Comparison of Marketing Mix Strategies of Halo Top Ice Cream and Ben & Jerry's Ice Cream

This study compares the marketing mix strategies of Halo Top ice cream and Ben & Jerry's ice cream. It discusses their target market, pricing, promotion, and other strategies. The study concludes that Halo Top is better due to its natural ingredients and low-calorie options. It suggests that Ben & Jerry's should focus on making changes to its ice cream to meet the changing needs of customers.

2 Principles of Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
Target market profile for halo top ice cream and Ben and Jerry’s ice cream..............................3
Marketing mix of Halo top ice cream and Jerry’s ice cream.......................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing can be discussed as an action of promoting as well as selling products. Marketing
consists of number of functions such as: market research and advertising. This present study is
based on Halo top ice cream and jerry’s ice cream brand (Deepak and Jeyakumar, 2019). It will
compare all elements of marketing mix of these both brands in order to know their promotional
and other strategies for knowing some weakened areas for satisfying customers. It will discuss
target and segmentation strategy of both brands for knowing better strategy of targeting people.
Target market profile for halo top ice cream and Ben and Jerry’s ice cream
Target market of Halo top: Targeting people is one of the main important tasks and it
needs to be done in an effective manner. By targeting people as per the nature of product,
companies can increase sales and grab their attention. In regards to Halo top, it is found that the
market consists of anyone who enjoys ice cream without the added calories, sugar and fat
(Fralich and Papadopoulos, 2020). It does not specify market on the basis of age and gender
because it gives ice cream with natural ingredients and both males and females can have it.
Segmentation and target: The main target of this brand is students with the age group of
18-34. It targets both males and females. It believes that people of this age group are more likely
to have ice cream that has is in low calorie and low sugar. Other than this, it targets those people
who loves ice-cream but are suffering from glycemic index. There was a case in which Ex Debra
was suffering from this disease. She used to have ice cream but due to disease she was not able
but after intruding Halo Top she is able to indulge on a weekly basis (Bullock, Lahne and Pope,
2020). People who exercises and watch their calorie intake also target people of this brand.
In regard to Ben & Jerry, it is found that this company targets for selling its ice cream to
those who are middle aged and urban because its products are also expensive. It is found that
millennial and Gen X are more likely to buy ice cream of this brand. High and middle income of
people buys this product more than lower income of people. White and Caucasian are also more
likely to buy ice cream as compared to black, Hispanic and Asian people. As compared to males,
females also prefer to have ice cream of this brand (Babayev, 2018). Overall, it can be said that
people of lower income cannot afford to buy ice cream of these both brand. So, in this context, it
can be suggested to these brands that they should focus on their pricing strategy in order to
increase sales and market share.
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Marketing mix of Halo top ice cream and Jerry’s ice cream
Marketing mix Halo Jerry
Product In regard to Halo top, it can be said that it is
light ice cream that tastes like ice cream.
Main characteristic about this brand of ice
cream is: it boasts few calories, consists of
less sugar and has high protein than other
traditional ice cream (Akaram and et.al.,
2019). It is the main brand that has created
an entirely new category in this sector and
has attracted number of customers.
It sells ice cream in variety of flavours
such as: chocolate chip cookie dough,
cherry Garcia , mint chocolate cookie .
As like Halo Top, it made ice cream
especially for diabetic patients and for
lactic intolerants. Quality of ice-cream
is the main feature. Along with ice
cream, it provides cakes and yogurts.
Price In markets, it is available at an average of
$5.99 and if customers buy it online from
third party distributor then customers have to
pay $6.99. It is found that more than 50%
people consider price while buying ice
cream of this brand because as compared to
others, it is costly. The reason behind it is: it
makes use of natural ingredients and
sweeteners.
Its pricing strategy is premium with
approximate $7 for 16oz pack. From its
own store, it does not offer discount but
customers can get discount if they buy
ice cream from other stores like Wal-
Mart but there is no much price
variation between different countries.
Place Halo top ice cream is available at number of
grocery stores and people are allowed to buy
this brand of ice cream online by its third
party distributor.
In this context, it is found that Ben &
Jerry makes use of multiple channels as
customers can get ice cream trough
online website, company owned shops,
super markets and retailers (Wichmann
and et.al., 2021). It products are present
in more than 40 countries and people
can get home delivery as well.
Promotion It is stated that if people know about this
brand then it is all because of social media. It
In the context of advertising, it is found
that it has designed and named its ice
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makes use of Facebook ads rather focusing
on traditional media in order to target in all
demographic, psychographic and
geographically. Social media is one of the
most cost effective way to advertise and an
ability to advertise on social media, it has
increased sales. Along with this, it focuses
on word of mouth promotional strategy as
well (Borden and Mahamane, 2020).
