ADVICE REPORT Laura Hermsen - 2185414 Katja Nagelkerke - 2127962 Hanneke Jadach - 2183709 Bianca Huisman - 2180923 Bram Kuijper - 2187113
INDEX Introduction Our model Picture it! Explanation of the model The company Model applied to Ben&Jerryâ€™s Pain points and chances Conclusion Individual implementation - Laura Hermsen - Katja Nagelkerke - Hanneke Jadach - Bianca Huisman - Bram Kuijper
INTRODUCTION WHO WE ARE Bram Kuijper Hanneke Jadach .
Bianca Huisman Laura Hermsen Katja Nagelkerke .
On the basis of the taught theories in class such as The Golden Circle and Service Design we invented a new theory. A theory with which you can develop a concept and also can evaluate a concept or company. The theory that we developed is called “Picture It”. In this plan we will explain the theoretical content and what the corresponding steps are of the theory. Furthermore we will explain on which theories “Picture It” is based on. To test whether our theory works we applied the theory to the company Ben & Jerry’s. From the analysis of the company on the basis of the model we found some pain points and chances. From this analysis we made a conclusion together. Then each individual chose a pain point or a chance and gave an suitable advice.
OUR MODEL ‘Picture it’ is based on:
Model Concept Development
Especially some parts of the value fit of this theory are used in the model ‘Picture It’.
The Golden Cirle
The Why, How and What of the Golden Circle are used in our model. The inner part of a company is very important.
The ‘Service Journey’ of this theory is used. It is important to know what the good and the bad things of the concept are and how to improve them.
What are the strenghts and weaknesses of the company? It is good to have insight into your company.
Not only looking to yourself as a company, but to the whole world is necessary for a good concept. You have to keep an eye on the trends and developments.
Our own knowledge
To make the picture ‘perfect’ we have used our own knowledge.
Step 1: Our Piece
EXPLANATION OF THE MODEL
The first step is all about the organization. We need to have a clear image about what the company stands for. How do we see, feel and picture ourselves? We do this by asking two important questions; How do we picture our vision? How do we picture our long-term vision of the company? What are our ambitions and how do we see the future? The vision gives an inspiring image of the companyâ€™s everlasting position. What are our core values? The core values are specific and meaningful elements that show who we are as a company. The combination of these values are unique in comparison to other companies. What are the curves and edges? In this part we first look at how our piece will place in the world around us. What are our strengths (curves)? And what are our weaknesses (edges)?
Step 2: Their Piece
In this step we take a closer look into the life of the audience, our target group. There are several questions to ask ourselves. Who is our target group? Create a clear image of who our target group is. We need to know
who they are, what they do, how they think and what they feel. What are their expectations? We need to know what they expect from us. Itâ€™s very important to know this and to act to their expectations or else we will let them down. Our actions have to match their expectations and our vision. What are their core values? Which characteristics do we find in our target group?
Step 3: Find the missing pieces
Step 3 is all about finding the pieces that connect us to the target group and the world. Answer these three questions; What are the trends and developments? Once we know how our company stands in the world, we have to analyse what are the trends en developments out there. What are important items that are playing in society? Where does the media give attention to? What are the downsides and upsides of these trends and developments? Here you will search for the downsides and the upsides of the found trends and developments. Try to see the downsides as new changes and find solutions for these downsides. Try to improve the upsides. What is missing in the company or where can we add extra value? In this part we ask ourselves on which points the company is missing out. Which chances can we use to our value?
Step 4: Picture it!
After completing the first three steps (analysis), you are ready for step 4 and 5, the concepting steps. In step four, you combine the first three steps and you try to find a link to create an overall picture. Mix the pieces together to create different pictures Combine the values from step 1 and 2 and the trends and developments from step 3. Do this at least two times to create multiple pictures. Find a strength or weakness Brainstorm about the pictures Search for links/similarity between all the chosen pieces and come up with an overall picture.
