Comparison of Marketing Mix: Haagen Dazs vs Ben & Jerry's

This report compares the marketing mix of Haagen Dazs and Ben & Jerry's ice cream, including pricing strategy, target market, product range, and promotional activities.

Principles of marketing

Executive summary
This report has discussed the comparison of marketing mix of Haagen dazs ice cream and
Ben & Jerry’s ice cream. Both have different pricing strategy and way of promoting products are
different from each other. STP of both the companies are also discussed in the report.

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
Marketing mix:............................................................................................................................3
STP of both companies................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing mix shows company’s overall activities in terms of promotion, price, product etc.
Haagen dazs ice cream is the multinational company and known for their good quality of ice
creams. There ice creams are famous worldwide. Ben &Jerry is also big ice cream company.
This report will compare marketing mix of both companies. Further will also determine STP of
the companies.
Main body
Marketing mix:
Marketing mix is the approach through which company’s target market, product, pricing
strategy, place and promotional activities are determined. Below comparison of marketing mix of
Haagen dazs ice cream and ben and jerry’s ice cream are done.
Target market:
It involves those market which company targets in order to increase their sales on the
basis of gender, income, social class, lifestyle etc.
Target market of Haagen dazs ice cream is normally both male and female and their age range
between 15-50 years of age (Haagen Dazs Ice Cream., 2021). Mostly they are urban people and
having high purchasing power. Buyers of Haagen ice creams are ready to pay more money for
good quality of products. Taste plays vital role when talking about food items and this company
provide such taste which satisfy customers need. This is the premium ice cream brand with no
artificial flavours. Whereas target market of ben & jerry’s are mostly young and smart
consumers which belongs to 13-40 years of age. Their customers mostly belong to city and are
environmentally aware.
Customers of B&J ice cream are indulged in their social life and are fond of fashion, culture and
enjoy latest trend. Company believe and sustainability and use milk products which are of good
quality for making ice cream. Company tend to offer natural ice cream which is prepared in eco-
friendly manner. They target both male and female who have modern lifestyle and their income
is also handsome. Company also focus on employees nu providing them all facilities because
they know that if employees are happy then they will satisfy their targeted customers efficiently
(Blut, Teller and Floh, 2018).
Product:

It includes variety and range of items which are provided by company. Using Levitt’s
brand model for comparing products of two brands.
Levitt’s brand model:
It includes five stages which are as follows:
Core benefit:
Consumers buy Haagen dazs ice cream because it is helpful in satisfying the needs of them as
company offers many flavours to them (Thabit and Raewf, 2018). Diversified product portfolio
is also the reason of attraction of huge audience. Ben and jerry manufactures ice cream, sorbet,
yogurt etc. company is not limited with ice cream only but produce cookies, fudge etc.
Generic product:
Haagen dazs manufacture ice cream which family can easily have. Company use such
ingredients which are healthy and consumers will not get any kind of allergy with it. Whereas
B&J manufacture such ice cream which have extraordinary taste. This is the reason of increased
market share of company.
Expected product:
Haagen dazs take care of the expectation of their customers.as they provide such products which
facilitate healthy lifestyle. Their products are of low calories which are expected by young
generation. Whereas B&J provide fat free ice cream as well so that consumers can take care of
their health. The packing of their product is eco-friendly which is one of reason of high demand.
Augmented product:
Ice cream of Haagen dazs have protein and calcium like they offer low fat yogurt as through this
company is portraying that they are concern about healthy lifestyle (Pomering, 2017). They have
ice cream for kids, for family etc. B&J launched non-dairy products as well which include
caramel cluster, salted chocolate, chocolate chip cookie dough etc.
Potential product:
Haagen dazs is the old company so research and development is the reason of their survival.
Company is planning to launch new flavours for old age people because no company is focusing
on them. This will help company in increasing range of target market. Whereas B&J will provide
more non-dairy products in the future. It will help company in diversifying their product
portfolio.
Price:

It includes pricing strategy which company has adopted in order to beat the competition.
Haagen dazs adopted value based pricing strategy (Dost and et.al., 2019). Company says that
their prices are based on the quality of product they provide in the market. Bucket of ice cream
of this company is more as compare to competitors but still customers are buying because of
good quality. Although at the time of economic crisis company faced problems because customer
gets shifted to competitors who were providing ice cream at low price.
Whereas pricing strategy which B&J is adopted is the premium pricing strategy. As through this
they attract customers which are searching for unique products in order to satisfying value for
money. Customers who purchase B&J ice cream for that cost of product does not matter. They
are ready to pay more for good quality and hygienic products (Azhar, Prayogi and Sari, 2018).
Place:
It includes the space where products of the company will be displayed so that customers
can purchase.
Haagen hazs ice cream are available at physical stores. They have personalised stores which are
available in many countries. Interior of ice cream stores are so trendy which is helpful in
attracting large customer groups. Company is also available online as they sell products through
their website. Whereas B&J sells their products via many channels. Company sell their products
from their own store and also through supermarkets like Walmart. Company supply their
products on retail stores and also sell products online. Online sale of company is quite good and
providing company in getting good profits. Company also provide catering services and home
delivery service. Company have tie ups with restaurant and sell their product via restaurant.
Promotion:
Promotion means giving advertisement of the product which is offered by the company.
It is helpful in spreading awareness of the products among customers.
Haagen hazs promote their products through traditional method of marketing. They advertise
their products on television, radio, newspaper etc. company also use guerrilla marketing for
promoting their products. Company also use modern marketing technique like digital marketing
but more focus on traditional marketing technique. Whereas B&J market their products through
social media as social media is cost effective and also consumes less time.
Company can target large audience through social media marketing (Camilleri, 2018). Company
give heavy discounts and offers while carrying their promotional activities. Although company

also advertise via newspaper and billboards but more use modern technique for marketing. Email
marketing is also used by company in order to keep updated their customers about new product
launching or discounts. B&J ice cream company also come live on Facebook or Instagram in
order to connect with their customers. Company believes that through social media they can take
feedbacks from customers which help them in doing the improvements if required. Social media
also helps company in increasing their online sales.
STP of both companies
Segmentation:
Haagen dazs ice cream company is available in many countries and their company’s
stores are present at high traffic area in order to attract more customers and increase their sales
(Vinuales and et.al., 2019). Company also target on the basis of age from children to adults,
Haagen dazs target every age group. Whereas B&J is also available at multiple geographic
region. They target those income group people who are ready to spend for trendy products.
Targeting:
Haagen dazs target customers of every age group. They have products which can be purchased
by all age group people. Company also manufacture luxury products which can be purchased by
high income group of society who are ready to pay more for luxury and high quality goods. B&J
target customers who are teenager or young adults. As company manufacture trendy products
which have different packaging and flavours. Those customers are also target by the company
who focus on environment more. As company have eco friendly products and packaging. Those
customers which prefer products other than dairy are also targeted by B&J ice cream company.
Positioning:
Haagen ice cream company hired celebrity for advertise their products. While advertising their
main focus was on conveying to audience that they produce luxury products for high class
people. B&J provide multiple products to their customers (Nurlena, Musadad and Ratna, 2018).
They provide good quality of products to middle class people at reasonable price. Company also
participate in the environmental activities in order to create awareness for the environment.
Recommendations:
Haagen dazs ice cream should focus on middle class customers also in order to increase
sales. D&J should concentrate on other food items along with ice cream which help company in
getting diverse customers.

CONCLUSION
Through this report it can be discussed that both the companies are big ice cream
manufactures which is famous worldwide. Haagen dazs target all age group while B&J mostly
target young adults. Both sell their products online and at physical stores. Haagen uses traditional
marketing technique more while social media marketing is used by B&J ice cream company.

REFERENCES
Books and journals
Azhar, M.E., Prayogi, M.A. and Sari, M., 2018. The role of marketing mix and service quality on
tourist satisfaction and loyalty at Samosir. Revista de turism-studii si cercetari in turism.
(26).
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A meta-
analysis. Journal of Retailing. 94(2). pp.113-135.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Nurlena, N., Musadad, M. and Ratna, R., 2018, September. IMPLEMENTASI STRATEGI STP
(SEGMENTATION, TARGETING & POSITIONING) DI DESA WISATA RUMAH
DOME, SLEMAN, YOGYAKARTA. In National Conference of Creative Industry.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Vinuales, G. and et.al., 2019. Description and evaluation of an innovative segmentation, targeting,
and positioning activity using student perceived learning and actual student
learning. Marketing Education Review. 29(1). pp.24-36.
Online
Haagen Dazs Ice Cream., 2021., [online]. Availble through: ‘https://studymoose.com/haagen-
dazs-ice-cream-essay’
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