ice cream and considering
the profile of our target audience the Ad has to be a vibrant one. And since we our targeting all
age groups the Ad shows all the ages. Research shows that consumers now prefer advertisements
that are short and to the point, with interesting short scenes about the product being advertised.
Research also shows that advertisements that are generally humorous in nature have more
attention-seeking power, share of voice, and recall value. Interesting hip music in the ads has
also proven to be very effective. For the print ads, bold colors are used since they have the
maximum attention-seeking power. Black is also therefore used to transform these colors and
bring them to life.
Big Idea
The big idea for the advertising campaign is to target all the age groups with different flavors for
example the young market is targeted with the flavor chunky monkey, the youth with berry
berry, the middle age with chubby hubby and so on.
Television Commercial
For television commercial we showed three generations who are found of ice cream and by
having Ben and Jerry’s ice cream they feel contended. The purpose is to show that ice cream is
not only for children but for everyone and Ben and Jerry brings happiness to your life. The
advertisement is in the CD attached with the report. Exhibit 1 shows the script of the
commercial.
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Ben and Jerry’s
Print Advertisement
The print advertisement show Ben and Jerry’s logo and the cow which is a symbol of Ben and
Jerry’s as it depicts our ice cream is healthy and made from fresh milk. The poster also includes
text which says that Ben and Jerry’s is now available in Pakistan. The posters are attached with
the report.
Outdoor Billboards
We have made four billboards. One will be the introductory billboard which will be introducing
the ice cream in Lahore. The other will be showing the three generations early depicted in the
television commercial. The other two will show children enjoying Ben and Jerry’s ice cream and
the text would include the Ben and Jerry’s logo and slogan. The billboards are in printed form
attached with the report.
Homepage for the Website
The following is the proposed home page for Ben and Jerry’s website:
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Ben and Jerry’s
Radio-Spot
The radio-spot includes a short jingle which comprises of Ben and Jerry’s different and mouth
watering flavors and then a voice over which introduces Ben and Jerry’s ice cream in Pakistan.
The voice-over is in the CD attached to the report.
MEDIA STRATEGY
Overview:
Ben & Jerry’s ice cream is an international premium brand that has been in the market for over
three decades. Looking at the current advertising and promotional activities of Ben & Jerry’s ice
cream, we came to know that the TVC’S of Ben “ jerry’s ice cream are not that much appealing
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Ben and Jerry’s
but one thing that has been consistent and has been incorporated in all of their TVC’S is their
USP i.e. their unique ice cream flavors.
In their international advertisements they have used animations in almost all of their television
commercials but by judging the target audience and their state of mind in Pakistan we are going
to appeal the target audience, which are families, kids and the youth through the “emotional
appeal”.
The “Gather Together” occasion skews heavily towards the 16 to 24 age group, who think of
dining out as part of a social occasion. Prime Time television programs with interesting serials
and a lot of lively and music content captures the attention of this age group. Alternative rock
and English radio stations are important pieces of media makeup of these young adults.
Media Objectives:

The Aperture Concept:
Our goal is to expose our target audience to our advertising message at the critical point when
the consumer is receptive to the brand message. Aperture, referring to the opening to camera lens
is used as a metaphor. In addition to this our media objectives are as follows:

Reaching the right people at the right time with the right message ( use of broadcast&
print media)

Perception: creating attention, awareness, interest, recognition, and recall

Affective: touch the emotions and create feelings
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Ben and Jerry’s

Persuasion: change attitudes, create conviction and preference.
Media Strategies:
Our media strategy would accommodate all the media objectives, actually the attainment of all
the media objectives in a cost effective manner.

Delivering on the objectives: To deliver the right level of exposure in terms of reach and
frequency. We have carefully designed the strategy so as to strike a balance between
achieving objective and cost. As the target market is wider for Ben & Jerry’s ice cream
we will tend to have a high reach strategy for the initial launch phase for about two
months and after that we will follow the low-frequency strategy, as by then it will be well
known brand with simple messages.

Target Audience Strategies: Assessing the media for the target audience is the most
crucial part and a major challenge as a media planner. Target Reach would be attained by
analyzing the timings and the slots (media use) at which the exposure of our desired
target audience is highest and in that time period we will release our product
advertisements particularly in Lahore for the initial period and will then advertise
globally once established. This has been described in detail in the later part of the report.