Step 5: Place the picture
In this step you will think about how you are going to place your picture in the life of your target group. Communicate the picture to the world Make your picture touchable/visual. Communicate the picture through different paths Think about how you are going to communicate the picture, in the right way, to the right target group. Use step two to help you to choose the right paths. Make the picture part of the target group their lifes Think of extras that will make your target group love your picture and you as a brand/company. This way you will create ambassadors for your brand.
THE COMPANY Ben & Jerry’s is an American company that makes and sells ice cream. Two friends, Ben Cohen and Jerry Greenfield, opened their first “scoopshop” in Vermont, in 1978. From there on out, the company started growing to what it is today. Ben & Jerry wanted to make ice cream that is pure, and had real big chuncks in it. All their ice cream is made with a fair share for the farmers. That is why all their ice cream has a FairTrade-stamp. Their ice cream has flavours that are not ordinary, or seen on a daily basis. They want to make “the nicest possibile ice cream
in the nicest possible way” (Ben & Jerry’s, 2014). Ben & Jerry’s has a mission that is divided in three parts: a product mission, an economic mission and a social mission. With these three missions combined, it is what Ben & Jerry’s stands for. “It’s not just about mixing the best ingredients, our suppliers are just as important! We buy our ingredients from suppliers that share the same values as us. Those ingredients can be anything… From range eggs to sustainably produced milk and ingredients with the Max Havelaar mark.”
MODEL APPLIED TO BEN&JERRY’S Step 1
How do we picture our vision? Ben & Jerry’s vision is clear: “Making the nicest possible ice cream in the nicest possible way.” (Ben & Jerry’s, 2014) What are our core values? Innovation, sustainability, honest, fairtrade, transparent What are the curves and edges? Curves (strengths): Well-known brand, successful, global operation, social responsibility and environmentalism, company is involved in good causes like global warming, gun control and saving family farms. Edges (weaknesses): wide and unclear target group, their clear focus on social responsibility issues could hurt the company by shifting the focus away from important business matters and also add unnecessary costs. (Friesner, Tim, 2014), need for experienced managers to help growth, flat sales and profits in recent years (Kottary, Shiva, 2013)
Who is our target group? Our target group is everybody who loves ice cream. People with a disposable income and an open mind about and interest in the world. Age is not relevant, neither is gender. What are their core values? Adventurous, environmental awareness, good food, fairtrade, innovation, social and international interest What are their expectations? They expect an exceptional taste, good balance in price and quality, lot of variety and natural products.
the use of apps
Co-creation is used by an organisation when the consumer has an active role in the production process and when this is a continuous process. The effect of this is that products and services are more connected to the wants and needs of the consumer. (Jansen & Pieters, 2013)
Research by Localytics has shown that the use of applications on the smartphone has risen sharply. We typically spend 21 percent more time on the use of applications compared to a year ago. (Localystics, 2014). The study also shows that 95% of the time is spent on apps, only 5% goes to mobile websites. If we look at the total amount of use, we see that 80% of the time spent on apps is generated by no more than 50 applications. (Oosterveen, 2014)
choice overkill Consumers have already so much to choose from, but companies keep throwing more and more products, services and other goods at us. Research by Douglas Kellner showed that consumers suffer from a so called choice overkill, which causes the consumer to go back to the products and services that he/she used to be familiar with. These familiar products and services have gained trust by the consumer and will win it from the newer, more innovative brands and goods. (Kellner, 2003)
mindful living “What the culture is craving is a sense of ease and reflection, of not needing to be stimulated or entertained or going after something constantly,” says Soren Sordhamer, founder of the Wisdom 2.0 conference to the New York Times. Mindful living is a kind of counter-trend to the past decade of overly stimulated, tech-saturated culture that we’ve been living in. More and more people are drawn to the idea of shutting out distractions and focusing on the moment. (Hochman, 2013)
Corporate social responsibility CSR is an integral vision of a sustainable business. A company with social responsibility will make every business decision at a balance between the different social and economic impact, and takes into account stakeholder interests. Every business decision could affect the stakeholders (stakeholders) of a company. That can be the employees or customers, but also local residents, suppliers, investors and ‘society’ in general.
