Marketing Communications Plan: Ben & Jerry's 'Thick Shakes' Campaign

This report presents a marketing communications plan for Ben & Jerry's, focusing on their new 'Thick Shakes' product and a cause marketing campaign donating 20% of sales to NGOs supporting children with disabilities. It provides an overview of marketing communications, cause marketing, and brand marketing, including internal and external audits of the company. The report defines the target audience, outlines campaign branding and creative strategies, and details the marketing communication mix tools and media mix channels, with a focus on social media marketing. It includes a discussion of marketing strategies, PESTLE analysis, and a budget plan. The report aims to analyze how Ben & Jerry's can effectively communicate with its target market and achieve its marketing objectives through integrated marketing communication strategies.

Marketing
Communications Plan
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Overview of the marketing communications purpose and the process and decisions on the
growth of “cause marketing” in communications and brand marketing ....................................3
Internal and External audit of organisation.................................................................................4
Overview of the cause campaign proposal and associated charity partner.................................6
Definition of the target audience and wider stakeholders...........................................................6
Campaign Branding and creative strategy..................................................................................6
Marketing communication mix tools..........................................................................................6
Media's mix channel based on target audience with potential opportunities..............................7
Budget plan, Production schedule and KPIs...............................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12
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INTRODUCTION
Marketing Communications basically refers to the different marketing tools and channels
in the combination. The various marketing communication channels basically focuses on the
ways through which business communicates a message to the desired market.(John and
De'Villiers, 2020) In this report, the organisation chosen is Ben and Jerry's. The organisation is
an American organisation that basically manufactures sorbet, ice cream and frozen yogurt. The
present report basically involves the marketing communication process and purpose and the
growing impact of the consumer belief-led buying decision making on the growth of the “cause
marketing” in the communications and brand marketing. In addition to that, the report will
involve the internal audit and external brand audit with the overview of the cause campaign
proposal. Furthermore, the report will involve the target audience, campaign branding, marketing
communication tools, media mix channels with the support of the marketing communication
concepts and theories.
Overview of the marketing communications purpose and the process and decisions on the growth
of “cause marketing” in communications and brand marketing
The company was founded in the year 1978 and headquartered in South Burlington,
Vermont, United States. In this report, it comprises of the promotion of the company's new
product which is “Thick Shakes” which will be supported by a social cause of “Offering 20%
sales donation to NGOs working for disabled children”. In context to Ben and Jerry's, the
marketing communications is basically the media and the messages that are used by the
marketers for the purpose to communicate with the target markets. In reference to organisation,
the marketing communications basically comprises of the sponsorships, traditional advertising,
social marketing presentations and direct marketing. (Marchese, 2020)
Cause marketing
In reference to Cause Marketing, it basically involves the collaboration between the non-
profit organization and a for-profit business for a common or similar advantage. In context to
Brand Marketing, it is basically the process of growing and establishing a relationship among the
consumers and the brands. In Ben and Jerry's., the company focuses on highlighting the service
or product and the process of brand marketing basically promote the entirety of the organisation.
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In organisation, the company with the help of launching their new range of “Thick Shakes” is
basically focusing on helping and supporting the NGOs of children with disability.
Internal and External audit of organisation
In context to organisation, the internal auditors focus on examining the various issues or
challenges which are related to the risks and business practices of the company whereas the
external auditors examine the issues or the financial records or opinion in relation to the
company's financial statements.
In context to organisation, the organisation is involved in making ice creams and is
focusing on the mission to make the world a better place. The company's major vision is to use
their ice cream for the purpose to change the world. The organisation involves various human
rights and dignity, social and economic justice, environmental regeneration, protection, and
restoration (Geiß, 2021).
Target Audience: In reference to organisation, the target audience is basically a group of
individuals defined by the behaviour and certain demographics. In addition to that, the company
uses their target audience for the purpose to create user personas. With the help of these persons,
it helps in guiding their decisions on the marketing campaigns. In context to Ben and Jerry's, the
primary target audience is under the age of 24 with the number of customers dwindling once they
reach over the age of 34.
Market Positioning: In context to Market Positioning, it basically refers to the ability to
influence the perception of the customers and it allows the company to achieve superior margins
in relation to the product or the brand relative to competitors. The main motive of the market
positioning is to establish the identity or the image of the organisation. In reference to the
organisation, the company is the leading ice cream brands of the U.S and was the top ranked ice
cream brand with approximately a sale of 936 million U.S dollars.
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Marketing Strategy: In context to organisation, the marketing strategy basically refers to the
overall game place for the company to reach the end customers and turning them into consumers
of their services or products. In reference to Ben and Jerry's, the company is focusing on
improving its marketing efforts on targeting the individuals who have high end ice cream tastes
and unique flavour preferences.
In relation to Ben and Jerry, the company achieved competitive advantage through using
differentiation strategy and differentiating its products by promoting diversity in the workplace,
creation of the unique flavours, supporting the local community and using high quality
ingredients (Mishra and Jangid, 2022).
