Principles of Marketing: Haagen-Dazs vs Ben & Jerry

This report compares the target markets, product/brand, price, place, and promotion of Haagen-Dazs and Ben & Jerry ice cream brands.

Principles of
Marketing

EXECUTIVE SUMMERY
A effective marketing strategy helps in improving the organisation's products selling. It also
encourages the consumers towards the buying company's products. Managers of company adopted
the principle of marketing in their business strategy. Principles of marketing includes 4P's such as
product, place, price and promotion. This report will include the Two ice cream brands such as
Haagen-Dazs ice-cream brand and Ben & Jerry ice cream brand. This report will also highlight the
both brand's target market and its impact on brand image. This report will also state about the
marketing mix such as product, price, place and promotion of Haagen-Dazs ice-cream and Ben &
Jerry ice cream.

Table of Contents
EXECUTIVE SUMMERY..................................................................................................................2
INTRODUCTION ..............................................................................................................................4
MAIN BODY ......................................................................................................................................4
1. Comparison of Target Markets of Haagen-Dazs ice-cream company and Ben and Jerry’s ice-
cream company...............................................................................................................................4
2. Product / Brand............................................................................................................................5
3. Price.............................................................................................................................................6
4. Place (Distribution).....................................................................................................................7
5. Promotion....................................................................................................................................8
CONCLUSION ...................................................................................................................................8

INTRODUCTION
A proper marketing strategy improve the organisation's products selling and encourages the
customers towards the purchasing of company's products. Leaders of the company used the
principle of marketing in their business strategy because it plays an effective role in company's
business strategy. Principles of marketing includes 4P's such as product, place, price and
promotion. Haagen-Dazs ice-cream is a ice cream brand of America. This ice cream brand is
established by Rose Mattus and Reuben in New York, Brooklyn Heights in 1961. The Haagen-
Dazs ice-cream produces ice cream cakes, frozen yogurt, ice cream bars, gelato and sorbet. Ben and
Jerry’s ice-cream is an American company. It is known as Ben & Jerry's Home-made Holdings Inc
trading company. The company manufactures frozen yogurt, sorbet and ice cream. This report will
include the both company's target market and marketing mix such as product, price, place and
promotion.
MAIN BODY
1. Comparison of Target Markets of Haagen-Dazs ice-cream company and Ben and Jerry’s ice-
cream company
For deciding the Haagen-Dazs ice-cream company's target market, firstly we have to
identifying the kind of ice cream flavours will be liked by customers, tub size and the prize of
product. The Haagen-Dazs's target market based on three market elements like demographic,
psycho-graphic and socio- cultural. Haagen-Dazs divide its market according to the customer's
age, social class, education level, gender, personal disposable income, lifestyle and family life
cycle. The company also notice the other ice cream brands that the customer like or prefer.
According to the demographic, the brand split their market according to the income of country's
people. They focus on higher income customer and they can spend on super premium ice cream of
Haagen-Dazs company. According to Mintel, The brand segregate the market based on the age,
gender and aim of the people. They highly focus on male and female different choices and
preferences (Shaw., 2016). Different culture and sociality can make a major impact on the selection
of foods. All these factors helps the Haagen-Dazs to catch the huge customer base and grab their
target market effectively. Based on the psycho-graphic segmentation, the company will separated
their customers according to their lifestyle and brand choices. The company also focus on the
comfortable sitting arrangement and familiar environment for their customers. Haagen-Dazs
described its target market by the customer who are brand concious and trend followers and take
necessary actions to maintain effective environment for them. Company also needs to identify the

customer's habit and health conciousness , nowadays customers likes desserts but only prefers low
fat substitutes and healthy or natural ingredients.
But the Ben & Jerry considered the customer's preferences about the ice cream flavours,
prices, tub size and availability of ice cream. The company major focus on this elements and takes
essential actions to develop this. By following these, company's target market mainly considers two
things. The first thing is, company directed towards the adults who are wealthier, innovators, trend
followers and brand concious (Loveland., 2015). The second thing is, company also take into
account the customer's who are health conscious and choose only healthy products. Then, the
company needs to create a effective environment which can attract the huge customer base and
promote them towards the buying the organisation's ice cream products and also requires to target
these two things accordingly. Ben & Jerry focuses on the different age and class of people and their
buying behaviour for the ice cream. The company includes various factors in their target market
such as consumer's lifestyles, personal demographic and life cycle. People who are successful,
active consumers, leaders and sophisticated than they have a high self esteem and also they choose
the products which are high in quality.
2. Product / Brand

