Principle of Marketing: Effectiveness of Marketing Mix and Marketing Planning Process

This report explores the effectiveness of marketing mix and marketing planning process in the principle of marketing. It discusses the strategies and practices used by companies to achieve their selling objectives. The report also covers topics such as segmentation, target market identification, and positioning.

Principle of marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Effectiveness of marketing mix:..................................................................................................3
Marketing mix............................................................................................................................3
Part 2................................................................................................................................................4
Marketing planning process.........................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing principles are the strategies and practices a company follows in order to achieve
their selling objectives. These principles are applied and evaluated to determine product
attributes and design, allocation, elevation and valuing tactics. Haagen-Daze and Ben & jerry
both are ice cream retailers. Haagen -Daze was founded in 1961 in New York by Reuben Mattus.
It is owned by general mills and function under Nestle certifying in US. Ben & Jerry’s started as
a cottage industry in 1978 with their origin in Vermont. They sold their enterprise in the year
2000 to conglomerate Unilever. The following report will help to acquire better understanding of
marketing regulations and marketing mix. Further it covers topic which will analyse the
segmentation, identifying target market and its corrective positioning.
Part 1
Effectiveness of marketing mix:
Marketing mix
These are basically the tools which an organisation uses to achieve the potential customers
and targeted market. It includes four main elements which helps to execute marketing mix i.e.
Product, price, place and promotion (Abril and Rodriguez-Cánovas, 2016). For further and depth
study of market it includes some more factors like, physical evidence, people, packaging etc.
Product: Haagen- Dazes serve variety of products like, ice-cream, ice cream bars, cakes, frozen
yogurt, sorbets etc. and Ben and Jerry’s ice-cream serves 106 flavoured ice-creams and the
speciality of those products are they are made of 100% natural and organic ingredients. They
serve scoops in small portion tubs and cups.
Price: The pricing of Haagen’s is comparatively high. They serve variety of flavours and
products and customers are satisfied from their ice creams as they provide value for money
eatables, that’s one of the reason people don’t hesitate to pay high price. On the other side B&J’s
follow premium pricing policy and they have same and fixed pricing in all of their outlets around
the globe. Ben’s and jerry provide superior quality products in minimum pricing.
Place: They tend to establish their stores and outlets in prime locations such as malls and busy
streets or near amusements parks etc. They also have their small outlets mostly near every petrol
pumps, these outlets are basically like kiosk, but through this strategy of store positioning they

acquire large amount of customer base. Company have beautifully decorated shops with cosy
seating facilities for families and couples. The store location strategy of Jerry’s is, they have a
large and wide spread distribution channel, they have stores in almost every corner of world.
Their stores are located in prime locations as well as in small localities also (Bian, Song and Bai,
2019). The company initially operates from a moving wan and they provide free scoops to
people where ever they go to promote their brand.
Promotion: They used print media advertisement strategy by posting ads. in newspaper,
circulating leaflets, hoardings etc. They always choose to advertise in high traffic locations and
have high footfall. They also provide coupons and vouchers to consumers who makes any single
purchase from their stores. Ben & Jerry indorses their company by celeb endorsements, TV
commercials, bill boards and social media promotions etc. They also have special discount for
senior citizens. They attract customers by naming their sorbets with funny and unique names.
People get attracted towards their brand because they sell health friendly and naturally
manufactured products (Camilleri, 2018).
Part 2
Marketing planning process
Executive summary: Ben & Jerry’s Homemade Inc. is a successful super premium ice-cream
making establishment in the USA. It enjoys a 42% market share, because of the company’s
excellent product quality, social media presence, it is popular among the masses but on the other
hand, its high selling price & limited supplies around the world, it is not easily accessible to
everyone. Due to this the company is now facing extreme competition from others players. To be
ahead in the race, the company needs to open its outlets both nationally & internationally. The H-
Daze are a proud brand which caters as a luxurious ice cream brand. Previously they target kids
and family-based customer (Dadzie and et. al., 2017). Then they came up with an idea of making
their products premium, high quality and costly which address the high society audience. Due to
this the company is now facing extreme competition from others players.
Segmentation:
Demographic:
Both the brands address adults having higher revenue
Young and mid aged
B&J’s specially focus on Pairs (Advertisements targeting couples)

