Marketing Communication Plan for Ben and Jerry's Ice Cream

This report discusses the stages included in a marketing communication plan for Ben and Jerry's ice cream, including purpose and mission, STP analysis, marketing communication mix, branding elements, performance indicators, media mix strategy, and more.

BMM5562 Individual
Marketing
Communications

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Stages included in marketing communication plan.........................................................................1
Purpose and Mission........................................................................................................................2
STP analysis.....................................................................................................................................3
Choosing the Targeted Marketplace................................................................................................3
Choosing the distinctive marketing proposition..............................................................................3
Marketing Communication Mix......................................................................................................3
Branding Elements...........................................................................................................................4
Performance Indicators....................................................................................................................4
Media Mix Strategy.........................................................................................................................4
Carrying out the Marketing Communications Strategy...................................................................5
Plan for Campaign Management.....................................................................................................6
SWOT evaluation............................................................................................................................6
Brand Audit.....................................................................................................................................6
Self reflection...................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
This report is a team presentation and thus all of the individuals have done great effort to so
that the project can be done as per the requirements. The initial stage in gaining additional clients
for a business or company is creating a marketing approach (Akella, 2020). Select the marketing
goals, perform out a marketing audit, gather industry data, and afterwards assess the outcomes.
Additionally, you must choose the targeted demographic, estimate the financial resources,
develop particular marketing plans, and afterwards assess such plans. The marketing mix,
sometimes known as the 4Ps, is a crucial component of any effective marketing strategy. This
covers all, from the service or good to the cost to the location to the advertising. To be more
specific, the marketing mix is a collection of tools or strategies employed to advertise and offer
products and activities. It involves positioning an item and choosing where, when, and for what
price it will be sold. After then, the goods would be marketed in accordance with the marketing
and advertising plan. Product, Price, Place, and Promotion are the 4Ps that make up the
marketing mix (Draelos, 2010). The marketing executives in the corporate industry develop a
marketing approach while considering into account the four Ps. Yet, the marketing mix today
incorporates a number of additional Ps for critical growth. In this report the 4 P's of the
marketing mix are considered for the company that is Ben and Jerry's ice cream. The ice cream
company has so far focused on a specific consumer that are prepared to spend a higher cost for
the item. Yet, the marketing has largely succeeded at this time. All 4 components of a genuinely
effective marketing strategy come altogether to produce the appropriate item at the appropriate
cost, which is also well-communicated and accessible in a location which benefits the client.
Stages included in marketing communication plan
Targeted consumer selection, scenario evaluation, identification of marketing
communications objectives, budgetary calculation, and other stages are among them. This level
covers ideas, tactics, assessment, and monitoring. Since it's crucial to gather information from all
of the firm's divisions, including advertising, management, and sales, marketing is about
communications. The next step is to determine the materials that are needed and what obstacles
must be addressed in an attempt to achieve the goals and thus the firm that is Ben and Jerry's ice
cream also does the same (Gummesson and Grönroos, 2012). Data must be shared in order for
everybody to understand what another individual is doing and to effectively collaborate with one

another. Whenever a firm's departments' aims are in line, it is simple for them to cooperate, but
when one unit works poorly or has competing objectives with another, needless strife occurs as
a results (Anjaningrum, 2020). The function of service communications is to have decent
interaction skills; it would be very simple to sell the ice cream to prospective clients. Sometimes
if they already have somebody conducting it for companions, they may decide to change to the
company's corner varies based on the interaction influence. Effective communication could also
render a client a lifelong buyer. Occasionally, numerous individuals would then claim that their
provider is superior to that of somebody else they have previously used. The concern is, how
well do individuals communicate with prospective clients as it is very crucial in the long run for
Ben and Jerry's ice cream. Certain clients inquire about prospective requirements, whereas others
inquire about current necessities. Numerous delivery providers invariably reply back harshly to
prospective clients when they realise they are inquiring about prospective necessities that also
ultimately results in a reduced buyer participation rate. Six straightforward stages could be used
to implement a communicating plan.
 Consider what makes the company stand out from the mass.
 Consider what distinguishes the firm from the competition.
 Invent a tagline.
 Determine the target audience.
 Pick the most effective communications channel.
 Establish objectives and track your performance towards these.
 Implement the plan
Purpose and Mission
The purpose of the company is to be able to make the best ice cream in the finest manner is
the goal.
The three-part objective and mission of Ben and Jerry's ice cream is to foster interconnected
success for all parties involved in the company (Baker and Saren, 2016).
Economical, societal, and consumer issues are as follows:
 Outstanding products and activities to carter the needs and requirements of everybody
 Strengthening societies by giving them superior quality products

