Principles of Marketing: Comparative Analysis of Ice Cream Brands

This report provides a comprehensive analysis of the marketing principles employed by Haagen-Dazs and Ben & Jerry's, two prominent ice cream brands. It delves into the core elements of the marketing mix, including product, price, place, and promotion, illustrating how these elements are strategically implemented to target specific markets and achieve organizational goals. The report examines the target market strategies of both companies, highlighting their segmentation, targeting, and positioning approaches. It explores the application of Levitt's Model to product development, detailing how each brand considers core needs, actual and augmented product features, and potential product innovations. Furthermore, the report provides a comparative analysis of pricing strategies, distribution channels, and promotional techniques employed by both brands, offering insights into their competitive positioning and customer engagement tactics. The report concludes by summarizing the effectiveness of the marketing strategies and their impact on the success of each brand.

Principles of Marketing
1

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Target Market .............................................................................................................................4
Product .......................................................................................................................................5
Price.............................................................................................................................................6
Place............................................................................................................................................6
Promotion....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9
Books and Journals.....................................................................................................................9
2

Executive summary
This report provides principle of marketing that involves different types of marketing
element like place, promotion, product and price. Marketing mix is determined as a best method
for organisation in order to its user in respect of goods and services. Apart from this, the
management team use different type of principle of marketing for implementing various type of
strategy for success and growth of organisation. The main motive of marketing mix is to provide
product and services according to need of its user. In addition to this, there are two types of
organisation named as Haagen-Dazs as well as Ben and Jerry's both organisation focuses on
dealing with ice cream and different flavour of ice cream that help in satisfying needs of its user
at wider level.
3

INTRODUCTION
Marketing mix is determined as a procedure through which different strategy and tactics
adopted by organisation for marketing its product as well as services in order to satisfy its user.
In context of marketing mix, it involves product, place, price and promotion. These entire
elements are used by business organisation for achieving goal in timely manner. There are two
companies selected for this project. One is considered as a Ben and Jerry's. It is determined as an
American ice cream organisation that deals in frozen Dairy goods and it is situated in USA in
1978. In addition to this, Haagen-Dazs is well known ice-cream organisation which is situated in
America in 1961. Furthermore, the marketing plan as well as marketing mixes of organisation
that is described in this report (Kemperand Ballantine, 2019).
Target Market
Target market is determined as a procedure through which company target user for
achieving goal as well as objective in timely manner. The market offer superior quality of goods
and services to its user for satisfying them. It involves segmentation, targeting and positioning
that assist in segmenting overall market as per requirement of its user. For success and growth of
organisation, it is important to target user before taking any kind of decision related to selling of
goods and services. Hence, STP model helps organisation to achieve more revenue during
particular phase of time period.
In context of Haagen-Dazs Company, it is assessed that it is determined as an American
organisation which provide different kind of flavoured ice cream and maintain overall quality of
its goods. In assistance of this, there are various promotional techniques like advertising and
publicity events and so on in order to target its user at wider level. This company offers a wide
variety of ice cream to its user for satisfying them. It assists in maintaining goodwill and
reputation of company at market place. In assistance of this, the organisation adopt various
promotional techniques and online advertisement that is determined as paid method and
presentation of goods as well as services in order to attract ample of user in various areas and
assist in increasing level of productivity. Thus, the organisation focuses on achieving or
completion of target in pre-decided time period.
In reference of Ben and Jerry's, it is determined as an ice cream organisation who
emphasized on Japanese user of various age that is based on influencing quality in which the
customer buy product from super market as well as store. In this assignment, it is analysed that
4