competition Companies like Haagen-Dazs, Hertog and Ola are competitors for Ben&Jerry’s. But actually all companies that make ice-cream is a competitor of Ben&Jerry’s.
obesity In 2012, 53% of men and 44% of women are overweight. Men are more often overweight than women, women are more often obese. 11% of the men are obese, and 14% of women. Overweight and obesity increases with age and are more common among people with lower education. 14% of the Dutch children are overweight, of which 2% was obese. In the past thirty years overweight and obesity has increased dramatically. Not only are the Dutch heavier, also the Dutch abdomen become thicker. These increases in overweight and obese are seen in all age groups and in all educational levels. Among children is overweight in the last three decades, more than doubled. In recent years, the increase flattened.
individualization Individualism stands for living and holding on to oneâ€™s own life. A life does not belong to a group, a community or society. Individuality basically comes down to the idea that an individualâ€™s life really belongs to him or her. The individual is sovereign and has a normal, moral concern when it comes to life. Nowadays people like to be approached personally and not as one big group. (Biddle, C. 2014)
Allergen free food An estimated 80,000 people in the Netherlands suffer from gluten allergy. Of these people two thirds are female. The number of people gluten allergy without knowing it, is probably greater; possible is about 160,000 people. This is because the symptoms are often so vague that you can not think of a gluten allergy fast.
Gamification Gamification is the use of game thinking and game techniques in non-gaming environments. When you use gamification game elements to allow users to motivate and enrich their experience. The principle of gamification is not new, weâ€™ve been playing games for centuries. 72% of households play video games now. We see how effective games are in tempting, grappling, motivate and retain their players. Appling these techniques in the real world is what gamification is about.
PAIN POINTS AND CHANCES
What is missing in our company or where can we create extra value? By using the picture it!-model we have found out there a several pieces missing and we found some points that can give the company extra value. The several areaâ€™s that can be improved are:
target group The target group is way too big. This is a problem because
now you canâ€™t focus your communication or products to one specific group.
product The productline is not divers. The product is very expensive. There should be different flavours for different target groups.
By having different kind of partners the brand could be linked to another positive image and can generate more attention.
marketing-communication There a various ways and paths to communicate with the world. A different approach could lead to better figures and better brand knowledge.
The pain point anticipated on, is the broad target group that Ben & Jerry has. A broad target group itself is not a pain point, but it makes it hard for the company to communicate to their audience. ‘Individualization’ is the trend that is used. People nowadays like a personal approach. This means on their own interests, environment and so on. They don’t want to be seen as one big group, but as individuals or small subgroups.
Target group specification - concept carrier 'product' (Laura Hermsen) When we were analyzing Ben & Jerry’s with our model “Picture It!”, we have found a painpoint, halfway through. This painpoint can easily be turned into a chance. When we came to “Step 2: Their Piece”, we saw that Ben & Jerry’s target group is really big. They sell ice cream for everyone who loves ice cream. That is a clear target group, but it is really big. We found that when you specify your target group, people will be more able to identify with your product. (Communicatie Handboek, Wil Michels, 2010). Our advice is that Ben & Jerry’s should make some ice cream types, especially focussed on specific target groups. For this advice, we chose children from eight to twelve years old as a target group. They are developing their own taste and go grocery shopping with their parents a lot. Of course, taste, FairTrade, and big chuncks are still important. We have made two examples for new types of Ben & Jerry’s. One specified on eight to twelve year old boys, and one specified on eight to twelve year old girls.
Boys: Dunkin’ Doughnuts
Cool vanilla ice cream with big chuncks of dougnut and pieces of all kinds of frosting!
Girls: Berry Bubblegum
Pretty strawberry ice cream with big chuncks of raspberry and a big pink bubblegum in the middle!
