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

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