Brand Extension Strategy for Ben and Jerry's: A 2 Component Group Report

This report analyzes the brand portfolio and brand elements of Ben and Jerry's, identifies current trends and upcoming opportunities in European markets, recommends a new brand extension idea, and evaluates the company's current brand equity using Keller's CBBE model.

2 Component
Group Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART A...........................................................................................................................................1
Introduction to the brand and its brand portfolio....................................................................1
Analysis of Ben and Jerrys brand elements............................................................................2
PART B............................................................................................................................................2
Identification of the current trends and upcoming opportunities in the appropriate European
markets...................................................................................................................................3
PART C............................................................................................................................................3
Recommended Brand Extension............................................................................................3
Identification of the target customer.......................................................................................4
Marketing Mix of Ben and Jerry’s.........................................................................................4
PART D...........................................................................................................................................5
Identification of Ben and Jerrys Current brand equity...........................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journals.................................................................................................................7

INTRODUCTION
Brand extension also known as brand stretching is considered to be a marketing strategy which is
basically used by the organisation with a developed brand name in a new product or service. The
new product can be also categorised as the spin-off. In context to organizations, they use the
strategy of brand extension for the purpose to leverage and increase brand equity. In this report
the organisation chosen for this report is “Ben and Jerry”. It is an America company founded in
1978 and headquartered in South Burlington, Vermont, United states. The company is basically
involved in manufacturing sorbet, frozen yogurt and ice-cream. In this report it involves the
brand portfolio and analysis of the Ben and Jerrys brand elements. Moreover it involves the
identification of the current trends and upcoming opportunities for the organisation in the
appropriate European markets. In addition to that it involves the new brand extension idea and
identification of the target consumer with the use of marketing mix and using appropriate brand
elements. Lastly it includes the identification of the company’s current brand equity with the help
of Keller’s CBBE model and a brief discussion on how the company will enhance its brand’s
equity.
MAIN BODY
PART A
Introduction to the brand and its brand portfolio
Ben and Jerry’s is a American Based Company founded in 1978 and headquartered in South
Burlington, Vermont, United States. The company is basically involved in manufacturing
sorbet, ice cream and frozen yogurt. The company offers a wide range of premium ice
creams made up of high quality ingredients and also offers creative flavour names. The
current product market portfolio offers ice cream, frozen yoghurt tubs, core ice cream tubs a
and various other tubs. It also offers no spoon needed ice cream needed products, mini cups
and scoop shop flavours which are basically used in movie theatres (Siew, Minor and Felix,
2018).
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Analysis of Ben and Jerrys brand elements
The brand elements are considered to be the trademark able devices which help in serving
the unique identity and differentiating the brand that includes character, logo and brand
name. There are a total of 8 universal branding elements which are needed in every
organisation which basically involves:
Logo: A logo basically involves the shape, image, texts or the combination of all three that
basically helps in depicting the purpose or the name of the company. In context to Ben and
Jerry’s, the company maintains its brand design and personality with a Rooster Silhouette
Farm Animal Logo Template in the shape of egg with sun (Chohan, Reyneke and
Barnardo, 2021).
Colour Palette: The palette basically involves a range of colours and also a board that is
used by artists in order to mix and paint. In context to organisation, the company logo
colours involves the Hex and RGB codes which basically involves the 3 colours Black,
White and Dark Tangerine.
Tagline: A tagline basically involves the short text that is basically designed in a form of
dramatic effect and a clarity and involves slogans associated with the product, individual and
social group. In context to Ben and Jerry’s its tagline is “Do the World a Flavor”.
Brand Message: In context to Ben and Jerry’s the company focuses on using innovative
ways for the purpose to make the world a better place. The organisation mission is to make
high quality and fantastic ice cream (Hemonnet-Goujot, Kessous and Magnoni, 2022).
PART B
Market Analysis
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Identification of the current trends and upcoming opportunities in the appropriate European
markets.
Market Analysis involves both the qualitative and quantitative assessment of the market. In
context to market analysis it helps in studying the attractiveness or the dynamics of the
special market within the special industry. In context to the European markets, there are
various opportunities and current trends for the organisation such as Ben and Jerry’s. In
context to companies who are selling ice cream has more consumers who are health
conscious is increasing day by day and it resulted in slowing down sales for the high fat
super premium flavours (Wang and Tang, 2018). In context to its season, the ice cream
being one of the summer treat has a sale of up to 30% as compared to the winter season. In
context to demand, with the overall weakening economy in the European markets it has
resulted in creating a impact on sales in the ice cream market which is super premium. This
has also resulted in price competition becoming more intense. In context to ice cream
industry, the major trend is basically related to the heath consciousness. In order to keep in
mind the wellness and health consciousness, it has led to the large ice cream industry players
focusing on adopting various changes that basically involves the increased production of the
frozen yoghurt and choosing a better and healthy option to the ice cream.
PART C
Recommended Brand Extension
Outline of new brand extension idea: A brand extension is basically used by the company on
a new product category or new product. In context to Ben and Jerry’s, the organisation has a
unique brand personality and its quite iconic and involves elements which are celebratory,
quirky and fun. In context to Ben and Jerry’s the company can extend its product line with
“Frappé Shakes” where the organisation can experiment which various flavours such as
Chocolate, Strawberry, vanilla and many other. In addition to that the flavours company can
launch variety of flavours such as peanut butter, dark chocolate, raspberry and blonde
