Executive Summary This report focuses on segmentation and targeting critera to determine a consumer decision process in relation to purchase a Ben & Jerry’s ice cream. Ben & Jerry’s own a large share of the ice cream market but their positioning is clearly identifiable. It was found that the likely core target customer is between the age of 20 to 38, a young professional or a student living in a cosmopolitan city. The customer has a fashionable style, an active lifestyle and is concerned with responsible consumption. The customers are likely to belong to the age cohort of Baby Boomers. Purchasing Ben & Jerry’s ice cream falls under the category of habitual decision- making and the company is using their four marketing Ps to influence consumers. The process consists in ”covering characteristics that influence consumers’ decisions and behaviour, such as demographics, lifestyles, personality, values, culture, and family”. Socio-cultural influences such as recent health and environmental issues might have a positive effect on consumers’ decision. In the future, B&J’s should be building up marketing and communication strategies in order to reach as many consumers as possible while preserving the values of hedonism that remain at the heart of the consumer. Indeed, in order to enlarge profits, they could focus on new segments such as non-users looking for a lighter version. They should also extend their distribution network and finally, keep putting effort in health- driven innovation to retain consumer interest. Introduction The aim of this report is to determine a market segmentation in order to profile customers for Ben & Jerry’s product. Taking in consideration the PEST analysis, we will suggest a market segment. Thereafter, we will put a consumers decision-making process forward and comment the current Ben & Jerry’s marketing mix, making recommendations. Product Overview Ice Cream is one of popular food. Everyone know ice cream. Actually ice cream sense cover of different types of frozen dessert, for the example is Dairy ice cream - is a frozen aerated mixture of dairy ingredients, sugar and also flavors Non-dairy ice cream - is made with milk proteins and also vegetable fat. Gelato - this gelato contains egg yolk and popular in Italia Sorbet - Fruit based, contains neither fat nor milk
That is some of example from a frozen dessert. Ice cream we different in to 3 categorize which are as premium, standard, and economy. All the category is depending of the quality of the product itself, premium ice normally made from good or better quality of ingredients, and relatively the price is expensive. For the economy ice cream.. the ingredients cheaper than the ingredients that use for premium ice cream. Ice cream is made and eaten almost in every country in the word a lot of people consume ice cream.
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- Marketing, Ben, ice cream