Principles of Marketing

This document discusses the marketing mix and strategies of Haagen Dazs and Ben and Jerry's ice creams. It compares their target markets, products, pricing, place, and promotion. The findings highlight the differences in their approaches and provide recommendations for improvement.

PRINCIPLES OF
MARKETING
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EXECUTIVE SUMMARY
The marketing mix is important as it helps the organisations in making strategies for
increasing customers and the demand for products. The secondary research is conducted which
helped in identifying the difference in strategies of the organisations. The marketing strategies of
the organisations are important to help them achieve the success.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
STP strategic approach...........................................................................................................4
Findings..................................................................................................................................4
Comparison of Target Market................................................................................................5
Product....................................................................................................................................5
Price........................................................................................................................................6
Place.......................................................................................................................................7
Promotion...............................................................................................................................7
CONCLUSION AND RECOMMENDATIONS............................................................................8
REFERENCES................................................................................................................................9
APPENDICES...............................................................................................................................10
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INTRODUCTION
The marketing mix is the plan of action that the companies uses to promote the products
or brand to customers. It comprises of different elements which are important for making the
strategies of the organisation (Bühler and Nufer, 2015). The chosen organisations for the report
is Haagen Dazs ice creams and Ben and Jerry's ice creams. Both the brands are competitors and
having a battle of ice cream where the market share of Haagen Dazs is 16% and Ben and Jerry's
is 29% in UK and they are operating in many countries like USA, Germany, etc. Ben and Jerry
is a part of Unilever and has a 11% market share worldwide. They have a different approach to
marketing and considers as the premium ice cream brands. The report includes the the
comparison of the target market of the organisations with the difference in marketing mix.
MAIN BODY
STP strategic approach
The segmentation, targeting and positioning approach of Haagen Dazs and Ben and Jerry
is focussing on expanding the business internationally where Haagen Dazs makes the plan to
target the rich, upper class customers who have the desire to achieve the best quality products
and Ben and Jerry wants to target the emotional customers who are loyal and love the taste of
natural products.
Findings
 To beat the competition by quality and not the price war as the customers are segmented
based on their needs and expectations.
 They are using different strategies to identify the trends and making new flavours of ice
cream.
Comparison of Target Market
The target market is the group of consumers who are attracted to products of the
organisation and the marketing strategies are to attract them and increase profits by satisfying the
customers (Lilien, Rangaswamy and De Bruyn, 2017). The organisations wants to sell the
products and services to the target market. The consumers who are in the target market have
similar characteristics like income, education, lifestyle, age, etc.
In the context of Ben and Jerry's ice cream they are focussing on customers who feel that
they are a part of the young and middle age group of educated professionals. The customers pay
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attention to the quality and taste of the goods they purchase. They provide happiness to
customers to attach them strong to the brand. They are targeting age group of 10-35 as they have
placed themselves as a brand which is fun and simple. The image of the Ben and Jerry has a
fraternal aspect which helps them in their worldwide business where as Haagen Dazs ice cream
serves the upper class customers which consider products of the organisation as elegant,
luxurious and sensual (Park, 2020). They are targeting the couples and young generation of 18-
40 who have a need to attract other sex. They are focussing on customers with high disposable
income.
Haagen Dazs comes on the television and web and had a partnership with Roland Garros
tournament for 19 years. Ben and Jerry is placing the products in American TV shows and web
through funny message.
Product
The product includes the physical goods or services the organisation offers to customers
(Bonaparte, 2019). It involves the cost and they want to maximizes profits by selling them.
Using Levitt's model of a brand-The packaging of Ben and Jerry's ice cream has a
strong visual identity and have a design which is recognizable and well convinced with the logo
and attractive colours. They have diversified and original range of products with the focus on
quality and taste where as the packaging of Haagen Dazs shows luxury with red colour and
golden on the lid. Their logo is simple and have a little image of flavour.
Haagen Dazs is a trustworthy brand where customers feel that they will not be
disappointed with their ice creams. The brand focuses on the emotional attachment of customers
and creates excitement for them where they enjoy their ice cream where as Ben and Jerry is a
social brand and delivers happiness by serving to friends and friends of friends (Tontuș, 2018).
The consumers of Ben and Jerry feels that the brand is genuine and real and the products
are low fat and low sugar for healthy needs (Sun, Garrett and Kim, 2016.). The brand personality
is farmer or cow lover who are sincere and takes care of the environment. They feel like activists
who act towards achieving the goal of the society where as the image of Haagen Dazs is prestige
and has premium products for the sophisticated people. The brand personality is innovation in
new taste and maintaining authenticity.
