Project3- V3 FINAL

8/3/2019 Project3- V3 FINAL

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Table of ContentsTable of Contents ........................................................................................................................1

1. INTRODUCTORY CHAPTER ..................................................................................................1

MOTIVATION ...........................................................................................................................1RESEARCH QUESTION ..........................................................................................................1

SUB QUESTIONS ....................................................................................................................1

INTERPRETATION ..................................................................................................................1

SCOPE .....................................................................................................................................2

METHODOLOGY .....................................................................................................................2

PROJECT TYPE ...................................................................................................................2

DATA COLLECTION, THEORIES AND MODELS ................................................................2

CRITICISM OF SOURCES ...................................................................................................3

RESEARCH DESIGN ..................................................................................................................3

RESEARCH APPROACH/METHOD ........................................................................................3

SAMPLE DESIGN ....................................................................................................................4

TARGET POPULATION .......................................................................................................4

SAMPLING ERRORS ...........................................................................................................4

CONVENIENCE SAMPLING ................................................................................................4

DATA GATHERING AND CONTACT METHOD ......................................................................4

DATA PROCESSING AND ANALYSIS ....................................................................................5

ANALYSIS ...................................................................................................................................6

MARKETING MIX .....................................................................................................................6

PEST ........................................................................................................................................8

7 O FRAMEWORK ..................................................................................................................9

RECOMMENDATIONS ..............................................................................................................20


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1. INTRODUCTORY CHAPTER

MOTIVATION

Ben & Jerrys was the first ice cream brand that integrated chunks into their icecream. Chunks in ice cream became very popular during the years after the start of

Ben & Jerrys in 1978. A lot of competitors noticed that chunks became popular and

they also added chunks to their ice cream.

Nowadays there are a lot of competitors in the Danish ice cream market. Ben &

Jerrys is trying to distinguish themselves by having a lot of different flavors.

However, having a lot of different flavors might not be enough to keep the

customers satisfied and to convince new customers. Thats why we would like to

find out how Ben & Jerrys can keep their customers loyal and to get new ones in

the competitive Danish ice cream market.

RESEARCH QUESTION

What could Ben & Jerrys do in order to keep their customers loyal and to get new

ones in a market with a lot of competitors?

SUB QUESTIONS

- What influences the buying behavior of the Danish ice cream market?

- Based on what criteria do customers choose ice cream?

- What is the buying behavior of:

The Danish customers of ice cream?

The Danish customers of Ben & Jerrys?

INTERPRETATION

By keep their customers loyal and get new ones, we want to find how Ben &

Jerrys has developed their customers loyalty and how Ben & Jerrys could develop

it to get new customers.

When we are saying competitors, we are talking about the other ice cream brands

in Denmark which are sharing the market share with Ben & Jerrys.

By saying Based on what criteria do customer choose ice cream?, we would like to

look at the factors that influence the buying behavior. The criteria we are thinking

about are those from the Marketing Mix (Place, Price, Product and Promotion). This

analyze will help us to compare Ben & Jerrys strategy with its competitors. The

questionnaire will give us the data we need.

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By researching the buying behavior we want to know how, where, what and why the

customers are buying Ben & Jerrys or competitors products.

SCOPE

Ben & Jerrys is an international ice cream brand. In our project we areconcentrating only on the Danish ice cream market. Because our project is about

the external situation of the market of ice creams (buying behavior), we are not

using internal tools. From the external tools, we are going to use the PEST analysis

in order to know what influences the buying behavior in the Danish ice cream

market. Afterwards, we will do a marketing mix to find out the place of Ben & Jerrys

compared to its competitors in the ice cream Danish market. We will fill in the 7 O

framework to know and understand the buying behavior of the Danish ice creams

customers better. The other external tool that we are going to use is a

questionnaire. It is really useful to use the statistics, graphics and tables (from the

questionnaires answers) to complete our sub questions answers. In order toanswer to the research question we will use the growth strategy.

METHODOLOGY

PROJECT TYPE

The project for Ben & Jerrys is an analytic project. Based on the type of research we

use, we will be able to show a realistic view of the buying behavior of the customers

of Ben & Jerrys.

DATA COLLECTION, THEORIES AND MODELS

Our data collection is consisting in qualitative and quantitative data. We are going

to do a questionnaire and desk research. We will base our desk research on the

book Marketing Management by Sven Hollensen. We will also use the internet to

find out detailed information about Ben & Jerrys. We will mostly use the corporate

website of Ben & Jerrys (www.benjerry.dk).

In order to answer sub question 1 we will look at the external factors that influence

the buying behavior or the customers of Ben & Jerrys. The model we will use for

this is the PEST analyze. This model consists the following parts: political, economic,social and technical. With the PEST analyze we will be able to see how the external

factors influence the buying behavior of the customers of Ben & Jerrys.

In order to answer sub question two, we will look at the theory of the marketing

mix. Besides this we will also look at the buying behavior of the customers of Ben &

Jerrys. We will use the 7O framework to show the buying behavior of the

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customers of Ben & Jerrys. The 7O framework will provide us with information

about how the customers take their decisions about which ice cream brand they

would like to buy.

To answer sub question three we will also look at the buying behavior of the

customers of Ben & Jerrys. Besides that we will also look at the buying behavior of

the customers of other ice cream brands. We will also use the 7O framework forthis.

In order to answer sub question four we will use the Ansoff model. We will use the

Ansoff model to show the future growth strategy of Ben & Jerrys. The Ansoff model

is based on information about the product and about the market. By combining this

information the model shows a potential growth strategy for Ben & Jerrys. We also

use this model to answer the main research question.

CRITICISM OF SOURCES

We had some difficulties during the project. First of all it was hard to only focus onexternal factors. We wanted to do more research about Ben & Jerrys as a company,

to know which problems they have. We were not able to do this because this

project is more about the customers and external factors that influence the buying

behaviour.

We also had some difficulties with the Danish corporate website of Ben & Jerrys.

The Danish website of Ben & Jerrys is not available in English, so it was hard to

understand all the information. If you go to the English website, there is no

information about the Danish market available.

The last thing we had difficulties with, was the questionnaire. The biggest problem

is that the statistics are not representative for the Danish population. This is

because we have al lot more female respondents than male respondents. We also

asked to much people in the same age instead of asking people in all ages. We had

this problem because we had to ask people on the street. If youre asking people on

the street, you dont know their background, so its difficult to do the segmentation.

The other problem we had with the questionnaire was using the right measurement.

For example, we asked about how often people buy ice cream. They could choose

out of three answers, rarely, occasionally and often. The problem is that these

answers have a different meaning for everybody. Next time we should use a scalewith numbers of frequency.

RESEARCH DESIGN

RESEARCH APPROACH/METHOD

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The research method we use to answer the research question is the descriptive

research. The method that we are going to use is a survey. We choose for this

method because its quick, inexpensive, accurate and efficient. With the survey we

want to find out what the buying behaviour from the customers of Ben & Jerrys is.

SAMPLE DESIGN

TARGET POPULATION

The target group of our survey are Danish men and women between 15 and 85

years old. In

Denmark this group consist 4.472.523 persons. We didnt do further segmentation

because everybody is able to buy ice cream. Our target group doesnt refer to

people younger than 15 because they live mostly still live with their parents and do

not buy their own food. The group of potential customers of Ben & Jerrys is very

big. We will mostly ask people who live in Copenhagen and Lyngby.

