Ben & Jerry's Ice Creams
As mentioned, Ben & Jerry’s will be sold in Brick & Mortars, supermarkets, convenience stores, and restaurants. In addition, the company will be doing pop-up events to increase brand exposure.
Major problems and resistance to products acceptance based on the preceding evaluation
One major element which would hinder brand acceptance is taste. New Zealanders have their own distinct palette and not adapting to these tastes will prevent trial or cause bad word of mouth. Additionally, consumers may resist product acceptance if it was not made from natural ingredients or high-quality milk. Likewise, environmentally friendly aspects are important for brand acceptance. Moreover, if Ben & Jerry’s is not affordable and widely available the product may not be accepted because there are many similar competitors. Hence, Ben & Jerry’s prove they are different from their competitors, through their brand message, packaging, and product placement.
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New Zealanders communicate through, telephone, internet, and mail. Moreover, marketers use newspapers, magazines, billboards, and radio as well.
Consumer buying habits
Since New Zealanders are the top ice cream consumers in the world, one can predict ice cream consumption would be consistent year round. In fact, The Retail Intelege (a NZ article) states, “ice cream is surprisingly still a big seller in the wintertime” (Strang). Thus, weather does not affect New Zealanders love and demand for ice cream.
Product feature preferences
Sixty-three percent of New Zealanders prefer local ice cream brands (Nielsen). To convince consumers to buy a global brand would need to have a lower price, better value, or a sales promotion. Moreover, most consumers prefer ice cream popsicles, sandwiches, tacos or any form of ice cream that can be consumed with one hand. Consumers also prefer ice cream that is made with natural flavoring and enjoy homegrown fruit toppings. Uniquely, Zealanders are fond of buying products with their national rugby logo on it (Backpacker’s Guide) (see image).