Price
The pricing of the products of Haagen Dazs:
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Products Price
Sorbet (1 scoop) 2.95
Low fat ice cream (1 scoop) 2.95
Vanilla ice cream (1 scoop/ 2 scoop/ 3 scoop) 2.95/ 4.95/ 5.25
Bailey's Irish Ice cream Shake 5.45
Banana split shake 6.35
Dazzler 6.35
The pricing of the products of Ben and Jerry:
Products Price
Core a mel 4.49
Vanilla ice cream ( 1 scoop/ 2 scoop/ 3 scoop) 2.55/ 3.25/ 3.95
Fudge factor 4.49
Banana split shake 5.99
Haagen Dazs use the premium pricing strategy as the quality of products are linked to the
premium products image they have. The products are of higher prices as compared to other
brands and have competition with brands like Nestle and Unilever where as the prices of Ben and
Jerry is higher than other brands but have lower prices than Haagen Dazs. The difference in
Vanilla ice cream scoop is maximum in the 3 scoops where it shows that they charger higher
prices (Shah, Azhar and Bhutto, 2019 ). There is a difference in all category of products of the
organisations as the price of Banana split of Ben and Jerry is less.
The pricing strategy of Haagan Dazs is premium pricing where as Ben and Jerry has
moderate pricing.
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Place
The place of the product plays an important role as they are the contact for customers and
it helps customers to get the experience about the service and how important they are for the
organisation (Plank and Canedy, 2015). The brand value is determined by the place.
The products of Haagen Dazs are available in supermarkets and hypermarkets Carrefour,
Auchan, etc. and have exclusive brand outlets where customers can taste the ice creams and they
can select from it. The have flagship for in store or delivery of ice cream. Their stores are big and
looks like cafes and have a feel of sophistication. It is available in restaurant like Bistrot Romain,
Dell art pizzerias and in air France flights, TGV trains and in cinemas and Disneyland. Ben and
Jerry have trucks which are printed in attractive colour and have products (Palmatier and Sridhar,
2017). They have restaurant partners like Domino's Pizza, Hippopotamus, Flunch, Pomme de
pain or speed rabbit pizza and they are in MK2 cinemas. They are sold at supermarkets like
Cora, Super U, etc.
The brand value Ben and Jerry has is they have fair trade with sustainable environmental
products and they have taken an initiative of Happy cow, happy farmer, happy planet where they
provide milk products where as Haagen Dazs provides products which are produced with no
additives and colour agents and have natural taste. Their processes are of good standards and
premium quality with the perfection in their taste and innovation.
Promotion
Promotion is the marketing strategy used by organisations to increase the demand of
products. This includes advertising the products and maintaining relations with customers
(Saunders, Barrington and Sridharan, 2015).
The brands are using social media to communicate with customers and increasing their
brand awareness. The digital marketing has helped brands to identify the behaviour of the
consumers and in making marketing strategies. It is reducing the cost of advertisement and is
faster.
Ben and jerry has the advantage in social media and has used it better to advertise as
customers response in the campaigns of the organisation is extra ordinary and the number of
Facebook like and retweets on the Ben and Jerry's posts are remarkable. They have understood
the need of customers on social media and have used it better than Haagen Dazs which is the
highest searched ice cream brand of UK but the response of customers on their campaigns is not
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like Ben and Jerry. The consumers go to the website of Haagen Dazs but they are not taking
interest in the brand on social media.
Haagen Dazs has used television and web to promote the products and had a partnership
in Roland Garros tournament. The flagships are in red colour and gives the experience to
customers which are located in premium locations and are attracting customers where as the
bases of communication for Ben and Jerry is natural ingredients and they have used American
TV series for promotion. The strategy used is that they open stores and then the stores are
converted to supermarkets. The most important promotion strategy used is street marketing
where customers are allowed to taste ice cream for free and it will in promoting the products
(French and Gordon, 2019).
CONCLUSION AND RECOMMENDATIONS
From the above report it is concluded that Ben and Jerry and Haagen Dazs are operating
in the industry with the similar segment where they focus on increasing the quality of products.
The marketing mix used by the organisations are comparable and have different strategies to
attract customers. They have identifies the difference on bases of the positioning its products and
they are successful because they have different strategies to promote the products. They have
similar flagships and place but customers are different. It is recommended that Haagen should
focus on increase the communication with brands on social media and attract customers to
products which they innovate to provide new products to customers and Ben and Jerry can have
their stores in attractive locations where they can increase the sales of products and it will
increase profits.
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REFERENCES
Books and Journals
Bühler, A. and Nufer, G., 2015. Marketing in sports.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering and
Analytics. DecisionPro.
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism. 3(1). pp.67-88.
Plank, R.E. and Canedy, C., 2015. The Language of Marketing: A Content Analysis of
Marketing Principles Textbooks. In Proceedings of the 1989 Academy of Marketing
Science (AMS) Annual Conference (pp. 258-262). Springer, Cham.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Saunders, S.G., Barrington, D.J. and Sridharan, S., 2015. Redefining social marketing: beyond
behavioural change. Journal of Social Marketing.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Sun, Y., Garrett, T.C. and Kim, K.H., 2016. Do Confucian principles enhance sustainable
marketing and customer equity?. Journal of Business Research. 69(9). pp.3772-3779.
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy
perspective. Journal of Islamic Marketing.
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APPENDICES
Table 1
Table 2
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