Principles of Marketing: Haagen-Dazs & Ben and Jerry's Ice Cream

This report covers the principles of marketing, including product, price, place, and promotion, focusing on Haagen-Dazs and Ben and Jerry's ice cream brands. It discusses their target market, product/brand strategies, pricing, distribution channels, and promotional activities.

Principles of Marketing

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Target Market..............................................................................................................................4
Product/Brand.............................................................................................................................5
Price.............................................................................................................................................6
Place............................................................................................................................................6
Promotion....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

Executive summary
This report will covers principles of marketing that refers different types of marketing
elements such as product, price, place and promotion. Marketing mix considered as one of the
best approach for firm to target large number of consumers towards delivering their goods and
services in a single time. Along with this, principles of marketing used by firms to develop large
number of strategies and tools in order to run business successfully. Apart from this there are two
types of organisations such as Haagen-Dazs & Ben and Jerry's both firms are dealing with ice-
creams through applying innovative flavoured for satisfying people at high level.

INTRODUCTION
Marketing mix defined as the different set of actions and tactics which is used by firm in
order to promote their goods and services into the market place. There are 4 P'S that makes
marketing mix difficult such as product, price, place and promotion. All these elements are used
by firms in order to achieve targeted goals and objectives. There are two organisation has been
selected in this assignment that are Haagen-Dazs ice-cream, it is an American brand of ice-cream
and was founded in 1961 by Reuben and Rose Mattus. Another firm is Ben and Jerry's which is
also an American ice-cream firm also make sorbet and frozen yogurt. Is was established in 1978
within the U.S. Furthermore, marketing mix in regards with both firms and marketing planning
process (STP) will get discussed (Kotoua and Ilkan, 2017).
Target Market
The term of target market refers to group of customers within a business at which
businesses having purpose to achieve effective goals and objectives. Target market also known
as subset of overall market for a particular product and service. This term is associated with STP
that is segmentation, targeting and positioning that defined the overall process of target market
segmentation. For any business it is necessary for targeting their customers before dealing with
large number of goods and services. Thus, STP model helps them and motivates business to earn
huge profits and high sales or revenue.
In context of Haagen-Dazs ice-cream, this can be said that, it is an American brand of
ice-cream which is famous for their several kind of ice-cream flavours and they also maintain
their overall quality of their product. Due to these sorts of goodness in order to target market they
mainly use sponsorship and advertisement tool for promoting its goods at high scale. On the
other hand, they generally use luxurious ice cream flavours for adults that attracts the large
number of consumers frequently (Lee, Kozlenkova and Palmatier, 2015). Therefore, in order to
make their brand position in marketplace they use different kind of promoting tools in which
online advertisement is one of the best way to reach large number of consumers and they also
gives them profit margin on their goods. With the help of using such kind of promoting channels
they are able to target several customers and achieve their goals on time.
In regards with Ben and Jerry's, for targeting large number of consumers they are
focusing on Japanese customers any age group as they eat super premium ice cream into the
effective cup size along with they buy ice cream from supermarkets and store as it depends on

their convince. According to the annual report it could be said that they mainly choose 2 areas
that covers huge majority as well as sales and show that they have effective or positive sales
growth of their ice-cram from Japanese market. Therefore, they think if they target more and
more consumers from the Japan than they can become more successful at marketplace. Thus, for
promoting it's sales they use advertisement with the help of magazine, online websites and many
other. By having this type of segmentation within Japanese market they are able to attain future
goals and main motive of them to satisfy consumer's wants frequently.
As per the given information it has been seen that both firm are using different type of
criteria in order to sustain for long period of time at marketplace. Further, it will maximise their
business probability and profit as well (Lacoste, 2016).
Product/Brand
For defining overall goods and services about both brands Levitt's model is one of the
best way to know their different types of size, packaging, shape, colour and size those are as
follows:
Levitt's model includes several kind of level in regards with product, those are mentioned below:
Core need: According to Haagen-Dazs ice-cream, they always deals with different types
of ingredients and rich creamy taste towards ice-cream. In this initial stage of this model core
needs are depends to give huge benefits to customers through supplying desired products at
marketplace. On the behalf of this they use family caps, bars, sundae cons and so many
innovative ideas to satisfying consumer's wants to attain desired goals.
In regards with Ben and Jerry's, they are dealing with large number of flavoured ice
creams with frozen yogurt as well. With the help of providing these assorted items they are able
to achieve targeted goals and satisfy customers (Murthy and Kumar, 2015).
Actual product: According to this second stage product reality shown which is given by
the specific brand. As per the Haagen-Dazs ice-cream they are manufacturing effective flavoured
ice-creams that shows their reality. Whereas, Ben and Jerry's is developing home made ice-
creams that shows their actuality.
Expected product: As per this stage, both firms are needed to fulfil consumer's
expectations in order to achieve desired results and output in a proper way. Herein, both
businesses are bringing effective variants in ice-creams like different colours, taste and shape.