There live 449.907 people in Copenhagen between 15 and 85 years old. This means

that almost 10% of the target group lives in Copenhagen. In total we will do at least150 personal interviews in the streets of Copenhagen and Lyngby.12

SAMPLING ERRORS

The survey is not representative for the target group because there is a statistical

fluctuation. This is because we are only looking at the region of Copenhagen en

Lyngby. For a representative survey we need to look at all the people in Denmark.

There is too short time for this, so we only look at Copenhagen en Lyngby.

There is also a self-selection bias in our research. We do not select people in

advance, but we choose them randomly. So there is chance that we have more

people who like the subject and are willing to fill in a questionnaire.

CONVENIENCE SAMPLING

The sampling method we use is convenience sampling, this is a part of non

probability sampling. This means that the samples are selected on the basis of

personal judgment and are not chosen in advance. Convenience sampling means

that we approach the people who are the available and reachable. We will approach

men and women between 15 and 85 in Copenhagen and Lyngby. The target group

is quite big so it will be easy to find people in the target group that can fill in the

survey. We make a limited attempt to make sure that the survey represents a

larger group of the population. The survey cant represent a bigger population

because there isnt enough time for that. The survey can also turn out to be not

representative because we dont have an equal amount of people from every age.

DATA GATHERING AND CONTACT METHOD

1 http://statistikbanken.dk2 http://statbank.dk

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Scale Questions

Nominal Number: 1, 3, 4, 6, 8, 9, 10, 12, 13, 14, 15,

17, 18, 25, 26, 27, 30, 33, 34, 35, 36, 39, 40

Ordinal Number: 2, 16, 20, 29, 31, 32, 38

Interval Number: 5, 7, 11, 19, 21, 22, 28

Ratio Number: 23, 24, 37, 40a

Scale Question

Category scale Number: 2, 22

Constant-sum scale Number: 4, 6, 11, 12, 13, 19

Likert scale Number: 20

Simple attitude scale Number 1, 7, 17, 18, 23, 24, 29

We used different sorts of rating scales in the questionnaire. In question 1, 7, 17,

18, 23, 24 and 29 we used the simple attitude scale. In this type of question people

have to agree or disagree on a statement.

For question 2 and 22 we used the category scale. In these questions the answershave more than two response categories. This scale is more specific than the simple

attitude scale.

The third scale we used is the constant-sum scale, question 4, 6, 11, 12, 13 and 19.

The respondents should divide a constant sum over different answers. We used this

scale to measure the respondents opinion about different topics.

The last scale we used is the likert scale, question 20. This scale measured the

attitude from the respondent. We measured how strong the respondents agree or

disagree on a specific topic.

DATA PROCESSING AND ANALYSIS

Editing data

To make sure that there are no missing values we will control all the answers and

make sure that all the samples filled in all the questions. This will be ensured

because we take all the surveys personal.

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Coding data

We will make a code book. By using this code book we make sure that everybody

understands how all the answers were given. This makes it possible for Ben &

Jerrys to easily make conclusions.

Data analysis

After filling in the code book we will by able to analyze the data. After analyzing itwe can make graphics and tables by combining information.

ANALYSIS

A short introduction of Ben & Jerrys company can be found in appendix 1.

MARKETING MIX

The marketing mix is really use full to know our product and to see what we are

offer to the consumer exactly. According to the changes and the tendency of the

market, it is use to fit the mix marketing in order to keep our competitive compared

to the others competitors.PLACE:

Ben & Jerrys has three factories. Two factories are based in USA and a specific one

in Israel.3 The main Ben & Jerrys factory is based in Waterbury, USA...4

Ben & Jerrys products are distributed all around the world (USA, Europe, Asia...).

One of the most important success key is the efficiency of the delivery.

The most difficult is that Ben and Jerrys is a fresh ice cream and by nature difficult

to transport. Consequently, distribution to stores around the U.S. and globally will

be expensive and require partners such as Dryers that have extensive

transportation networks.#

Because of the fragility of the product, the choice of the delivery company is

really important. Everything depends on it. You can have the best ice cream product

at the manufacturing place, but if the products do not arrive in time its worth

nothing. Ben & Jerrys had more over 300 stores worldwide5. Ben & Jerrys products

are sold in the following ways in Denmark:

- Exclusives retailers: like exclusive Ben & Jerrys franchises

- Supermarket: Irma, Super Best, Super Brugsen, 7 Eleven...

- Partnership: Gas station (Statoil)...

PRICE:

Ben & Jerrys is a premium ice cream brand. This means that it is a luxurious ice

cream with high quality of raw material, manufacturing, services... Obviously the

3http://en.wikipedia.org/wiki/Ben_%26_Jerry%27s4http://www.benjerry.com/scoop-shops/factory-tours/5http://www.observatoiredelafranchise.fr/ACTU/Breves/breves162.htm

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price is higher compared to most of the competitors. The price is also higher

because the products are made of organic ingredients.

We also noticed that at the end of 2011 in Europe and 2013 in USA, Ben & Jerrys

ice creams will become completely fair trade. The cost of the production will be

higher but there will be no impact on the sale price.6

PRODUCT:

Ben & Jerrys is selling ice creams and has nowadays more than 77 different flavors.

59 of them are sold in supermarket and the rest can only be found in Ben & Jerrys

shops. There are four different formats:

- The 500ml boxes (the most common)

- The 150ml boxes

- The sticks

- The scoops (only in the Ben & Jerrys shops)7

All the products of Ben & Jerrys are made of organic

ingredients and make the ice cream healthier compared to the

competitors (for example: only cage free humane eggs are

used).8The packaging of the ice cream is very colorful and is supposed

to catch the eye of the customer in the shop. It is attractive

both for the young people and the mothers who want to buy an

ice cream for their children. It is also very easy to recognize and

quite unique. Mostly, the ice creams brands are choosing very simple colors which

depend of the taste (white for vanilla, brown for chocolate...). On the contrary, Ben

& Jerrys choose to put more than one flavor in one ice cream and therefore, made apackaging more colorful. The very creative names (Yes Pecan!, Caramel Sutra,

Chunky Monkey...) combined with the candy or brownie recipes make the ice

cream more catchy.9

PROMOTION:

The first strong point of Ben & Jerrys is their websites. There is a main website10

and one website for each country where there are selling ice cream. Each website is

different and related to the country, you have some funny options, information,

contests, games...

Ben & Jerrys has been recognized several times for their social consciousness, it's

donations to charitable and environmentally beneficial programs. This and several

6http://www.marcelgreen.com/lire/boire-manger/ben-jerry-s-bientot-100-equitable,11367http://www.benjerry.com/flavors/our-flavors/8http://www.google.com/image9http://hubpages.com/hub/Ben-and-Jerrys-Ice-Cream-Brand-Analysis10http://www.benjerry.com/

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other creative, unique marketing strategies has helped them to develop one of the

most well known marketing mixes on the ice cream market.11

One of the famous promotional events of the brand is the free cone day. Ben &

Jerry's shops distribute free ice cream cones once a year. This kind of promotion

cost a lot money for the company, but it is worth it because they keep the current

customers loyal and attract new customers.12

Ben & Jerrys do not have an aggressive advertising strategy. They prefer to focus

on the human side of each consumer by promoting social and charity events and

promote the fact that their products are fair trade.

