Principles of Marketing

This report discusses the principles of marketing and their importance in business growth and brand survival. It compares the marketing strategies of Haagen Dazs and Ben & Jerry's ice cream brands. The report also explores the effectiveness of marketing mix and provides insights into target market, product, price, place, and promotion.

PRINCIPLES OF
MARKETING

Executive summary
Marketing is important for every organisation to make business growth and
to survive brand in the competitive market. Marketing is an activity in which goods
and services are purchase and sale. With the help of various tools marketers can
create awareness and promote their new as well as existing product. Effective
Promotional campaigns help Haagen Dazs and Ben & Jerry to increase their sales
by capturing large market area.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Comparision of Haagen Dazs and Ben & Jerry..........................................................................4
Aims of report: ..........................................................................................................................9
Methods of research:........................................................................................................................9
Summary..........................................................................................................................................9
Conclusion and recommendations.................................................................................................10
References......................................................................................................................................12

INTRODUCTION
Marketing is a process in which buying and selling activities are promoted
by marketers with the help of selling, advertising, distributing, promoting etc.
Marketing is perform to understand and satisfy the needs of consumers (Chernev,
2018). In this analysation of customer behaviour is done by adopting various
marketing principles. Company can create product brand image in the mind of
customer in this way smart market team capture the large market segment. By
adopting marketing mix tools organisation can promote their items. The two
companies that are select in this report are Haagen-Dazs and Ben and Jerry's ice
cream. Haagen dazs is an american brand established in 1960. It start their business
by introducing only three flavours like coffee, chocolate and vanilla. Whereas Ben
& Jerry manufactures sorbet, frogen yogurt, and ice creams. It set their business in
Vermot in 1978. In this assignment effectiveness of marketing mix is analyse for
respective brands. Demonstration of marketing planning process for STP is also
done in the project(Park, 2020)
MAIN BODY
Comparision of Haagen Dazs and Ben & Jerry
Basis of comparison Haagen Dazs Ben & Jerry
Target market
The target market of this
famous ice cream brand is
adventurous people who are
having good purchasing
power. As they are interested
to purchase only quality
The brand, target people of 5
to 35 year age. As fun seeking
children are cover in this
group and it also make focus
on innovative, brand
conscious and trend following
pleasure loving youth. With

products. They target young
people having age between
15 to 35 years to expand their
business in this industry.
After analysing various
demographic factor Haagen
dazs target their consumers.
The company aims to develop
personal connection with end
users by adopting various
marketing strategies so that it
can increase the demand of
disruptive new brands. High
net worth people are target by
them so that they can easily
buy their costly items
(Chernev, 2018). It has
various segment variables
like demographic that include
higher income
adults,young ,middle high
class individuals and couples.
The another segment variable
is social culture as it covers
huge variety of flavors
according to habits of each
different countries. Like
Alcohol drinking is prefer by
Europeans. On the other hand
teas are prefer by Asians. The
last variable is Psycho
the help of attractive
packaging with different
attractive colours and creative
image it attract small age
children. On the basis of
lifestyle and age it target their
market. By providing huge
variety of delicious ice creams
with affordable price it attract
high as well low income
people. Person of different
age and background love to
eat ice creams so they offer
their items at different sizes
and quantity. In this way it
increase their sales and
expands their business by
creating good brand image
(Cornwell, 2020). Market
segmentation of Ben & Jerry
is based on geographic as it is
divided globally as americans
have to pay more for an ice
cream cup as compare to
German. The Group
comprices of childrens who
are fun seeking and also
youths who are pleasure
loving . Brand also target
health conscious young adults
and who prefer deserts. Few

graphic, it is for those people
who love luxurious brands
and also need of being
member of respective brand.
The brand focus on two
targets like adults who love to
eat luxurious flavours of ice
cream and health conscious
adults who like low fats and
natural ingredients substitute.
At last in positioning it
involves luxury items such as
super premium ice cream
which does not include
artificial colouring.
examples of it are cherry
Garcia, chunky monkey. The
brand also advertise their
brands by providing free ice
creams to charities at the time
of public events and
celebrations.
Product They provide us the product
like almond and dark
chocolates, hokkaido azuki
mochi, white peech and
mango flavor Ice creams and
cookies are the product in
which the brand Haagen
Dazs and they offer their
products having colours and
image according to flavour.
Product are also available at
different prices as per their
quantity. To make promotion
of their product, company use
various different models.
It offers cookies of chocolate
chips, various flavours in
sundaes, Chocolate fudge
brownies. Strawberry short
cake. They deal in cookies as
well as on ice creams as ben
& Jerry provide their food
items having different
colours and image as per
respective flavours. As their
items are priced according to
their weights. For
promotional campaign the
organisation use different
models

People: On the basis of
efficiency, skills and
productivity employees of
company are analysed.
Haagen Dazs employ
experience as well as skilled
workers to manufacture
unique varieties of deserts
and ice creams so that it can
reduce wastage and lowers
the cost of production.
Haagen Dazs are most
reputed brand in ice cream
industry. It gives huge variety
of their item with different
flavour in all over the world.
The brand offer different
categories of products so it
require smart workforce to
manufacture.
Task: Goals and
objectives are modify if there
is any change arise in
workforce(Lilien, 2017). The
main target of both the brands
are introducing new product
with combination of different
flavours in affordable prices
so that general public can also
purchase easily.
People: The organisation use
experience and talented
persons to produce items.
Target : The target is to
introduce variety of new
products to capture large
market area by attracting huge
customers
Structure: It creates such a
struction that support
workforce to achieve the
objectives of the company.

