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Ben & Jerry's campaign plan for the "Fair Trade" campaign

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  1. Introduction
  2. Situation analysis
    1. Company overview and ice cream market in the UK
    2. Closest competitor and positioning
    3. Macro environmental factors that could influence recommended strategy
  3. Objectives: Marketing objectives / Communication objectives
  4. Strategy
  5. Tactics
  6. Action
  7. Control
  8. Conclusion

Ben & Jerry's is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield. It's a division of Unilever and manufactures ice creams, frozen yogurts, and ice cream novelty products.

To define the marketing plan of the company, we have to use the SOSTAC method (PR Smith, 1990s) which is a simple planning system. But it is very effective and many business firms use it to perfect their plans.

Ben and Jerry's products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchises, Ben & Jerry's Scoop Shops, restaurants and other venues.
The aim of Ben & Jerry's is ?to make the best possible ice cream, in the nicest possible way.?
And it uses business as a ?tool for social and environmental changes? by selecting suppliers that share its values.

Indeed, Ben & Jerry's operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Ben & Jerry's contributes a minimum of $1.1 million annually through corporate philanthropy. The purpose of Ben & Jerry's philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding.

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