Concepting Plus by Sven van Berlo

R E W O FL

MES

Fontys ACI, Tilburg / CO-IE

19 januari 2015

Sven van Berlo, 2182424 Students: s Plu ng pti nce 2184214 Co Loren Grim, Advanced Course: 37 DV XA 85048 59 21 22 k, Dij Lucia van Toetscode: ns He k 85687 21 Dir , 癟覺n Yal Ruymesa Docent:

s t n e t n o C f o Table HELLO ! 03 THEORIES USED FOR FLOWER UP 04 FLOWER UP MODEL 06 phase 1: soil 08 phase 2: planting 09 phase 3: germinate 10 phase 4: growth 11 phase 5: the bud 12 phase 6: bloom 13 phase 7: flower bouquet 14 BEN AND JERRY’’S 15 APPLYING MODEL TO BEN AND JERRY’S 17 PAINPOINTS 28 CONCLUSION 29 IMPLEMENTATION: loren grim 30 IMPLEMENTATION: sven van berlo 37 IMPLEMENTATION: lucia van dijk 41 IMPLEMENTATION: rumeysa yalcin 44 BIBLIOGRAPHY 48

Hello ! Hi! We are Sven van Berlo, Rumeysa Yalcin, Lucia van Dijk and Loren Grim. Four passionate students on a mission. A mission to discover a new theoretical framework to analyse companies. The model we developed will be used to analyse and strengthen an international concept in order to give recommendations for implementation. After analysing existing models we found some interesting components we could use. The model we made is called: FlowerUP. We have applied our model on the company Ben & Jerryâ&#x20AC;&#x2122;s. After implementing the model to Ben & Jerryâ&#x20AC;&#x2122;s we discovered four pain points and we gave them an advice how to make it better.

r o f d e s u s ie Theor Flower Up The Golden Circle, Lovemarks and Experience Mapping had some interesting features, which we used for the model. During discussing these theories we noticed that the experience of the customers is very important nowadays, but it is also important to get engaged with your customers. Besides that storytelling is a huge trend at the moment. We found out it is also important to look from the perspective of the customer and how they experience the brand. By knowing this it is possible to discover the pros and cons to improve a company. The Golden Circle In this theory there is a focus on the WHY, HOW and What of the company.

WHY HOW WHAT

In our model we start with the WHY from this theory. It is important to know who you are as an organization, where you stand for, what your goal is. Your reason of existence but also what the vision of your company is. The product/service you sell should contain a vision/message to the world if you want to be a success in a world full of competition.

Lovemarks Besides the Golden Circle we also used some elements of the lovemark theory. With Lovemarks you want to arouse the â&#x20AC;&#x2DC;Loyalty Beyond Reasonâ&#x20AC;&#x2122;. People who like your brand are going to tell their experiences to others. It is possible to tell stories, but you also need to be in contact with your costumers if you want to know why they love your brand. A few aspects of Lovemarks are used in our model. These are: Mystery: you think about your story (past, happen, future, icons, dreams and inspiration) Sensuality: it is important to look at the five senses of the customer Intimacy: you look at the involvement, passion and empathy. Experience Mapping This theory is about customers who only choose products and services based on the quality of the experience that they get from using it. Experience Mapping is a strategic process to capture every interaction moment the customer has with the organisation. When you capture all these interaction moments you create knowledge and insight about your customers and their experience with your product/service. The customer journey map helps to keep a flowing experience with your customers and makes it possible to plan out your story through different channels.

FLOWER UP Model This model helps you tell your story experience across all the touch points with your target group. Eventually it strives to get a high level of participation and interaction to make sure your target group becomes your brandâ&#x20AC;&#x2122;s loyal fans. On the next page you will find the final visualization of the FlowerUP model. By using this model you will let your products grow, make them strong and more innovative because of the story behind it. The model is shown as a plant, a plant only grows if it has good seeds. Fictitious seen, the seeds of a plant are your customers, every organisation needs customers. They enhance the core of your business. So with this model it is possible to get engaged with your customers. By using this model you will get to know your customer better. From the feelings and experiences of the customers you can find out what your company actually misses and on which elements you can improve to make your products better. This model could be very important for already existing companies as well as new upcoming companies. There is one rule, you need to follow up all the different phases from one to seven, there is no way back, let your plant grow and your organization will be stronger and more valuable.

PLANTING

GERMINATE

VISION

FIRST CONTACT

CONSISTENTCY

Why did you start your company in the first place? What drives you?

What is the first contact with your customer?

SOIL

VALUES Which values do you have as a company?

MISSION What do you want to reach? What is your message?

These are the first steps in having a relation with your brand.

THE BUD

BLOOM

EXPERIENCE

TOUCHPOINTS

INTERACTION

AMBASSADOR

Here you analyze if your vision, values and mission are consistent and here is where customers decide to grow with your company or to let it die.

Look at the total experience of the customer with your brand. Look at the following areas:

Does the story of your organisation fit with your customer in the current situation?

Look at the interaction level you have with your customer.

PERSONAS

INTIMACY

Now they become ambassadors. Your customers will spread the message and give on the beautiful bouquet. This is a fresh start to expand your company somewhere else.

Look at your customers and make a persona of them.

SENSUALITY

GROWTH

MYSTERY

PARTICIPATION Now your customer isnâ&#x20AC;&#x2122;t only a customer anymore they will be fans. They will participate and interact with the brand.

BOUQUET

FAN

Fase 1: Soil Check your ground. Make sure your ground has enough nutrients for a good basis. First you think about your vision. Why did you start your company in the first place? This is not about making profit, but rather about what your company believes in. What drives you? What is your message to the world? After that you look at the values of your company, now it is possible to look at your existing mission or develop a new mission.

Phase 2: Planting This is the first contact you have with your customer. They first see your vision, which is incorporated in for example a banner, website or in a shop. This phase is about how you get in touch with your customers. Some customers will stick to your brand. They will nest in your earth and will set the first steps in having a relation with your brand.

Phase 3: Germinate In this phase you analyse if your vision, values and mission are consistent. In this phase customers make their decision if they will grow with your company or let your product/service die. These seeds (customers that grow with the company) will grow steady in your earth. Then you will look at the customers via a persona. Here you will write down who they are and what they are doing in their daily life, but also what their dreams and who their heroes are.

Phase 4: Growth Now you look at the total experience of the customer with your brand. This will decide if your brand will become a shining flower. To become a shining flower you have to delve into three areas, mystery, intimacy and sensuality.

Phase 5: The Bud Do your the current touch points suit the wished emotions and experience of the customer? When your current touch points do not suit the wished emotions and experience of your customer you need to alter your touch points. Does the story of the organisation fit with the customer in the current situation? If not, alter it until it becomes a true memorable experience. You also look at the participation level of the organization. How does the organization participate with their customers or does the organisation create a relation with the customer?

Phase 6: Bloom Now your customer is not only a customer anymore, they are fans. The customer will participate and interact with the brand. However you as organisation will have to make sure you provide them the tools on how to do so. They will make your organisation bloom and they will love and buy your brand like loyal fans.

Phase 7: t e u q u o B r Flowe Because of the fact that customers are able to participate they will feel bounded with the brand and will feel the need to share it with others. Now they become ambassadors. They will spread the message and give on the beautiful bouquet. This is a fresh start to expand your company somewhere else.

The American childhood friends Ben Cohen and Jerry Greenfield met each other on high school. They shared a love of good food. In 1978 they came up with the idea to start their own company. They opened a homemade ice cream parlor in an abandoned gas station in Burlington, Vermont. From that humble beginning, Ben & Jerry’s homemade has grown into a held company that is nationally recognized as one of the most innovative, progressive and socially responsible business in the world. Since 1996 is the ice cream of Ben & Jerry’s also available in the Netherlands. The owner of the company is the Dutch multinational Unilever. Ben & Jerry’s is a delicious super premium ice cream with 100% natural ingredients besides this brand cares and has attention to the environment and society. Vision Making the best possible ice cream, in the nicest possible way. Mission Ben & Jerry’s operates on a three-part mission that aims to create linked prosperity for everyone that’s connected to our business: suppliers, employees, farmers, franchisees, customers, and neighbours alike.

