ALL BEGAN IN 1978 WITH 2 REAL GUYS

Transcription

1

2 About B&J s IT ALL BEGAN IN 1978 WITH 2 REAL GUYS Everything started with 2 real guys Ben Cohen and Jerry Greenfield. From a renovated gas station in Burlington, Vermont, USA, the journey began in 1978 with a $5 correspondence course in ice cream-making. The ice cream business they built is as legendary as the ice cream is euphoric. But Ben & Jerry s is not just an ice cream business, we are so much more! As Ben said: 01 About B&J s and as Jerry said:

3 About B&J s 02 About B&J s

4 B&J s Consumers Who are we speaking to? Though lots of folks love Ben & Jerry s, our core consumers are young, affluent, urban professionals & students. Part of the Millennial generation, they crave passion in their lives, transparency & authenticity, we call them the Aspiring Activists. They may be foodies and seek out our newest concoctions, or have their old favorites like Cookie Dough. What? We offer a quirky, playful, & unique brand. Totally approachable & personable, we don t take ourselves too seriously but we do tackle serious issues, with a lighthearted touch. Our ice cream is amazing chunky swirly goodness, but produced in the best possible way responsibility that helps these transparency-craving Millennials love us even more (though that s not why we do it, and we started this hippie stuff before they were born). And though they love us a lot quite a few claim Ben & Jerry as their boyfriends We Love our Fans more than They Love Us, and show it through genuine consumer engagement that creates super-loyal fans for life. Why? Fun! Ben & Jerry s meets needs around Fun & Playfulness forgetting your adult responsibilities, and wallowing in the yumminess of a tub. Being spontaneous, embracing the moment, and OMG I just ate the whole pint. Finding those big chunks (MINE!) and discovering unusual flavor combinations surprises and delights our consumers, and keeps them coming back for more. 03 B&J s Consumers

5 B&J s Consumers Connecting with our consumers Our Strategy: Love our fans more than they love us! The Ben & Jerry s development model is about slowly building the brand through experiences, scoop shops, consumer engagement, word of mouth and education about our brand and mission. LOVE THEM Create outrageously authentic & unforgettable experiences for our fans and potential fans to engage with the brand AMPLIFY Amplify those experiences through social media and WOM to reach thousands Create fans for life 04 B&J s Consumers

6 B&J Finals Challenge Develop a business strategy to increase brand channel footprint by evolving existing channels and/or exploring new channels. WHERE WE NEED YOUR HELP In the past, you only consumed ice cream at home or in an ice cream shop. Nowadays, you can get it delivered to your house, to your office, you can consume it while going to the university, or in a cafe. There are many more opportunities and places (channels) that sell ice cream. More places (channels) selling ice cream means more opportunities to increase ice cream consumption. Your challenge is to develop a business strategy to expand brand channel footprint by evolving existing channels and/or exploring new channels. We want your plan to be feasible and creative. Do not forget to include in your strategy, how you will communicate it to the consumers. Please note that you should work within the current ice cream portfolio (pints, mini cups and scoop shop menu items & flavours) there is no possibility of innovation in formats or flavours. 05 B&J s Finals Challenge

7 B&J s Finals Challenge Develop a business strategy to increase brand channel footprint by evolving existing channels and/or exploring new channels. HOW DO YOU EAT YOURS? How do you eat your Ben & Jerry s? There are so many ways to enjoy it. Pint format, mini cup or head over to one of our scoop shops for a scoop. There are amazing flavours to satisfy every bowl out there. When? Evening, after dinner (or maybe for dinner), unwinding from the day. Watching a movie in your pajamas on a Saturday night. Late night & midnight snack. Where? Outside of our scoop shops we are all about The Couch Moment hanging out, eating B&J s directly from the tub while taking in a movie or TV. Our brand embraces the me moments, so people are usually just by themselves or with a friend or partner. OUR CHANNELS The world is continuously changing and the FMCG market is no different. People now have the opportunity to choose what they want to eat and when they want to eat it. They can either choose to grab a scoop when they are near a scoop shop, pick up a mini cup from a 7-Eleven, buy a pint from a supermarket or order from delivery services. Channels Share of Trade and Expected Growth Currently Ben &Jerry s is offered across the following channels: 70% 60% 61 50% % Ecommerce (RedMart, FairPrice Online) 20% 10% 0% Scoop Shops (Ben & Jerry s stores) 10-2 Super/Hyper -10% Convenience Store (aka. CVS) (eg: 7-Eleven, Petrol station, Cheers.) Delivery services (honestbee and Deliveroo) 31 30% Super and Hypermarket (Cold Storage, FairPrice) CVS 1.6 Delivery Services Contribution% Ecomm 6 Scoop Shops 0.2 HORECA Hotel, Restaurants, Catering (aka. HORECA) (eg: ice cream on dessert menu) Growth expectance for the next year% Although the majority of brand volume is still sold through Super and Hypermarket, we see consumers purchase habits shifting from Hypermarkets to ecommerce or CVS. Now, it's over to you to develop a business strategy to increase brand channel footprint by evolving existing channels and/or exploring new channels. 06 B&J s Finals Challenge

8 B&J s Products MINI CUPS PINTS SCOOP SHOP FLAVOURS 07 B&J s Products CORE PINTS

9 B&J s Products OUR DIFFERENTIATORS We offer SUPER PREMIUM ICE CREAM! Top quality ingredients Trendy flavours No artificial emulsifiers or stabilizers, just egg yolks Dense (no, not in the stupid sense just very little air mixed in) Chunks, chunks, loooots of chunk and more and more Swirls! THOUGHT-STARTERS Where do you usually consume ice cream? Where else could you consume ice cream? While watching movie? Having a hair cut?... How do you buy your ice cream? How can you incentivise people to eat more ice cream? Which other occasions could ice cream be present at? How would Ben & Jerry s communicate to millennials this new opportunity? If introducing B&J in a new channel, what would B&J need to do, to be successful in this new channel? 08 B&J s Products

10 B&J Finals Challenge JUDGING CRITERIA Creativity Brand Affnity Cost-effective Implementation Relevance Stay away from mass discounts and promotions. (e.g. buy 1 get 1 free) Be creative - think out of the box but also still be "feasible". Make sure the ideas are practical and feasible. Be quirky and smart. If you propose a partnership, the partner must be aligned with Ben & Jerry s values. The ideas must be relevant to millennials' lifestyles. COMPETITION & SUBMISSION SUBMIT & PRESENT: Teams are required to submit their presentation deck in PDF and PPT versions to zuzana.kutkova@unilever.com by 28th February Teams using additional modes of presentation e.g. video, audio, GIFs, or anything else should inform the Committee in their submission . Clickers will be provided if necessary for the presentation. Teams are encouraged to bring along their own laptops, adaptors for back-up purposes. TIME CHECK: All members in the Team are required to present during the CEE Round on 19th March 2018: *Please take note of the changes in time allocation* Each Team will be given 7 minutes for presentation and 7 minutes for Question & Answer. Each Team will be given 2 minutes of setup time before their presentation. SELECTION: The top Teams will be announced on 2nd March and advance to the CEE Round. 09 B&J Finals Challenge

11 Notes 10 Notes

12