Role of Marketing in Haagen-Dazs and Ben & Jerry's

PRINCIPLES OF
MARKETING

Executive Summary
Marketing is very essential function to an organisation in this dynamic world. No
business can achieve large numbers of customers without running its marketing function. The
aim of this report is to know the role of marketing in two different organisations of same
industry, named; Haagen-Dazs and Ben & Jerry’s. The secondary data collection method has
used to collect data for this report. Some productive recommendations and conclusions also have
been given below in this report.

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Comparison of Target Markets....................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
Conclusion and Recommendations..................................................................................................6
References........................................................................................................................................7

Introduction
Marketing is very important function for an organisation in current dynamic world for
gaining an excellent competitive advantage in market place. Top-level management within most
companies takes lots of steps towards making their functions of marketing too effective. This
report discusses the application of 4Ps of marketing strategy in different organisations named;
Haagen-Dazs ice-cream and Ben & Jerry’s ice-cream. There is Haagen-Dazs is a popular
American ice cream brand, headquartered in Minnesota, United Kingdom (Alam, Aliyu and
Shahriar, 2019). Currently this company serves in lots of countries, like; United Kingdom,
United States, Australia, India, China, Mexico, South Africa and Brazil etc. So that, it has very
large market share in international ice cream industry. On the other side, Ben & Jerry’s is also an
ice cream manufacturing brand that currently owned by British-Dutch consumer goods giant
Unilever. It means Unilever is the parent company of Ben & Jerry’s. This company currently
serves in more than 35 countries. The secondary research of data collection has used here for
comparing and contrast organisations on the basis of marketing mix.
Findings
Comparison of Target Markets
Haagen-Dazs ice-cream has highly succeeded in expanding its business operations at the
large scale in market, so that this company has lots of target markets. However, United
Kingdom, United States, Australia, China, Mexico, South Africa and Brazil etc countries are
main target markets for this ice cream manufacturing company. Top-level management of
company is trying to day to day increase its market share in international ice cream sector, and
this the main reason that it always puts huge effort in widely expanding its business operations in
different new market segments where most people comes from 9 to 32 years age group. Its home
country United States is one of key target markets for Haagen-Dazs, because currently it has very
large market share here. Mainly kids, teens, adults are main customer of company. It means, this
venture tries to sale its products in that market where most people come from the age group of 9
to 32 age group. On the Most of people within market like to consume products and products
from this company just because of its quality product and services (Scott and Scott, 2016).