- Product mission: rives us to make fantastic ice cream – for its own sake. To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. - Economic Mission: asks us to manage our Company for sustainable financial growth. To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. - Social Mission: compels us to use our Company in innovative ways to make the world a better place. To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally. The social mission of Ben & Jerry’s focuses on social inclusion, climate change and youngsters in the Netherlands and children of war in Sierra Leone (Ben & Jerry’s, 2014).

Fairtrade One of the most important values of Ben & Jerry’s is that they want to make the best ice cream, and the aim of this company is to do this in the best possible way. In 2006 they brought world’s first Fairtrade ice cream on the market. The ice tastes ‘fairrukkelijk’ and it makes a difference in the life of farmers who produce the vanilla, cacao, bananas nuts and sugar in Africa, India and Paraguay. Due to the extra costs for the ingredients that the company pays farmers could make important steps and provide in de basic needs for their family and their community, healthcare and education. The company worked hard to give each flavor a guaranteed Fairtrade status. Since 2011 all the ingredients of the ice cream are fair-trade purchased in Europe. (unilever, 2014) Tone of voice Ben & Jerry’s approaches the target audience in a simple, direct and friendly manner. They communicate very transparent. The communication is often combined with an exciting, triggering part to ensure the audience takes action. Especially when the company launches a new product, the want to make the audience curious. Products Ben & Jerry’s produce ice creams in a pint in different sizes. Pints with 150 ml ice cream and pints with 500 ml ice cream. As discussed earlier, all the ingredients of the ice cream are fair trade and the packaging is environmental friendly. Besides the normal ice cream s with the different flavors they also have some healthier kind of ice cream ‘the Greek frozen yoghurts’. (Ben & Jerry’s, 2014)

Some poplar ice creams are: Cookie Dough: vanilla ice cream with pieces of chocolate chip cookie dough. Chunky Monkey: banana Ice cream with delicious walnuts and chocolate bananas. Half baked: chocolate and vanilla ice cream filled with delicious pieces brownies and cookie dough. Strawberry cheesecake: strawberry Cheesecake ice cream filled with pieces of strawberry and oatmeal cookies. Corporate Social Responsibility Because of the fact that CSR is still rising in today’s society it is convenient for an organization to continue using this trend. Ben & Jerry’s is always looking for ways to reduce their impact on the environment. The pints of the ice cream (the cartons) have a certificate from the Forest Stewardship Council (FSC). Besides that they follow the developments in the field of industrial packaging closely, in particular those of food-safe coating of renewable materials, an important step towards the development of packaging biodegradable and fully compostable. Visual corporate identity. Target group When we look at the values of Ben & Jerry’s we can conclude that their target group is health conscious consumers. Their target group want to pamper themselves, have a sweet tooth, have a sense of humour, are concerned about their well-being, are attracted to healthy products, have busy lifestyle and care for the environment. The main target group of Ben & Jerry’s is between the 18-35 years old (68%). Their target group consists of woman (60%). Their products are healthy, funny and innovative. (Kottary, 2013)

o t l e d o m g Applyin 1. SOIL

Vision Making the best possible ice cream, in the nicest possible way. Mission Ben & Jerry’s operates on a three-part mission that aims to create linked prosperity for everyone that’s connected to our business: suppliers, employees, farmers, franchisees, customers, and neighbours alike. Product mission: rives us to make fantastic ice cream – for its own sake. ‘’ To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the environment.‘’

When we look at the ingredients of Ben & Jerry’s ice cream we can conclude that half of the pints are made by milk and cream. The brand is working hard for the well being of chicken and cows, because they are getting milk from the cows and get eggs from the chicken to formulate the ultimate taste of the ice cream. Ben & Jerry’s won the Good Egg Award of Paris for all the well-being steps by formulating their receipts and efforts at animal welfare (Oktober, 2011, Unilever – Ben & Jerry’s wint good egg award). On the website of Ben & Jerry’s you can see the ingredients and conscious choices about the packaging and eggs they have used. Not only the ingredients of the ice cream are natural, but also the package of the ice cream is nature friendly. Ben & Jerry’s is carrying for a better world with care for all aspects they are using. When you are looking at the beaker of the ice cream you will see a green, blue and white package. Which will bring you to a world of the farmer. The package of the ice cream gives you an experience of the natural farmer life. They are conscious about the colours and the figures on the beaker that they have used. The tastes and figures on the beaker give the consumer a feeling of the ice cream ’s origin. Some figures are banana, strawberry, chocolate peace signs, caramel and cookies. You only have to look at the package and you will know what is in the beaker. The colours have psychological meanings and create a total experience for the consumer. (J9 design, Kies de juiste kleuren voor je Logo, 2014) The analysis of the colours that

The ingredients of the ice cream are 100% natural. The ingredients are selected with much attention for the environment and society.

Jerry’s conscious has used are: Blue: actionable, business, honestly, professional White: purity, simplicity, starry-eyed, pure Green: life, freshness, durability, nature, growth Brown: stalwart, nature, rural, outdoor Red: energy, passion, warmth The colours of the logo are: Yellow: happiness, friendly, warmth, sunny Black: power, row, sophistication White: purity, simplicity, starry-eyed, pure Economic mission: asks us to manage our company for sustainable financial growth ‘’ To operate the company on sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. ‘’ Against 2020 will Unilever get all their agricultural commodities and dairy produced from renewable sources. They will work with Friesland Campina. They will take the following steps: the use of half of the materials will come from the agriculture and forestry. The power of sustainability is very big for Ben & Jerry’s. The organization is working with sustainability and is trying to buy all ingredients in this way namely the dairy products. Sustainability, but also energy-use, recycling, limiting co2 footprint and animal welfare are the most important aspects by producing ice cream. The organization is also working with animal welfare organizations like CIWF (Compassion in World Farming) and WSPA (World Society for the Protection of Animals).

The main of this collaboration is to welfare the milk-cows in whole Europe. To get attention for this campaign the European commission organised a start with a symbolic cow dancing in Brussels. The symbolic dance is also used in other places in Europe. The message is: Happy cows are producing delicious ice cream (Supporting better diary, july,2012). Another example of ben & Jerry’s is an artwork with within the names of their supporters, which are more than 293.000. The goal is to introduce minimum standards for the protection of the welfare of 23 million cows in Europe (Ben & Jerry’s wint good dairy award, July, 2011). Social mission: compels us to use our company in innovative ways to make the world a better place. ’ To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally. The social mission of Ben & Jerry’s focuses on social inclusion, climate change and youngsters in the Netherlands and children of war in Sierra Leone (Ben & Jerry’s, 2014). ‘’ When you look at some articles you can conclude that Ben & Jerry’s is going to work 100% Fairtrade from 2013. All tastes of the organization will include ingredients, which are bought from fair money. It means that all ingredients are paid by their values. In Europe all products have a Max-Havelaar label since the end of 2011 and in 2006 Ben & Jerry’s was the first ice cream mark that had Fairtrade certificated ingredients, but nowadays the whole assortment has a label and certificate. The fair money that they pay for their ingredients, they pay to farmers in developing countries, which are then able to provide their family and environment of the basic needs of healthcare, housing and education. (Ben & Jerry’s gaat 100% Fairtrade, 2014)

2. PLANTING YOUR SEEDS

Communication Telling some stories! Ben & Jerry’s started with telling stories from the moment that they started the company. ‘’They want to show all the fans that they love them more than they love us. It provides much and positive conversations between fans, but also between people who do not like us is a must”, says the brand manager. Ben & Jerry’s communicate in an open, loving, honest, creative way. Nowadays, the brand Ben & Jerry’s makes extensive use of online media. According to them, this is the main way to get your brand in the spotlight. The focus has to be personal and the customer has to be the most valuable. Via online media it is possible to tell a worth of mouth story to your friends. The online communication platforms are seen as a separate communication channels where no advertising or actions are implemented. On these platforms the company efforts to some interaction. (O. de Leeuw, 2013). Ben & Jerry’s uses a lot of ‘like and share’ promotions to trigger their target audiences on social media. Besides that they ask their followers for their opinion and they publish new items more often. On events/festivals the organisation is present, as well as the target audience. So they can communicate with them in a direct manner.

