Ben & Jerry's

Agency: The Cherry on top

4MMC7B3 Advertising Management Module Leader Vincent O’Brien 141981571 144850221 145023301 146111842 146577081

Chukwudera Ugwuegbu Alla Khushaim Abdulaziz Ahmad Almehairi Po-Lin Chen Linh Trinh

Table of Contents Executive Summary .................................................................................................................................. 3 Situational Analysis .................................................................................................................................. 4 1.

About Ben & Jerry’s...................................................................................................................... 4

2.

The Brand Wheel.......................................................................................................................... 5

3.

Market situation ........................................................................................................................... 6

4.

Main Consumers ........................................................................................................................... 8

5.

Competitors ................................................................................................................................... 9

6.

PEST Analysis .............................................................................................................................. 11

7.

SWOT Analysis ............................................................................................................................ 12

Marketing Strategy ................................................................................................................................. 13 1.

Marketing Objectives ................................................................................................................ 13

2.

Target Group ............................................................................................................................... 13

3.

New USP ....................................................................................................................................... 14

Creative Brief ........................................................................................................................................... 16 Media Plan ................................................................................................................................................ 17 1.

Media Plan Table ........................................................................................................................ 18

Evaluation Plan........................................................................................................................................ 19 1.

Pre-test: ........................................................................................................................................ 19

2.

Post-testing ................................................................................................................................. 19

3.

ROI................................................................................................................................................. 20

Reference .................................................................................................................................................. 21 Appendix ................................................................................................................................................... 23

2

Executive Summary This report provides an advertising and brand management proposal for Ben & Jerry’s with a consideration of the Situation Analysis, an opportunity in the industry which could exist for Ben & Jerry’s, along with a strategy, a creative, media plan and budget to explore such an opportunity.  Key Findings The research draws attention to the growth in the frozen yoghurt market, which currently has few competitors and is largely dominated in the UK by a single brand. The market size however, being rather small at this stage presents an opportunity for Ben & Jerry’s to utilize this by creating a line extension from Ice Cream into Frozen Yoghurt; a strategy already implemented in America. Also with the social health trend increasingly moving people towards healthier options and substitutes for high calorie products, such a line extension could yield a significant market share for Ben & Jerry’s in the Frozen Yoghurt market and could consequently increase its sale of Ice Cream as research indicates.  Problems & Solutions Because Ben & Jerry’s currently has only two Frozen Yoghurt Flavours in the UK which are not advertised or distributed with the same aggressiveness as its Ice Cream counterparts, an investment in this market will yield a low ROI for the first year because the frequency of purchase will be limited by the limited flavours. However, an investment in a variety of flavours in the UK market will most likely yield a higher Return on Investment, as the frequency of purchase is likely to increase.  Recommendations It is recommended that: - Ben & Jerry’s invest in producing more frozen yoghurt flavours for this market.

- Promote this product through creative advertising.

- Invest in equal visible distribution and availability of this product.

- Increase the market share of Ben & Jerry's frozen yogurt by 10% in frozen yogurt market

by March 2015 in the UK. (10% in frozen yogurt market= £1m = 222,000 tubs to sale) - Increase sales by £1 million of Ben & Jerry's frozen yogurt by March 2015 in the UK market.

3

Situational Analysis 1. About Ben & Jerry’s It all began 36 years ago with a simple yet an extraordinary mouth-watering scoop. The American Ice cream company, Ben & Jerry’s is a brand name that is owned by Unilever, offering a wide range of ice cream flavours, and using the finest ingredients with care. It was first established in 1978 by the school friends Ben Cohen and Jerry Greenfield. The friends came together to redefine the way ice cream lovers around the world enjoy their ice cream through the scoop shop. In 1994, following a major success with 80 ice cream shops around 18 different states in America, the friends began the distribution of their ice cream in the UK and in no time Ben and Jerry’s became worldwide. Asides from producing extraordinary ice cream flavours, Ben and Jerry’s widened its platform by offering lighter options for their consumers such as frozen yogurt and the "lighter" versions of ice creams (Unilever, 2014). 

Frozen yogurt

Ben & Jerry’s introduced their frozen yogurt flavours in 2012. However there are only two frozen yogurt options in the UK market, which are alternatives to the existing ice cream flavours.

