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2.2 Closest competitor and positioning.
Ben & Jerry’s is a luxury ice cream brand, with a high quality product. The main strategy of Ben & Jerry’s is a differentiation strategy.
Porter’s definition (1985: 14) « In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important and uniquely positions itself to meet those needs. It is rewarded for its uniqueness with a premium price »
The strategy of Ben & Jerrry’s is to make high quality ice creams with original flavours, that’s why it uses quality products and creates new flavours which consumers can’t find in an other brand.
But also by its communication, the company uses humour for its adverts, website, packaging and flavours. The name of the flavours are often puns (e.g : Fairly Nuts, Jamaican me crazy). Its main competitor Haagen Daz, uses sensuaility for its advertising as if to eat an Haagen Daz give the same sensations that to make love. The packaging is serious and shows that it is a product of hight quality, with colours (Bordeaux & golden) and a classic …show more content…
For this story I imagined the case of a young woman dumped by her boyfriend, but hopefully her friends are coming with a Ben & Jerry’s ice cream. I kept the slogan « Fair / not fair » and the idea to show fair events and not fair events. What i changed is that in this spot the consumer can identify him/herself at the characters in the advert, then before only Ben and Jerry were in the advert. I used the colors of the brand that we can find on the website or in different adverts. The main character of the story is a young woman to be coherent with new target. I also kept at the end the slogan « Peace, Love & Ice cream » which after a quick survey in my entourage is really
Ben & Jerry’s is a luxury ice cream brand, with a high quality product. The main strategy of Ben & Jerry’s is a differentiation strategy.
Porter’s definition (1985: 14) « In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important and uniquely positions itself to meet those needs. It is rewarded for its uniqueness with a premium price »
The strategy of Ben & Jerrry’s is to make high quality ice creams with original flavours, that’s why it uses quality products and creates new flavours which consumers can’t find in an other brand.
But also by its communication, the company uses humour for its adverts, website, packaging and flavours. The name of the flavours are often puns (e.g : Fairly Nuts, Jamaican me crazy). Its main competitor Haagen Daz, uses sensuaility for its advertising as if to eat an Haagen Daz give the same sensations that to make love. The packaging is serious and shows that it is a product of hight quality, with colours (Bordeaux & golden) and a classic …show more content…
For this story I imagined the case of a young woman dumped by her boyfriend, but hopefully her friends are coming with a Ben & Jerry’s ice cream. I kept the slogan « Fair / not fair » and the idea to show fair events and not fair events. What i changed is that in this spot the consumer can identify him/herself at the characters in the advert, then before only Ben and Jerry were in the advert. I used the colors of the brand that we can find on the website or in different adverts. The main character of the story is a young woman to be coherent with new target. I also kept at the end the slogan « Peace, Love & Ice cream » which after a quick survey in my entourage is really