Principles of Marketing

This report explores the importance and uses of marketing in an organisation, focusing on two competing ice cream brands - Haagen-Dazs and Ben and Jerry's. It covers the STP approach, target markets, marketing mix, and market share.

Principles of
Marketing

EXECUTIVE SUMMARY
Marketing is the activity of introducing, targetting, selecting and completing the goals by
influencing number of people in relation to a business which can help to attain the business
objectives. The aim of the report is to understand importance of marketing and uses in
organisation so people can make right buying decision. STP method and marketing mix method
is going to be used by top two brand who are competitor of each others that states how they are
running their business by influencing number of people. This report covers two brand of icre
cream in American country that are Ben and Jerry’s ice-cream and Haagen-Dazs ice-cream. Both
are competitor of each other. It is designed for the purpose of providing new taste to customers.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
FINDING: .......................................................................................................................................1
STP approach:..............................................................................................................................1
Comparison of target market by involving STP process ............................................................2
Marketing Mix of Brand A and Brand B.....................................................................................3
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Marketing is the activity and process of getting people interested in organisation's product and
service that can help to increase the organisational productivity and profitability. If organisation
is having good skills and marketing activities then it become easy to influence people and attain
the goals (Colchero, Molina and Guerrero-López, 2017). This report is based on two brand such
Haagen-Dazs ice-cream and Ben and Jerry’s ice-cream that is large size brand using
marketing activities in their organisation for the purpose of influencing number of customers and
delivering them better quality of products and services. This report covers marketing mix and
STP of organisation that helps to capture larger market share.
MAIN BODY
FINDING:
This project is consider various information about brand that are Haagen-Dazs ice-cream
and Ben and Jerry’s ice-cream which uses marketing for the purpose of attracting people and
increasing the profitability. Both brand are competitor who was founded for providing the
different taste of ice cream that attracts the larger number of customers. Haagen-Dazs ice-cream
is am American ice cream brand, which was established by Reuben and Rose Mattus in The
Bronx, New York, on New York, in 1960. This brand is gained almost 30% share in American
market and 70% in global market by serving huge people.
On the opposite side, Ben and Jerry’s ice-cream is also a ice cream brand that is
established for the purpose of providing different taste and flavour of ice creams so that people
can get enjoy and spend their time happily. The idea of starting organization is people are
demanding different taste in cold things with different flavour so such ideas has clicked in
people's mind and decided to establish a business. The aim of organisation is to target the high
profile customers that will feel happy after using such product.
STP approach:
Segmentation: Market segment is the process of dividing a heterogeneous market that
are related to homogeneous segments covers certain parameters as like psycho graphic,
demographic, behavioural and geographic.
Targeting: This is an advertising mechanism, that allows some visitors and people to
meet with a defined set of criteria from general audience that helps to attain the business goals.
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Targeting is uses to email marketing that can help to provide the right information regarding
product and services (Larson, 2019).
Target market for Brand A: Haagen-Dazs ice-cream is a American brand that is
manufactured for the purpose of providing delicious taste to customers. The management of
organisation is managing their business by targeting the men and women so thy make decision to
buy.
Target market for Brand B: Jerry’s ice-cream is a chosen brand that mainly prepared
for all ages of people and mainly target to youngsters who loves to eat something cold and
incream.
Positioning: This tells as place and platform where a brand occupies in the mind of
customers and states how it is different from the products of competitors and brand concept. This
is important for organisation to create a good position in people's mind set.
Position of brand A in target market: Haagen-Dazs ice-cream is maintaining higher
position in the target market as it focuses on middle class of people who are brand conscious and
having desires to get new taste (Rines and et.al., 2016).
Position of brand B in target market: Ben and Jerry’s ice-cream is targeting higher
class of people specifically to young people that maintains the good brand position and attracts
the larger number of customers.
Comparison of target market by involving STP process
Haagen-Dazs ice-cream Ben and Jerry’s ice-cream
 This is popular brand which mainly
manufactured and designed for Men
and Women's to provide the different
taste of ice cream.
 This brand targets middle class of
people in higher geographical range
that helps to increase the brand image
and profitability.
 The desire market for such brand is
lifestyle changing, class, and disposable
 This product is designed only for
women between the age of 10 to early
40, who wants a delicious taste with
good brand that attracts the number of
perople.
 The brand targets high class of people
in demographic and behavioural
segmentation as it set high prices who
are curious to keep healthy healthy
themselves.
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income that encourage them to buy
products in all countries.
 The desire market is high class of
people, brand expansion and people
who wants good lifestyle. This helps to
increase the sales and profitability in
challenging environment.
Marketing Mix of Brand A and Brand B
Product:
Haagen-Dazs ice-cream : By using the Levitt’s model Haagen-Dazs ice-cream is a
potential product that has good structure and manufactured for offering the variety of ice cream
and other eatable items. This uses new technology and flavour in their products that uses by
people according to get the different flavour of ice cream such as vanilla, coffee and chocolates
(Singh, Mohanty and Shukla, 2017).
Ben and Jerry’s ice-cream: Ben and Jerry’s ice-cream is big brand that influence the
number of people by offering better quality of products. By using the Akaer model, this ice
cream covers different personality such as awareness, loyalty towards brand, perceived quality,
and brand association which assures people they are using use better quality of products and in
preparing the ice creams. As this ice cream covers many ingredients and flavour according to
people taste which influences number of people.
Price
Haagen-Dazs ice-cream: Haagen-Dazs ice-cream focused on penetrate pricing strategy
in initial stage where it targeted huge number of people. In current period it has adopted
competitive pricing strategy which has been selected after comparing with other brand and
supporting to increase the business sales.
Ben and Jerry’s ice-cream: By targeting the higher class of people and maintaining
brand awareness it has adopted the Value pricing strategy that is a luxury pricing which helps to
create the brand value and image in the changing environment. This brand focuses on prestige
value and encourage high profile of customers to buy this product.
Haagen-Dazs ice-cream Ben and Jerry’s ice-cream
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Competitive pricing practices is uses by
company that helps to reach the target market
and increases sales.
Value price strategy is followed by
organisation that create a good value of
defined brand.
In the UK, the price is$15.49 for which attracts
the higher profile of customers.
Price for the ice cream is Hand Picked is $9.49
and cost of pre packed is $5.49
Place
Haagen-Dazs ice-cream : This brand is mass market based which is expended in more
than countries by considering Minneapolis, Minnestota, US. etc. The products are available at
corner shop, showroom, online, hyper market, super market and etc. that make easiest way for
customers to buy products (Sun, Dong and Wu, 2017).
Ben and Jerry’s ice-cream : This brand keeps international presence as it spread out in
many countries by considering South Burlington, Vermont, U.S. etc. The ice cream of such
brand is available at number of shops, super market, online channel, websites, and shopping apps
that uses by people in buying the products.
Promotion
Haagen-Dazs ice-cream: This is main activity which influence people to make the
buying decision by using different channel of marketing. Haagen-Dazs ice-cream is using
strategy like to feel cold and soft that influence people to buy. The management of organisation
uses Cinema, hoardings, T.V., Online marketing, and social media that helps to reach the target
market and increases sales (Thoma, 2016).
Haagen-Dazs ice-cream: As this product made for all ages of people that target young
and high profile of customers. This organisation is using newspapers, social media, print media,
magazines, you tube billboards and others for the purpose of influencing number of customers
and increase the organisational sales. This brand ensures customers who use this brand of ice
cream would feel good and happy (Market trend in context to Haagen-Dazs and Ben and
Jerry’s ice-cream. 2020).
Therefore, by using 4 P's it can be understand that Both companies are competitor who
targets different segmentation and attaining their larger number of customers in their
segmentation. Herein, it bring innovation and other process which can help to increase the
productivity and sales in changing environment. By using effective pricing strategies as
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competitive and Value pricing uses by them that encourages customers to make buying
decisions.
CONCLUSION
From the above report it can be concluded that marketing is continuous activity which
uses by organisation to reach the target customers and increase their sales by influencing them
and offering better quality as comparative products. Marketing is the total of all elements such as
product, price, place, and promotion that uses to run the business in challenging environment.
Segmentation is the allocation of target market which helps to make decision by dividing
customer group.
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REFERENCE
Books and Journal
Books and Journals:
Colchero, M. A., Molina, M. and Guerrero-López, C. M., 2017. After Mexico implemented a
tax, purchases of sugar-sweetened beverages decreased and water increased: difference
by place of residence, household composition, and income level. The Journal of
nutrition. 147(8). pp.1552-1557.
Larson, K. M., 2019. Unanticipated uses of the global positioning system. Annual Review of
Earth and Planetary Sciences.
Rines, A. K. and et.al., 2016. Targeting hepatic glucose metabolism in the treatment of type 2
diabetes. Nature Reviews Drug Discovery. 15(11). pp.786-804.
Singh, N., Mohanty, S. R. and Shukla, R. D., 2017. Short term electricity price forecast based on
environmentally adapted generalized neuron. Energy. 125. pp.127-139.
Sun, Z. L., Dong, J. L. and Wu, J., 2017. Juglanin induces apoptosis and autophagy in human
breast cancer progression via ROS/JNK promotion. Biomedicine & Pharmacotherapy.
85. pp.303-312.
Thoma, M., 2016. A survey of semantic segmentation. arXiv preprint arXiv:1602.06541.
Wang, N., He, Q. and Jiang, B., 2019. Hybrid closed-loop supply chains with competition in
recycling and product markets. International Journal of Production Economics. 217.
pp.246-258.
Online
Market trend in context to Haagen-Dazs and Ben and Jerry’s ice-cream. 2020. [Online].
Available through:
<https://digitalfactoryuc3m.wordpress.com/2015/04/22/ben-jerrys-vs-haagen-dazs-an-
online-marketing-comparison/>
About Haagen-Dazs icream. 2020. [Online]. Available through:
<https://en.wikipedia.org/wiki/H%C3%A4agen-Dazs>
About Ben & Jerry's. 2020. [Online]. Available through:
<https://en.wikipedia.org/wiki/Ben_%26_Jerry's>
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Appendices
Market share of Haagen-Dazs ice-cream and Ben jerry ice cream
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