In other words, these two flavours bear the same flavour titles of the ice cream versions but come in different packaging for differentiation. They are Chocolate Fudge Brownie frozen yogurt, and Phish Food frozen yogurt. (Ben & Jerry’s, 2014). This means that the visibility and indeed knowledge of this by consumers in the UK is very low as it is hardly championed as a mainstream product in this country. 

The distribution channels

Ben & Jerry's distributes their ice creams and frozen yogurt in the UK in well known supermarkets including ASDA, Tesco, Sainsbury’s and many more. Other than supermarkets, Ben & Jerry's places ice cream in licensed counters at Cinemas, plus restaurants like Bella Italia, Domino's Pizza and convenience shops. 

Environmentally friendly

Ben & Jerry’s differentiates itself by avoiding the use of any toxic chemicals that might occur in the production of their ice cream or ingredients. Caring about the environment and the way the production of their ice cream is followed is taken seriously by Ben & Jerry’s. This is done via reducing the amount of negative waste that could cause damage to the environment and to create a sense of an environmentally friendly brand.

4

2. The Brand Wheel



Brand Essence

A brand is a collection of thoughts and feelings which gives an “intangible” attribute to the consumer and more personal and significant in competing with other brands and their intangible attributes. (Brandchannel, 2014). The case with Ben & Jerry’s is no different; the brand essence or the nature of the brand comprises of innocence, joy, a sense of green and of course approachable. All these intangible attributes can be easily found in their packaging, commercials and main website communicating one standard image about the brand using the same green colour and signature cow character in a comic manner (reflecting nature and joy). 

Personality

To distinguish any brand, a personality has to be built to achieve “uniqueness” among others.

Ben & Jerry’s has built a personality that embraces fun, friendliness and being caring especially in terms of positioning itself as an environmentally friendly brand.

5



Values

Environmentally Friendly: From the environment to the tub, Ben & Jerry’s is committed to making their ice creams with less harm to the environment and eco-friendly, believing that earth needs to be respected.

Socially Responsible: As Ben & Jerry’s considers the society that they operate in, by improving ways of life they are committed to implementing Fair-trade on their sold products. 

Benefits

Benefit is the core thing that you would get from the product and what the product offer to the consumer out of consuming/ using the product. This can be functional like in the case of Ben & Jerry’s frozen yogurt like cooling, refreshing or can be psychological like being a healthier person and who cares about his health instead of consuming ice cream which contains more calories than frozen yogurt. 

Attributes

Attributes can be categorised in two ways; A.

At a concrete level: in which those attributes are tangible like the colour or the shape of B&J’s tubs. In addition the different flavours (e.g: Cookie dough or half baked cookies with actual cookie chunks) that those tubs contain.

B.

At an abstract level: In which a description is given to the product by its manufacturer, this includes the brand name of Ben & Jerry’s or the name of each flavour they offer as an example.

3. Market situation

Ice cream Sorbet Frozen yogurt Total

2009 982 6 4 992

2010 998 6 5 1,009

2011 1,044 4 6 1,054

2012 1,039 4 7 1,050

2013 1,078 5 10 1,093

Sales: (in £millions) % change 2009-13 + 9.8 - 16.7 + 150 + 10.2 Source: Mintel

6

The above table illustrates the sales value of the overall ice cream market (including ice cream, sorbet, frozen yogurt). The ice cream segment sales is steadily increasing, this is due to the ice cream consumers switching to buying premium ice cream (Mintel, 2013).

On the other hand, the frozen yogurt segment sales is also increasing, and doubled in market size between 2009 and 2013, becoming worth £10 million. That is 150% growth within 5 years.

This is due to the popularity of the frozen yogurt and the new product releases, plus the perception of “health” in consumers mind. (Retailtimes, 2013) 

Market share

(%)

Ben & Jerry’s have been the ice cream market leaders since 2009 and have been growing 58% share of market from 2009 to 2013. However, the competition is very tough as Wall’s Carte DiOr and Haagen-Daz follow Ben & Jerry’s with 13% and 11% of the market share respectively while 28% market share is owned by own-label products (e.g: Tesco’s own labelled ice cream) The above graph reveals that Yoomoo are the only representatives of the frozen yogurt segment, dominating 1% of the whole ice cream market, this suggests that frozen yogurt is mostly Yoomoo and no other brand. 

