Principles of Marketing

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