Pestle Analysis
In Ben and Jerry's, this analysis is used for the purpose to determine the business position in the
market.
Political: In context to the company, the political impact on the company is significantly
influenced by the federal regulations and the federal government laws.
Economic: In context to the organisation, the economy of the company is growing year by year
with launch of the variable products specifically focusing on the nutritional food for the babies.
Social: In reference to the company, the social environment keeps on changing with respect to
time like consumer's attitude along with the ways of living.
Technological: In context to the company, the organisation is focusing spending more on the
R&D for the purpose to make their products nutritious and healthy offering the customers with
health benefits.
Legal: In reference to the organisation, there is no such influence on the legal elements of the
company as it is very much worried over the guidelines and the laws.(Haslam and Shenoy, 2018)
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Environmental: In context to the organisation, the company is highly dedicated to work in an
environment friendly surroundings with the preservation of the energy and the natural deposits.
Overview of the cause campaign proposal and associated charity partner
In context to Ben Jerry's, the company's cause campaign is basically related to the
donation of 20% sales to the NGOs of children with disability. With the objective of launching
“Thick shakes'', the company is focusing on donating the 20% of the profits to the NGOs. The
associated Charity partner to whom the organisation will be donating the profits is “All about
Happiness” which is basically a non-profit organisation working for the welfare of the children
with disabilities (Kumar, 2019).
Definition of the target audience and wider stakeholders
In context to Ben and Jerry's, the target audience of the company is under the age of 24
and which comprises of the students and young professionals living in the cosmopolitan city. In
reference to Ben and Jerry's, the major stakeholders comprise of the trade associations,
employees, investors, suppliers, customers, governments, and the communities.
Campaign Branding and creative strategy
In context to organisation, the brand campaign basically puts the organisation's message
and story in front of the audience with the objective to improve the brand equity and increasing
the brand awareness in the mind of the customer. In context to the organisation's campaign
branding, the cause messages will be written of the jars of the product. The entire campaign
branding will involve the samples, a new branding logo and much more (Key and et. al., 2021).
Marketing communication mix tools
Marketing communication mix tool is referring to tools that used by organisation to
communicate with customers or potential customers in market via different tools. Such as,
advertising, internet marketing, public relation, direct marketing & digital marketing, and sales
promotion. (Adeola and Olaniyi, 2022)
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In reference to Ben and Jerry's uses a direct marketing for communication mix tool for
approaching the target customers and for promotion. It provides a new way to target in market,
as it is way cheaper the other tools and is more effective tool.(Mizik and Hanssens, 2018) Direct
marketing has some benefits, as it helps to provide specific target audience.
Market research on customers helps to identify target group of audience to get them
attracted to brand. In direct marketing enterprise is using social media for promotion and target
customers in potential market. It also helps to build a direct relationship with customers and
increase sales.(Mizik and Hanssens, 2018)
Using direct marketing allows company to target specific group of customers, by taking
time on researching and identifying target in market with potential buyers. Company gets direct
feedback from their customers and provides personalized approach on individual customers with
no advertising and marketing expenses. It proves to be an effective communication tool for
company.(Adeola and Olaniyi, 2022)
Media's mix channel based on target audience with potential opportunities
Media's mix channel is a blend of communication for organisation to use for providing
messaging about brand to customers and potential customers in market. In context to Ben and
Jerry's, company is using social media marketing for as a media's mix channel for promotion and
engagement with customers (Lai and et. al., 2021) .
Primary target audience of firm is mostly age group under 24, so using a social media
platform is cheaper and more effective media mix. As for the company it is socially active on
many platforms related to social media such as, Facebook, Twitter, Pinterest, and Instagram
which provides direct contact to customers and have thousands of devoted followers of
organisation (Key, and et. al., 2021) .
The web designing of Ben and Jerry's has unique features which helps to keep
continuously engagement to customers with the brand by releasing news, campaign, recipes, and
many more on those platforms. As per the target group of company social media proves to be
better media to engage with customers, as people of target group is mostly using social more
often so for organisation the presence on social media is important to attract more potential
customers into brand.
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Social media marketing is known to be the effective tool because most of the customers prefers
the online mode of shopping to meet their needs and wants as the technology and various other
mediums are making it easier and more convenient to encourage the social media marketing
which can also boost up the sales of a company or an organisation (Luttrell and Wallace, 2021) .
The social media stats can be checked and measured by various tools such as follower
work on twitter platform, social media insights i.e., gender and location data and google analytics
as well . (Sharma, 2019).
The term google analytics is referred to the type of a web analytics tool which is used for
search engine optimization and other marketing purposes as well. The google Analytics gives the
better understanding of the customers which are needed further to look at the business insights.
Given below are the objectives of this campaign of ben and jerries.
• To provide the maximum value and meet out the needs of its customers in the best
possible way.
• To Donate the 20%, amount that has been gained by the firm to the NGOs.