Implications

The growth of the frozen yoghurt market is an opportunity that cannot be ignored, especially as the health trend is steadily increasing. Hence, this presents itself as an opportunity for Ben & Jerry’s to invest now in the industry and catch up with the trend by introducing more than just 2

7

flavours in the UK market. Plus, the “niche” market is still not big enough, so it is advantageous to start investing in a market that is growing. 

More frozen yogurt flavours!

There is a clear problem in distribution/accessibility due to lack of awareness. Although the packaging comes in a different colour, product placement in the fridge needs to be revised because it isn’t visible enough for the consumer.

Also the naming of the frozen yogurt editions might lead to consumer confusion, as the frozen yogurt editions hold the exact ice creams name but adding, “frozen yogurt” instead of “ice cream”.

4. Main Consumers According to research from Mintel in 2013, there are two main consumer groups of ice cream.

First is the main consumers of ice cream who are aged 25-34, mostly female with medium family size consists of 4-5 members and mostly have children between 5-9 years old.

The second group are the main consumers of frozen yogurt nowadays, who are aged between 16-24 years old and have relatively higher health-conscious.

After comparing the market share between ice cream and frozen yogurt, we believe the first group would be more valuable for Ben & Jerry’s frozen yogurt to target. (Decision reasoning will be discussed in Target Group in Marketing Strategy section).

Table 1: Types of ice cream/frozen yogurt eaten/bought in the past 12 months

Any Age 16-24 25-34 35-44 45-54 55-64 65+

% 84 86 86 85 85 83

Tubs of premium ice cream % 45 55 47 41 41 33

Frozen yogurt % 24 19 15 12 13 9 Source: GMI/Mintel

8

5. Competitors Ice cream, sorbet and frozen yogurt are categorised in one market. In other words, they can be the alternative options for a consumer’s choice. Therefore, Ben & Jerry's frozen yogurt has both direct competitors (frozen yogurt segmentation) and indirect competitors (ice cream segmentation) in the UK market.

A further distinction can be made with Premium and Non Premium Ice creams. It can be said that the growth and competition of Ice Cream started with the birth of premium ice creams in the market by various brands and even own market brands such as Tesco, Sainsbury’s etc. In the past, Ice Cream was mostly cold creamy sugar balls meant for children but this development has increased the demand amongst an older audience and target market.

Consequently worth mentioning is the fact that the sale of each of these products supplements the sale of others. The increase in sale of frozen yoghurt consequently increases the sale in ice cream therefore it is advantageous for a company to have both ice cream and frozen yoghurt available to consumers.

The Direct Competitors in the frozen yoghurt segment include frozen yoghurt sold in bars and others sold in convenient tubs.

Table 2: Direct competitors of Ben & Jerry’s frozen yogurt in the UK

Frozen Yogurt

Packages

Price

No. of Flavours

Yoomoo

Bars & Tubs

0.59/100ml

10

Yog

Bars & Tubs

0.80/100ml

8

YeoValley

Tubs

0.39/100ml

3

Own Brands

Tubs

0.44-0.59/100ml

3-4

Availability Supermarkets Yoomoo stores Supermarkets Yog stores Supermarkets Street shops Supermarkets

9

Table 3: Indirect competitors of Ben & Jerry’s frozen yogurt in the UK

Ice Cream

Packages

Price

No. of Flavours

Haagen - Dazs

Tubs

1.10/100ml

17

Walls

Stick, Tubs, Cones

0.09-0.56/100ml

10 sub-brands with various flavours

Supermarkets, Convenient shops

Own Brands

Tubs, Sticks, Cones

0.09-0.66/100ml

Around 10

Supermarkets



Availability Supermarkets Haagen-Dazs specialist shop Convenient shops Cinemas

Positioning Map

In order to show positions of ice cream and frozen yogurt brands, this positioning map has been set by two main criteria - Price and Age of Target Group. In the ice cream sector, the main competitors of Ben & Jerry’s such as Haagen-Dazs and Magnum target a relatively similar market. However, the frozen yogurt brands such as Yoomoo, Yog, YeoValley and Wall’s occupy different target markets.