brownies. In context to Ben and Jerry's the organisation being one of the popular brand in
ice cream industry can easily establish there new product line of shakes and can use their ice
cream as major ingredient for recipes of shakes.
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Identification of the target customer
A target market is basically a group of customers which involves aims and resources and
efforts of the target customer. It is basically a group of customers and having shared
demographics. In context to Ben and Jerry’s, the primary target customers of the company
are the people of age group of under 24. The main target customer of the company involves
the students and young professional living in the cosmopolitan city (Keller, 2020).
Marketing Mix of Ben and Jerry’s
The marketing mix basically involves the set of tactics or actions which a organisation uses
for the purpose to promote its product or brand in the market. The marketing mix basically
involves 4Ps- Price, product, place and promotion. In context to Ben and Jerry’s the
marketing strategy analyses the brand with the help of marketing mix tool or framework
which involves Product, price, place and promotion. The marketing strategies of the
company involves promotion, planning, pricing approach and innovation. These marketing
and business strategies helps the organisation to succeed and helps in position itself for the
purpose to achieve its objectives and aims of the company (Namrata and Parmar, 2021).
Product: The company is quite popular for its yogurt and ice cream and involves a wide
scale reach. The main product which they sell, manufacture and distribute is ice cream. The
organisations offers a variety of range of ice creams that includes mint chocolate cookie,
Cherry Garcia and Chocolate chip cookie dough. The company always focuses on inventing
new flavours each season in order to attract more and more customers. The company also
keeps in mind the people who are health conscious and started light ice cream that helped
the organisation to increase its market share. The company focuses on maintaining the
quality of its products and has maintained strict standards for the raw material.
Price: In context to Ben and Jerry’s the organisation tries to attract more and more
consumers who are basically looking for the uniqueness and quality and which basically
adds value to their status. For some customers , prices does not matter and chooses the brand
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for its loyalty. The organisation do not offer discounts on their stores but offers some
rewards if buying from a retail outlet like walmart. The organisation follows a same pricing
policy everywhere and have same prices for all its products in different countries
(Sulistyowati, 2018).
Place and Distribution Strategy: The company sells its products with the help of different
multiple channels and their products can be sold through online website and owned shops
with the help of supermarkets and retailers like Wal-Mart. The company also provides
catering services and home delivery. The company has its presence in more than 40
countries and also sells their products to the grocery stores and restaurants.
Promotion: In context to Ben and Jerry’s , the promotion plays a very important role in
attracting customers towards the brand. The main target customers of the company are
teenagers and kids and the company follows a different and friendly designs for the kids.
The company also promotes its products by advertising on various social media campaigns
and creating picture challenges. The company also promotes their products through
newspaper ads and billboards (Kunkel, Walker and Hodge, 2019).
PART D
Identification of Ben and Jerrys Current brand equity
The brand equity basically refers to the value premium that a organisation generates from a
product with the support of a recognizable name as compared to the generic equivalent.
When it comes to brand equity, in such cases the consumers are willing to pay a high
prices for the company’s products. In context to Ben and Jerry’s the organisation is one of
the brands who is not at all afraid to experiments and also is involved in creating wacky,
weird and wonderful flavour combinations. In order to identify the Keller CBBE model, it
is basically used for the purpose to show the success of the brand which also shows the
various attributes and attitudes of customers towards the brand. The best known CBBE
model also known as Keller Model. In context to Ben and Jerry’s the main customers of
the company are kids and teenagers and the brand has developed a very high brand image
and identity in the eyes of its customers. In context to Brand extension it plays a very
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important role in changing and enhancing the brand’s equity as the strategy of brand
extension is used by the company for the purpose to establish brand equity for its latest or
new product. With a successful brand extension it helps the organisation to increase sales,
reach new demographics , boosting revenues and expanding its customer base.
CONCLUSION
From the above report it can be concluded that brand extension plays a very important role
in expansion and growth for the companies. When it comes to companies the organisation
uses these brand extension in order to increase its brand equity, boosting revenues and
increasing profits. In addition to that it helps in having a better understanding of the tastes
and preferences of the customers, knowing the target audience and having a better
consideration of the current trends. Furthermore, brand extension helps the companies to
seek growth opportunities and to look for better upcoming opportunities in different
countries and different markets. The brand extension in any company helps in attracting
more and more customers and creating a better brand image for the organisation. This not
only helps in creating a better brand image but also helps in attracting customers towards
brand.
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REFERENCES
Books and Journals
Chohan, R., Reyneke, M. and Barnardo, C., 2021. Candibod: building an online fitness brand
through Instagram communities in the southern hemisphere. The Case For Women.
Hemonnet-Goujot, A., Kessous, A. and Magnoni, F., 2022. The effect of sustainable product
innovation on the consumer–luxury brand relationship: The role of past identity salience. Journal
of Business Research, 139, pp.1513-1524.
Keller, K.L., 2020. Leveraging secondary associations to build brand equity: theoretical
perspectives and practical applications. International Journal of Advertising, 39(4), pp.448-465.
Kunkel, T., Walker, M. and Hodge, C.M., 2019. The influence of advertising appeals on
consumer perceptions of athlete endorser brand image. European Sport Management
Quarterly, 19(3), pp.373-395.
Namrata and Parmar, Y., 2021. The Moderating Effect of Attachment Styles on the Relationship
Between Celebrity Credibility and Brand Attachment. Global Business Review,
p.09721509211044334.
Siew, S.W., Minor, M.S. and Felix, R., 2018. The influence of perceived strength of brand origin
on willingness to pay more for luxury goods. Journal of Brand Management, 25(6), pp.591-605.
Sulistyowati, D., 2018. Pengaruh Brand Image, Harga, dan Kualitas Pelayanan Terhadap
Kepuasan Konsumen pada Eyelash Extension Joanne Studio di Grand Galaxy Bekasi
danTinjauannya Dari Pandangan Islam (Doctoral dissertation, Universitas YARSI).
Wang, M.C.H. and Tang, Y.Y., 2018. Examining the antecedents of sport team brand equity: A
dual-identification perspective. Sport Management Review, 21(3), pp.293-306.
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