According to the Levitt's model of a brand, the Haagen-Dazs 's brand enhance by the unique
packaging and shape of ice cream (Alserhan., 2017). The Haagen-Dazs ice cream company crafted
the ice cream product with a special blend of fruits, nuts and creams according to their customers
expectations and desires. The taste of the ice cream is flavourful and provides various variety of
flavours. Haagen-Dazs uses premium and eye catching packaging material for building the huge
consumer base. They mainly focus on the quality of product, use natural and healthy ingredients
that are developing the consumers trusts towards the company. Company also considered the
effective presentation of product to generate large market share.
But the Ben & Jerry has mainly focus on product's finest quality and always use natual
ingredients in making the ice cream. The company always try to consider the customer's desires or
trends to meet their expectations. They trying to make the perfect flavour blend for ice cream. Ben
& Jerry give their full concern on the product's characteristics and pure quality, because people
always purchase the product by their brand name and quality. They uses attractive packaging
material to enhance their brand image. All these elements create a unique product and also enhance
loyal customers for a company (Bühler and Nufer., 2015). Ben & Jerry provides online menu to
their customers who wants to look options of ice cream before going to shop. They offers wide
range of ice cream products and sizes like multiple cone options, smoothies, cakes, shakes, sundaes
and coffee drinks. Ben & Jerry also offers gift cards to their customers who are regular customer or
member. They has approx 50 different variety of ice cream flavours and 10 different flavours of
frozen yogurt.
3. Price
Haagen-Dazs is a expensive brand and offers their ice cream products at a little costly but
company focus on encourage the customers by providing worth of their costs (Lilien, Rangaswamy
and De Bruyn., 2017). They decide their products pricing according to the ingredients or material
used. It create a huge customer base and their support. The price is high but according to their taste,
it is offers worth the cost.
Ice cream and Sorbet Calories Price
Vanilla ice cream, 1 scoop 270 2.95
Vanilla ice cream, 2 scoop 540 4.95
Vanilla ice cream, 3 scoop 810 5.25
Low fat ice cream, 1 scoop 170 2.95
Sorbet, 1 scoop 120 2.95
Banana split 1100 6.35

Bailey's Irish cream shake 960 5.45
Dulce split Dazzler 1180 6.35
Mint chip Dazzler 1270 6.35
But the Ben & Jerry has major goal is to provide their product in a very attractive rate and
allocate a best pricing that fit good for all consumers. They allocate high price on products to attract
consumers by product's quality, status and uniqueness (Morden., 2016). Their major focus on loyal
customers who can afford the high price and wants only healthy and quality products. They uses
effective pricing strategies to generate large consumer base. Ben & Jerry defined approx dollar 4.99
to 6.99 for the ice cream pints.
Ben & Jerry ice cream Size Price (Dollar)
Hand Picked Pint 5.49
Hand Picked Quart 9.49
Pre packed Pint 5.49
4. Place (Distribution)
Haagen-Dazs has a attractive and convenient stores that they can can easily connecting,
reaching and build effective link with the consumers. Their major focus is to encourage customers
by increasing the bar of products with effective serving style (Eastman., 2017). They opted best
distribution channel for greatly serving of their products. They only approach attractive distribution
outlets to enhance their sales volume and profitability.
But the Ben & Jerry opted various distribution channel for effective marketing of products.
They approaches indirect distribution channel. Their products go from the manufacturer to

wholesaler, then to the retailer and then the consumers. It is a franchised company so that company
requires to make written formate of all terms like prices, distribution and anything else (Krishna,
Lee and Schwarz, N., 2017). The Ben & Jerry ice cream brand covers a huge market and created a
high sales, profit and develop large customer base. They have successful distribution channel and
by which they approaches huge numbers of resellers and they selling to small stores, restaurants
and grocery stores.
5. Promotion
Haagen-Dazs uses various communication methods to promote their products in the whole
market. They approaches social media, website and mobile to advertise their product brand. Their
focus on healthy and natural product and it can influence the customer's decision for purchasing
Haagen-Dazs's products. They also promote their ice cream product by offering attractive coupons
and discount.
But the Ben & Jerry Ice cream brand uses TV, cinema and print to promote their product
and inspire the consumers towards the buying it (Bush, Bell and Middlewood., 2019). Their major
aim is to attract luxury customers who are health conscious and also try to use the natural and
healthy ingredients in their product. So that, the customer will inspire by the socially consciousness
ability of the Ben & Jerry Ice cream brand.
CONCLUSION
From the above report, it is summarized that the Haagen-Dazs and Ben & Jerry ice cream
brand applied the marketing mix in a very effective manner to develop their marketing strategy and
make it strong. They applied the 4'P of marketing mix to identify their product's target market and
various elements like product, price, place and promotion. The Ben & Jerry effectively applies the
4P's in their business because they mainly focus on all the point of marketing mix. To improve the
use of 4P's, brands can develop a great strategy and approach a specialist team for conducting all
functions.

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