As the frozen yogurt is the extended product from Ben & Jerry’s, we suggest to keep the same brand position already built so that consumers would not be confused by the different brand strategies and also Ben & Jerry’s will be distinctive in frozen yogurt market.

10

6. PEST Analysis

Social

Factor Description The UK has witnessed growth in the number of families through the past years. Starting with 16.5 million families in 1996 to 17.1 million families in 2006, and 18.2 million families in 2013. This demonstrates the rapid growth in family numbers in the past few years.

However the average number of children per family remains 2.

Celebrities have a direct and an indirect on people everywhere. People tend to consume the foods that they see celebrities consuming. It has been suggested that celebrities has been seen consuming more frozen yogurt than ever, in the recent years.

Impact The growth in family means a larger opportunity in the market consequently a potential increase in sales.

This trend would increase sales of frozen yogurt in general, and possibly Ben & Jerry’s frozen yogurt

Environmental

Economic

This trend would increase sales of frozen yogurt in Ice cream consumers are developing a favour towards general, and possibly Ben & frozen yogurt, as it is a healthier and a lighter treat.

Jerry’s frozen yogurt Ben and Jerry’s is a brand People are becoming greener and developing better that is environmentally attitudes towards the environment. friendly and people could associate with it The UK economy is recovering; therefore, there is Ben and Jerry's ice cream is evidence of the people having better attitudes towards considered one of the spending a bit more money for a treat (premium ice expensive treats. Therefore cream). people are having better attitudes towards buying its products.

Although the UK weather is getting wetter every year, This environmental trend the weather is also getting warmer each year. This trend should increase the sales works for the ice cream market, as it is a seasonal for Ben & jerry’s products product, consumed mostly during hot weathers. throughout the year.

11

7. SWOT Analysis

Opportunities

Strengths

Weaknesses

•

Ice cream market leader.

•

High calorie and fat products

•

The brand is owned by Unilever

•

Limited frozen yogurt products.

•

Diversity and innovative flavours and textures.

•

Expanding their frozen yogurt range in an innovative way would help gain shares in the frozen yogurt market.

•

The frozen yogurt market is growing rapidly.

•

Increased sales in the premium ice cream brands.

•

The UK’s weather is getting warmer.

Selling premium ice cream would help maintain their position as market leaders.

•

The UK’s weather is going to help increase sales.

•

Being market leaders and having innovative products would help maintain their position.

•

Threats •

Decrease in the overall ice cream sales (volume).

•

Continued trend in more health consciousness

•

Expanding the frozen yogurt based product range and utilize the opportunity in selling premium frozen yogurt

•

Customers will look for lighter substitutes such as frozen yogurt and Ben & Jerry’s still limited to 2 flavours, which will lead consumers to buy the competitors frozen yogurt products.

12

Marketing Strategy 1. Marketing Objectives A.

B.

To increase the market share of Ben & Jerry's frozen yogurt by 10% in frozen yogurt market by March 2015 in the UK. (10% in frozen yogurt market= £1m = 222,000 tubs to sale) To Increase sales by £1 million of Ben & Jerry's frozen yogurt by March 2015 in the UK market.

2. Target Group In Consumer Graph section, we mentioned that there are two main consumer segments whether they are the ice cream main consumers or the frozen yogurt main consumers.

There are three reasons why Ben & Jerry’s should target the first group.

First of all, main consumers of the entire ice cream sector are the people aged 25-34 (Table 1.1).

As the ice cream market is getting stable and frozen yogurt’s market is boosting, the opportunity for Ben & Jerry’s is greater to make use of this since the population of the former is greater than the latter.

Secondly, the main consumers of frozen yogurt are younger probably because the competitors, such as Yoomoo, are targeting this group (refer to competitors). However, the rest consumers outside the 1% frozen yogurt market could be the potential target audience for Ben & Jerry’s frozen yogurt.

Lastly, to treat the frozen yogurt as a product extension of Ben & Jerry’s, we have to look at the target audience we already have. As its successful ice cream has luxury image and a approachable brand personality, Ben & Jerry’s frozen yogurt should focus on those loyal consumers who are in middle age and most of them have a family with little kids and keep the same brand personality and image. 