These new flavours have different touchpoints with the target group. The most important touchpoint will be at the supermarket. These new flavours of Ben & Jerryâ€™s will be place slightly lower than other flavours, on eye level of eight to twelve year-olds. In that way, our new flavours will stand out even more for those children. Another touchpoint will be a commercial. On channels like Nickelodeon and Zapp, channels that are focussed on this target group, there will be commercials about the new flavours. The new flavours will also be found in the traditional Ben & Jerry Scoopshops, in which the target group will taste these new flavours, and will be more eager to buy these flavours in the supermarket at home.
concept carrier 'communication' (katja nagelkerke)
The new concept carrier
By using the Picture it!-model we found out a new marketing-communication plan could help increase the brand knowledge and the love for the Ben&Jerry’s brand. So I invented a new way to reach the target group. This is by setting up a Transmedia Storytelling Campaign.
collect all the different pieces of the puzzle. Once they do and they’ve send the created picture, Ben&Jerry’s will donate a small amount to the suppliers. Every person will get in exchange for their efforts a Limited Edition Golden XXXL Ben&Jerry’s cup (and of course a feeling of contributing to fair-trade products).
Why the new concept?
The most important part of Ben&Jerry’s as an organization is that it has a great vision with good values and fair-trade products. The new concept is a way to give extra meaning to this vision and to their story. The concept is named ‘Picture us!’. The concept will create a better relationship with the target group. It’s all about making Ben&Jerry’s story also their story.
What is Picture us?
In the first place Picture us is about the story of Ben&Jerry’s, besides making extraordinary ice-cream they find the suppliers of the ingredients just as important. Picture us will tell this story to the target group by using puzzle pieces. There are 4 types of pieces; the first piece is about the Ben&Jerry’s organization(employees, the inventors), the second piece stands for the suppliers, the third piece for the ingredients and the fourth and last piece for the target group. The core message of Picture us is that we together can create the best ice-cream. A Transmedia Storytelling Campaign means that the story is scattered over different paths. The target group will find themselves in a game to
This is the part where Picture us gets exciting! The four pieces will be found in different places. The target audience will be in contact and up to date with the campaign and given hints by advertising and social media. They will be triggered by the look of the XXXL Ben&Jerry’s cup.
Pieces of Ben&Jerry’s
The pieces of Ben&Jerry’s will be found online. People can search online on different sites (Ben&Jerry’s, Max Havelaar etc.)
Pieces of the Suppliers
The pieces of the suppliers will be found in real life. They can be found at different places throughout the land.
Pieces of the Ingredients
The ingredients pieces will be found inside the Ben&Jerry’s ice-cream.
Pieces of You
This piece will be created by the target audience. They have to create their own fitting piece that tells who they are.
The people who finished the puzzle will be rewarded with their amazing Golden Ben&Jerry’s cup and every ‘normal’ Ben&Jerry’s cup will be labelled with their pictures and their names; Thanks Jim!
How does it fit?
Picture us is a combination of the values of Ben&Jerry’s as well as those of the target group. It combines their adventurism with the organizations honesty and innovativeness and of course the similar fair-trade value. It makes use of several trends; gamification, co creation and individualization. After all, the campaign is one big game where the target group will create their own picture and they will get recognition as an individual.
In a Transmedia Storytelling it is key to keep an on-going ‘dialogue’ with the target group. So there will be constant touchpoints, via Facebook/ Twitter and/or e-mail. I will describe the main touchpoints.
The first trigger of the Golden XXXL Cup will be promoted with advertisements on television, internet and on billboards. They will get excited about the game and will want to know what it’s about. - The advertisements will lead the target group to the Ben&Jerry’s site where the game will be explained.
- They want to participate and sign in on the site. They will get the first clue on how to find the first pieces. - By searching online they will find the Ben&Jerry’s Pieces and send them. By using social media picture us will encourage them to keep going and connect the pieces. - In this part there will be a lot of communication about where the Suppliers Pieces will be placed. - The target group will search in real life for the Suppliers Pieces. They will take pictures and send them. The campaign will answer by giving clues about finding the Ingredients Pieces inside the Ice-cream. - The target group will buy the ice-cream to get the Ingredients Pieces. Once they’ve found them they will be told to create their own piece. - The You Piece will be created and the picture will be completed and send.