Scheduling Strategy: Not even the largest companies such as Unilever co branded with
Ben & Jerry’s ice cream are in the position to advertise everyday so we have tried to
manipulate schedules in various ways so as to create the strongest possible impact given
the budget.
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Ben and Jerry’s
The concept of lead time is also relevant. It has two meanings of interest to us. It refers to the
amount of time allowed before the beginning of sales period to reach people when they are just
beginning to think about seasonal buying, and what better time to launch Ben & Jerry’s ice
cream better than in hot scorching summers.

Continuity: Refers to the way the advertising is spread over the length of campaign. At
the initial period of launch we will use the Continuous Strategy
Broadcast Media:
 Television

Cartoon Network & Disney Channel
These both are purely an entertainment channels for kids. And as kids are the target audience for
our product these are best channels to gauge their interest in our ice cream. The shows/programs
we have chosen are according to the highest ratings, in terms of cartoons that are viewed most by
the children and are aired the most as well. They are ass follows:

Day and Timings: Disney Channel – “Doremon” Monday & Friday 6:00 PM PST.

Cartoon Network – “Bay blade” Friday, Saturday & Sunday 4:30 PM PST.
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Ben and Jerry’s

ARY digital
It is a purely entertainment channel for both families and kids. The programs we selected are as
follows:
Bulbulay
We have chosen this sitcom primarily for the reason that it is not only famous amongst the
families but also the kids which gives us an advantage of grabbing the attention of our target
audience in one spot.

Day and Timings: Friday at 08:00 PM PST

Hum TV
It is purely an entertainment channel. The chosen programs include:
1. Mata-e-Jaan
It is the drama with the highest rating these days. This show is most popular among
females so it will cater the females of both young lot and secondary target audience. The
second reason for selecting Maat-e-jaan is the prime time on which it is aired.

Day and Timings: Friday at 08:00 PM PST
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Ben and Jerry’s
2. Morning with Hum:
We have chosen this program because it is one the highest watched morning shows of all
the channels. And as stated earlier our target audience is families, this would be the best
show to advertise our product, as majority of the women watch Morning shows and the
youth aswell.

Day and Timings: Monday-Friday 09:00- 11:00 AM PST
3. Bilkees Kaur:
This is a new serial starting from 15th april 2012, and as it is to be aired on the prime
time, its expected ratings are to be high, as its teasers are very interesting and have
created a buzz already. In addition this particular slot with this show will help us attain
the attention of our target audiences.

Day and Timings: Sunday at 08:00 PM GST

Geo Entertainment
1. Hum Sub Umeed Say Hain

It is a program related to current affairs with a lot of humorous content and parodies. This
show has a very high rating and is popular in people from all ages. So we have chosen
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Ben and Jerry’s
this program to reach a wide range of audience. Moreover on Saturday it is aired just
before the dinner time.

Day and Timings: Saturday 07:00 PM GST
2. Annie ki aye gi baraat

It is the much awaited drama of geo TV and its ratings are expected to be highest
amongst other geo TV dramas as it is a 4th sequel to the most popular drama ever “Dolly
ki aye ge baraat”. And most importantly it will inculcate our target audiences.

Day and Timings: Saturday 08:00 PM GST
 Radio
Keeping the target audience of Ben & Jerry’s ice cream in mind, the channels chosen for buying
spots of Ben & Jerry’s are FM 89, FM 91 and FM 106.2. These three channels are alternative
rock and English radio stations (Suiting our product image) that are important pieces of media
makeup of these young adults.

Days: Radio advertising will be done throughout the campaign week and after that for
almost 2 months with large number of slots on heavy days. The appropriate time will be:

Lunch break time
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Ben and Jerry’s

5.00pm to 7.00pm as it’s the time when people are on their way back home from work
place

Afternoon and evenings of weekend as it’s the most likely time for outing
Print Media
Newspaper
Keeping in mind the psychographics of our target audience following vehicles will be
used for the advertisements.
Vehicles
Frequency
Dawn
One day in a week
Smash
Every month
The News
One day in a week
Cosmo
Every new edition
Sunday Magazine(English only)
Every week, for 2 months
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Ben and Jerry’s
Outdoor Media
Billboards
Billboard advertising will be done in Lahore only for the initial period in the following areas:
Lahore

DHA

Gulberg

Canal—opposite to Jinnah hospital or F.C College.