Description of Target Audience

The target audience of Ben & Jerry’s frozen yogurt are the young mothers. Those young mothers are 25-34 years old, have middle family size and often have children around 5-9 years old. They are usually the gatekeepers who make the decision in supermarket.

13

Therefore, they are highly conscious of healthy food and their financial situation allows them to choose more expensive products for health. The connection is, that the Ben & Jerry’s products are not cheap and their “lighter” editions are no exception On the other hand, those young mothers have to buy food for their family so that they mostly buy various products and flavours in order to satisfy different members in family.

Table 4: Target Audience of Ben & Jerry’s frozen yogurt

Age

25-34

Social Class

ABC1

Gender

Female

Family size

4-5

Children

5-9 years old

Behaviour

Acting as gatekeepers who buy various types and flavour of ice cream for their family members.

Looking for the lighter option.

3. New USP 

The Lighter Ben & Jerry’s

With the introduction of competing products in the Ice cream market, like the frozen yogurt.

B&J’s won’t stand still waiting for the market to be taken by this new category, but taking this as an opportunity and maintain this sector. The brand introduced a number of flavours for the frozen yogurt category in the UK (Products to be added) (Lulu can support) While creating a USP, two key concepts have been kept in mind; First, the “Lightness” factor as far as it is concerned , yogurt is known to be lighter & with less calories than ordinary ice cream, hence leading to conveying an image of “ lighter choice” yet not boring & still enjoyable taste to the consumer.

Second, knowing the fact that Ben & jerry's care about the environment and their commercials and packaging build the image of fun, friendliness and nature. This theme will remain as is to maintain the perception towards the brand.

14

With these two concepts we figured out to maintain the “Friendliness, fun and nature” together and add the “Light” and concepts that together will produce its own original or distinctive position into consumer’s mind. As well as “differentiating” the brand in comparison to competitors rivalling in the frozen yogurt market, like Yoomoo as an example.

15

Creative Brief Pitch Brand/Product

Ben & Jerry’s frozen yogurt

Brand Essence

Approachable, Innocent, Joyful, and Green

Target

25-34 year olds, female, ABC1 class, with children

USP

The Lighter Ben & Jerry’s

What do we want the advertising to achieve?

Marketing objectives: 1. To Increase the market share of Ben & Jerry’s Frozen Yogurt by 10% in frozen yogurt market in the UK. 2. To Increase sales by £1 million of Ben & Jerry’s frozen yogurt

by May 2015 in the UK market.

Advertising objectives: 1. To build awareness of Ben & Jerry's frozen yogurt, through TV, Radio, Press and internet advertisements by May 2015.

2. To create a desire to purchase Ben & Jerry’s frozen yogurt by women’s aged between 25-34 with children in the UK by May 2015.

How do we want the target to feel about the brand after the advertising?

- Laughter (emotional) - Excitement (emotional) - Fun - Availability of lighter options - Reassurance of the brand values

Message Points/ Reasons Why

How can the brand support this feeling?

By reinforcing the lighter factor and associating it with fun and laughter.

By reinforcing that lighter can also be fun and not boring.

Why? Because it encourages people to have a Ben & Jerry’s frozen yogurt, where it is lighter, enjoyable and fun. & change the perception of the targeted consumer that lighter is also full of flavour.

Mandatory

Logo, Cows, B&J’s frozen yogurt image

Media Outline

   

Timing

April 2014 to March 2015

Budget

£ 1 million

TV Radio Press Internet

16

Media Plan There are two advertising objectives: building awareness of Ben & Jerry’s frozen yogurt and encouraging target audience try it. After the marketing analysis, Ben & Jerry’s frozen yogurt find the best target group who are aged 25-34, female, class ABC1 and with children. Following media plan has been set to reach our target audience and achieve our advertising objectives.

Ben & Jerry’s will spend £1 million on media budget.

According to the Adults media use and attitudes report from Ofcom (2013), our target audience uses the following media most: Television, Mobile phone, Internet, Radio and Press (Newspapers and Magazines). On the other hand, the research from Marketing Charts shows Television and Radio have the highest ROI in the UK market, followed by Press and Online media. As a result, we choose Television and Radio as the primary advertising media, and also spend on Press and Internet as supports.

