Comparative Analysis of Marketing Mix for Haagen-Dazs and Ben & Jerry's

This report provides a comparative analysis of the marketing mix strategies used by Haagen-Dazs and Ben & Jerry's, focusing on product, price, place, and promotion. It discusses the target markets, product strategies, pricing strategies, distribution strategies, and promotion strategies of both brands. The report concludes with recommendations for Haagen-Dazs to introduce more product varieties, adopt skimming pricing strategies, expand franchises, and engage in public activities for better brand awareness.

The 4Ps/marketing
mix

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparative analysis on the basis of marketing mix of choose brand.......................................3
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to an process which includes various activities which help an
organisation to enhance its buying and selling of goods and services (Suwidiyanti and et. al.
2020). Marketing helps an organisation to understand customers needs and wants and produce a
product which satisfying them most. Higher customers satisfaction means higher growth of
company. For success of any organisation its very important that they efficiently perform
marketing activities. It includes various activities such as advertisement, selling, delivering
products to customers and so on. For this report Haagen- Dazs company is taking into
consideration. Haagen-Dazs is an ice-cream brand which is founded by Reuben and Rose
Mattus. It is established in Bronx, New York in 1961. Now its franchises are available
throughout U.S and in many countries of world. This report includes a comparative analysis on
both selected brand on the bases of their product, price, place and promotion.
MAIN BODY
Comparative analysis on the basis of marketing mix of choose brand.
Marketing mix includes various set of actions which helps an organisation to promote its
product and brand in market (Akbarian and et. al. 2019). It includes Product, price, place and
promotion. It is an important concept of marketing management which helps an organisation to
achieve objective and higher profit. For success of an organisation its important that they
effectively perform all four factors of marketing. In context of selected brands, both effective
manage its marketing activities which helps them to earn higher growth and revenue in market.
Various factors of marketing mix are mention below:
Target market- It refers to a marketing activity which includes a group of target
customers to whom a company wants to sell its products and services. In other words it refers to
the end consumer to whom company sell its final product (Ashraf and Bhalla, 2018). Target
marketing helps company to divide the whole market into various market segments and make
plan and strategies according to needs and wants of each segment for increasing its market share.
For making developing plan for an organisation target market play an essential role. In context of
Haagen- Dazs ice-cream brand and Ben and Jeerry's ice- cream brands, their target market is
mention below:
Brand name Target market

Haagen- Dazs ice-cream Selected brand divides its market segment on
the bases of demographic, socio-cultural and
psycho-graphic. Haagen-Dazs divide its target
buyers based on their lifestyle and high income
level. They mainly focus on two target market,
first one is affluent, these are the people who
are generally brand conscious, innovator and
trend followers. Other one is the adult people
who are interested in deserts but also health
conscious.
Ben and Jeerry's ice- cream Target market of Ben and Jerry's ice cream id
divided on the bases of affluent, middle aged,
brand conscious people with high disposable
income. Selected brand target the people
between the age group of 5 to 35years. They
target those children's who are fun-seeking and
target those youth who are innovative and
brand conscious.
Product- It refers to an item which is offered by an organisation or company for sale to
its customers (Bagozzi and et. al. 2018). A product can be both whether it is a service or item.
For success of any organisation its very important that they produce their product after analysing
taste and preferences of customers. Now a days needs and preferences of customers are regularly
changes because of development of country and trends. So its very important for company to
regularly research on customers need and produce a product which satisfying them most. In
context of both selected brands their products are describe below:
Brand name Product strategies
Haagen- Dazs ice-cream Selected brand is mainly deals in ice-cream,
bars and sorbets. Their main focus is on retail-

selling its products to final user. Selected
company regularly conduct contest for their
customers for analysing taste and preferences
of customers. Customers feedback provide
them various ideas related to new flavour,
topping, desserts and so on. Selected brand
produce their products on the bases of
customers taste and preferences which provide
them high customers satisfaction.
Ben and Jeerry's ice- cream It offers variety of products to its customers
such as ice cream, frozen yogurt, sorbet and
non-dairy products. But their main product is
ice-cream which they produce, distribute and
sell. They introduce new products for attracting
more and more customers and they also
produce products for lactic intolerant and
diabetics patents which will increase their
market share. They purchase raw material from
farmers and they give more importance to
production process and quality. Which helps
them to build customers loyalty (Sridech and
et. al. 2019).
Price- It refers to the value which is put for the product. Price of product is based on cost
of production, segment targeted, ability of the market to pay, supply-demand and other direct and
indirect factors (Hollebeek and et. al. 2019). Their are various types of pricing strategies such as
skimming pricing, penetration pricing, value-based pricing, dynamic pricing and so on. Both
selected brands use different pricing strategies for attracting their customers.
Brand name Price strategies
Haagen- Dazs ice-cream They use value-based pricing strategies for

