Comparison of Marketing Mix of Haagen-Dazs and Ben & Jerry's Ice-Cream

This report compares the marketing mix of Haagen-Dazs and Ben & Jerry's ice-cream, including STP approach, target market, and marketing mix elements. Both brands offer similar products and charge higher prices, but need to differentiate their products and modify pricing strategy. Both brands have a global presence and use appropriate promotional strategies.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing refers to the different types of activities which are undertaken in order to make
sure that the products or services which are being provided by the organization are able to reach
the customers quite effectively and efficiently in the right manner (Chatterjee and Kar, 2020).
Therefore, it is essential that the use of appropriate methods and techniques can be made so that
the attainment of the goals and objectives can be done in an appropriate manner by the firms.
This report will focus on the comparison of Marketing Mix of Haagen-Dazs Ice-Cream and Ben
& Jerry's Ice-Cream. In this report, a detailed and specific focus will be made on the comparison
of Marketing Mix of both the organizations.
MAIN BODY
STP Strategic Approach-
Segmentation- It refers to the way in which the segmentation of the market can be
carried out (Ding and et.al., 2020). This will thus be quite useful in ensuring that the products are
provided to the customers accordingly. The managers of Haagen-Dazs Ice-Cream use it for
dividing the market in segments and providing their products accordingly. The managers of Ben
& Jerry's Ice-Cream make its use for the particular purpose of segmenting the market and
accordingly providing their products to the customers.
Targeting- This refers to the use of different types of methods and techniques through
which the customers can be targeted. Therefore, Haagen-Dazs Ice-Cream makes sure that it
makes their use for the particular purpose of targeting the customers. Also, Ben & Jerry's Ice-
Cream makes its use for the purpose of targeting the customers.
Positioning- This refers to the position which a Brand has in the market as compared to
the competitors. Haagen-Dazs Ice-Cream has a strong position in the market. Also, Ben & Jerry's
Ice-Cream has a strong position in the market.
Findings-
 The target market customers like to enjoy Ice-Cream at affordable prices. Thus, the
expectations of the customers is that they should be provided High-Quality Ice-Cream at
right prices.
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 The target market customers like to make sure that Ice-Cream in different tastes.
Therefore, it can be stated that the Ice-Cream should be provided to the customers
according to their taste which will help in enhancing their satisfaction level.
 The target market customers are fond of new flavours introduced in the Ice-Cream. Thus,
it is quite essential that the companies include new flavours of the Ice-Cream which will
help in satisfying the different types of customers (Du and et.al., 2021).
Therefore, it can be stated that both the brands i.e. Haagen-Dazs Ice-Cream and Ben & Jerry's
Ice-Cream should be able to make the use of the findings in a proper way so that their products
and services are able to reach the different types of customers which will thus help in attaining
the goals and objectives in a better manner.
Comparison of the Target Market-
The target market of Haagen-Dazs Ice Cream is young (15-35), urban, hedonistic and
adventurous people who have a high purchasing power who value quality and follow trends.
Therefore, in this way it can be stated that these particular people are the main customers of this
company so that the company is able to provide the desired products and services to them in a
highly effective manner. Thus, the company is able to cater to their needs and requirements by
ensuring that they are provided with the appropriate products and services quite effectively and
efficiently. New flavours of Ice Cream are introduced accordingly which therefore is helpful in
enhancement of the overall satisfaction level.
The target market of Ben & Jerry's Ice Cream is very young people to the older, young at heart
crowd. Therefore, in this way it can be stated that the people who belong to this particular target
market are the main customers of this company which can help the company to make sure that
the desired products are provided to them according to the various types of needs and
requirements. Thus, in this way the various types of products which are provided by the
company are provided according to the needs and requirements of the customers in the target
market. Thus, in this way it can be stated that this results in higher-level of satisfaction of these
customers in the market.
Marketing Mix-
Marketing Mix refers to the marketing strategy which can be used by a particular organization
for the purpose of ensuring that the attainment of the future marketing goals and objectives can
be done in a highly appropriate manner (Dzwigol, 2020). Therefore, it can be stated that the use
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of Marketing Mix is recommended so that the management of the marketing needs and
requirements can be carried out. The Marketing Mix of both the brands is as follows-
 Product- Haagen-Dazs provides Ice Cream in various types of flavours to the different
types of customers which helps in ensuring a higher-level of satisfaction for them.