For example Solar festival. Every year there is a funny portrait of a cow or something else related to Ben & Jerry on the festival. You can make a picture with the portrait and upload this to one of your social media profiles. Next to the portrait there is a point of sale. The first time you will be in contact with Ben & Jerry’s will probably be in the shop. In every communication mean you see that Ben & Jerry’s cares about the environment. However in a certain market they don’t present Ben & Jerry’s in their ‘’experience style’’ and that’s in supermarkets. The package immediately sets the tone, because they have a strong visible character. Their ice cream package is very cheerful, happy and shows their environmental involvement. However the in-shop experience isn’t the visual Ben & Jerry’s style you would like to see. It’s not environmental friendly and it doesn’t give any experience. They are very good in communicating in a certain style on other channels. - Facebook - Twitter - Their website - Scoop shops - At festivals - Advertisements - Campaigns

The offline communication tools are barely used. When the organisation develops a new flavor there are some advertisements in big cities, in grocery stores and commercials on television (O. de leeuw, 2013). Besides that on regular festivals Ben & Jerry’s has their own stand for promotion.

Examples of their posts on social media:

Ben & Jerry’s\ Facebookpost Greekin’ good voor op de bank: Greek Style Frozen Yoghurt Strawberry Shortcake! Tag een vriend(in) met wie jij snel wilt bankhangen. (Ben & Jerry’s, 2014)

Ben & Jerry’s\ Facebookpost Yiiiiihaaa! De afgelopen maanden zochten we naar sociale en duurzame ondernemers tijdens onze #JoinOurCore competitie. En de winnaar van 2014 is geworden: Vandebron! Congrats! (Ben & Jerry’s, 2014) Free cone day You can also get to know Ben & Jerry’s because of the free cone day. Every year there’s a free cone day in a few cities in The Netherlands. Here ben & Jerry’s gives out ice cream for free. This first derived from the idea of Ben and Jerry to thank their fans and to give back to the local community who keep the business alive by buying the ice cream. (Unilever, n.d.)

Ben & Jerry’s\ Facebookpost Ben & Jerry’s\: altijd een koe-l cadeautje (Ben & Jerry’s, 2014)

Festivals When you have not heard of Ben & Jerry’s yet and you visit a festival they immediately catch your eye. They have this big mobile home from where they sell the ice cream in their visual identity colours: blue, white and green with cows. Surround it they create an environment, which is fun and loving. They used fat boys for example to create an environment to chill and enjoy your ice cream.

Website When you visit the website you clearly see the Ben & Jerry’s visual identity, however the website is a bit unorganized. They have a lot of headings, which makes it difficult to find the information you like to read. Also Ben & Jerry’s has some fun extra’s which are difficult to find on their site. For example: The flavor graveyard. Here they honour their flavors that are not made anymore in a very creative way. ‘’Ice cream flavors, like everything else, have a beginning & an end. While some of our flavors have proven to live long and happy lives, others were cut down before their time (or in some cases just in time). Here we pay tribute to our dearly de-pinted. (Ben & Jerry’s, n.d.) Example: Devil’s food chocolate Swirls of light chocolate & Dark Chocolate Sorbet. 1996 – 2001 The devil took the blame For all the rich indulgence Now watch him fan the flame melting puddles of wicked succulence.

3. GERMINATE

When you look at the consumer you can conclude that they are environmental friendly and take care about the environment. They want a better environment and want to add more value to it. The consumer also likes variety in ice cream and wants to also be able to get healthy desserts. The organization has a very creative layout and wants to attract people who are creative. It’s a product that is creative, environment friendly and Fairtrade that everybody can buy and enjoy, but not everybody can buy it. Ben & Jerry’s is more expensive than other ice cream s, but you know that it’s fair and the money that you pay for it will being used for goodwill. The organization is more for cosmopolitans who are: man/woman, more youth with high income, interest in art and culture, social, impulse and adventurous. Another consumer group are the post-materialists, which like to care for the environment and are international. They want to be socially useful. Finally there is an upwardly mobile target group, which are open for innovation and change. These consumers want to experience a product and take care of their career. The age of the target group is between 20 and 34 years. Nowadays most of this target group are students and are using social media. They are students or people just starting their career. They don not have enough time to spend on making desserts so it is very smart to choose for Ben & Jerry’s. They are very sensitive for newest trends such as Fairtrade, environment friendly products and want to use more products, which care about environment and their consumers.

Personas Kylie (24) she is studying Ethics at a University in the Netherlands. She lives in a house with three other girls. The most important thing in her life is creating new ideas for a better environment. She likes listening to pop music and dance. She likes Madonna, because she cares about the world. She researches a lot of articles about the newest trends and ethical problems and she has a part time job at Greenpeace. She is very busy with her study and job, but she finds time to spent two hours of fitness a day. It is very important to her to live healthy and take care of herself. Kylie loves to spend time with her friends on social media. Every night she reads a book and she is in to books about philosophers. Niels (33) is a man who has a successful career and works as a communication advisor. He develops new communication strategies for companies. He likes his job and wants to build up his career. He tries to create concepts, which are creative, and he includes the latest trends. In his free time he likes to play ice hockey and make creative works such as paintings and designs. Besides that he also loves to be active. He has a passion for decorating his house with a lot of colours and pimps everything he buys. Niels loves to eat sweet things and new tastes, but there is a problem: he can’t cook! He always buys food from the supermarket or eats fast food.

4. GROWTH PHASE

Mystery The total experience of the ice cream takes the consumer to a natural life. The dream of the ice cream is that the consumer tastes the natural ingredients, which is the most important aspect of the concept. The place in the market of Ben & Jerry’s will have comparable colours with their concept and will be placed in the similar product category. For example: We can not place Ben & Jerry’s between breads or a place where you get a totally different experience. Intimacy People can see all ingredients on the package and see the cows on it. Ben & Jerry’s is trying to create empathy. The consumer will see the ingredients, cows and colours, which give the consumer a good feeling. Besides that the consumer will see that the ice cream is made from fair money and will feel good when buying it. They empathize with Ben & Jerry’s, because by buying it they help to take care of other employees and animals. Sensuality The five senses (see, hear, taste, touch and smell) of human beings are very important at this part. For example what do the consumers see when they buy the product. When the consumer wants to buy ice cream there is not a big supermarket experience. Ben & Jerry’s is stored in the same non-environmental friendly freezers as other ice cream brands and it is not fun to see. >

But when you take a closer look at the product you will see that the colours and figures let you experience the product. The look of the package gives an introduction of the taste. You can see the cows and pieces, which are in the package. The consumer can conclude that it is an environment friendly product with delicious pieces of nature. When the consumer touches the package they will feel that it is an environment friendly package and see a label of Fairtrade, which is a promoting element of the ice cream. Before you will see it in the market you will hear about Ben & Jerry’s campaigns. They are very active at social media and you can see all products and tastes online at their webpage. They are creating a relation with their customers via social media, but what we can’t see commercials of Ben & Jerry’s at televisions or radio. When you buy the ice cream and eat it you will taste the delicious big pieces chocolates or cookies (etc.) in it, which will give you the unique feeling of Ben & Jerry’s. The taste will bring you in a world of natural ice cream and natural pieces of ingredients. Ben & jerry’s has different tastes and concepts for example the Greek ice cream. You can taste several Greek ice cream s in a natural way. In this phase you can feel the total experience of the brand.