- The winners will receive the Golden Cup - When they buy Ben&Jerry’s Ice cream they will find themselves on the packages.
concept carrier 'partnerships/ network' (hanneke jadach)
After using the picture it! – model, I found out that some pieces were missing and that there were some points that can give the company more value. One of the pain points was partnerships/network. Ben & Jerry’s doesn’t work a lot with co-creation or cooperation with other companies. In my opinion this is a very good way to generate a positive image, more brand awareness, attention and publicity. As well for Ben & Jerry’s as for the other company. Because Ben & Jerry’s their target group is pretty big and they make products for ‘everyone who loves ice cream’, I wanted to do something with this. Their vision ‘Making the nicest possible ice cream in the nicest possible way’ (Ben & Jerry’s, 2014) is important too. A development which we have found is obesity. Ice cream isn’t really good for people with obesity of course, so I also wanted to do something with this. Combine partnerships/cooperation, the vision of B&J’s, the development obesity, one of the values of the target group ‘adventurous’, and two of the values of the company ‘innovation’ and ‘sustainability’, I came to a new advice.
Advice and explanation of fit
It would be innovative of Ben & Jerry’s to work together with indoor ski – and snowboard areas in different countries. Mostly of the time the target group of these areas also loves ice (ice in another way, but still) so this is consistent with Ben & Jerry’s. By restyling these areas in B&J’s style, the areas will look awesome and they will be real eye catchers. It would be nice to make the fake snow also in Ben & Jerry’s style, so instead of white snow, snow in the colour of cookie dough for example. This will give the visitors of the ski- and snowboard areas a whole new experience and they will be consistantly recalled to Ben & Jerry’s. They will definitely buy a delicious ice cream after their ski session! Because sustainability is also a value of Ben & Jerry’s, the area has to be sustainable as well. The fake snow and the wood for the decoration must be fair trade. This should be clear for the visitors so they will know that Ben & Jerry’s is very strictly in their values. This also applies to their vision ‘Making the nicest possible ice cream in the nicest possible way’. By making the areas nice and sustainable for everyone this will fit to their vision. Because skiing or snowboarding is a good sport and it will give you a better body condition, this can prevent people to get obesity. Before they will eat an ice cream, they will do some sport so they are more allowed to eat something which is not really healthy. These whole, new and innovative Ben & Jerry’s snow and ice worlds will be recognized by the media and by making a short video/teaser of the areas which will go viral, people will get curious and will visit the areas. This is also good for the companies. When a video goes viral, this will give a company a lot of publicity. This will be really positive for Ben & Jerry’s and they will become more popular.
When people don’t go to one of the areas by themselves, the first touch point will be the video/teaser about the areas. They will see this video online. They want to have more information about this, so they will visit the website of Ben & Jerry’s (touch point two) This will attract them to visit one of the areas close to their city. The third touch point is during their visit to one of the Ben & Jerry’s snow and ice worlds. This whole innovative experience will show them that Ben & Jerry can do more than only selling ice cream. They can do this in an healthy way by first making people do some sport and after this they can eat their ice cream without feeling guilty. By organizing a competition you will reach the fourth touch point. For example, people who have visited the Ben & Jerry’s snow and ice world, have to make a selfie of themselves at the area and their ice cream and put it on social media. The best selfies will get a prize.
concept carrier 'product' (bianca huisman) On the basis of the analysis and with the help of our model we have encountered a number of chances and pain points. I have chosen to combine two pain points/chances in my advice. I have chosen the pain point target group and the chance marketing / communications. In step four of ‘Picture it’ the intention is to combine the values of the company and the target group with a trend and/or development. I chose to combine the value innovation of the target group with the value sustainability of the company, the trends I selected are co-creation, individualization and Corporate Social Responsibility. By combining these features I came to the following advice/concept carrier.
Create your own Ben&Jerry’s cup
Imagine you’re watching television and suddenly you see an advertisement of Ben&Jerry’s during the commercial break. It is a call out to all the people who love ice cream. Who does not love ice cream?! The call says that you can design your own glass Ben&Jerry’s cup on the Ben&Jerry’s website. Of course you take a look at the Ben&Jerry’s website after seeing the call. You decide to create a personal design for yourself. Using the design program on the website you draft something together using existing templates, images and fonts. After some cutting, pasting and sliding you are happy with your design. Time for step two. Whaaat!? You even also can choose the taste of your ice cream! Cookie dough has always been your favourite flavour so that was an easy choice. Now your design is ready for shipping and production. After seven days your personal Ben&Jerry’s cup filled with Cookie dough ice cream arrives at your home. You immediately make a picture of the cup and send it to all your friends and place the picture on social media. Now everyone can see your self-designed Ben&Jerry’s cup.