Despite Ben & Jerrys do not have any fancy television ad campaigns or extensive

advertisements, they really bring the competition to the table. Sometimes actions

and values speak for themselves.13

Conclusion:

The ice cream market is full of competitors, for every type of ice creams.

But Ben & Jerrys knows how to distinguish themselves from the

competitors. They do this by using funny and colorful packaging and

surprising mixes of tastes. They also know how to attract children and

adults. They know how to bring a premium quality ice cream to the

customers through a good distribution. Because of the high ice cream

quality, the high price could be a break for the turnover. But through the

fair trade, the large choice of ice cream tastes and a lot of social events

(instead of a lot of aggressive TV commercial) Ben & Jerrys satisfies

their customers. It is really a competitive advantage to know what thecustomers like and want and because of this, Ben & Jerrys can keep its

high position on the ice cream market.

PEST

After analyzing the Marketing Mix of Ben & Jerrys, we would like to look at the

external environment: the politic, economic, social and technologys aspects that

could influence the buying behavior of Ben & Jerrys ice creams. Analyzing those

aspects will give us further information in order to do the 7Os framework.

For the entire analyze, go to Appendix 2.

Conclusion:

11http://hubpages.com/hub/Ben-and-Jerrys-Ice-Cream-Brand-Analysis12http://hubpages.com/hub/Ben-and-Jerrys-Ice-Cream-Brand-Analysis13http://hubpages.com/hub/Ben-and-Jerrys-Ice-Cream-Brand-Analysis

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With this PEST analysis of Denmark, it is obvious that the Health concern

in one of the big issue of this country. The Government with all the health

legislation (Fat tax, plan against obesity...) is reflecting the social concern

about health. With the increase of consumption of organic food, Ben &

Jerrys ice creams have everything to win. This USP can definitely make

Ben & Jerrys win some market shares. However, they have to be careful

at the inflation because their prices are already high and this could be abreak in the buying behavior. The increasing of the foreign citizen in

Denmark could also be a USP for Ben & Jerrys. Indeed, they are buying

the brands they know (A-brands) instead of the local brands (Private

labels). Moreover, young Danish citizens are travelling a lot and will try to

find in Denmark the brands they have seen abroad.

7 O FRAMEWORK

A lot of parameters influence the market share of the company in a Business to

Consumers market structure like the competitive situation of the company but alsothe consumer behaviour. We can have the best product of the world, if nobody

wants it, then it is useless to try selling it. Thats why it is important for a company

to study the consumers buying behaviour.

There are a lot of factors which influence consumer behaviour:

Personal: the age of the target group...

Psychological: priority of needs...

Social: values share, interests...

Cultural: values, knowledge, beliefs...

That is why we would like to analyse the buying behaviour analysis by using the 7O

Framework.

OCCUPANTS:

Who is buying ice creams?

All the females asked if they are buying ice creams. They are usually the one who is

doing the grocery shopping. About the males, only 4 of the sample are not buying

ice creams. Moreover, almost all the students asked buy ice creams. However, we

cannot conclude anything about the older people because we do not have enoughanswers. (Appendix 3 and 4)

Do you buy ice creams?

Gender KidsYes, I buy ice

creams

No, I do not buy ice

creamsTotal

FemaleYes 18 0 18No 89 0 89

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Female total 107 0 107

MaleYes 11 1 12No 51 3 54

Male total 62 4 66TOTAL 169 4 173

The most of the females who are buying ice creams do not have children and it is

the same for the males. However, one again, we have to remind the fact that we

have more answers of students than other categories.

Who is buying Ben & Jerrys?

Do you know Ben & Jerrys ?

Gender I don't knowI know it but I have

never tried itI know it and have

tried itTotal

Female 9% 34% 57% 100%

Male 18% 19% 63% 100%

Total 12% 29% 59% 100%

Most of the men and women buy Ben & Jerrys ice creams. However, around 30%

never tried it, which is a lot. Moreover more than the half of the women and men

between 15 and 54 years old are buying Ben & Jerrys. Only the females between

55 and 65 years old do not know about Ben & Jerrys. However, we have to consider

the fact that only two women of 55-65 years old have been asked.

Do you know Ben & Jerrys?Knowledge/Age 15-24 25-34 35-44 45-54 TotalI do know but havenever tried it 59% 27% 6% 8% 100%I do know and I hadtried it 51% 31% 10% 8% 100%

Total 54% 29% 9% 8% 100%

More than the half of the 15-24 years old knows about Ben & Jerrys. 51% of the Ben

& Jerrys buyers are young. And 31% are between 25 and 34 years old.

Who is buying Ben & Jerry's?

Knowledge/StituationsStudents

Employed

Unemployed

Retired Total

Yes, I am buying Ben & Jerry's 47% 50% 3% 0%100

%

As before, the students and Employed customers are mostly buying Ben & Jerrys. A

few retired people are buying Ben & Jerrys and no retired are buying it.

Do the buyers of Ben & Jerry's have children?

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Buying/children Yes, I have childrenNo, I do not have

childrenTOTAL

I know Ben & Jerry's but have never tried it 23% 77% 100%

I buy Ben & Jerry's 13% 87% 100%

TOTAL 16% 84% 100%

Most of the people who do not have children are buying ice creams (77%) but notespecially Ben & Jerrys. And 87% of the Ben & Jerrys buyers do not have children.

Almost all the sample said that they were buying ice creams.

However, the survey reveals that it is more the young generation

who knows and had tried Ben & Jerrys ice creams. Most of them are

between 15 and 34 years old and are students or employed.

However, we have to notice that we have a few answers for retired

and unemployed people.

OBJECTS:

Buying ice cream

For Ben & Jerrys its important to know if costumers buy ice cream in general, and if

they know Ben & Jerrys as a brand. To find this out, we compared the Question Do

you buy ice cream with the gender and age of the respondents. And we compared

the same question with the brand knowledge of Ben &Jerrys.

As you can see in appendix 5, almost everybody (98%) buys ice cream. There is a

little difference between female and male respondents. Only 4 male respondents

said they dont buy ice cream at all. We cant say anything about the difference in

age, because we have questioned less older people than young people. So thereis no representative data for the age and the buying behavior of ice cream in

general.

From all the customers who buy ice cream, 28% knows Ben & Jerrys as a brand.

58% knows Ben & Jerrys and have tried it (Appendix 6). From this data we can

conclude that Ben & Jerrys is a well known brand among customers who buy ice

creams in general. Ben & Jerrys also have a big spontaneous brand knowledge. 81

respondents of the 175 respondents named Ben & Jerrys in the question about the

brands they know (question 9). This is almost half of all the respondents. 35

respondents named Ben & Jerrys as the first brand they know.

