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

2020
MG412 Principles of Marketing

Executive Summary
In this report it has been described about marketing mix of Haagen-Dazs ice-
cream and Ben & Jerry’s ice-cream brand. Besides that, all 4 P’s are covered in it
that are place, promotion, price and product. Here, secondary research method is
been used in gathering of data. Therefore, it has been found that Haggen Dazs
products are more as compared to Ben and Jerry one. However, Haggen Dazs has
adopted premium pricing to create value of brand whereas Ben and Jerry adopted
competitive pricing strategy.
1

Contents
Executive Summary....................................................................................................................1
1.Introduction............................................................................................................................3
2. Segmentation-........................................................................................................................3
3. Findings..................................................................................................................................4
4. Comparison of the Target Market.........................................................................................5
5.Product/Brand.........................................................................................................................6
6.Price.........................................................................................................................................6
7.Promotion...............................................................................................................................6
8.Place........................................................................................................................................7
9.Conclusion and Recommendations........................................................................................7
References..................................................................................................................................9
2