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

MG412 PRINCIPLES OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Target Market..............................................................................................................................3
Product/ Brand.............................................................................................................................4
Price.............................................................................................................................................4
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The ice cream industry has always been dominated by two most recognised brands i.e.
Haagen Dazs and Ben and Jerry’s. While the former basically purports the fine taste and flavours
of France, the latter has positioned themselves as a go to brand from UK. The following report
will evaluate the four P’s of marketing mix in context of both the companies.
MAIN BODY
Target Market
Target market signifies that segment of the customer base that is the major targeted
segment for the company in order to make their product successful. This aspect helps in correct
identification of the most profitable customer segment.
Haagen Dazs: This company has changed the perceptions of the ice-cream industry where
earlier it was only considered to be lower price industry. By its rich and luxurious flavours, the
brand targets adults rather than kids and they use the luxurious flavours and textures as their
unique selling pint. This premium pricing of their products has led to the targeting of a premium
segment of adults and this has created a unique brand image for the company (Hasa, N., and
et.al., 2019). Another major basis on which the customers are targeted by the brand is the health
conscious segment. The brand purports the use of only natural ingredients and flavours in the
making of their ice creams and therefore they have been able to attract customers on this basis
also. Adults and preferably couples with good income level who can afford their products are the
major demographic factors that they have targeted in their categorisation of targeted market
segment.
Ben & Jerry’s: The target market for Ben & Jerry on the other hands ranges from the very small
to the very old, or as they portray “Young at Heart” customers where the brand has tried to
provide something for everyone through their variety of products (Ferreira, 2017). The income
status, age factor or gender are not the factors on whose basis any particular segment can be
targeted and rather the company acknowledges the fact that everyone loves ice cream and
therefore they must have something when they come to the brand. Despite the usually higher
price range of their products, the premium quality of ice cream that they sell makes the customer
feel satisfied and they are happily ready to spend extra in order to gain the satisfaction that the
ice cream brings. Apart from this, company has also been ranked as healthiest ice cream brand in
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