Therefore, it can be stated that the company needs to make sure that it is able to attain its
goals and objectives in a proper manner.
Ben & Jerry's Ice Cream provides a wide range of products to the customers according to their
various sorts of needs and requirements thus ensuring that the overall satisfaction level of the
customers can be enhanced quite appropriately.
 Price- Haagen-Dazs Ice Cream provides products at a higher price to the customers
because of the superior quality which it provides. Therefore, in this way it can be stated
that the Brand is able to make sure that the customers are provided with high-quality
goods quite effectively and efficiently in the right manner.
Ben & Jerry's Ice Cream also charges a higher price from the customers for its different types of
products because it is a luxury brand.
 Place- Haagen-Dazs Ice Cream is global brand and thus provides its products and
services at a global level. This is quite helpful in ensuring that the company is able to
make sure that it can provide its different types of products and services to the customers
according to their various needs and requirements.
Ben & Jerry's Ice Cream is also a global brand which has made its presence marked all over the
world. Therefore, in this way the company is able to make sure that it targets the wide variety of
customers quite effectively and efficiently for the purpose of earning of higher-level of profits.
 Promotion- Haagen-Dazs Ice Cream is a brand which makes use of various types of
methods and techniques to be able to promote its different products and services quite
effectively and efficiently in the right manner.
Ben & Jerry's Ice Cream is also a brand which makes use of the different types of methods and
techniques for the purpose of targeting the customers and ensuring that the products and services
can be provided to them in a right way.
Therefore, from the comparison of the marketing mix of both the brands it can be sated that-
 Both of the brands are offering similar types of products to their customers. Therefore, it
is quite essential and important for them to make sure that they are able to make their
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products different which will help in ensuring that the customer satisfaction level can be
enhanced in an appropriate manner (Kalaignanam and et.al., 2021).
 Both of the brands are charging higher prices from the customers. Thus, it is essential that
the pricing strategy is modified by both of these brands so that the various types of
customers can be targeted in a highly appropriate way. This will be highly helpful and
useful for the particular purpose of ensuring that the companies are able to attain their
various types of goals and objectives (Martínez-López and et.al., 2020).
 Both of these brands have marked their presence at the global level. This can help them a
lot to be able to ensure that their presence can be felt globally in a right way. However, it
is recommended to both of these brands that they should be able to identify more
countries where they can carry out expansion so that they are able to help in the
attainment of the goals and objectives (Quach and et.al., 2020).
 Both of these brands make sure that through making the use of appropriate promotional
strategies the promotion can be done in a right way. Thus, it is quite essential for both of
these brands that they are able to make sure that they can manage their promotional needs
and requirements through the use of appropriate methods and techniques.
CONCLUSION
From the above report, it can be concluded that Marketing refers to the use of different
types of methods and techniques through which the organizations are able to attain their
significant goals and objectives in an appropriate way by reaching the customers. Therefore, it is
recommended that both of the brands should be able to make sure that through making the use of
the appropriate marketing strategies the right customers are targeted and thus the management of
their various needs and requirements can be carried out in an appropriate way. For this purpose,
the marketing strategy of the organization has to be made better.
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REFERENCES
Books and Journals:
Chatterjee, S. and Kar, A. K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal
of Information Management. 53. p.102103.
Ding, Y. and et.al., 2020. The past, present, and future of measurement and methods in
marketing analysis. Marketing Letters. 31. pp.175-186.
Du, R. Y. and et.al., 2021. Capturing marketing information to fuel growth. Journal of
Marketing. 85(1). pp.163-183.
Dzwigol, H., 2020. Innovation in marketing research: quantitative and qualitative analysis.
Kalaignanam, K. and et.al., 2021. Marketing agility: the concept, antecedents, and a research
agenda. Journal of Marketing. 85(1). pp.35-58.
Martínez-López, F. J. and et.al., 2020. Behind influencer marketing: key marketing decisions
and their effects on followers’ responses. Journal of Marketing Management. 36(7-8).
pp.579-607.
Quach, S. and et.al., 2020. Toward a theory of outside-in marketing: Past, present, and future.
Industrial Marketing Management. 89. pp.107-128.
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