Cantt

Cavalry

Sher Pao bridge
Media Scheduling

Television
Channel
Cartoon
Duration
Title of
Program
Program
Seconds
Commercial
Name
Time
70
Network/Disney
Channel
70
B & J Ice Bayblade
16:30-
cream
17:00
B & J Ice Doremon
18:00-
cream
19:00
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Mon Tues Wed Thurs Fri Sa
2
3
2
2
Ben and Jerry’s
Total
Hum TV
70
70
B & J Ice
Mata-e-
20:00-
cream
jaan
21:00
B & J Ice
Morning
20:00-
cream
with
21:00
3
1
1
1
1
3
Hum
70
B & J Ice
Bikees
20:00-
cream
Kaur
21:00
0
Total
Ary Digital
70
B & J Ice Bulbulay
19:30-
cream
20:30
2
2
2
2
2
2
0
0
0
0
0
6
Total
GEO Ent.
70
B & J Ice
Hum
19:00-
cream
Sub
19:58
Umeed
Say Hain
70
B & J Ice
Ainie ki
20:00-
cream
aye gi
21:00
baraat
Total
Total Spots
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3
Ben and Jerry’s

Radio
Channels Duration
FM 89,
Title of
Slot
Seconds
Commercial
Time
27
B & J Ice
12:00-
cream
13:30
FM 91
FM
27
106.2
Lhr,
27
B & J Ice
17:00-
cream
19:00
B & J Ice
16:00-
cream
20:00
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2
3
4
5
6
7
8
Mon Tue Wed Thu Fri Sat Sun
Total
Spots
3
3
3
9
9
0
0
27
6
6
6
9
9
6
6
48
0
0
0
0
6
9
9
24
Ben and Jerry’s
OTHER PROMOTIONAL TOOLS
Sales Promotion
We will be increasing the value of our product by offering an extra incentive to purchase Ben
and Jerry’s ice-cream. The sales promotion strategies we will be using are as follows:

Coupons
Coupons have become a standard mechanism for sales promotions so we will be offering
coupons which will state that after the purchase of 10th cone customers will be given the 11th
cone free.

Premium
In premiums we will give a tangible reward to the customer in form of a direct premium. The
type of direct premium we are choosing is store premiums which would be a free coupon given
to the customers at a purchase of certain amount of Unilever products.

Price Deal
A popular sales promotion technique is a price deal, a temporary reduction in the price. We will
not be giving price deals initially but later after some months to attract consumers we will offer
variety of different deals. These price deals will be offered on the spot and will vary later. The
price deals which we are planning to offer later would include cents-off deal – a reduction in the
normal price announced at the point of sale or through mass media. Bonus packs would later be
introduced providing customers with additional ice cream at the purchase of the standard size of
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Ben and Jerry’s
pint at regular price. Banded packs would be provided initially which would include more units
of ice cream sold at a lower price than if they were bought at the regular single unit price e.g. at
the purchase of three pints the third pint would be given at a discounted price.

Sampling
We will allow the customers to try the ice cream before they buy so that it becomes easy for
them to decide which flavor they want to purchase. This will be only done in scoop shops and at
the time of the purchase. By offering samples of their product Ben and Jerry’s not only secures
their preexisting consumers but also is able to establish brand new customer relationships.

Specialties
We want our brand not only to be eaten by customers but also to be worn. We already sell tshirts n mugs on our website. We will place these things at our stores too to promote our ice
cream. Our ideal specialty items will be kept in the open where other people can see them.

