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

MG412 Principles of
Marketing

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
FINDINGS.................................................................................................................................3
CONCLUSION AND RECOMMENDATION.........................................................................5
REFERENCES...........................................................................................................................6

INTRODUCTION
Marketing mix refers to the set of actions that are used by the organizations with the
sole purpose of promoting their product and services in order to achieve the desired
objectives successfully. In this report, Haagen-Dazs ice-cream and Ben and Jerry’s ice-cream,
the two ice-cream brands are taken, which are the two leading luxury ice-cream brands in
UK. The market share of both of them are 16% and 26% respectively. The sales of both the
brands have grown up by 8% in 2019.
FINDINGS
Comparison of target market
In order to analyse and compare the target market of both the brands segmentation,
targeting and positioning of the brands is conducted.
STP
Segmentation
It has segmented its business on three major segments which are demographic, socio-
cultural and psychographic. On the demographic part, the company has aimed at adults with
higher income and can afford to spend on luxuries with respect to premium ice-cream. It has
also focussed on couples by associating flavours with romantic advertising. The other is
socio-cultural segment, Haagen-Dazs ice-cream has been successful in intercultural
management (Camilleri, 2018). It has variety of flavours which covers needs of different
countries. The last segment is psychographic, in this, it has targeted those people who love to
be the part of luxury brands and wants to feel special with high level of quality. It has
connected with the people emotionally. This segment is very important for Haagen Dazs.
Ben and Jerry’s ice-cream is focussed on children and families. It has divided the
market into income groups. Also, it has focussed on social class who just want to enjoy the
ice-cream and relax in front of TV. The market has been segmented into consumer loyalty
which has helped it in taking right steps by understanding their needs. Psychographic
segment wise, it has targeted people who are fun loving, outgoing, affluent and pleasure
taking.
Targeting
Haagen-Dazs ice-cream has differentiated its target customers from the beginning of
its growth stage. It has always focussed on adults, romantic couples who loves premium and
luxury ice-cream (Armstrong and et.al, 2018). It has also targeted health conscious people
who loves desserts but prefers low fat and natural ingredients. Thus, it has focussed on these
two target segments which provides higher profit margins even though having small market.
It has mainly targeted high income group people as has placed its product as luxury
product. Also, it has targeted to those people who just want to relax and enjoy their ice-
cream. It has targeted premium customers.
Positioning