What a nice discovery: a normal cup of Ben&Jerry’s fits right in to your own designed Ben&Jerry’s cup. Now you can always eat your Ben&Jerry’s from your own designed cup without getting cold hands. Of course you can also use the cup for other purposes. A week later the birthday of your brother is getting closer and you decide to design a personal Ben&Jerry’s cup for him. This time with his favourite flavour of course. A personal designed Ben&Jerry’s cup is also a super nice and original gift!
The target group of Ben&Jerry’s is everybody who loves ice cream. People with a disposable income and an open mind about and interest in the world. One of their core values is innovation and a development is the individualisation of the consumer. The target group can be innovative by creating their own Ben&Jerry’s cup. The concept carrier also contributes to the individualisation because the target group designs a one of a kind product for themselves. A product that will distinguish them from the others. The vision of Ben&Jerry’s is “Making the nicest possible ice cream in the nicest possible way”. By letting the target group designing their own Ben&Jerry’s cup the experience of the ice cream will be better or how they would say nicer. The concept carrier also fits the company because two of their values are sustainability and innovation. Sustainability fits because the product can be re-used for other purposes. Innovation fits because letting the target group designing their own cup is an innovative and creative way of bonding with your target group.
Touch points The first touch point of the target group and the concept carrier is when the target group sees the advertisement on for example the television. There advertisement will inform the target group about the new action of Ben&Jerry’s. The advertisement will tell people to join the action. The second touch point of the target group and the concept carrier is when they decide to create an Ben&Jerry’s cup. The target group will go to the Ben&Jerry’s website and go to the “create your own Ben&Jerry’s cup” page where they can design their cup. They can design their cup with some help from Ben&Jerry’s and choose a flavour. The third touch point of the target group and the concept carrier is when the Ben&Jerry’s cup arrives at their house. The self designed Ben&Jerry’s cup with the chosen flavour will arrive at the house of the target group or at the nearest Ben&Jerry’s selling point.
concept carrier 'communication' (bram kuijper) People nowadays want to be approached personally. They also want to know who the company is. By portraying Ben & Jerry’s as persons, you create a face for the company. A communication campaign will ensure that Ben & Jerry’s will no longer be seen as a large company that makes ice cream, but as a brand which reflects similarities with its target group.
Ben & Jerry’s becomes Ben & Jerry. These two persons will be representing two groups. In this way, the target group of Ben & Jerry’s will be divided by two. These two groups are segmented on age. The company has already segmented its target audience by other factors (demographic, economic, etc.) by its current marketing (mix).
Ben: Ben is representative of the target group; 25 years and older. This person will be communicated as a person that has a lot in common with the target audience. So he will have a full time job, children, and when the children, after a long day (at work), are finally in bed he likes to open a pot Ben (& Jerry’s) with his wife to escape reality and just enjoy. Jerry: Jerry represents the target group; youngsters between 12 and 24. He goes to school and he is very active on social media. He likes to go out with friends, and what fits better than a pot (Ben &) Jerry in that situation?
Berry: Berry is representative of the target group; children up to 12 years old. He/she is still young and busy exploring the world around him/her. After a long day of playing with friends from school, it’s nice to sit down with the family and a eat Berry (Ben & Jerry’s) ice cream.
- Different types of pots/flavors, Ben and Jerry (and Berry) - Advertising on different platforms, Ben on RTL and/or newspapers, Jerry on Comedy Central and/or Social media and Berry on Nickelodeon and/or Donald Duck Magazine - Generation battle, family board game where Ben fights against Jerry - Sponsoring events, Jerry sponsors music festivals and Berry sponsors children events.
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