Structure: It is
foundation for every
company. It involves pattern
of communication,
relationship between
employees of different
departments. By making
coordination and doing
cooperation among
employees both the brand
Haagen-Dazs make easy flow
of working that tends to make
positive impact on sales and
revenue.
Technology: It
involve element that support
the people when they are
performing their task.
Software application, LAN
lines, equipments, computer
and barcode readers are some
example of elements
(Newman, 2017). Haagen-
Dazs manufacture large
number of product at same
time with help of new
technological machines. It
reduce the hardship of work
and also save the time of
manufacturer.

Price The minimum price in this
organisation is 250
pounds/200 grams and
maximum price is 750
pound/500 grams. Prestige
pricing strategy is adopted by
the brand. It include high
networth people.
300 pounds/180 grams is their
minimum price and 800
pounds / 450 grams is their
maximum price. It use
geographical pricing strategy.
It include all type of people.
Place It indicate the geographical
location where the brand
offer their products. It shows
the area where the buying
and selling activity is
perform(Keegan, 2017).
Haagen dazs operate their
business in different locations
of United states. Their
product are available on
malls, ice cream parlours,
stores. In other market like
carrefour, Jusco and giant
also they distribute their
products. They offer their
items in India, Singapore,
Australia, South Africa,
Brazil, China , Zeeland etc.
Ben & jerry supply their items
globally in mall, cafes, shops
etc. so that it become
convenient for consumers to
purchase their product any
time in any place. Product are
available at different big and
small stores. People also order
online for their items
(Levinson, 2016). It provide
their products in different
countries like Bahamas,
Aruba, Croatia, Brazil,
Austria etc.
Promotion For World wide promotion
and advertisement Haagen
dazs totally depends on their
smart marketers. To advertise
product they adopt both
The tactic that is use by Ben
& Jerry to develop and
promote brand is through
giving advertisement on
billboards, hoarding and

traditional as well as new
tactics. By using traditional
approach it promote their
product by giving
advertisement on newspapers,
television and magazines.
With the help of modern
approach it also increase their
sales for example free
chocolates are given if
customer purchase any
product of this brand. It
attract youngsters to buy
more to get more. Through
social platform like
Instagram, facebook, youtube
etc. Haagen dazs promote
their ice creams, cookies etc.
Digital marketing is another
mode of creating awareness
regarding the product
(Newman, 2017). They
advertise their product in
Television, Radio for creating
awareness among audience
regarding product.
newspapers. With door to
door selling through smart
marketers having good
convince power also help the
organisation to increase their
sale in affective manner. On
the other hand by introducing
their product on social
networking sites it create their
market by making good bond
with their clients. By giving
advertisement on radio,
televisions it attracts huge
number of small children
toward their brand. With their
colourful images as per
flavours it motivate small
children to learn name and it
also help children to recognise
the brand and flavour in this
they promote their market.
By using different modern
techniques of promotion it can
increase their sales and
revenue that tend to lead
business expansion and
growth (Lilien, 2017). The
brand adopts social media
strategies of marketing for
promotion such as Pinterest,
Facebook, Instagram, twitter.

Aims of report:
By adopting marketing mix tools organisation can promote their items. The main
objective is to capture large part of audience by promoting the product in the
market.
Methods of research:
The various methods are online research and research from books, journal
and novels. Secondary research is used that can be defined as already existing and
used data. It cover data that are cover in internet.
Summary
Marketing mix plays an important role in the organisation to understand the
requirement of the customer. It helps to promote product to create awareness and
increase the demand for product. In this report comparison between different
companies is to be done on the basic of product, price, place, promotion.
Conclusion and recommendations

As per this report it is to be conclude that both Haagen-Dazs and Ben & Jerry are famous brand
in ice cream industry. To gain the attention of consumer both the organisation provide diverse
product folio. Due to smart tactics and strategies, Marketing mix of Ben & Jerry's appreciate
more. In both the organisation same marketing mix policies are adopted. As Ben & Jerry have
sufficient employees to manufacture product in large quantity. All their employees are well
experienced and skilled that is the another reason of large customer base. simple product mix is
used by Ben & Jerry's as it has launched different flavours to satisfy customers of different taste.
Blueberry, coconut, cranberry, kiwi, chocolate, mango, strawberry, tropical fruit are some
popular flavour offer by the company. They make their product more sweeter. As it has many
competitors but they use premium price for their quality. Ben & Jerry's sale around 78 billions
boxes globally. To promote their items they use digital channel, ATL, etc. as it help to create
awareness. Both the ice cream brand promote their product through sponsorship, sales
promotion, advertising. Market skimming are the pricing strategy that is adopt by Ben & Jerry's.
According to the analysis we conclude that product “B” Ben & Jerry's is more successful brand.

References
Books and Journals
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Cornwell, T. B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
Events. Routledge.
Keegan, W. J., 2017.b Global marketing management. Pearson India.
Levinson, J. C. and Horowitz, S., 2016. Guerrilla Marketing to Heal the World: Combining
Principles and Profit to create the world we want. Morgan James Publishing.
Lilien, G. L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering and
Analytics. DecisionPro.
Newman, T., Peck, J. and Wilhide, B., 2017. Social media in sport marketing. Routledge.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.