5. BUD

Ben & Jerry’s is worldwide available and it is very difficult to manage all product places. A lot of selling points are in the way that the organization wants, but there are some places where Ben & Jerry’s cannot fulfil their experience. Places where the consumers only see the product and don’t get any experience. It’s important to sell Ben & Jerry’s in a special product placement. It is the most important aspect of the relationship between the organization and the product. The experience has to be a total experience and when we look at the Albert Heijn we can conclude that Ben & Jerry’s is in a product category between other ice creams. It does not give the consumer an experience. The main point is to sell introduce Ben & Jerry’s in a special box which is near by other ice cream but in another ecological friendly freezer. Touchpoints The first contact moments with the organization are called ‘touchpoints’. The most important touch points are social media, website, the shop and festivals. The first touch point social media is very important nowadays. Social media is a part of our life and businesses are using it as a communication mean for reaching their target group (Patel, 2014). Ben & Jerry’s uses social media very actively. When you ask Ben & Jerry’s a question online you will receive an answer in a few minutes. They let the consumer feel that they are important to them. They have a special Ben & Jerry’s factory tour on Facebook. (Jerry’s, Ben & Jerry’s Factory tour, 2015) They share the new tastes and news on social media. >

When we look at the webpage of Unilever we can find a lot of articles and news about Ben & Jerry’s. (Unilever, Unilever Arikelen, 2015) There are a lot of articles about Ben & Jerry’s, because they’re very active in working for a better environment, a better world and happier animals. They take care of the animals, because they believe that happier animals will produce better ingredients for their ice cream. The second touch point that adds big value to their brand is the website. Ben & Jerry’s could improve their website because it is a bit messy at the moment. The customer does not have an overview and cannot reach the information that they want. The webpage could have a better concept that is more in line with their core concept. At this point we can also see that Ben & Jerry’s has not got enough commercials on the television or radio. They work on this touch point and reach a wider target group. The third touch point is the shop, which includes the first contact moment with the consumer that is a part of the experience of Ben & Jerry’s. It has to give the consumer a total experience and give the consumer a feeling of the social wellbeing ice cream brand. When we look at the presentation of the ice cream we can expect an environment friendly product placement. For example Ben & Jerry’s is using an environment (climate) friendly freezer. (Cliffs, 2012) The last touch point is about the festivals. We can conclude that Ben & Jerry’s is a hard working organization that cares for the environment and works with other companies. Consumers want to see these environment friendly actions back in festivals. Ben & Jerry’s is working actively on festivals. Ben & Jerry’s is very popular on the festival and has their own style and place on the festival. You can immediately see the environmental friendly ice cream car surrounded by Fatboys. (Jerry’s, Core tour 2014, 2014)

6. BLOOM PHASE

Participation/interaction Participation is about actively working with the brand. Ben & Jerry’s creates a lot of campaigns with participation of their customers and stakeholders. FireslandCampina is in talks with Ben & Jerry’s about participation of member dairy farmers in Ben & Jerry’s caring dairy programme. FrieslandCampina already supplies yoghurt for Ben & Jerry’s greek style Frozen Yoghurt. (FrieslandCampina, 2014) The participation is also customer based and we can look at the flavour story program of Ben & Jerry’s. It is a creative exploration of the brand’s best-loved flavors. What is your story about Ben & Jerry’s tell, show and share online by making a video. (Kane, 2015) This is a campaign which will create a relationship with the customer in transparency.

7. FLOWER BOUQUET

The phase of the flower bouquet is the last and most important phase of the model. In this phase the consumer will share the experience and let others know about the brand. Now the consumer is an ambassador. It means that the relation between the organization and consumer will become very strong. Ambassadors will spread the message and give on the bouquet to others. This is a fresh start to expand your company somewhere else. When people are fans of Ben & Jerry’s they help to strive and fight for the causes Ben & Jerry’s fight for. They help to spread their vision and strive to reach their mission. They also try to transform their friends and family into loving Ben & Jerry’s. Issues that Ben & Jerry’s fight for: 1. Support GMO labeling 2. Climate justice 3. Marriage equality 4. Peace building 5. Get the dough out of politics 6. Fairtrade 7. rBGH

A lot of the ben & Jerry’s fans already come in action to help with fighting these issues. For example Ben & Jerry’s developed the campaign: Join Our Core. In this campaign they are looking for a sustainable social responsible company lead by someone between 18 and 34 years. It’s a competition in 12 different countries. Ben & Jerry’s stimulates young companies to be sustainable social responsible and compete in the competition. The prize was an amount of money and the companies logo on a Ben & Jerry’s pint (M. Zwaan). The walk of Ben & Jerry’s The footprints in our story Kylie Once upon a time Kylie saw a poster about festival Mundial in Tilburg. The festival is about world culture and it is a green festival, which takes care of the environment. She decided to go to the festival with her friends. When she was there one thing immediately caught her eye. There was a huge mobile home, surrounded by fat boys on a green landscape. The mobile home is in very bright colours: blue, white, green and with cows. When looking at this cheerful sight, she gets a hippie, happy and loving feeling. When she walks towards the mobile home she is surprised to see that it sells ice cream . She wants to get one and taste it. There were a few flavors and she was hesitating, which one she would choose. She chose Cookie Dough. She sat down in one of the fat boys and ate her ice cream while looking at the beautiful landscape and heard people laughing and enjoying the lovely music and environment at Mundial. She was immediately sold to Ben & Jerry’s.

When she went home she was so excited that she visited the Ben & Jerry’s website. Here she was a bit confused. She saw the company’s style. However she did not know where to look for the company’s history and their beliefs but she found it difficult to find. This is why she decided to become a Ben & Jerry’s Facebook follower. On Facebook she discovered cool actions and she discovered Ben & Jerry’s in a total different way. She found out Ben & Jerry’s fights for good causes like the environment and animals and human rights. Now she gets the picture. This is why Ben & Jerry’s have their visual style and experiences the way they do. She really connects with Ben & Jerry’s now. She also saw a new flavor on Facebook: Strawberry Shortcake: Strawberry Greek Frozen Yogurt with shortbread pieces. This sounded delicious, so she went to the supermarket. When she got to the supermarket she could not find Ben & Jerry’s immediately. She was used to the entire experience, which caught her eye. But it was not there. In a tiny shelf there were three flavors of Ben & Jerry’s next to the other brands: Häagen-Dazs, Hertog and Albert Heijn home brand. It did not represent where Ben & Jerry’s stood for. When she went home she was a bit disappointed. However as soon as she tried her new flavor she got excited again. Now she decided to share this delicious ice cream with her mum and she made sure the only ice cream they eat at home will be Ben & Jerry’s. She told her about the good causes Ben & Jerry’s fight for and that that is the reason why she wants to contribute.

Next movie night she went to her friend’s house and brought Ben & jerry’s: Dough-ble Impact. In it there is a soft core of chocolate sauce, covered by chunks of cookie dough with chocolate chips. This is how she became an ambassador and made more people interested in Ben & Jerry’s. Those people will either follow the footprints of Kylie in her road to become a loyal fan of Ben & Jerry’s, or not. Kylie’s name will be printed in the soil of Ben & Jerry’s, which will forever last. Niels Once upon a time there was a man, who was very creative and who was working as a communication advisor. He likes to pimp normal things into a creative, recognizable attribute. Like every other week he played hockey in his hometown: Tilburg. This time while playing hockey he saw a banner on the field. It had a cheerful creative style, which you immediately noticed. It was a flavor to remember: New York Super Fudge Chunk. What would be in it? He wondered. He loved the look of the pint. The next day he visited Amsterdam with his girlfriend. Here he saw a Ben & Jerry’s scoop shop. He was so excited. The shop gave him a farmer feeling. When he went inside he knew he needed to try the flavor he saw on the field. He tried it and it tasted like heaven. The first thing he did was take his phone and shared a picture on Instagram and Twitter of him with the ice cream . He also added the Facebook page and Twitter page of Ben & Jerry’s to his fan base. After that he gave his girlfriend a piece of the ice cream . She did not like it and would not buy it for herself.

After their day in Amsterdam they went to home and got some sleep. After some routine days Niels decided to get Ben & Jerryâ&#x20AC;&#x2122;s for the family dinner. Niels became a real fan of Ben & Jerryâ&#x20AC;&#x2122;s and he wanted to share it with others. He bought different flavors and a pretty cup with animals to create a total experience around the ice cream at home. The family members were so impressed and liked the flavor. He was a real ambassador of the brand and wanted that others met the brand and share happiness as well. Now it was time for the family members to decide what they were going to do. They could buy and begin the total experience or just eat and enjoy it once.