In addition, it is also found that it has
partnership with Brand of brothers that has
allowed this company to expand its business
in Europe and promoting ice cream in an
effective manner. It has successfully
launched a campaign named Bank of Halo
Top in order to launch its premium series.
National TV campaign also made it able in
making people aware about effectiveness of
its ice cream and it is the reason of its
increasing sales.
cream for attracting kids because it is
believed that ice cream is the food item
for teenagers and kids. It advertises its
product on social media and for
attracting customers, it celebrates free
cone day, once in a year. On this day, it
gives free cone ice cream to everyone
and customers get a chance to try its ice
cream. It increases its sales.
People In regard to people, it is found that it has
around 60 skilled employees who help this
company out in increasing sales and
satisfying customers. Employees provide
amazing customers services that increase
customers’ retention rate.
Ben and Jerry is owned autonomous
subsidiary of Unilever that operates
business by focusing on quality,
economic reward and commitment to
community. Ben and Jerry has around
1,614 employees and as compared to
Halo top, it is a large company.
Process It is something where people can eat the
whole pint or more than a quarter of a cup of
ice cream. It is a processed dairy product
with sweeteners and sugar. It is available on
People can get ice cream from big
retailer Walmart and they are allowed
to get ice cream on their home door
(Jahnke, 2018). Ice cream is being
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supermarkets from where people can buy. prepared through high temperature,
short time pasteurizer.
Physical evidence This ice cream is being packaged in a
manner that ensures product does not spoil
during shipment (CAPELO GARCÍA,
CARE CURY and CORTÉS MOTTA,
2020). In addition, it is also found that
packaging of this brand colourfully aesthetic
and sleek as it provides detailed information
to customers as how much calories this
contain, sugar and used ingredients.
It packaging is being designed in a
manner that grab attention of kids and
motivate them for buying ice cream. It
also gives detailed information on its
products’ packaging by which
customers can know which ingredients
have been used.
So, on the Basis of above comparison, it can be said that Halo top is better than Ben and
Jerry. One of the main reasons of this is: natural ingredients. Halo top make use of natural
ingredients and sweeteners. It was considered as America’s top selling ice cream brand in
grocery store last year. It is low in calories and as per the changing needs of people as they have
become health conscious so on this basis it can be said that Halo top is better. Ben and Jerry
needs to improve its promotional and other strategies for being in the competition. It is also
found that Halo Top beat Ben and Jerry’s and it was the best selling pint of ice cream in
America. So, on the basis of this comparison, it can be suggested to Ben and Jerry that it should
focus on making some changes in its ice cream as per the needs of customers, it should make its
ice cream organic and healthy. There is no doubt as Ben and Jerry is comparatively large but it
just needs to make changes in its pricing and quality strategies.
CONCLUSION
It has been summarised from the above study that marketing mix strategy plays a vital role
as it helps companies in promoting their products. All elements of this marketing strategy help
organisations in attracting customers and increasing sales. It has compared marketing strategies
of ice cream brand in order to know areas where they need to improve. Further, it has discussed
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target market strategy and ways in which this strategy can make them able in attracting specific
target market and increasing revenue.
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REFERENCES
Books and journals
Akaram, L. and et.al., 2019. Marketing Mix factors influencing the Purchasing Decision of
Smart Phone: Case study of the People in Municipality Buriram. The 3rd Roi Et Rajabhat
University National and International Conferenceon Education and Technology Research
2019 (RERU ICET III): Innovative Local Development. p.118.
Babayev, N., 2018. Ben & Jerry’s integration strategy for Vietnamese ice cream
market. Молодий вчений. (8 (2)). pp.360-366.
Borden, D.S. and Mahamane, S., 2020. Social marketing and outdoor recreational advocacy
groups: Lessons from a rock climbing campaign. Journal of Outdoor Recreation and
Tourism. 29. p.100262.
Bullock, K., Lahne, J. and Pope, L., 2020. Investigating the role of health halos and reactance in
ice cream choice. Food Quality and Preference, 80, p.103826.
CAPELO GARCÍA, J.C., CARE CURY, C. and CORTÉS MOTTA, D., 2020. Entrada de
Helados Halo Top al Mercado Español para el año 2020.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Fralich, R. and Papadopoulos, A., 2020. The impact of target CEO celebrity on M&A
premiums. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences
de l'Administration. 37(3). pp.268-282.
Jahnke, M., 2018. Influencer marketing. Springer Fachmedien Wiesbaden.
Wichmann, J.R. and et.al., 2021. A Global Perspective on the Marketing Mix across Time and
Space. International Journal of Research in Marketing.
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