But do those customers really buy Ben & Jerrys? 41% of the customers who know

Ben & Jerrys and have tried it, buy the brand rarely. Almost the same percentage

(40%), buy the brand occasionally. 11% of the customers buy Ben & Jerrys often

(Appendix 7). This shows that customers are very loyal to Ben & Jerrys as soon as

they try it.Ben & Jerrys should focus on the people who know the brand but have

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never tried it. Because there is a big chance that those people will get loyal after

they try Ben & Jerrys for the first time.

Type of ice cream

If we look at the forms of ice cream, female respondents like cones more than

boxes, sticks and waffles (Appendix 8). For male respondents there is no big

difference between the forms of ice cream. This may mean for Ben & Jerrys thatthey should more focus on cones than on boxes.

We also looked at the fact if customers like chunks in their ice cream. In Appendix 9

you can see that customers do like chunks in their ice cream. Also the people who

prefer cones, like chunks in their ice cream. Nowadays Ben & Jerrys have not that

much chunks in the ice creams they sell in their own shops so they can decide to

put more chunks in the ice cream with they sell in their own shops.

A labels/Private labels

In appendix 10 you can see that more respondents prefer to buy A-brand labels. In

the age between 27 and 31 the gap between A labels and private labels is less than

for other ages. This means that there is a big chance for Ben & Jerrys that

customers buy their product because they are an A brand.

Price

The appendix 11 shows that there is no difference between students and

respondents who are working if its about the price of an ice cream cone. More than

half of the respondents are willing to pay between 21 & 30 DKK.

The following figure (appendix 12) shows that the respondents who are working, are

willing to pay more for a box of 500ml than students are. So students want to spend

less money on ice cream in a box than respondents who are working.

Size

It can may be an option for Ben & Jerry's to sell their ice cream in larger amount.

But you first need to know if there is a market for boxes with a bigger amount of ice

cream. We asked the respondents of they are interested in a 1L box of Ben & Jerrys

ice cream. We have compared the answers with how often the customers buy Ben &

Jerrys. The figure (appendixe 13) shows that all the respondents who often buy Ben

& Jerrys, are very interested in a 1L box of Ben & Jerrys ice cream. Also a lot of

respondents who buy rarely Ben & Jerrys ice cream, are interested in a 1L box.

From this we can conclude that selling a bigger amount of ice cream in a box can bean option for Ben & Jerrys.

From the statistics in this paragraph, we can conclude the followingthings. Ben & Jerrys should do more marketing to approach

customers who have never tried Ben & Jerrys. After they have tried

the brand, there is a big chance they will get loyal and buy more of

Ben & Jerrys ice cream. Ben & Jerrys should improve their ice cream

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in their shops. Customers like cones and chunks, so its an

opportunity to put more chunks in the scoops than they do

nowadays. Ben & Jerrys should introduce a 1L box of ice cream on

the market. Customers are interested in a bigger amount of ice

cream in a box, so there is a market for it. This is an opportunity to

keep your customers loyal.

OBJECTIVES:

For whom do you buy ice creams?

People can buy ice cream for different people. They can buy it for themselves, their

kids, friends and family. They can of course also not buy ice cream at all. We asked

the respondents for who they mostly buy ice cream. When you cross the answers

with the gender you see that the differences between men and women are very

small. Both men and women mostly buy ice cream for themselves.

- 58% of the females buys ice cream mostly for themselves

- 48% of the males buys ice cream mostly for themselves

Besides buying ice cream for themselves, people also are buying ice cream for their

friends and family. For the graphic and the corresponding percentages look

in the appendix 14.

When you compare the different ages to each other, you can see that the most age

categories buy their ice cream for themselves. The only group that is outstanding

are people between 35 and 44. They mostly buy ice cream for kids instead of

themselves. In appendix 15 you can see the overall differences in the age

categories.

Chunks

Ben & Jerrys has different sorts of chunks. After asking the respondents we found

out that 89% of the respondents like chunks. When you compare females to males

there is almost no difference. 90% of the women like chunks and 86% of the men

like chunks. These facts are shown in appendix 16.

When you look at the different age categories it is obvious that people from every

category like chunks. If you take a closer look you see that the people between 15

and 45 like chunks the most. 92% of the people the category between 15 and 45

like chunks in their ice cream. In the older categories the people still like chunks,but a little less than the younger people. 67% of the people between 45 and 65 like

chunks. This is shown in appendix 17.

Promotional offers

It is very clear that promotional offers attract people. In the questionnaire we asked

the respondents which promotional offer would attract them the most. The most

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respondents are attracted to the promotional offer buy one, get on for free.

Almost 44% of the respondents like this offer. Besides this offer, the respondents

are also very much attracted to discount offers. Up to 37% of the respondents are

attracted to this offer. Look at appendix 18 to see the other percentages.

When you look at the different genders, both men and women are into buy one, get

one for free and discount offers. Look at appendix 19 to the see total

graphic. Females are mostly attracted to the following promotional offers:1. Discount offers (47%)

2. Buy one; get one for free (39%)

3. Free (ice cream) toppings (14%)

Males are mostly attracted to the following promotional offers:

1. Buy one, get one for free (52%)

2. Discount offers (21%)

3. Free (ice cream) toppings (21%)

If you compare the different age categories to each other, you see small

differences. It is interesting that none of the respondents in the age category 55-65

like discount offers. Ben & Jerrys should focus on buy one, get one for free to

attract young people. To attract older people they should focus more on discount

offers. In appendix 20 you can see a few outstanding things.

Specific reason to buy ice cream

Specific reasons to buy ice cream

Flavour/tas

te Price Availability Design/form

Organic/ecolo

gic1,5 2,2 3,4 3,5 4,1

There are different reasons for people to buy ice cream. We asked all therespondents to give the reasons a mark between 1 and 5. By summing all the rates

and dividing it by the number of respondents, all the reasons got a unique number.

The lower the mark is, the more important this reason is for the customers to buy

ice cream. The table shows that the flavour and taste are the most important

reasons for people to buy ice cream. Besides this the prices is also very important

for the customers.

This is a good thing for Ben & Jerrys because they have a really outstanding flavour

because of the chunks.

Why do you buy B&J?

Specific reasons to buy Ben &

Jerrys

Quality of

products Taste

Value for

money Package Fair trade0.4 1.3 1.9 2.1 2.3

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There are many different reasons for people to buy ice cream from Ben & Jerrys. In

the table above you can see that the quality of Ben & Jerrys

It is very outstanding that fair trade is the least important reason for the

customers to buy Ben & Jerrys. This is because fair trade is a very important point

for Ben & Jerrys.

Why have you never bought Ben & Jerrys?

We asked the respondents that have never tried Ben & Jerrys, why they have never

tried it. They gave different answers, but the most important reason was that they

thought it was too expensive. 71% of the females that have never tried it said that

they think its too expensive. Up to 59% of the males that have never tried it said

that it was because its too expensive. Another important reason for women to not

buy Ben & Jerrys is because they dont like the taste. In appendix 21 there is a

table shown with all the reasons and the corresponding percentages.

From the information above you can conclude that Ben & Jerrysshould communicate more to the customers. They should talk more

about the chunks they add in the ice cream and their special

flavours. The statistics show that people from different age

categories are attracted to different promotional offers. Ben &

Jerrys could introduce two different campaigns to reach both

people. The campaigns should be focussed on the individual buyer

because people mostly buy ice cream for themselves.