Painpoints Online communication Ben & Jerry’s mostly communicates online. Therefore they use their Facebook page and their webpage. They try to tell stories online to their customers and try to give the product more value and experience. So their website is one way to communicate, but is this website clear and visible enough? The website is not structured well. They have a lot of headings that makes it difficult to find the information you like. Also Ben & Jerry’s has some fun extra’s (like campaigns) which are difficult to find on their site. The organization also works for farmers and other foundations that care for the environment, but we can only get information about this matter on the Internet when we are searching for it. Besides that we can not find information about Ben & Jerry letting their fans participate in taking care of the issues they care about. Offline communication They did forget that offline communication is also important. It is almost impossible to communicate with them in an offline manner. They have a lot of experience in working for an environment friendly world. The organization cares for the environment and the customers. The core value of Ben & Jerry’s is that they want to take care of the whole process of making an ice cream. When we are talking about the ‘whole process’ we can think about the cows, chickens which are producing environment friendly ingredients for the delicious ice cream of Ben & Jerry’s. We cannot see their core values and mission statement in several communication means which are offline for example the package of the ice cream or the cows on the package.

So it is important for Ben & Jerry’s to communicate online and offline all their participations and how they work on their reason of existence. Experience in the shop The statement and core value of Ben & Jerry’s is very important. You can feel the values and reason for existence on their communication means, but for completing the total experience Ben & Jerry’s has to create a place based on their values in shop. The presentation in shop and the place that will be used is very important. We can take the environment friendly freezer as an example. We cannot place the brand in a non-environment friendly freezer or a place where you can damage the core values of the brand. There are a lot of environment friendly actions and they do not give the consumer the feeling and total experience in shop. Nowadays we can find Ben & Jerry’s between different ice creams in markets and cannot feel the experience. It is important to give that feeling to the customer. Price Finally we analysed that Ben & Jerry’s has young people as target group and they are mostly students or are graduated a few years. The price of the ice cream is very expensive for a student. The concept and environment friendly ice cream is a delicious one, but they cannot buy it every day or week. Nowadays an ice cream pint is € 5,09. (Heijn, 2015) A student of 19 years old only gets € 5.05 per hour when he/she works. (Rijksoverheid, 2015) It means that he has to work an hour long for one Ben & Jerry’s ice cream pint. Most students will not buy it because it is too expensive.

Conclusion During the applying process of the model on Ben & Jerry’s it became clear that there were some problems with their communication processes. They have a strong core with a clear vision, value and mission statement. The problem is that they are not communicating the actions that they are taking. They are cooperating and working for a better environment and world but the customer is not informed about it. You can only find information about it on the Internet when you are searching for it. During the research it became clear that they have for example environmental friendly freezers. Once you are in the store you have a whole different experience, the products are stored in an ordinary freezer. So Ben & Jerry’s is not giving you the experience in the shop that a costumer expected. Ben & Jerry’s is mostly communicating online. Therefore they use their Facebook page and their webpage. Online they try to tell stories to their customers and try to give the product more value and experience. They did forget that offline communication is also important. It is almost impossible to communicate with them in an offline manner. So their website is one way to communicate, but is this website clear and visible enough? The website is not structured well. They have a lot of headings which makes it difficult to find the information you like. Also Ben & Jerry’s has some fun extra’s (like campaigns) which are difficult to find on their site.

existence. Finally we analysed that Ben & Jerry’s has young people as target group and they are mostly students or are graduated a few years. The price of the ice-cream is very expensive for a student. The concept and environment friendly ice-cream is a delicious one, but they cannot buy it every day or week. Nowadays an ice-cream is € 5,09. (Heijn, 2015) A student of 19 years old get only € 5.05 per hour when he/she works. (Rijksoverheid, 2015) It means that he will work an hour long for one Ben & Jerry’s ice-cream. Most of the student would not buy it just because it is too expensive. Concluded we have summarized a few pain points for Ben & Jerry’s. The analysis showed us that they have some troubles with their online and offline communication, experience in shop and price. In short the pain points for Ben & Jerry’s are: - Online communication - Offline communication - Experience in the shop - Price

Ben & Jerry’s is also participating several campaigns which are useful for the environment, but the organization can let the customers know about it and inform them about the active working process. They have a lot of experience in working for an environment friendly world. The organization is carrying for the environment and the customers.

Pain point: Online Communication During our research and the applying of the model to Ben & Jerry’s we found out that the Ben & Jerry’s online strategy could be better. Their website is very unorganized and they use every medium separately. They do have creative texts on Facebook but nothing is linked to each other. Besides that they do ask fans to participate in fighting the issues Ben & Jerry’s fight for but they do not spread the word enough. Young adults, that’s also the group that Ben & Jerry’s likes to invest in use mobile phone applications a lot while Ben & Jerry’s do not have an app or anything. As you can read this can be better! That is why I am going to focus on the online communication of Ben & Jerry’s. Targetgroup Between the lines of this concept Ben & Jerry’s will focus on the target group young adults between 18 and 25 years old. Research shows that these young adults lose their interest in Facebook more and more, while their interest in smartphone usage online only grows. Channels like Tumblr and Instagram are also getting the interest of young adults more and more. However Facebook is fighting back and there are still a lot of young adults who use Facebook so it is still an important medium for brands. (Jarno Duursma, 2014)

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Research existing online strategy Website Homepage As you can see there is a lot of information on this page. You do not know where to look. First you see a new flavor. Below there are a few labels, which is difficult to understand what they mean and whether you should click on it or not. Then you can browse through their flavors. Below that you can see how they do business and then further below you can read more about Ben & Jerry’s. This is so much information for someone to see when first visiting the website. Different headings Below there are the different headings they have on their website. It is a lot of information and it is difficult to decide where to click on as a website visitor. When you click on one heading you can scroll down through pages of information. Good job Ben & Jerry’s It’s good to enlighten the creativity of Ben & Jerry’s. They have great pages on their website. Though as a visitor you do get lost between all the information, I made a selection of the ones I think are worth writing about. Flavor graveyard As written in the analysis the flavor graveyard is a place where they honor some flavors that are not produced anymore. It is funny to read how they dealt with the flavors that failed to last.

The making of the ice cream video Ben & Jerry’s is very transparent and it is really cool to see how they make their ice cream from beginning to end and this also shows they make their promises come true. They show how they use fair trading and how they make sure they do not damage the world while producing Ben & Jerry’s. Flavor Gurus Besides the cool name it is also great to get connected to brand by getting to know the mastermind behind the flavors. At this page you can see pictures of them, read what their favorite ice cream flavor is, what their best part of the job is, qualifications and their advice for future Gurus. Values video This video just works. The employees and board of Ben & Jerry’s explain their values while showing shops, factories and the environment of Ben & Jerry’s. Factory tours This is also a way to connect with your fans. The transparency is also coming back while visiting the factory. They are so open about producing the flavors and you feel like they allow you to be a part of the organization. Issues we care about This is an important page. Here they show the issues they care about. You can click on the issue you think is interesting en then you can read more about what Ben & Jerry’s does about it. There is only one part that I miss and that is participation. You are not asked as a visitor to contribute in fighting for these issues.

Conclusion There are some good and some bad things about their website. One thing must change: do not post too much information. It makes it unclear and then it is difficult to find the information you would like to read as a visitor. The homepage should be inviting to click further. It is enough when you have a short text about who Ben & Jerryâ&#x20AC;&#x2122;s is and the new flavor. What is good is that they make you feel connected to the organization, as they are very transparent. They have some creative pages, which are fun and must stay. Though there is also something they must do more and that is ask the visitor to participate more in fighting the issues they care about. What to skip There is a lot they can leave out of their website. According to me that are the following things: Recipes It is better to put this on a different channel, like for example: Pinterest. Your local Scoop Shop This basically is too much information and it takes away the experience when you go and check out a scoop shop for yourself. It should surprise you and when you already read everything about it, it takes away the surprise. New page with all the products. On this page they should put every product of Ben & Jerryâ&#x20AC;&#x2122;s. From the ice cream flavors to the cakes and catering.

Flavor fanatic First this is not explained so a lot of visitors will not understand what this is. (Flavor fanatics are thanked by a photo for their feedback). Second of all this is irrelevant information for the website. This is something you put on Facebook for example.