Furthermore, the evidence shows pulsing placement is the most effective role for advertising so that pulsing adstock model has been applied to whole media arrangement. (Appendix 1).

Table 5: Regular media activities, by age and socio-economic group: 2012

Source: Adults media use and attitudes report, Ofcom, 2013

17

1. Media Plan Table Media Television Channel 5 Channel 4/S4C Radio Classic FM Capital London Heart London Kiss 100 FM Magic 105.4 (London) Newspaper Metro Sun Mail On Sunday Sunday Mirror/ Sunday Mail Sunday Times

Time Week 1 Mon-Sun 0600-0930 Mon-Sun 0600-0930

5

Advertising Making

1

May 2 3

4

1

Jun 2 3

21

21

21

21

21

21

21

21

21

21

21

21

4

1

Jul 2 3 4

5

1

Aug 2 3

Global Radio

21

21

21

21

21

21

Global Radio

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

21

Global Radio BAUER

Advertising Making

BAUER

4

Daily-Weekdays Only

5

5

5

5

5

5

5

Daily-Weekdays Only

5

5

5

5

5

5

5

Weekly-Sunday Weekly-Sunday

Advertising Making

Weekly-Sunday

Magazines Monthly Asda Magazine Sainsbury's Magazine Monthly Internet Google SEO Owned Social Media Facebook / Twitter

Apr 2 3 4

Advertising Making

Advertising Making

Seasonal Budget Amount Spend Television 126 x £ 2000 £ 252,000 126 x £ 2000 £ 252,000 252 £ 504,000 Radio 126 x £ 500 £ 63,000 126 x £ 500 £ 63,000 126 x £ 500 £ 63,000 126 x £ 500 £ 63,000 126 x £ 500 £ 63,000 630 £ 315,000 Newspaper 35 x £ 126.8 £ 4,438 35 x £ 240.0 £ 8,400 13 x £ 233.0 £ 3,029

52.0%

32.5%

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

13 x £ 302.5

£ 3,933

1

1

1

1

1

1

1

1

1

1

1

1

1

13 x £ 220.0 109 Magazine 3 x £ 28,448 3 x £ 13,835 6 Internet 3 x £ 99

£ 2,860 £ 22,660

2.3%

£ 85,344 £ 41,505 £ 126,849

13.1%

1

1

1

1

1

1

1

Total

1

1

£ 297 £ £ 297

0.1%

£ 968,806

100%

Source: BRAD, MediaTel, Outdoor Advertising UK Ltd, CBS Outdoor * The media channel choices are based on the media usage of target audience, refer to Appendix 1 – 4.

Evaluation Plan The evaluation of media will be a pre-test & post-test evaluation in the following forms:

1. Pre-test: 

The Approach of the evaluation:

Based on the type of the advertisement, the evaluation focus will be on the TV commercial & the test will be on evaluating a storyboard, as the stimulus that will be accompanied with music and narratives.

The evaluation needs to meet the objectives of Ben & Jerry’s case, and mainly to raise awareness on the frozen yogurt as a line extension. 

The stimulus to be assessed:

The test will be on evaluating a storyboard as the stimulus that will be accompanied with music and narratives. The main reason behind this approach is to evaluate the whole concept of the commercial content to help in fine-tuning the quality of the commercial. 

Research Methodology:

The methodology will be carried out using focus groups to get their perception & reaction towards the advertisement and get a more accurate feedback from respondents. Another reason supporting this qualitative approach in the research, because of the amount of emotions of the advertisement will carry. It is the perfect fit between the focus group (To express their response and behavior towards the advertisement) and the emotional element in the advertisement.

2. Post-testing In addition to pre-testing, also post-testing will be applied: 

Starch readership service

In order to measure the effectiveness of our Magazines & Newspaper ads, the ‘Starch readership’ techniques will take place. As one of our objectives is to build awareness, this

19

technique helps in measuring the message recall out of the advertisement placed on publications.