ORGANIZATION:

For whom are they buying ice creams?If we trust the graphic and the table, 12% of the buyers are buying ice creams for

kids and 16% for their family. Moreover, the sum of them shows that 28% of the

sales are made for the household.

This percentage is the second highest one: kids and family are therefore

participants in the buying.

However, more than the half of the sells made by the buyers is made for

themselves. This shows that the influence of the kids in the buying process is

limited because it concerns only the people between 35-45 years old. (Appendix 22

and 23)

Does the packaging have an influence on the buying?

Here, the packaging is coming is the 4th position with a grade of 2,1 (Sum of the

15

For which reasons to you buy Ben & Jerrys ice cream?Quality of

product

Packaging Taste Fair trade Value for

moneyGrades 1,5 2,1 1,3 2,3 1,9Ranks 2nd 4th 1st 5th 3rd


18/45

behavior. However, the fact that it is in the 4th position means that the influence of

the packaging has almost no influence on the buying process.

W hich promotional offers can have the best influence on the buying behavior?

The promotional offers have obviously an influence on the buying behavior.

Here, we can see that 77 of the respondents prefer "Buy one ice cream, get onefree" as a promotional offer. If Ben & Jerry's wants to do a promotion action in order

to attract new customers, they should use this one. (Appendix 24)

Would you recommend Ben & Jerrys ice creams?

90% of the people asked, would recommend Ben & Jerry's to their family and

friends. And only 10% are dissatisfied with Ben & Jerry's and would not recommend

it.

This means that people are satisfied with the Ben & Jerrys and could have an

influence on the other/new customers. (Appendix 25)

The influences on the buying behavior depend on the age, on the

household, the gender For Ben & Jerrys, most of the buyers are

buying the ice creams for themselves (56%). Those customers are

between 15 and 24 years old. However, they are also mostly

students meaning that their revenues are lower and therefore, the

price can be a break for them (cf: Marketing Mix, Price). The people

between 25 and 44 years old are mostly buying for the family and

kids meaning that the household are participants in the buying.

Moreover, 90% of the buyers of Ben & Jerrys would recommend this

ice cream and therefore, could become a participant for new and

actual buyers.

OPERATION:

What is needed to provide a good service to the customers?

Through the answers that we got from our questionnaire, we found out that to offer

a good customers service for the:

- 15-24 years old wants to have a good quality of products.

- 25-34 years old wants to have a good cleanliness.

- 35-44 years old wants to have a performing attendance.

- 45-55 years old wants to have both cleanliness and a good attendance.(Appendix 26)

We noticed the difference between the young (15-24) who prefer a good quality of

product compared to adults (35-55) who are more looking for a good attendance

service in the shops.

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But in general, we can say that the most important service is the cleanliness. (This

analyze includes only the people who are buying ice cream).

Which items would you like to find in ice cream shops?

Through the answers that we got from our questionnaire, we found out which items

the customers would like the most in an ice cream shop:

- 15-34 years old would like cold beverage.- 35-44 years old would like both crisps and cold beverage

- 45-55 years old would like chocolates bars. (Appendix 27)

And in general, we can say that customers would like the most in an ice cream shop

cold beverage. (This analyze includes only the people who are buying ice cream).

In conclusion we can say that people cares about the cleanliness and

time they spend in the shop. The factors of success could be a shop

which cares about the health and safety and which offers different

items from its main product (cold beverages for example) and with a

really low time spent waiting.

OCCASIONS:

How often do you buy ice cream per month in average for your household?

Age

Rare

ly

Occasion

aly

Oft

en

Tot

al15-24 22% 19% 3% 43%25-34 8% 23% 3% 34%35-44 4% 5% 1% 10%

45-55 5% 5% 3% 13%

Total 38% 51% 11%

100

%

Through the answers that we got from our questionnaire, we found out how often

per month, the ice creams customers are buying for their household:

- 15-24 years old are buying rarely ice cream for their household.

- 25-44 years old are buying occasionally ice cream for their household.

- 45-55 years old are both buying rarely and occasionally ice cream for their

household. (Appendix 28)

And in general, we can say that ice creams customers are buying occasionally.

(This analyze includes only the people who are buying ice cream).

As which type of meal do you see ice cream the most?

Age

Snac

k

Desse

rt

Tota

l

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15-

24 16% 28% 43%25-

34 5% 29% 34%35-

44 2% 8% 10%

45-55 5% 8% 13%

Tota

l 28% 72%

100

%

Through the answers that we got from our questionnaire, we found out for which

occasion ice creams customers are buying:

- From 15 to 55 years old, people mostly consider ice cream as a dessert

(72%).

But we cannot ignore people who are seeing ice cream as a snack (28%). (Appendix29)

(This analyze includes only the people who are buying ice cream)

How often do you buy Ben & Jerrys ice cream?

Age

Rarel

y

Occasional

ly

Ofte

n

Tota

l15-

24 25% 23% 6% 54%25-

34 12% 16% 3% 30%35-

44 3% 3% 3% 9%45-

55 5% 2% 0% 7%

Tota

l 45% 43% 11%

100

%

Through the answers that we got from our questionnaire, we found out the

frequency of the Ben & Jerrys buyer:

- 15-24 years old are rarely buying Ben & Jerrys ice creams.

- 25-34 years old are occasionally buying Ben & Jerrys ice creams.

- 35-44 year old customers are buying, rarely, occasionally and often Ben &

Jerrys ice creams.

- 45-55 year old customers are rarely buying Ben & Jerrys ice creams.

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And in general, we can say that from the people who are buying ice cream, know

Ben & Jerrys and are buying Ben & Jerrys. The frequency of buying is rarely

(45%) but close to occasionally (43%). (This analyze includes only the people who

are buying ice cream).

In conclusion we can say that among the 175 people we interviewed,

only 21 do not know Ben & Jerrys (that represents 12% of the totalpopulation). It is not so bad but the problem is that only 59% are

buying Ben & Jerrys and among this 59% only 11% of people are

buying often Ben & Jerrys.

OUTLETS:

Is it easy to find Ben & Jerry's?

Is it easy to find Ben & Jerrys ice creams?Yes No No idea Total

I know Ben &

Jerrys and I

have tried it

74% 13% 13% 100%

According to the people who know Ben & Jerry's and who have tried it, 74% think

that it is easy to find a Ben & Jerry's product. However, 13% think that it is not easy

and the last 13% have no idea. This means that unless you already know where you

can find Ben & Jerrys, it is hard to find it.

Is the availability a problem for the buying?

More than the half of the respondents said that they are not buying Ben & Jerry's

because it is not available. However, 75% who are common buyers said that it iseasy to find. (Appendix 30)

May be it is easy to find the Ben & Jerry's product because the consumer already

know where to find it. However, if you don't know which supermarkets sell it or

where is the Ben & Jerry's shop, it is difficult to find the product.

Have you ever visited a shop ?

71% of the people who know Ben & Jerry's ice creams have already visited a Ben &

Jerry's shop (Appendix 31). However, the last third have never been to a Ben &

Jerry's shop and 33% of the people who had already visited a Ben & Jerry's shop

have never been to the Danish shops. The Ben & Jerry's ice cream shop should do

more commercials in Denmark.