The company that is Ben & Jerry's Institute awards non-profit groups striving to alleviate the
economical and societal implications of the climate competing awards of up to $20,000 every
year in terms of charity to the society.
STP analysis
Ben & Jerry's ice cream business employs psychological segmentation in addition to
statistical segmentation.
Targeting as it states that the objective is to develop a defined marketing strategy approach
to promote it in order to increase donations to the charitable programme.
Positioning as to assist kids with disabilities and to non governmental organisations that are
active both locally and globally (Bilos and Galic, 2016).
Digital networking (Face book, YouTube, Snap chat), print advertisements, smart phone
platforms, cell phone applications, in-store environments, shareholder newsletters, and seminars
are examples of marketing touch points that are used by the company.
Choosing the Targeted Marketplace
To create an effective communicating plan, company must understand who they are trying
to engage and the most effective means of doing so. Create a customer profile based on the
characteristics, goals, and problems of business prospective customers (Hsu, Hsu and Yeh,
2010).
Choosing the distinctive marketing proposition
Marketing use the unique selling proposition (USP) to convince prospective consumers that
their business or item is better than those of its rivals. A firm's USP could be determined by a
range of elements, like item attributes, cost, delivery methods, and promotional strategies.
Marketing Communication Mix
It's a collection of resources which could be utilised to market goods or activities to a certain
clientele. The phrase itself provides an indication: the term "communication" alludes to a variety
of important concepts and factors which are involved in the process of selling these goods and
offerings (Bozer, Levin and Santora, 2017). Those various communications channels are together
referred to as the marketing communication mix and thus they are as follows:
 Marketing and Public Relations

 Direct Selling
 Online Referral Marketing
 Compelling Marketing
 Word-of-mouth promotion
 Marketing on the side
 Advertisement
Branding Elements
Used to convey, reflect, and differentiate/identify the business that is of the ice cream.
Marketing initiatives which constantly use branding components help the public understand the
firm's individuality. This contains the brand's logo, motto, appealing phrase, and tune, among
other things (Brady, 2019).
Performance Indicators
The Performance Structure is a paradigm for examining achievement objectives, associated
quantifiable markers, and their relative importance in relation to the evaluation and ranking of
the structure that is of the company. Examples of this include word-of-mouth advertising, client
engagement, and worker happiness (Lancaster and Massingham, 2010). If the corporate
processes are running efficiently, there seems to be a high likelihood that the business would be
capable to expand sans having to make big changes or perhaps going out of business of ice
cream and thus some aspects are given below:
 The stage at which a company stops wasting funds.
 Prospective, recurring, and recommendation clients.
 Profit/Net Revenue Correlation
 Prospective and converting prospects.
 Elevated concentrations of worker satisfaction
Media Mix Strategy
The RACE structure, which Ben & Jerry's ice cream uses, divides the marketing
communications planning procedure into five parts as follows:
 Make branded marketing plans
 Searching results, newspapers, digital networking sites, and blogging all fall under the
term "presence"