• To increase the sales of Ben and Jerry's to make sure the required amount is donated to
the NGOs (Luttrell and Wallace, 2021) .
The pre and post Research that has been done by Ben and jerry's can help the firm to measure its
success through the campaigns and to also achieve the objectives through other ways such as the
social media stats and other integrated marketing communication, like twitter, Instagram,
Facebook, website etc. these platforms can help the Ben and jerry to increase their sales and to
achieve the desired amount of profit also(Key, and et. al., 2021) .
The Business can also measure its insights and other performances through google
analytics and social media stats as well. All these combined activities can help the firm to
achieve its primary goal of donating 20% sales to NGOs to help disabled children (Sharma,
2019).
Budget plan, Production schedule and KPIs
Budget plan is a process of constructing a budget to utilize a control on operation of
organisation. The main purpose of it to avoid any future risk that can affect company's financial
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goals. In reference to Ben and Jerry's the budget planning is something like, (Anggradewi,
Sardjananto and Ekawati, 2019)
Name Amount
Inventory $6000 - $14,000
Royalty Approx. 3% of gross sales
Advertising Approx. 4% of gross sales
Additional funds Approx. $50,000 - $75,000 (Maisel, Zwerling
and Sorensen, 2022)
Production schedule is process of listing every single product that will be manufactured
from the beginning like getting raw material to logistics, it is to maintain order to manage and
control the production process. In context to Ben and Jerry's maintain long list of getting raw
material of getting milk different places to getting flavour of different ice creams to
manufacturing them till distribution.(Maisel, Zwerling and Sorensen, 2022)
KPIs key performance indicators is a quantifiable measure to demonstrates company's
effectiveness for achieving business objectives. In references to Ben & Jerry's maintains strict
standards on quality products from cow to cone, every step of supply chain from suppliers and
distribution to manufacturing operation it complies company's three-part mission. Ben & Jerry's
maintain quality of KPIs for ensuring consistent in quality product.
Gant Chart of the marketing plan
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(Bird, 2019)
(Bird, 2019)
CONCLUSION
It has been analyse from the above discussion cause marketing and various marketing
strategies played a very important role for me when it comes to my personal professional
development. In addition top that my contribution with my team members helped me a lot in
enriching my personal, professional academic development. From the above report it concluded
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that Ben & Jerry's is using a the RACE framework for marketing communication planning
theory. It break into 5 steps process as.
 Plan content for brand.
 Reach which includes search engines, publishers, social media and blogs.
 Act which has company website, blogs, community and interactive tools.
 Convert which generally have product, price, promotion and e commerce.
 Engage which is direct continuously engagement with customers. (Haski-Leventhal,
2022)
In reference to Ben and jerry with the help of various strategy it will allow the company to
directly promote its product on different platform. It helps company to direct promote with many
strategic measurements which led to profits and attract many customers with potential customers
also. From above report it also states that company is focusing on cause marketing as helping and
supporting NGOs of children with disability. With internal and external audit of company it
focusses on mission to make world a better place with target audience, market positioning and
market strategy. From pestle analysis of Ben & Jerry's is following every aspect of market that
can affect, but company is taking necessary actions against all causes. It also states that
organisation is donating it 20% share of profit to NGOs. Targeting on age group of under 24 with
the help of social media direct marketing tool. Company is also keeping budget plan with prop[er
production schedule and considering quality in KPIs.
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REFERENCES
Books and Journals
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Marchese, D., 2020. Ben & Jerry's Radical Ice Cream Dreams.
Geiß, J., 2021. Monitoring & Routinen. In Die Übernahme-Formel (pp. 167-177). Springer
Gabler, Wiesbaden.
Mishra, S. and Jangid, L., 2022. A CONCEPTUAL REVIEW ON GREEN
MARKETING. NEW PERSPECTIVES ON COMMERCE & MANAGEMENT
VOLUME-1, p.41.
Haslam, S. and Shenoy, B., 2018. Strategic Decision Making: A Discovery-led Approach to
Critical Choices in Turbulent Times. Kogan Page Publishers.
Kumar, V., 2019. Global implications of cause-related loyalty marketing. International
Marketing Review.
Key, T.M., and et. al., 2021. Brand activism change agents: Strategic storytelling for impact and
authenticity. Journal of Strategic Marketing, pp.1-17.
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media landscape. Rowman & Littlefield.
Sharma, E., 2019. A review of corporate social responsibility in developed and developing
nations. Corporate Social Responsibility and Environmental Management, 26(4),
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Anggradewi, P., Sardjananto, S. and Ekawati, A.D., 2019. Improving Quality in Service
Management through Critical Key Performance Indicators in Maintenance Process: A
Systematic Literature Review. Quality-Access to Success, 20(173).
Maisel, L.S., Zwerling, R.J. and Sorensen, J.H., 2022. AI-enabled Analytics for Business: A
Roadmap for Becoming an Analytics Powerhouse. John Wiley & Sons.
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