After analyzing those data, we can see that unless the customer

knows where to find a Ben & Jerrys ice cream, it is difficult to find it.

Moreover, the non-availability of the product appears to be a big

issue for the people who knows Ben & Jerrys but who never tried it.

Indeed, more than the half of the respondents said that Ben &

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Jerrys is not available. This means that Ben & Jerrys should be in

more supermarkets. The company needs also to do more promotion

to attract the consumers to its shop.

Conclusion:

Its difficult to influence the behaviour consumer because a lot ofparameters do not depend on our product but on the lifestyle (religion,

interests, habits...). The major problem is to bring the lifestyle of

everyone our products: Ben & Jerrys ice cream.

To improve the success in Denmark, Ben & Jerrys has to show that its ice

cream is not a simple ice cream but an ice cream with added value. It is

a delicious premium ice cream with funny and surprising tastes for

everybody. Whatever the place, whatever the time, Ben & Jerrys has

everything to fits with your expectations!

RECOMMENDATIONS

A growth strategy is really useful to know in which company, sector ormarket we have to invest in order to grow faster than our competitors. Wehave to analyze the market carefully and know perfectly our products toknow which growth strategy fits the most with the possibility of ourcompany. In fact, growth strategy helps company to find out and catch thebest opportunity to improve our market share and profit.

Through our answers from our questionnaire and our personal ideas, we find

out some possible growth strategies for Ben & Jerrys:

Current products New productsCurrent

markets

Market penetration strategy :

- Produce a 1L box ice cream

- Distribute to more supermarkets

- Open more Ben & Jerrys shop

- More marketing

- Having more chunks in the scoops

- Sponsoring in events (concerts,

festivals), sport teams

Product development

strategy :

- Create an ice cream forthe kids with a toy inside- Co-operate with otherfair trade companies

- Sell slash ice in the Ben

& Jerrys shops

New markets Market development strategy:- E-commerce

- Ben & Jerrys ice creams cars

- Partnerships with Tivoli

Diversification strategy:- Buy small competitors- Co-operate with otherfair trade companies- Ben & Jerrys toys

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Market penetration

We recommend Ben & Jerrys to follow the growth strategy Market Penetration.

Market Penetration and the primarily strategy where we want to focus on. Market

penetration is a suiting strategy for Ben & Jerrys because, Ben & Jerrys is already a

strong brand with a high spontaneous brand knowledge. By choosing market

penetration Ben & Jerrys can improve their brand. Our suggestions for this growth

strategy are the following.

1 liter box

First of all Ben & Jerrys could introduce a 1 Liter box of ice cream in the

supermarkets. The respondents from the questionnaire said that they are interested

in a bigger amount of ice cream in a box. By introducing a 1 liter box Ben & Jerrys

responds to families who want to eat Ben & Jerrys together with their children.

More chunks

The statistics show that the respondents like chunks in their ice cream. The

statistics also show that they like cones the most out of the different types of ice

cream. We recommend to add more chunks in the scopes which they sell in the Ben

& Jerrys shops. By adding more chunks to the scopes their unique point will be

more visible for the customers.

More supermarkets

Ben & Jerrys distributes their products only to a few supermarkets in Denmark at

the moment. We recommend to distribute to more supermarket so the customers

dont have to search for a product of Ben & Jerrys. If the customers dont have to

search for a product , they will be more inclined to try a product of Ben & Jerrys.

The statistics show that people are loyal to ice cream brands as soon as they tried

it. So if the products are more available there is a bigger chance that customers willbuy the product and stick to the brand.

More Ben & Jerrys shops

to make sure that Ben & Jerrys is available in more places, they also could open

more Ben & Jerrys shops. We suggest to open new shops in theme parks like Tivoli

and Legoland. These parks have a lot of visitors during the spring and summer. This

gives Ben & Jerrys an advantage because ice cream is mostly bought during this

period. These parks also have a lot of international visitors. They probably know

Ben & Jerrys from their own country, because its an international brand. They will

choice often to buy a Ben & Jerrys product because they are familiar with thebrand.

More marketing

Ben & Jerrys wants to be a social brand and dont want to advertise aggressively.

So the best marketing instrument that fits Ben & Jerrys is in our opinion sponsoring.

They could sponsor social events, like sports events and music festivals, both in

summer and in winter. By sponsoring during all the seasons the brand attitude will

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be improved and get wider. Ben & Jerrys could for example sponsor a sports event

with their low fat ice cream. By this example people can see that sport and ice

cream can actually fit together, because the low fat ice cream isnt that bad for your

health.

Product Development

Market penetration is the best strategy that Ben & Jerrys could use nowadays.However, in the long run, they should develop some new products. Thats why we

found it interesting to study the Product development strategy.

For an international company like Ben & Jerrys is important to think global, but to

stick to the countrys habits. Its also important to think local in order to penetrate

more the market. It is for this reason that the product development strategy could

be another possible growth strategy. The point of the market penetration strategy is

that we have to use the current product in the same market to improve our market

share. The question is: How can we sell more ice cream when ice cream market

has a lot of competitors already everywhere?. And even though there is no Ben &

Jerrys ice cream shop in each big shopping mall in Denmark, Ben & Jerrys is

distributing their products in some supermarkets through all Denmark. Because of

this, it could be possible for Ben & Jerrys to create new products for the current

market.

It could be interesting to analyze the Danish habits to fits as close as possible with

the Danish needs.

When we look Danish market, parents are buyers but decision makes by kids.

Thereby, it could be a good idea to create product for kids in current market. For

example an ice cream with a toys inside.

Ben & Jerrys is a fair trade company, it could be an opportunity to create a new fair

trade product in partnership with another famous food brand. For example, Ben &

Jerrys could create a coffee ice cream in partnership with Starbucks.

Finally, we saw found out that people are really interested in cold beverages, Ben &

Jerrys could create its own cold beverage like a Ben & Jerrys slash ice with Ben &

Jerrys flavor (it could be a special product only for summer or when people are

mostly buy ice cream during the year). We are thinking that could be good idea

considering Danish eating habits.

Answer to the research question

With the growth strategy we found the answer to the research question: What

could Ben & Jerrys do in order to keep their customers loyal and to get new ones in

a market with a lot of competitors?. By using the market penetration growth

strategy we solve the research question. By improving the products, open more

shops we keep the customers loyal. By opening new shops and doing more

marketing, we try to reach potential customers.

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Further investigation:

E commerce

We recommend to do further investigation in e-commerce. This could be a big

market for Ben & Jerrys in the future. E-commerce is getting bigger and bigger on

the food market and Ben & Jerrys could play a part in this.

Marketing communication

Ben & Jerrys do not use much marketing communication in Denmark at the

moment. Though this could be very useful to keep their current customers loyal and

to attract new customers. Ben & Jerrys for example start a campaign which

includes sponsoring and television commercials. Ben & Jerrys needs to find out if

its useful to sponsor events in the winter. By doing this they could increase their

winter turnover and the attitude of the customers satisfied.

Kids

The statistics showed that the customers buy ice cream for themselves and also for

kids. Ben & Jerrys could respond to this by doing a special research about children.