3. ROI 

PITA / Spend = ROI  Population: 673,920 (female, 25-34, ABC1, with family)  Incidence: 4%  Time: 10 times (from March 2014 to February 2015)  Amount: £ 4.49



Return: £ 1,210,360.32



Budget: £ 1,000,000.00



Expected ROI: 1.21

The low return on investment is expected because Ben & Jerry's would be considered a new entrant into this market and with only limited flavours available hence influencing the frequency of times purchased. With the fierce competition it is highly unlikely that purchases would be made too frequently.

However as Ben & Jerry’s invests in the availability of more frozen yoghurt flavours, the frequency in purchase is most likely to increase and the ROI is expected to increase with time. 

Conclusions

To conclude, it is safe to say that with the appropriate investments and memorable creative, the objectives in this report are well achievable and beneficial for Ben & Jerry’s towards maintaining a lead in the market.

20

Reference "Ben & Jerry's." Unilever Global Company Website. N.p., n.d. Web. 13 Mar. 2014. <http://www.unilever.com/brands-in-action/detail/ben-and-jerrys/291995/>.

"Frozen Yogurt Sales Outstrip Ice Cream Growth, New Mintel Desserts Research Reveals." Retail News by Retail Times. N.p., n.d. Web. 13 Mar. 2014. <http://www.retailtimes.co.uk/frozen-yogurt-sales-outstripice-cream-growth-new-mintel-desserts-research-reveals/>.

Ben & Jerry's. 2014. Our Packaging | Ben & Jerry's. [online] Available at: http://www.benjerry.co.uk/ourvalues/environmental/our-packaging [Accessed: 24 Feb 2014].

Ben & Jerry's. 2014. Our Packaging | Ben & Jerry's. [online] Available at: http://www.benjerry.co.uk/ourvalues/environmental/our-packaging [Accessed: 24 Feb 2014]. http://www.unileverusa.com/brands-in-action/detail/Ben---Jerry-s/295851/ Emma Clifford. (2013). Ice Cream - UK - June 2013. Available: http://academic.mintel.com/display/638099/. Last accessed 27th Feb 2014.

Emma Clifford. (2013). Ice Cream - UK - June 2013. Available: http://academic.mintel.com/display/638099/. Last accessed 27th Feb 2014.

Mintel, 2013, 'Ice Cream - UK - June 2013', Mintel, viewed 4th March, 2014, Ons.gov.uk. 2014. UK Population Pyramid [Adobe Flash] - ONS. [online] Available at: http://www.ons.gov.uk/ons/interactive/uk-population-pyramid---dvc1/index.html [Accessed: 24 Mar 2014].

The connection is clear between awareness as an objective and starch readership approach, as if respondents were able to recall the advertisements it will indicate that the advertisement was placed i http://academic.mintel.com/display/669844/ http://academic.mintel.com/display/669844/ http://academic.mintel.com/display/669853/ http://academic.mintel.com/display/690395/?highlight#hit1 http://academic.mintel.com/display/690399/?highlight#hit1 http://adage.com/article/adage-encyclopedia/testing-methods/98903/ http://www.benjerry.co.uk/our-values 21

http://www.benjerry.co.uk/our-values http://www.brandchannel.com/education_glossary.asp http://www.brandchannel.com/education_glossary.asp http://www.ehow.co.uk/about_6675427_do-celebrities-influence-people_.html http://www.foxnews.com/health/2013/05/01/celebrities-impact-on-our-health/ http://www.dailymail.co.uk/femail/article-2205755/Is-frozen-yogurt-healthy-treat-junk-fooddisguise.html http://www.metoffice.gov.uk/weather/uk/radar/ http://www.nytimes.com/2000/04/13/business/ben-jerry-s-to-unilever-with-attitude.html http://www.ons.gov.uk/ons/dcp171778_332633.pdf http://www.ons.gov.uk/ons/rel/family-demography/families-and-households/2013/index.html http://www.pageout.net/user/www/j/d/jd1050/Principles%20of%20Measuring%20Advertising%20Effec tiveness.pdf http://www.telegraph.co.uk/education/9937464/Young-primary-school-pupils-will-no-longer-learnabout-caring-for-environment.html https://www.mrs.org.uk/pdf/Social%20Grade%20Allocation%20for%202011%20Census.pdf