Instagram & Pinterest

History part is too long They divided their history up into years and it is put in videos. It is a lot of information and when you are looking for something specific it is difficult to find. Only put the most important happenings of the company in one video and that is the history. What’s new page This page shows all the information that is put on their social media channels and everything in the news and everything fun and so on. Because of this you are not challenged to search for the social media and follow that on their personal page. Facebook & Twitter In the analysis we showed that Ben & Jerry’s has fun posts on Facebook. They have a lot of fans. Ben & Jerry’s The Netherlands has 7.915.654 likes at the moment (Ben & Jerry’s Facebook, 2015). Twitter is also doing well with 34. 136 followers in The Netherlands (Ben & Jerry’s NL Twitter, 2015). They have a lot of interaction on both their Facebook and Twitter page and I praise their creativity of their posts. However they do not talk about their issues, about their social mission and they do not let fans participate in fighting these issues and in giving back to society on their Facebook and Twitter.

On Instagram they put this great post that gives you that holiday feeling. It was posted around Christmas and it said: ‘’ The weather outside it frightful, but my ice cream is so delightful!’’ (Instagram benjerrysnl, 2015). These creative posts make you smile and it represents that Ben & Jerry’s feeling you should have. However they could do a lot more with this medium. For example put photo’s online of the farmers where they get their chocolate from or photographs of Ben & Jerry’s actions against fighting the issues they care about. Pinterest is doing this a lot better. They also have recipes posted there, you get a insight in their factory, the people working there and most important they have pictures of them fighting the issues they care about. A short collection of their boards on Pinterest:

The unfolding story design makes the fans want to engage with other participants, seek out other parts of the story and contribute to the narrative by adding content (Athinklab.com, 2015).

(Pinterest benjerry, 2015) Concept Ben & Jerry’s: A life changing mission A transmedia storytelling way of realizing their mission online. The main idea of this concept is to add participation to their online strategy. Ben & Jerry has a lot of interaction with their fans online though throughout all the channels participation is missing. Besides that they are not letting their fans fight for the issues Ben & Jerry’s cares about. This is about to change and Ben & Jerry’s: A life changing mission is that solution. Transmedia storytelling Transmedia storytelling is a story, which unfolds over different media platforms with the audience who can participate in the story. Each media piece functions as a standalone story experience. It is like a puzzle. All the pieces contribute to a larger narrative. Each piece adds richness and detail to the story world, for example: the character backstories and secondary plotlines. However it is up to the people to choose if they want the entire puzzle or just a piece of it. The story is fully participatory. The fans become involved, elevated to social and creative collaborators.

A life changing mission This concept focuses on the three mission statement of Ben & Jerry’s. 1. Our Product Mission drives us to make fantastic ice cream – for its own sake. 2. Our Economic Mission asks us to manage our Company for sus tainable financial growth 3. Our Social Mission compels us to use our Company in innovative ways to make the world a better place Ben & Jerry’s will develop an app called: Ben & Jerry’s A life changing mission. When you download the app you have to choose between three characters with three missions. 1. Help Edith make better ice cream. 2. Help Adam expand opportunities for development economic wise and 3. Help Nolan make the world a better place. When you click on a person with a mission you have to wait a day to be chosen by that character. When you ‘’are chosen’’ a team is made. Let the missions begin. In the app you will be asked to help these characters in fulfilling Ben & Jerry’s mission by doing challenges, participating and connecting with the characters. The characters each have their own ‘’app page’’, Facebook community, Twitter page, Instagram page and Youtube Channel. Each media will tell a piece of their personal story which will be partly developed by the fans also.

App Here the challenges are announced and the briefing is shared. It is also a medium where you can connect with fellow fans that are a ‘’group member.’’ Facebook These are the personal pages of the characters. Here you can read about their lives, follow their story and progresses on the mission. Here the character also asks for ideas when he/she needs help → the interaction. Twitter Short posts about to keep people informed about what stage of the mission they are. It is about getting people curious and about gaining exposure. Instagram The participants will go through challenges all around the world. It is a broad fascinating campaign and the participants as well as the characters will share pictures of all the people who make a difference, where they are and what they are doing.

YouTube On YouTube the participants will put their own vlog of the challenge online. One YouTube page full of vlogs about people making a difference. Example of a few challenges: 1. Help Edith Come up with a new flavor; add a name and a style to it. With a simple photo editor in the app you can develop your own flavor. Share this photo on Twitter and Instagram, get the most likes and you will be given the opportunity to develop your flavor and be a witness of how your personal ice cream is made. From the farmers to the shop. 2. Help Adam spread the word about Fair trading. Look up a local business that uses Fair trading and vlog about how they use Fair Trading on the YouTube page. 3.Help Nolan give a smile to the community. Nolan set up a project called: Give a smile! This is challenge is about helping people who need help. By spreading joy making this world a better place. You can choose between different categories. • Music • Food • Surprise me! The assignment is to help people in need in your community by either baking them something good, playing them a song or something great you come up with. Vlog or make a picture of it and put it on the YouTube or Instagram.

Kylie (Persona from analysis) Good morning everyone! What to do today? Kylie always checks her Facebook first. She sees a post of Ben & Jerry’s saying download the app: A Life changing mission now! What would that mean? She downloads the app and immediately gets excited. The three characters pop up in three videos explaining their own missions. Because Kylie likes to contribute to a better environment she chooses Nolan. Within a day Nolan accepts her and adds her to the team. Kylie is so excited she is personally invited to the team! The first challenge pops up. Nolan asks her to Give a smile to the community! Kylie chooses music and comes up with the idea to organize a party in a local community center in a poor neighborhood. She invites all the people of the neighborhood and makes food and she will personally be the DJ. The evening was a great success and she did not capture one smile, she captured a hundred! She shares all the pictures on Instagram. Nolan personally sends her a message: ‘’Great job, you fulfilled you mission, let us move forward to the next.’’ Nolan tweets about Kylie’s action on Twitter and the campaign continues getting more and more participants that make a better world together!

se: o h c ie l y K t a h t The app

Pain Point: Experience in the shop During the research we did as group on Ben & Jerry’s, we found out that Ben & Jerry’s’ experience in the shop could be much better. The company has a great story but they are not telling this story in the shops where Ben & Jerry’s is sold. For Ben & Jerry’s their statement and core value are very important. You can feel the values and reason for existence on their communication means, but for completing the total experience Ben & Jerry’s has to create a place based on their values in shop. The presentation in shop and the place that will be used is very important. Nowadays we can find Ben & Jerry’s between different ice creams in markets and cannot feel the experience. It is important to give that feeling to the customer. Or with other words: it is important to create experience about Ben & Jerry’s in the shop. If you look at the theory of Pine and Gillmore (1999) it is very important to create an experience about your product. Pine and Gillmore argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product – ‘the experience’. If you can create a better experience with your product, people will remember that and choose earlier for your product instead of products from others.

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Nowadays we are going from the experience economy to the happiness economy (Pine and Gillmore, 2000). Characteristics of this new economic stage is that suppliers are taking on the challenge of bringing about permanent changes in the customer to help him give his life meaning. Happiness is the ultimate goal that every individual pursues in his life. Within the happiness economy Corporate Social Responsibility (CSR) plays a big role. Also within Ben & Jerry’s CSR plays an important role. Ben & Jerry’s is always looking for ways to reduce their impact on the environment. For instance the ingredients of their ice cream are 100% natural and they are selected with much attention for the environment and society. Also energy-use, recycling, limiting co2 footprint and animal welfare are the most important aspects by producing ice cream. I want to combine the trends ‘Experience Economy’ and ‘Happiness Economy’ into a full shop experience for Ben & Jerry’s. Furthermore it’s important to show the vision (Making the best possible ice cream, in the nicest possible way) and values in this shop experience. Target Group Between the lines of this concept Ben & Jerry’s will focus on the target group young adults between 18 and 35 years old. Our research has shown that this is the main target group of Ben & Jerry’s. This target group take care of their health. The research shows that these young adults want to get surprised. They want to get personally involved with the brand. Furthermore they want to know the story behind a brand. Offline communication means are in the best possible way to use for telling stories. (Overheidscommunicatie).