Ben & Jerrys could do further investigation to find out whether or not there is a

potential market for children.

1. APPENDIXES :

Appendix 1 :

INTRODUCTION :

Ben & Jerrys was the idea of Ben Cohen & Jerry Greenfield. When they wereclassmate in 1963, they realized that they loved food. They also agreed that it was

no fun being in business just to earn a living they wanted to enjoy themselves too.

So they decided to set up an ice cream company. Their recipe was a sophisticated

concoction: a blend of fresh Vermont milk, cream and generous portions of other

fancy ingredients. Ben & Jerrys has build a reputation over the years as a fun-loving

company with a unique and creative approach to business.

History in years:

In 1977 Ben and Jerry enrolled in a $5 correspondence course in ice cream

making and the following year they started their Ben & Jerrys business in arenovated gas station.

By 1982 the duo had moved the shop to new premises and by 1986, Ben &

Jerrys opened their new plant in Waterbury, Vermont. By the end of 1988,

there were more than 80 Ben & Jerrys ice cream scoop shops in 18 American

states.

In 1994, Ben & Jerrys began distribution of ice cream in the UK in 1994, in

Ireland in 2000 and soon afterwards Europe.

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The company was acquired by Unilever in 2000 offering lovers of Ben &

Jerrys even more choice in more places! This collaboration also led to the

launch of projects such as an agriculture program in Hellendoorn, Holland

aimed at developing criteria for sustainable dairy farming practices.

In February 2010, Ben & Jerrys announced its commitment to go fully

Fair-trade across its entire global flavor portfolio. From Americone Dream to

Chocolate Fudge Brownie, all of the flavors in all of the countries where Ben &Jerrys is sold will be converted to Fair-trade certified ingredients by the end

of 2013.14

Need to know about Ben & Jerrys:

Ben & Jerrys was worlds largest ice cream sundae-weighing in at 27. 102

pounds. Free Cone Day each year the company celebrates their

anniversary of first scoop shop opening in 1978. Free scoops of ice cream are

dished up at scoop shops and all donations going to local charities.

Ben & Jerrys is the first ice cream company in the world to use Fair-trade

certified ingredients starting in 2005. It also means working with Fair-trade

Co-ops that total a combined membership of over 24,000 farmers15.

Appendix 2: PEST

POLITIC:

When we talk about food the main problem is the consumers health. And as we

know, a lot of companies are selling their products all around the world. It means

that the products have to correspond to the health legislation of each country. It is

for this reason that an American and an European health legislation16 exist. It

could be possible for an international company to produce a specific good for eachlegislation of specific country but it will cost a lot of money.

The food packaging is also an important part of the healths consumer. The

packaging must preserve the quality of the food and the consumers health. 17

Since several years, the main enemy of the food industries is the obesity. The main

goal for each food company is to provide the best quality and taste for the product

with the lowest rate of fat and sugar as possible. In 2003, Denmark established a

national action plan against obesity.18 The first step is to make the population

aware at different levels: private (family...), community (educational institutions...)and public (legislation...).

14http ://www .unilever .co .uk /brands /foodbrands /Ben _ Jerrys .aspx15http ://www .unilever .co .uk /brands /foodbrands /Ben_ Jerrys .aspx16http://ec.europa.eu/dgs/health_consumer/index_en.htm17http://ec.europa.eu/food/food/chemicalsafety/foodcontact/eu_legisl_en.htm18http://www.sst.dk/publ/publ2003/national_action_plan.pdf

24
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ver.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jwhttp://www.google.com/url?q=http%3A%2F%2Fwww.unilever.co.uk%2Fbrands%2Ffoodbrands%2FBen_Jerrys.aspx&sa=D&sntz=1&usg=AFQjCNFC0SMSTOySh3q7rWZxS39eiiw5Jw


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Moreover, at the beginning of 2011, Denmark introduced a fat tax.

This tax is based upon levels of saturated fats in all foods. Industry sources have

slammed the fat tax by saying the levy is harming business, and also encourages

food additive use to replace lost flavors and textures. According to the Danish

government-funded Forebyggelses Kommisionen (Prevention Commission), which

assesses the nation's health priorities, if the variable tax is levied for 10 years it will

increase the average life expectancy amongst the Danish population by 5.5 days. Aspokesman for Danish Agriculture & Food Council, which represents the nation's

food industry and farmers, told specialist website FoodNavigator.com: "Overall the

question is how you encourage healthy eating - since this is what the government is

setting out to do - and we don't think the law will have any real effect on

consumers' eating habits.19

ECONOMIC:

With a growth index of 100 in 2004 for the consumption of organic products,

Denmark reached 161,7 in 2010. The consumption oforganic food increased a lot.

The sale of organic food has been booming in Denmark over the past two years.

Most food retail chains now offer their own organic range.

In 2009-2010, the consumption of ice creams per capita in Denmark increased of

1% and it increased of 0,7% per household. This small increase in nothing compared

to the past years.

In 2010, the inflation was 2,3%. This inflation, is higher than it was in 2009 and

had a general impact on the prices. Ice creams are not a primary need, it is a

pleasure, and therefore seeing a higher price may have an impact on the sales.

In 2009-10, the average gross income per age increased of 3,9%. Therefore, if we

trust Maslows theory of needs, Danish people will have more money to spend on

non necessary product as ice creams.20

SOCIAL:

All the ice cream come from organic products and therefore, make them healthier.

In Denmark, people are very concerned about their health and knowing that Ben &Jerrys is healthy might make them buy it. Indeed, with a growth index of 100 in

2005, the consumer health grew to 108,6 in Denmark in 2010.

Ben & Jerrys ice creams are also for children. And in 2009-2010, the year-on-year

growth is 3,2%: parents are concerned about their childrens health. Increasing

19http://www.portal.euromonitor.com/Portal/Magazines/GeographiesHeavy.aspx20 http://www.euromonitor.com/

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levels of childhood obesity are creating a market for health and wellness packaged

food for children. If Ben & Jerrys talks more about their organic products, it could

have an impact on the buying behavior in Denmark and improve their sales.

Since 1995, the population only increased of 4,7% but according to Statistics

Denmark, half of the increase has been due to declining death rates and the other

half is due to immigration. This means that in a long run, the population will getolder and older. Moreover, the median age of the population in Denmark in 2010 is

41 years old.

If we look at the segmentation, the proportion of kids (3-8 years old) is 7.3% in

Denmark. The number of kids is projected to decrease by another 6.4% by 2015.

This could have an impact on the ice creams market knowing that a big part of the

sales are for children. However, the kids are also growing up much faster than in

the previous generations. That makes them earlier sensitive at the media and

commercials.

The foreign citizen increased of 4,2% in 2010. This part of the population will

more buy the brands they know, the international brands. Furthermore, the Danish

young generation is attracted by the world and is aware of the big importance of

the globalization. Thats why we can see the trend of buying more international

brands.21

TECHNOLOGY:

The ice cream industry is really active concerning the new products, materials,

concept, technologies and new brands. There is a big competition between Private

brands to A-brands. Private brands offer chip and big amount of ice cream in themarket. Thereupon, A-brands offer quality and different taste and product kinds.