Socio Cultural:
Wide variety of savors as people have different taste preferences according to their location and
environment.
Psychographic:
Ben & J target Individuals who like deluxe brands while H-D are escalating toward supreme
buyers.
Market target:
Haagen-Dazes target young and adult consumers. B&J targets Health conscious customers
Positioning:
H-Dazes produce finest quality products. They position their company in premium locations and
try to locate their outlet in every possible location from small towns to, petrol pumps as kiosk
and to high profile locations (Haryanto and Suhaimi, 2020). B&J deal in organic and naturally
manufactured ice creams; they also avoid using any preservatives and artificial essence to
enhance the aroma of their consumables. Their brand caters different and unique commodities
from their competitors.
Market analysis:
Fitness aware consumers: Products like ice-cream always met with a question whether it is good
for your health or not? If the company is unable to answer this question, it will make their sales
go low and they lose space from the market.
Seasonal demand: Since ice-cream has greater demand in the summers, the company has to
increase their sales to cover up for low sales in winters (Išoraitė, 2016).
Deteriorating demand: Company also have to fight the already worsening economy in the US to
be an active player in the market. Company also need to work on their economic policies to
compete other competitors.
Proposed strategy:
An in-depth research & analysis, it was decided for B & J to try a different approach to
cater its products for a global market while keeping its domestic base satisfied with better
strategies (Liu and et.al., 2019). For this the company has to cut down on their high cost of sale.
B&J should start investing in research & development rather than borrowing technologies from
other players. The company should increase their marketing expenses while maintaining taste.
They should also introduce new flavours in the market. If they want to be at the top, they have to

continuously experiment with their product. Haagen -Daze have plans to broaden their horizon in
UAE like Egypt and in Turkey. They planned to acquire market in Gulf countries. They are more
focused on providing comfort and pleasure to their customers. They have adapted marketing mix
tactics.
Recommendations:
The company is in good health and has better ideas for the future. A long-term
investment is recommended to the investor as it seems profitable. But before investing, it is best
to take notes about the company’s work culture and future goals (Thabit and Raewf, 2018).
International expansion: The global market works on first come first serve basis. It is beneficial
for the company to secure its place at an early stage.
Reduction of cost of sales: Low product cost attracts more consumer, provide stability and profit.
Reshaping of the internal structure: the company should invest in human resources. It will
increase working capability, personal satisfaction of the employee and in the end performance of
the organisation will increase (Wu and Li, 2018).
Reshaping infrastructure: The valuable possession for any enterprise is there consumers.
Modernisation of work structure, workers engagement leads to the better productivity of the
brand.
CONCLUSION
The above report concluded that market is full of competition. The companies can
achieve supportable viable advantage by focusing on differentiation, and as analysed in this
report differentiation can be achieved from a wide range of areas from an enterprise i.e. product,
price, promotion and place. Price turns out to be very vital aspects for consumers to come to a
conclusion that which product is quality and price wise worthy enough to invest in. Further the
marketing strategies, segmentation of market, identify which area of the market is proved to be
beneficial to target and finally the positioning of product. Lastly after all the evaluation is done
the recommendation were provided for how a company can can improve and make changes in
their policies to grow better.

REFERENCES
Books and journals
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European Journal of Management and Business Economics. 25(3),
pp.168-175.
Bian, Y., Song, K. and Bai, J., 2019. Market segmentation, resource misallocation and
environmental pollution. Journal of Cleaner Production. 228, pp.376-387.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Dadzie, K.Q., and et. al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework. Journal of
Marketing Theory and Practice. 25(3), pp.234-256.
Haryanto, J. and Suhaimi, H., 2020, September. Increasing revenue using a marketing plan on a
geotracker product based on the business coaching method. In Contemporary
Research on Business and Management: Proceedings of the International Seminar
of Contemporary Research on Business and Management (ISCRBM 2019). 27-29
November. 2019, Jakarta, Indonesia (p. 48). CRC Press.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6), pp.25-37.
Liu, J., and et.al., 2019. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega. 83, pp.1-13.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies 4(4).
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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