Existing experience in the shop None. The only thing Ben & Jerry does on experience in the shop, is that they have in some supermarkets their own fridges. But this is actually no more than a normal fridge. The only thing that is different from a normal fridge is that the fridge is painted in Ben & Jerry’s style. So, I have developed a concept for the experience in the shop. Concept: Create Your Own Ben & Jerry’s This is a real customer experience! All senses will be stimulated in this concept. As you can see on the visualization, there will be a life-sized cow in the shop. Between this cow you see a background of nature. People can make their own Ben & Jerry’s ice-cream in the shop. They can choose their own flavours and toppings. This concept will be an overall experience and all senses will be stimulated. Furthermore everything is developed with the corporate identity of Ben & Jerry’s in mind. In the next paragraph I will explain all the details and background information about this concept. During the development of this concept I have used the Experience Model from Van Gool & Wijngaarden. This model gives an explanation about how you can create the best customer experience. The model of Van Gool & Wijngaarden consists of three phases: The first phase consists of creating an experience. There fore you can use experience instruments like: storytelling, themes, senses, play and co-creation. The second phase consists of your target group, in this case people between 18 and 35. The third phase consists of the experience. There are three different forms of experiences: a basic experience, a memorable experience and a transforming experience. With this concept I will try to create at least a memorable experience at the target group.

This are the experience elements witch I have used in the concept ‘Create Your Own Ben & Jerry’s: Themes The whole shop experience is created with the corporate identity of Ben & Jerry’s is mind. You see on the visualisation that I have used the same visuals that Ben & Jerry’s use on all their communication means. Furthermore Corporate Social Responsibility plays an important role in the business of Ben & Jerry’s. So the fridges and machines that are used in this concept will be energy efficient. Co-creation There are a lot of different flavours ice cream and toppings available. So people can create their own Ben & Jerry’s ice-cream. Senses All senses will be stimulated in this shop experience. You see the design, witch is the same as the corporate identity of Ben & Jerry’s. You hear the sound of nature. There will be some speakers who play nature sounds like the wind and birds. Furthermore if you milk the cow, the cow will say ‘mehh’, witch it make a very funny experience. You will smell the fragrances of the different flavours of ice-cream and toppings. You can also feel the whole experience, you must create your own ice-cream (you can mix your different flavours). Finally you can taste your own made ice-cream! Play There is also added a play element in this experience. You must make your own ice-cream. So you need to choose witch flavours and toppings you want. Furthermore you need to mix these different flavours and toppings by the tongue of the cow, which I think it’s very funny.

Storytelling This shop experience tells a story, in fact the story about how to make an ice-cream. Kids who going to make their own ice-cream will know that milk (the basis of making ice-cream) is made by cows. Furthermore there will written explanations hanging on every type of ice-cream and topping. So people get to know which ingredients are used and where the come from. This is something that you also see on the website of Ben & Jerry’s.

Persona Niels (persona form analysis)

With the use of all these experience elements people get a real shop experience of the brand Ben & Jerry’s. People get at least a memorable experience. Furthermore their vision: ‘Making the best possible ice cream, in the nicest possible way.” is perfectly translated in this concept. You can make your own ice-cream is a funny way!

With his full shopping cart he walks to the dessert shelves. As he arrived at the dessert shelves, he can’t believe his eyes. “A real cow in the supermarket, that can’t be real!” Then he get’s a closer look to it. “Wow! It is the cow from his favourite brand Ben & Jerry’s”. He sees that he can make his own Ben & Jerry’s ice-cream! That would be a nice surprise for his family dinner tonight. He put his shopping cart on side and begins to make his own ice-cream. But witch flavour shall he choose…

After a working day Niels decided to go shopping for the family dinner of tonight. For the first time he has to make a meal for his whole family. So he goes to the local supermarket. First he searched for some soup, meat and vegetables. If he is almost at the cash deck, he thinks: “Wait, I need to search for some special dessert for tonight”.

Niels gets very exited. He can’t believe this is real. Wow, what a nice action of Ben & Jerry’s. He choose some flavours and by milking the cow he fills his own Ben & Jerry’s cup. He mentioned the nice fragrances at the stand and also the nature sounds. He thought to himself “What a strong communication mean.” If his cup is filled with ice-cream he choose his favourite topping. After that, he mixed everything. He saw that the cow’s tongue is the mixer. He chuckles a bit and thinks: “Wow, what a great experience. I have made my own Ben & Jerry’s ice-cream. I think my family will be very proud of this dessert tonight”. Then he made a picture of the whole experience and sent it to his friends with the message “Wow! I can’t believe this! And this in our local supermarket! You must see this!”

Model from Van Gool & Wijngaarden

Pain point: Offline communication During our research for applying the model to Ben & Jerry’s we found out that Ben & Jerry’s offline communication strategy could be better. The company has a great story but they are not telling it due to offline communication tools, they are barely used. In recent years the use of those means where moderated. When the organisation develops a new flavor you will see some advertisements in big cities, in grocery stores and in commercials on television (O. de leeuw, 2013). To activate your target audience, offline communication gives your brand a huge boost. (communications.nl) Offline communications, for example print, stimulated young adults between 18 to 25 to go online in a later stadium. Online communication is still rising, but it is still important to think about offline methods. That is why I am going to focus on the offline communication of Ben & Jerry’s. I want to combine it with the trend healthy food and the use of safe and natural/fair trade products which are also important for the brand. I want to stimulate eating healthy food, but people cannot forget that sometimes they can enjoy. Ben & Jerry’s is the perfect ice-cream with less calories etc. than other ice brands. (Unilever Benelux).

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: n io t a t n e Implem k ij D n a v ia c u L

Target group Between the lines of this concept Ben & Jerry’s will focus on the target group young adults between 18 and 25 years old who take care of their health. Research shows that these young adults want to get surprised. They want to get personally involved with the brand. They want to know the story behind a brand. Offline communication means are in the best possible way to use for telling stories. Besides research also showed that this target audience lose their interest in social media like Facebook. (Overheidscommunicatie). Existing offline communication strategy Ben & Jerry’s is already using some offline communication strategies. However, this are just a few campaign which they promote online. For example: Free coin day As written in the analysis you can also get to know Ben & Jerry’s because of the free cone day. Every year there’s a free cone day in a few cities in The Netherlands. Here ben & Jerry’s gives out ice cream for free. This first derived from the idea of Ben and Jerry to thank their fans and to give back to the local community who keep the business alive by buying the ice cream. (Unilever, n.d.) Greek style campaign Last summer Ben & Jerry came up with a new style of ice-cream. They developed a commercial about a Greek show and they made show posters. You’ve got to Try it,It’s really Greekin’ Good! (Unilever,2015).

In the bicycle mobile volunteers will be dressed as a cow, the same as you see during free coin day for example. The volunteers are not cycling the whole day. Beyond the fact that they are cycling they also share icecreams with passengers. This will happen in an extraordinary way. When you are walking through the city center or when you are waiting at the traffic lights it is possible that the car passes by, the cow’s throw out a fishing rod. At the end of the line you will see a basket with Ben & Jerry ice-creams inside.

Concept: The Vermonster - ‘the way to get involved’ Due to the research and the fact that Ben & Jerry is not communicating enough in an offline manner it is a good initiative to develop this concept as a special guerrilla action. The Vermonster is a bicycle mobile that will pop up in some popular(big) cities in the Netherlands. Unexpectedly, of course, to keep it mysterious. This provides you with the fact that one week you will see ‘The Vermonster’ in Amsterdam and a week later it suddenly appears for instance in Breda. All of this with the aim to get brand awareness and attention of the population, to make it more familiar. This is for people who are not active online and perhaps want to be a fan of Ben & Jerry. This concept is without obligation, Ben & Jerry want to surprise people and bring a smile on their face. Through a mysterious way they also want to offer Ben & Jerry ice-creams to people who passes by. The pop up Vermonster is a bicycle car in the corporate design of the company. Which is cycling in and around the center of the big cities.

When people see this they will get automatically a smile on their face and pick that delicious healthy ice-cream from the basket. Who would have thought that, to get surprised during waiting at the traffic lights. With this offline communication stunt Ben & Jerry will make people more engaged with the brand. They will make the story that they are telling stronger. When you picked an ice-cream, ate it and finished it there will be a message at the bottom of the pint. For example a short message/picture about the vanilla ice cream where it comes from or why the product is healthy etcetera. There will be 5 or 6 different messages spread over the ice-creams. More information they can find on the website. Sustainability During research it also became clear that sustainability is important for the organisation. They have for example a Chunkinator, which convert your garbage in an environmentally friendly way in energy to produce the best ice-cream in Europe. So, concluding that sustainability is important for the organisation it became clear that it is perfect to combine sustainability with an offline campaign. Besides the use of a bicycle mobile is very sustainable and cycling is very good for your health(Unilever).