22

Appendix Appendix 1: Television Usage, by age and socio-economic group Month

Station

Day

Time

25-34

AB

C1

Feb-14

Channel 5

Mon-Fri

0600-0930

33%

21%

25%

Feb-14

Channel 4/S4C

Mon-Fri

0600-0930

33%

14%

27%

Feb-14

Channel 5

Sat-Sun

0600-0930

28%

20%

26%

Feb-14

Channel 4/S4C

Sat-Sun

0930-1230

19%

22%

31%

Feb-14

Channel 4/S4C

Sat-Sun

2000-2300

14%

29%

28%

Feb-14

Channel 4/S4C

Mon-Fri

2000-2300

18%

23%

29%

Feb-14

Channel 4/S4C

Sat-Sun

0600-0930

23%

18%

26%

Feb-14

Channel 4/S4C

Mon-Fri

0930-1230

20%

16%

28%

Feb-14

Channel 4/S4C

Sat-Sun

2300-0600

16%

19%

29%

Feb-14

Channel 4/S4C

Mon-Fri

1730-2000

22%

16%

25%

Source: BARB/ MediaTel Total TV Profiles from April 98.

Profiles for some stations may not sum correctly due to rounding differences.

Appendix 2: Radio Reach of age 25-34, female

11 6 18 16 15 13

Average Hours Per Head 0.7 0.4 0.9 0.8 0.8 0.6

Average Hours Per Listener 6.5 6.3 4.7 5.1 5.6 4.9

Listening Share In TSA % 3.5 2 5 4.6 4.8 3.7

1,310

2

0.2

7.4

0.9

1,183 1,062 1,021

2 23 2

0.1 1.7 0.1

4.9 7.1 4.2

0.6 8.5 0.4

Station / Group

Population

Reach (000s)

Reach Percent

Classic FM talkSPORT Capital London Kiss 100 FM Magic 105.4 (London) Heart London Absolute Radio National Absolute 80s Capital Yorkshire Kerrang!

Source: RAJAR/MediaTel

53,205,000 53,205,000 11,702,000 11,702,000 11,702,000 11,702,000

5,634 3,212 2,156 1,825 1,756 1,557

53,205,000 53,205,000 4,531,000 53,205,000

23

Appendix 3: Newspaper Reach of age 25-34, female, ABC1 Title Name

All Adults

Selected Audience

Coverage

Audience Profile

Metro (Group) Sun

3242000 5841000

222000 144000

0.101741522 0.0659945

0.068476249 0.024653313

Mail On Sunday Sunday Mirror/Sunday Mail

4434000 3364000

131000 129000

0.060036664 0.059120073

0.029544429 0.038347206

Sunday Times Mail On Sunday >> You Magazine Sunday Mirror

2415000

122000

0.055912007

0.050517598

3276000

112000

0.051329056

0.034188034

2566000

111000

0.050870761

0.043257989

Daily Mail London Evening Standard Source: MediaTel

4215000 1510000

108000 107000

0.049495875 0.04903758

0.025622776 0.070860927

Appendix 4: Magazine Reach of age 25-34, female, ABC1 Title Name

All Adults Selected Audience

Coverage

Audience Profile

Asda Magazine Boots Magazine - Health & Beauty Sainsbury's Magazine Tesco Magazine ( Food, Family and Living) Glamour M&S Magazine Cosmopolitan OK Closer Waitrose Kitchen Good Food

5573000

385000

0.17644363

0.069083079

2810000

323000

0.148029331

0.114946619

3205000

265000

0.121448213

0.082683307

4870000

262000

0.120073327

0.053798768

1163000 3352000 1367000 1692000 1184000 1780000 1359000

214000 207000 195000 186000 142000 134000 124000

0.09807516 0.094867094 0.089367553 0.085242896 0.06507791 0.061411549 0.056828598

0.184006879 0.061754177 0.142648135 0.109929078 0.119932432 0.075280899 0.091243561

Vogue Take A Break Marie Claire National Trust Magazine Hello!

Elle Source: MediaTel

1318000 2402000 789000 3558000 1214000 876000

122000 119000 114000 113000 105000 101000

0.055912007 0.054537122 0.052245646 0.051787351 0.04812099 0.046287809

0.092564492 0.049542048 0.144486692 0.031759415 0.086490939 0.115296804

24

25

Agency: The Cherry on top

26