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Analysis of Ice Cream Brands: Ben & Jerry's, and Berthillon

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Analysis of Ice Cream Brands: Ben & Jerry's, and Berthillon
DOSSIER GLOBAL BRAND MANAGEMENT:
Véronique SCART

GLOBAL & LOCAL BRANDS :
BEN & JERRY’S and BERTHILLON

BETOUX Léonor
LEROY Marion
LIEGE Oriane
SANSON Cécile
RENAUDIN Astrid

Groupe 503B
CONTENTS:

Introduction
PART 1: Marketing environment and presentation of the 2 companies P3 1) Ice-cream market in France P3 2) Presentation of Ben & Jerry’s P3 a. Brand identity P3 b. Mission & Values P4 3) Presentation of Berthillon P5 c. Brand identity P5 d. Mission & Values P6 4) Competitors P6 e. Ben & Jerry’s P6 f. Berthillon P7
PART 2: Target & Positioning P8 1) Segmentation & targets P8 a. Ben & Jerry’s P8 b. Berthillon P9 2) Positioning P9 c. Ben & Jerry’s P9 d. Berthillon P10
PART 3: Politic and communication strategies: Communication Mix P10 1) Communication strategies P10 a. Ben & Jerry’s P10 b. Berthillon P11
PART 4: Comparison between Ben & Jerry’s and Berthillon P12 1) Points of parity P12 2) Points of difference P12
Conclusion P12

Introduction:

Ice cream in a few word is…
Pleasure…. Indeed, it is always a pleasure for our taste but to enjoy an delicious ice cream.
Conviviality…To eat is also sharing a moment with others and it is always a great time when you walk around Paris’streets and you can stop by for one or two ice balls.
Trendy…Ice-cream maker create a real image around their brand and their ice creams so then, consuming became identification and expression of themselves.
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