Communication means: Tv Commercial A few weeks before ‘The Vermonster’ will be launched and started to visit cities there will be a mysterious commercial on the television. People can see that it is a commercial from Ben & Jerry’s but they would not get the whole idea of the vermonster. The people who see the commercial will be curious. When viewing the commercials you can find clues, but only if you see the vermonster in real life you will get the point. Posters in cities, bus shelters etc. During the campaign, when people are aware of the guerilla action, in bus shelters and popular locations will hang posters. On the posters you see The Vermonster, a pint and some quotes which are about healthy ice or sustainability.

Persona Kylie (persona from analysis) It is just a normal Wednesday morning when Kylie woke up. Today she had a really busy day, first going to the university from some lectures! During the lectures some of her classmates where talking about the commercial about The Vermonster of Ben & Jerry. Kylie also saw that commercial a week ago and was still very curious. See tried to find some information about the commercial on the Facebook page of Ben & Jerry, see could not find anything. After school she decided to go to the city center to buy new sport shoes. The idea was to go immediately to the gym to try out her new shoes. Finally Kylie was on her way to the gym, without her new sport shoes because the store did not had her size. She was really disappointed and during her walk it also starts to rain. It could be any better. While see was waiting at the traffic lights something specials happened. Suddenly a fishing rod with a basket popped up in front of her noise. Kylie was really surprised and looked up. She got a smile on her face when she saw The Vermonster of Ben & Jerry. She saw the cow’s inside the bicycle mobile and the text on the mobile. This was about the fact that you have to enjoy sometimes and that there are healthy products inside the ice-cream. Still half in her own mind, and confused by what was going on Kylie picked the ice-cream Greek Style out of the basked. The traffic lights became green and Kylie restarted her walk to the gym. After a few minutes see remembered the conversation that she had this morning with her classmates. Now she got her answer to the commercial. She looked back and saw that the bicycle mobile was making a lot of people happy. After that she decided to eat the ice-cream, it was delicious. When she finished her pint the message at the bottom showed up. Again Kylie was curious, because she was almost at the gym she had not enough time to visit the website. Quickly she took a picture of the message. The first thing she did when she came home was visit the webpage. A lot of new information became clear, Kylie was in the beginning phase of getting engaged.

Pain Point: Price Ben & Jerry’s is an organization who also takes care of the environment. The whole process of making an ice cream is based on an environment, human and animal friendly production. Their main target group is between 18-25 years old people and people between 26-40 years old. (Kottary, 2013) The target audience is divided up into females with 60% and males with 40%. (Kottary, 2013) The unique selling points of Ben & Jerry’s are environment, human and animal friendly production, social conscious approach, premium quality of ice cream, big pieces of ingredients and variety of ice cream flavors. The social responsibility actions of the organization may add extra costs and ensures that it becomes an expensive ice cream. We had analysed that most of the people know about Ben & Jerry’s, but do not know about the good will actions. The concept is derived from the same core values as Ben & Jerry’s has. The customer knows that the price is fair and the ice cream is made environment friendly. The most important factor is that the customer will retrieve something back for their good actions because Ben & Jerry’s is working in the same way.

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The core of the concept is about doing a good action and earning something good because of that. So we are trying to give something back to our environment because we earn all ingredients from it. The concept name is Care for core. Care for core The core of Ben & Jerry’s is that they care for the environment and the animals which are giving them the ingredients for the ice cream. The main idea of the concept is to make people aware of the good actions and the environment friendly ice cream because most of the people do not know about how much Ben & Jerry’s cares for the environment. With this concept Ben & Jerry’s will work for their own core values and their target audience. There are a few requirements for participating this concept: the students who will work for this concept need work and are searching for work, they care for the environment, they love to take care of animals and finally they are interested in Ben & Jerry’s. The students that are chosen will work at several departments of Ben & Jerry’s. Some students will work as promotors in several cities with a cow or chicken suit. The students will make others aware about the concept and let them know that they care for the environment too and want to make students aware of the core of the ingredients. They will ask people: Do you know how I add value to Ben & Jerry’s? And they will give people an ice cream. People will taste the ice cream and will know that it is naturally made and that Ben & Jerry’s takes care of their ingredients.

They will also get a code on their ice cream spoon which they can enter on the website and will get a chance to work in the process of making an ice cream. The winner of the action will be announced on the website, social media and of course he/she will get a personal mail with detailed information. The winner will work on the process of Ben & Jerry’s and will know more about the whole process. After this amazing day he/she will earn a discount cheque of 20% for a year long on Ben & Jerry’s ice cream. The goal is to make people aware of the good actions and being transparent. It is a concept, which is based on sharing because people will share their moment with the cow or chicken and let others know about it. We will not use Ben & Jerry’s mainly but the cows and chickens which are the core of the delicious ice cream. People will be aware that it is more important to take care of the animals and environment than to create a popular brand. The winner will share their moment with Ben & Jerry’s and let others know about it. There will made a film of the whole they which will be available on social media and website. Now people can see how transparent Ben & Jerry’s is and know that they are working fairly.

Communication means Social media Nowadays social media is a very important communication mean. Businesses cannot think about a concept without social media. Ben & Jerry’s is a very social brand and works with social media often. Within this concept social media will be used as an information source. On Facebook, Twitter and Instagram followers will find pictures and articles about Care for core. Students will share and tag their selves on the pictures and articles and then others will know more about it. There will also be announced who the winner is and pictures about how he/she is working during the process. Website The website of Ben & Jerry’s will include an article about the concept. After the action of the cows and chickens they will announce the winner and let others know about what she/he has won. Cows & Chickens

The Target group The target group of the concept are students. This concept will create more attention for students because it is an active and social concept. Students that need a job and are interested in working for a better environment can work for this concept.

Spoon The spoon is a part of the concept and will have the code which the students can fill in on the website. The spoon is an environment friendly spoon as we are accustomed from Ben & Jerryâ&#x20AC;&#x2122;s. Ice-cream package The package of the ice cream is already environment friendly and has a Fairtrade label, but there will be more than that on it. We will add some information about the action and will place a text like: Care for core: Win a day in our production process. The website and Facebook page will be on it and people will look at the website or Facebook page for more information.

Persona Anne (23) Anne is a third year student at Fontys University ( Tilburg ) at the conservatory. She lives in Den Bosch and she likes to play classic music on the piano. Nowadays it is very difficult to pay your study without a part time job. She is looking for a new job in the creative sector, because she does not like to work in a restaurant or a market. When she has free time she goes to the sport school of Tilburg University. She does Zumba there and learns new figures for dance. Anne is very social and is very active on social media. She likes to talk with foreign people and know more about other cultures. Anne has a cat and she called him Garfi.

She saw an article on the website and Facebook page about Cowi! At school she told her friends about Cowi and the delicious ice cream which was made from environment friendly ingredients. She got an ice cream from a cow and saw how happy the cow was! It feels great to be part of a team that cares for a cow. She wants to be the winner! After a few weeks she got an E-mail from Ben & Jerry’s that she was the winner! She shared it on Facebook and let others know about it! She was so happy! She saw her picture on their Facebook and Twitter page and even on their website. When she went to the farmer life of Ben & Jerry’s she worked a whole day in the process of making an ice cream. She loved how they care for the world and decided to work as a promotor with a cow suit!

Once upon a time when she stood up for a new day she took the train to Tilburg. When she arrived she saw a cow at central station. She was very surprised and liked the suit. When she was nearby it the cow walked to Anne and said: Hi, I am Cowi! Do you know how I add value for Ben & Jerry’s? Here you can taste our delicious ice cream! And maybe you can work with us! Anne liked the cow and was very impressed! She ate the ice cream and saw the code on the spoon. Immediately she goes to the website and fills in the code with her data. She goes to the Ben & Jerry’s Facebook and Twitter page to find out more about the cow!

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DESIGN: Sven van Berlo

FLOWER UP MO DEL: Loren Grim Rumeysa Yal cin Lucia van Dijk Sven van Ber lo

ANALYSIS: Loren Grim Rumeysa Yalcin Lucia van Dijk