This paper discusses an advertising consultation of Ben Cohen and Jerry Greenfield, one of the leading producers of ice cream products in the UK market and other parts of the country. The company history date back in 1981 when two friends, Ben Cohen and Jerry Greenfield took a correspondence ice cream course after their college education. They their first ice cream shop in a renovated petrol filling station in Burlington, Vermont and later on their first plant in 1981. Since then, they have expanded their ice cream market to France, Canada, Belgium and Netherlands. Lately, there has been a great threat in the ice cream industry more so from Haagen-Dazs, a leading ice cream company that has a the highest market share in the market. This paper discusses advertising consultation advices to Ben Cohen and Jerry Greenfield on the tactic they should apply for them to survive in the market. To maximise sales within any market a sound, well defined target market group of consumers is essential. Describe/identify the UK target market that would best suit Ben and Jerry's premium ice cream. Is its primary segment different from that of Haagen-Dazs target Are the two brands too similar in their positioning to the consumer.Ben and Jerry's premium ice cream can still dominate the market thereby maximising sales within any market....
(Steenkamp and Ter Hofstede, 2002)
Ben Cohen and Jerry Greenfield need to be market-focused or customer-focused in for them to succeed in the ice cream industry. They should first determine their potential customer's desire and then produce super premium ice cream appropriately according to the taste and preferences of their target group. According to marketing theory and practice, it is usually justified on the belief that a customer uses a product because they have a need or because they have perceived benefits. (Pine, 1993)
Before Ben and Jerry Greenfield can market their premium ice cream, they need to strategize their target. This call upon them to use targeting strategy which is the selection of the customer they wish to sell to them their premium ice cream. For this case, their decision on targeting strategy should call upon them to ask themselves which segment they need to target.
When Ben and Jerry Greenfield will be targeting, they should follow the following steps:
Target choice and
Product positioning 1
Market segmentation is usually the process whereby a market is divided into distinct subsets that have similar needs or those that behave in the same way. Since each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. This means that they are likely to have similar feeling and ideas about a marketing mix comprised of a given product that is sold at a given price, promoted and distributed in a certain way. (Steenkamp and Ter Hofstede, 2002)
Usually, the process of segmentation is distinct from targeting and positioning as targeting chooses which segments to address while positioning designs an appropriate marketing mix for each segment. For