their products. Their price strategy is based on
heavily investing in ensuring product quality.
They use the new high-end approach for
raising brand awareness for general public. Its
cost of bucket of ice cream is high as compare
to its competitors.
Ben and Jeerry's ice- cream They use skimming pricing strategies for their
product. They offer their ice-cream at high
price for attracting their target market who
want high quality, uniqueness and status. Their
target customers are loyal towards their
product and for them high price does not
matter.
Place- It refers to the point of sales and a particular location from where customers can
easily get company product (Huang, 2020). For success of any organisation its important that
their product is in the reach of customers. In context of selected company both use their different
distribution strategies for achieving higher profit.
Brand name Place/distribution strategies
Haagen- Dazs ice-cream They use indirect distribution channel for their
products. They build its personal distribution
channel into conventional distribution channel.
Their product is passed from wholesalers and
retailers. Due to the characteristic of ice-cream
its wholesaler and require very special
refrigerators or small store room. Haagen-Dazs
transport its products directly from the plant to
its wholesaler such as Meihan Network group,
Dairy foods network groups and so on. In
context of selected brand wholesaler and

retailer add values into its ice-cream when
reaching to final customers.
Ben and Jeerry's ice- cream They use indirect channel of distribution which
means their ice-cream is go from the
manufacturer to wholesaler and retailer and
then in last it reach to final customers. Other
than this they are also consider contractual
channel management. In which terms
regarding distribution, pricing and other
important condition is written for members.
They use this because Ben & Jerry company
has many franchises and degree of marketing
would be intensive distribution. They use
intensive distribution because of large number
of resellers. Its ice-cream is available at many
different places and stores all over the world.
Promotion- It refers to a set of activities which helps an organisation to communicate its
product and services to its customers in market (Iljina, 2019). Promotion make people aware and
attract them towards a particular product of company. It includes advertisement, sales promotion,
publicity, personal selling and so on. In context of selected brand their promotion strategies are
mention below:
Brand name Promotion strategies
Haagen- Dazs ice-cream Advertisement is the first promotional tool
which is used by selected company for
promoting its products. Other than this they
introduce they introduce its printing
advertisement posters. They use various
colours in their poster which create a strong
feeling of fresh and new ice-cream. Haagen-

Dazs always negotiates for adversing space on
streets panels, cinemas, airports, universities
and so on (Ndofirepi and et. al. 2020).
Ben and Jeerry's ice- cream They use promotional mix for effectively
operating its mass selling of ice-cream. They
use advertisement and publicity promotional
tools for promoting and attracting their
customers. Jimmey Fallon promote their ice-
cream on his television show. They join
various public events such as oil drilling fair
union, protesting at the weight house against
cloning which build public awareness and
advertising for company. Other than this they
also promote their product through online
advertisement, on the streets, outdoors and so
on.
RECOMMENDATIONS- From above comparison it is analysed that both the brands
use its different marketing mix strategies based on their target customers. For Haagen- Dazs it is
recommended that for increase their market shares they needs to introduce more varieties in their
product line and adopt the skimming pricing strategies. This is because it target high income
level people and they are able to buy their products at high price. Which will increase revenue
for company. Other than this it is recommended that selected business can open its franchises in
other countries which increase its market share and revenue. For better promotion of their
products it is recommended that they need to involves in public activities for better awareness of
their brand (Krasteva, 2020).
CONCLUSION
From above discussion it is concluded that marketing mix play an essential role in
success of an organisation. This report includes various factors of marketing mix which helps in
understanding the effect of these factors in business. For achieving objective of an organisation

its important that they produce good quality product which satisfying their customers most.
Other than this it is analysed that company needs to adopt a effective pricing, distribution and
promotion strategies.
REFERENCES
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Hollebeek, L.D., and et. al. 2019. Customer engagement in evolving technological environments:
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Huang, L., 2020. Essays on the Cross Effects of Marketing Mix.
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Suwidiyanti, S., and et. al. 2020. Marketing Mix Strategy to Increase Consumer Interest in
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