Augmented product: In this stage both businesses are needed to develop huge benefits
for consumers like discounts on products and many more. It helps them to achieve goals through
giving tasty ice-creams to people.
Potential product: Herein, both firms are dealing with different types of ice-creams so
that it is the potential product of them. Through focusing on their potential products they are able
to give effective services and sales to their products among people at marketplace. Thus, they are
able to attain future needs and achieve huge profit (Notta and Vlachvei, 2015).
Thus, it could be said that as both firms are applying this model so that they can easily
sustain at marketplace for long period of time and able to satisfying consumer's needs and wants.
It will helps them to bring huge innovations towards their business and attain desired goals and
objectives.
Price
Haagen-Dazs ice-cream: It is considered as an consistent firm as this organisation have
good experience with proper knowledge about ice-creams flavours. There is reducing cost
through comparing with Ben and Jerry's
Haagen-Dazs ice-cream Ben and Jerry's
£0.78~1.30 £1.35~2.02
10.0p~20.5p 38.9p~54.0p
According to given table it has been concluded that Ben and Jerry's having more cost as
they are dealing with several products at market. In the case of Haagen-Dazs ice-cream as they
have good experience comparatively. But this organisation should use easy strategies of price.
Ben and Jerry's: This firm deals with home made ice-creams so that pricing scenario of
this brand is based on their competitors. Through having effective brand image towards its
products they are able to attain good results and able to beat competition. For further betterment
they should opt flexible working strategies to reach highest level into market (Ottman, 2017).
Place
Haagen-Dazs ice-cream:
Place refers to the dynamic environment at marketplace. In regards with respected firm
they use large number of shops and supermarkets as well in order to offer their products to

consumers effectively. Along with this, they have different outlet and stores by which people can
get their product frequently.
Illustration: Haagen-Dazs ice-cream
Source:2018, Haagen-Dazs ice-cream
Ben and Jerry's:
This organisation is known as Home made holding plc, which is one of the best American
organisation that deals with frozen yogurt and ice-creams (Haagen-Dazs ice-cream, 2018). This
company offer its overall goods and services into the supermarkets chain and different stores by
which they can take feedbacks from customer's for betterment improve into their quality. There
are large number of flavoured ice-creams and such kind of item that makes feel good towards
consumers and increase their confidence towards brand. Thus, place of this company is not much
large but they have sufficient place to sale its items in a perfect way.

Illustration: Ben and Jerry's
Source: 2020, Ben and Jerry's
Promotion
According to the Haagen-Dazs ice-cream, as their products are not so much advertise
within the mass media like TV, radio and many more. So in order to target customers they
should bring more effective quality on their products so that they can win the competition. On
the other side they promote their goods by using events, sponsorship and so many usual methods.
Through continuing this process they are able to achieve good relations with its potential
consumers and gain lots of profit in a proper way. Therefore, it is considered as a good way to
promote products frequently and attract several consumers in a short period of time (Ben and
Jerry's, 2020).
In the context of Ben and Jerry's, this brand generally spend huge fund in order to
promote their overall products as market, because this firms deals with home made ice-creams so
that there is huge requirement to promoting its products. They use different types of social media
channels as well as effective communication method by which they can achieve its desired goals
and objectives at competitive marketplace. It will helps them to develop good relations with
consumers so that they can sell their items in a perfect way. Moreover, main motive of this firm
is to happy customers share good experience and offers.

CONCLUSION
From the above analyse information of this assignment it has been analysed that, there
are various principles of marketing mix which is used by several firms to improve their entire
working conditions by which they can improve their sales as well as revenue. As there has been
2 firms are selected both are dealing with ice-creams so that they are needed to have different
types of marketing mix by which they can differentiate their products from each other and satisfy
people at high level into the marketplace.

REFERENCE
Book and Journal
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Lacoste, S., 2016. Sustainable value co-creation in business networks. Industrial Marketing
Management, 52, pp.151-162.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), pp.73-99.
Murthy, D.N. and Kumar, B.V., 2015. Internet of things (IoT): is IoT a disruptive technology or
a disruptive business model?. Indian Journal of Marketing, 45(8), pp.18-27.
Notta, O. and Vlachvei, A., 2015. Changes in marketing strategies during recession. Procedia
Economics and Finance. 24. pp.485-490.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
[Online]
Ben and Jerry's, 2020. Available through [Online],
https://shopdullestowncenter.com/dine/26/ben-jerrys-ice-cream
Haagen-Dazs ice-cream, 2018. Available through [Online],
https://www.majorsgroup.com.au/haagen-dazs-ice-cream-store/