Contests
Each year the company will hold contests for customers to create new flavors, and also design
new packaging. Of course as we have all learned throughout this course many consumers are
more likely to purchase a product in which they share involvement. This is just a very few of the
consumer sales promotions Ben and Jerry has to offer to their fan base. Offering a fun product
market helps create and secure sales from several target markets in many different genres of
business.
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Ben and Jerry’s
Direct Marketing
Ben and Jerry will use direct marketing by using media to contact a prospect directly and elicit a
response without the intervention of a retailer or personal sales. Direct marketing emphasizes
traceable, measurable responses from customers and can use the Ben and Jerry email addresses,
mobile phone numbers etc. Comment cards will be available which will be handed out to
customers at the purchase. Customers will be given a card with a call to option, which will tell
them about the web site and the Facebook page where they can give feedback and get a printable
coupon.
Packaging
Our packaging would act as both a container and a communication vehicle. Our packaging
consists of pints, mini cups and cones. Our tubs are very colorful and attractive. They are striking
and eye catching. For every flavor we have used different color combination. Along with
remarkable packaging the product is safe in the pint. Following are the packages our pints would
have.
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Ben and Jerry’s
Our packaging would also act as a communication vehicle as the same packaging that is around
the tub is going to be on our cow mobiles which would act as a promotional tool as well. The
same would be on our chaos scoop shops so consumers could recognize our product.
The product packaging, bearing colorful and creative images is sure to grab the consumers’ eye.
In our opinion if you sent shoppers into a supermarket and told them to pick out the first gallon
of ice cream that catches their attention we could bet the majority would come out with Ben and
Jerry’s under their arms. Fun, feel good products create very competitive markets in which very
few, if any can compare to Ben and Jerry’s unique packaging. The images will remind the older
market of the past, and the younger markets of the original intention for ice cream: celebration.
Of course the Ben and Jerry’s product line is also highly attractive to the environmentally
conscious since their packaging is made entirely of all natural Forest Stewardship Certified
(FSC) paperboard from completely sustainable forest reserves. The majority of their packaging is
also biodegradable. The environmentally concerned will also be pleased to notice on the label,
the bright, bold lettering urging consumers to recycle the container. All of this creates a
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Ben and Jerry’s
wonderfully refreshing packaging strategy that is sure to leave the consumer pleased with their
purchase and wanting more.
INTERACTIVE/ WEB E-MARKETING
Ben and jerry has a very interesting website. Which is consistent for every country similarly that
website will be incorporated in Pakistan. The website will be used for advertising new
promotional deals and direct responses. Moreover customers can buy Ben and Jerry specialty
products from the website as well. The company’s web site offers a better look at the several
campaigns that the company supports. In a section entitled “Priority Pie” they offer an in-depth
look at the various projects that their company’s values represent. They also offer various ways
for their customers to join in on the support. The same practice would be carried on Pakistan’s
website as well.
GUERRILLA MARKETING
It is an advertising strategy, in which low cost unconventional means are utilized, often in a
localized fashion or large network of individual cells, to convey or promote a product or an idea.
To give our product more attention we will indulge in guerrilla marketing as shown below.
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Ben and Jerry’s
Our other communication tools would also offer working for the environment, being socially
responsible. The social welfare projects that Ben and Jerry does abroad will be carried forward to
Pakistan as well. The company has been recognized several times for their social consciousness;
it’s donations to charitable and environmentally beneficial programs. This and several other
creative, unique marketing strategies has helped them to develop one of the most well known
marketing mixes on the ice cream market. Once you combine their socially, environmentally
conscious idealism with their psychedelic packaging, the super premium ice-cream treats could
possibly sell themselves.
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Ben and Jerry’s
CONCLUSION
Ben and Jerry’s target market varies from the very young to the older, young at heart crowd.
Their aim to please consumers does not discriminate based on economic status, age, gender, or
race. People of all ages and ethnic backgrounds love ice cream. Ben and Jerry’s acknowledge
this by offering something for everyone. Based our analysis we wouldn’t expect them to change
their target markets in Pakistan. Their market mix is appealing to most and well worth the extra
money because their products are so delicious. In a market as elastic as the ice cream market it is
important for manufacturers to stand out in the crowd. Ben and Jerry’s super premium ice cream
does just that.
They are unique, creative, socially responsible, and most of all they don’t make promises to the
consumers they don’t keep. Very few companies offer such wide variety, and original marketing.
Even less offer are as beneficial to the human race. Although, they don’t have any fancy
television ad campaigns, or extensive advertisements they really bring the competition to the
table. Sometimes actions and values speak for themselves. Keeping all this in mind we are
planning to launch Ben and Jerry’s in Lahore and we are positive about its success. If it meets
our expectations then we will go for a full launch in the country.
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Ben and Jerry’s
EXHIBIT 1
SCRIPT
The ad is divided into three scenes:
SCENE 1: an old widow is working in her kitchen where she looks at her wedding picture. She
sees her husband, misses him and so tears up. Her grown up daughter watches her from the door
of the kitchen and feels sad about seeing her mother sad. She decides to do something to cheer
up her mother. She surprises’ her by dressing up like her late father and gives her mother her
favorite Ben and jerry’s ice cream. This makes the mother smile.
SCENE 2: a young mother is busy reading a magazine while her young daughter and son sneak
into the kitchen. They take the Ben and jerry’s ice cream out of the fridge, hide under the table
and start enjoying the ice cream. Meanwhile the mother enters the kitchen and catches the
children, gives them an angry look and then smiles and starts eating it with them.
SCENE 3: a group of girls are sitting in a café talking and giggling. After a while, 2 of their
male friends enter the café and join them. One of the girls and the boy are a bit shy to talk to
each other expressing their mutual interest. The other boy is pumping him to do something for
the girl. After eating and chit chatting everyone gets up to leave but the remains seated and waits
for everyone to go ahead and stops the girl. He then proposes him with the Ben and jerry’s scoop
of happiness.
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