Ben and Jerry in Brazil
Ben & Jerry’s in Brazil!
MK0389ZNN: Global Marketing and Communication
Student ID : W13032776
Word count : 2188
Introduction
For this assessment, we have chosen to focus on Ben & Jerry’s brand. Ben & Jerry 's is an American ice cream company, a division of the Anglo-Dutch Unilever conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. These are manufactured by Ben & Jerry 's Homemade Holdings, headquartered in Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best known as a premium ice cream brand, founded in 1978 in Burlington, Vermont. (Annual report of Ben & Jerry’s, 2013)
So for this assessment we have chosen to establish the brand in Brazil. Indeed, we have chosen this country because it is the 6th world power country (2013) and first South American power country, also because Brazil is a young country with strong demography. The internal demand is increasing constantly in Brazil as other appearing countries in particularly well resisted in last ones world financial crises. Brazil is a young country, numerous markets saturated in Europe and in the USA, are still non-existent in Brazil. (Bresil Consulting, 2013)
According to Carlos Lessa A and Rolland Denis (2010), the Brazilians consume more that the French, Italian or German households. The notion of savings within families is again little joined (almost non-existent), on the contrary the sale on credit is increasing constant. Finally, there is a strong growth of niche markets: the French, German, Swiss and American premium products are very appreciated in Brazil. Nowadays, the Brazilian consumer looks more and more on the quality and know- how of the products.
Analysis of the campaign context:
In this part, we are going to analyse ben and Jerry’s strategy with different tools:
PEST Analysis:
The Brazilian economy is vexed by steep interest rates and a high tax rate structure. While high taxes are
MK0389ZNN: Global Marketing and Communication
Student ID : W13032776
Word count : 2188
Introduction
For this assessment, we have chosen to focus on Ben & Jerry’s brand. Ben & Jerry 's is an American ice cream company, a division of the Anglo-Dutch Unilever conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. These are manufactured by Ben & Jerry 's Homemade Holdings, headquartered in Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best known as a premium ice cream brand, founded in 1978 in Burlington, Vermont. (Annual report of Ben & Jerry’s, 2013)
So for this assessment we have chosen to establish the brand in Brazil. Indeed, we have chosen this country because it is the 6th world power country (2013) and first South American power country, also because Brazil is a young country with strong demography. The internal demand is increasing constantly in Brazil as other appearing countries in particularly well resisted in last ones world financial crises. Brazil is a young country, numerous markets saturated in Europe and in the USA, are still non-existent in Brazil. (Bresil Consulting, 2013)
According to Carlos Lessa A and Rolland Denis (2010), the Brazilians consume more that the French, Italian or German households. The notion of savings within families is again little joined (almost non-existent), on the contrary the sale on credit is increasing constant. Finally, there is a strong growth of niche markets: the French, German, Swiss and American premium products are very appreciated in Brazil. Nowadays, the Brazilian consumer looks more and more on the quality and know- how of the products.
Analysis of the campaign context:
In this part, we are going to analyse ben and Jerry’s strategy with different tools:
PEST Analysis:
The Brazilian economy is vexed by steep interest rates and a high tax rate structure. While high taxes are
References: -Annual report of Ben & Jerry’s, (2013) -Butter Ball, (2006). « Strategic Analysis of Ben & Jerry 's Homeade Inc. » -Bresil consulting, (2013). « Investir au Bresil » -G. R. Foxall, (2002). « Consumer Behaviour Analysis: Marketing, a behavioural perspective. » -Antonio Carlos Lessa and Denis Rolland, (2010). « Relations internationales du Brésil, Les chemins de la Puissance » -Mashable, (2012). « Ben & Jerry 's to Run Fans ' Instagram Photos in Local Ads » from http://mashable.com/2012/11/15/ben-jerrys-instagram/ -Marieke de Mooij, (2011). « Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. » -Marketing News, (2012). « Ben & Jerry’s flavours experiential campaign with multilingual Facebook app. » -PCMag, (2012). « Ben & Jerry 's Using Instagram Pics for New Ad Campaign » from http://www.pcmag.com/article2/0,2817,2412185,00.asp -Denise H. Sutton, (2009). « Globalizing Ideal Beauty: Women, Advertising, and the Power of Marketing. »