 Action that features a corporate webpage, blogging, a public forum, and online elements
 Conversion that typically includes e-commerce, item, pricing, and marketing
 Participate that would be a direct, ongoing dialogue with clients (Martin, Campbell and
Harmsen, 2014).
Carrying out the Marketing Communications Strategy
In marketing, communicating is the key for Ben and Jerry's ice cream as it can help it to
grow revenues many folds as having the choice to interact with a group of individuals, a product,
and help them make an apparent decision so they buy. The problem is that a lot of individuals
just think about the tools or the methods used in marketing. They create materials to appeal to a
crowd, and so forth. However, the chances are very great that it won't always get in front of that
audience and conduct itself if they had never promoted it. It isn't sufficient to just have the
material; one also have to get it in front of people using every method they could. The 5
components that make up the communication mix are as follows: Promotion of sales, public
relations, marketing, and personal selling (Briones, 2019). We could infer from the term
"communication mix" that this element is a combination of several objectives, including public
relations, personal selling, advertising, business development, and item improvement. This
abundance of components suggests that there are few key components in the communication
mix. The information mentioned above is crucial for marketing. These would be the 3 various
ways that company could promote their products and see an increase in sales. Commercial as it is
a compensated tagging method. A person's opinion of a company is affected whenever they saw
an advertisement for a certain product. It aids in producing a graphic impact. Public Relations is
a non commercial channel that favours the text-based framework above advertisements. Ben and
Jerry's ice cream can now circulate a media or information article in the evaluation or media
frameworks. Offers and Advertising as it is a remarkable media that is scheduled with events
wherein the firm can showcase and promote their product. A marketing push is created by
combining those.
Plan for Campaign Management
The following is a description of budgeting process with respect to Ben and Jerry's ice cream
is as follows:
Stock- $6000 - $14,000

Royalties- Approx. 3% of gross sales
Advertisement- Approx. 4% of gross sales
Additional funds- Approx. $50,000 - $75,000
SWOT evaluation
The acronym SWOT, which stands for Strengths, Weaknesses, Opportunities, and Threats,
is widely used in the corporate sector by both people and organisations. SWOT assessment is a
useful tool for evaluating those 4 key components of an organisation. A SWOT study could be
used to determine a company's position in the marketplace and the actions that must be taken to
support prospective planning, assisting in decisions that support a company's preliminary layout
(Nguyen and Simkin, 2012). Finally, SWOT assessment is a crucial tool for assessing the health
of an organization. It gives decision-makers the ability to choose not only where a company is
but also where it wants to generate. This enables companies to compete effectively whilst also
being a responsible firm in the industry and Ben and Jerry's ice cream also does the same as it is
very competitive and it is its strength, while it’s operating is not as good as other firms pose as its
weakness. While it can grab the online selling opportunities while it has a treat from other lower
alternative firms that a customer can switch.
Brand Audit
A brand evaluation compares a company's present position in the industry to its competitors
as a study of its sustainability. In essence, it aids one in assessing the company's potential,
including its possibilities and weaknesses for a fresh development and growth. A brand
assessment is done to evaluate how well a business is doing in the perspective of the public. It
provides Ben and Jerry's ice cream with a number of benefits, such as helping it choose the best
course of action by assessing the firm's status and value (Canham and Maier, 2020). It also
encourages one to look at the strengths and weaknesses as it is believed that in the current
business, the prospect of a product evaluation is easily misconstrued. Analyzing your company's
assets and associated customer contact points may sound reasonable on the superficial, but it
is argued that an unified and actively involved organisation should have tools ready to provide
accurate assessments on such objectives right away. Such answers must to be consistently
available to groupings or single participants. Events alter very quickly, therefore if a company
like Ben and Jerry's ice cream wants to be a leader in their category and also possibly in growth

or extended categories, they must actually keep their sights on the future. In order to attract new
customers, it is usual for businesses or marketing agencies to provide product evaluations to
potential customers.
Self reflection
It can be said from the above report that there are lot of things that helped us all as a team
while assessing all the factors of Ben and Jerry’s ice cream and hence all the members of the
team put a series effort to foresee that all the things are evaluated in an appropriate manner and
thus can help in making a report that can add value in the long term. from this report we learnt a
lot and it also opened the doors of various skills that has been learnt and thus can prove very
crucial as well as critical in the current as well as the future market scenario.
CONCLUSION
Essentially, the marketing promotional strategy is a crucial and essential aspect of the
corporation' like Ben and Jerry's ice cream development; as a result, it requires sufficient focus
and support. It describes the firm's total revenue. It contains a number of elements, such as the
communication mix, brand audit, and intended audience. It assists the business in effectively
communicating the proper information to clients. A corporation can accomplish its longer
run aims and outcomes with the use of a marketing communications strategy. It includes a
variety of tactics the business would use to offer its offering or item to its intended market. It is
evident that a business like Ben and Jerry's ice cream would tend to expand over period if it has a
strong marketing and communication strategy. The business employs a variety of methods for
this.

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