When we look at ice creams companies, some of them are offering high quality ice

cream with fair tread. The material they are using during ice cream process from

raw material to packaging is all nature and saving natural materials. For

example, Ben & Jerrys is working with firms and helping them to produce high

quality products and good condition of work environment like cows are milking by

machines and they only milking when the animal need to milking. The company is

aiming at helping firms to produce the high quality raw material which Ben & Jerrys

need. The company is also working on a packaging which will have more polyesterthan PVC so that the package can dissolve itself in nature.

Ice cream companies are using many ways to talk to the consumers in the

countries: Internet, television, radio, magazines... In order to target as many people

as they can, Internet is an important tool. It allows them to:

- Publish commercials

21 http://www.euromonitor.com/

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- Develop websites

Ice cream companies need to have a lot of kinds and tastes of ice cream. However,

there are a lot of competitors and therefore, each company will have a small

percentage of the market shares. Moreover, to store and distribute the ice

creams are really expensive and need a high technology. Thereby, by using the new

technologies, the ice cream companies decrease the cost of storage and theirproducts become more profitable.

Appendix 3:

GENDER + KIDS + DO YOU BUY ICE CREAM

DO YOU BUY ICE CREAM

GENDER KIDS YES NO TOTAL

FEMALE YES 18 18

NO 89 89

FEMALE Total 107 107

MALE YES 11 1 12

NO 51 3 54

MALE Total 62 4 66

TOTAL 169 4 173

Appendix 4:

Appendix 5:

27

GENDER + AGE + DO YOU BUY ICE CREAM

DO YOU BUY ICE CREAM

GENDER ARE YOU YES NO TOTAL

FEMALE STUDENT 64 64

EMPLOYED 41 41

UNEMPLOYED 4 4

FEMALE Total 109 109

MALE STUDENT 29 3 32EMPLOYED 32 32

UNEMPLOYED 1 1

RETIRED 1 1

MALE Total 62 4 66

TOTAL 171 4 175


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Appendix 6:

Appendix 7:

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Appendix 8:

Appendix 9

Appendix 9:

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Appendix 10:

Appendix 11:

30


33/45


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Appendix 14:

Appendix 15:

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Appendix 16:

Appendix 17:

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Appendix 18:

Appendix 19:

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Appendix 20:

Appendix 21:

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Appendix 22:

Nombre deRespondent/Question For who buying

Buying children? Yourself Kids Friends FamilyTotalgnral

Yes, I am buying ice creams Yes 10% 38% 0% 52% 100%

No 65% 7% 18% 9% 100%

Total Yes, I am buying ice creams 56% 12% 15% 16% 100%

Total gnral 56% 12% 15% 16% 100%

Appendix 23:

Appendix 24 :

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Appendix 25 :

Appendix 26:

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Appendix 27 :

Appendix 28 :

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Appendix 29 :

Appendix 30 :

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Appendix 31

Appendix 32: (Questionnaire)

40

This questionnaire is made by students from K-North for a project purpose about buying

behavior of ice cream. It is completely anonymous. Filling in the questionnaire will not take

you more than 5 minutes. Thank you very much for helping our study.

(You can only choose one answer. If you can choose multiple it is noticed.)


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41

1. Do you buy ice-cream?

a.Yes

b. No (go to question 25)

2. How often do you buy ice cream permonth in average for your household?

a. Rarely

b. Occasionally

c. Often

3. For whom do you mostly buy ice cream?

a.Yourself

b. Kids

c. Friends

d. Family

4. Where do you buy your ice cream the

most frequently?(Please rank the options 1 being the most

important and 4 the least important)

Ran

k

SupermarketIce cream shop

Ice cream carFast food &

restaurant

5. As which type of meal do you see ice

cream the most?

a. Snack

b. Dessert

6. Which form of ice cream do you prefer?(Please rank the options 1 being the most


Types Rank

Cones

Boxes

Sticks

Waffles

7. Do you like chunks in your ice cream?

a. Yes

b. No

8. Which promotional offer attracts you the

most?

a. Buy one get one free

b. Free (ice cream) toppings

c. Discount offers

9. Name three ice cream brands that you

know:

___________________________

___________________________

___________________________

10. Do you prefer to buy private labels or

A-brands?

a. Private labels (example: Coop,Irma)

b. A-brands (example: Algida, Ben

Jerrys)

11. For which reason do you buy a specific

ice cream?(Please rank the options 1 being the most


Rank

PriceFlavor/tasteDesign/formAvailabilityOrganic/Ecologic


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42

BEN & JERRYS:

16. Do you know Ben & Jerrys?

a. I do not know this brand (go to ques

25)

b. I know this brand, but I have never tri

(go to question 21)

c. I know this brand, and I have tried it.

17. Is it easy to find a product from Ben & Jerrys

a. Yes

b. No

c. No idea

18. Have you ever visited a Ben & Jerrys ice crea

shop?

a.Yes in Denmark

b. Yes, somewhere else

c. No

19. Why are you buying Ben & Jerrys ice cream?(Please rank the options 1 being the most important

the least important)

Ran

k

QualityPackage

Taste

Fair tradeValue for money

20. Ben & Jerrys ice creams give value for mon

Strongly

disagree

Disagree

Undecided

AgreeStrong

agree

After answer it, go to question 22

21. Why have you never bought Ben & Jerrys

Because...

a. It is too expensive

b. There is not the right amount in a package.

c. I do not like the taste

d. It is not available

CE CREAMS SHOPS:

2. According to you, what is needed to provide a

od service to the customers?lease RANK the options 1 being the most important

d the 4 the least important)

Rank

Customer service

Cleanliness

Quality of the products

Attendance (how quick your order is

aken etc....)

3. Which items would you like to find in ice creamops?lease rank the options 1 being the most important

d 6 the least important)

Chocolate

ars

Cakes/Cookie

weets

Crisps

Hot

everages

Cold

everages

4. How much are you willing to pay for an ice

eam cone?ess than 20 DKK

1-30 DKK

1-40 DKK

More than 41 DKK

5. How much are you willing to pay for a 500 ml

ice cream?

a. Less than 40

22. How often do you buy Ben & Jerrys ice

cream?

a. Rarely

b. Occasionally

c.Often

23. Would you be interested in a 1L box ofBen & Jerrys ice cream?

a.Yes

No

24. Would you recommend Ben & Jerrys to

your family and friends?

Yes

No

25.Whats your gender?

Female

Male

26. How old are you?

______________________

27. Are you

Student

Employed

UnemployedRetired

28. What is your marital status?

Single

In couple

Married

Divorced

29. Do you have children?

Yes, I have ______ children

No


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Appendix 33:

To start our report we want to start the questionnaire. We want to know more about

the buying behavior in order to make some statistics. Those statistics will be used in

order to know what actions could be taken for Ben & Jerrys Growth strategy.

First, we will analyze the buying behavior by using the 7Os framework, the

marketing mix, PEST and the questionnaire.

Secondly, we will use relevant statistical tools such as cross tabulations to analyzethe result of the research.

Finally, based on the findings, we want to see which area could be further

investigate, which actions could be taken, what is the potential growth strategies of

Ben and Jerrys.

Project3- V3 FINAL

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