the organisation focuses on selling ice cream to ample of its user in Japanese market. Therefore,
the primal aim of organisation is to attract ample of user from Japan for success as well as
growth in future period of time. There are different types of promotional tools and techniques
which are used by organisations like sales promotion, publicity and so on that assist in increasing
sales at Marketplace. Apart from this, it helps company in achieving goals as well as objective in
less period of time.
On the basis of above given information it is assess that both organisation use various
method that help in retaining customers for a longer period of time at marketplace. Furthermore,
it helps in increasing sales as well as level of profit in future period of time (Pham, 2018).
Product
Levitt's Model is determined as superior way to consider overall product as well as
services in an appropriate manner. It assists in describing different types of packaging, colours,
sizes as well as shape that is going to be mentioned below:
Levitt's Model included various steps in context of goods that is going to be mentioned
below:
Core need According to Haagen-Dazs organisation, they emphasize on offering various
flavour of ice cream to its user. In initial level, they provide different types of benefit to its
customer for supplying them product and services as per need and requirement of person during
particular phase of time period. They also focus on providing family pack and various new goods
for satisfying need and want of its user.
Apart from this, in reference of Ben and Jerry's, they provide different flavoured ice cream
and frozen Dairy goods to its user for fulfilling need and requirement of its user during particular
phase of time period.
Actual product in this level, the suitable brand of goods is shown. As per Haagen-Dazs
organisation, they focus on manufacturing appropriate flavour of ice cream. In addition to this,
Ben and Jerry's emphasized on manufacturing ice cream that is homemade and that shows
reality.
Expected products in this process, both organisations emphasized on fulfilling need and
requirement of its user in an appropriate way. They provide different variety of ice cream of
various size, colour as well as taste.
5

Augmented product in this step, both organisations focuses on providing free sample,
vouchers as well as discounts in order to attract symbol of its user. They offer superior quality or
delicious ice cream to its user for achieving goals as well as objective in timely manner.
Potential products both organisation offer different kinds of flavour of ice cream to its
user which is determined as a potential goods of organisation. This is used in increasing sales as
well as growth of organisation in future period of time.
Hence, it has been analysed that both organisations adopt this kind of model in order to
retain customer for a longer time period and their main focus is to satisfy need and requirement
of its user during particular phase of time period. Therefore, they bring innovative or new ideas
that help in achieving goal as well as objective in timely manner (Renton and Simmonds, 2019).
Price
Haagen-Dazs ice-cream: It is determined as a famous organisation of ice cream and
there are different types of ideas and opinions in respect of various flavour related to ice-cream.
As compared to other organisation named as Ben and Jerry’s, this organisation focuses on
eliminating cost.
Haagen-Dazs ice-cream Ben and Jerry's
£0.78~1.30 £1.35~2.02
10.0p~20.5p 38.9p~54.0p
On the basis of above given table, it has been analysed that Ben and Jerry's is determined
as more expensive in order to provide various goods according to need of customer at
marketplace.
Ben and Jerry's: this organisation provides homemade ice cream so that it is necessary
to decide or determine price as per its rivalries. The brand reputation of organisation helps or
assists in achieving competitive edge over rivalries at Marketplace. The focus is on maintaining
appropriate strategy in order to increase profit margin in future period of time.
Place
Haagen-Dazs ice-cream:
6

There are various supermarket and outlets that offer superior quality of goods and
services to its customers. Apart from this, there are various outlets through which individual
person can purchase product in easy manner.
Ben and Jerry's:
This is determined as a famous organisation of America which provides homemade ice-
creams and frozen Dairy goods to its user for satisfying their needs (Bernstein, 2017). This
organisation offer different kind of product as well as services to biggest supermarket in outlets
that help in achieving reviews of its user regarding quality of good. In assistance of this, they
provide superior quality of flavoured ice cream to its user that assists in increasing level of
confidence of its user towards product. Therefore, the main focus is to deliver or provide goods
and services in appropriate manner.
7
Illustration 1: Haagen-Dazs ice-cream

Promotion
According to Haagen-Dazs organisation, they do not promote their goods in radio, TV and
many more. Hence, they provide superior quality goods and services to large number of user for
achieving competitive edge over rivalries at marketplace. The organisation focuses on promoting
goods and services by using different techniques such as a sales promotion, publicity events and
many more. Hence, the organisation is capable to manage appropriate relation with its user for
increasing productivity and profitability. There are different promotional techniques used by
organisation in order to market its products and attracting ample of user at marketplace (Evans,
2016).
In context of Ben and Jerry's, the organisation focus is on investing large amount for
marketing its overall product during particular phase of time period. This organisation required
fund to promote its homemade product such as ice cream. The organisation use various kind of
social media tool for accomplishing goals as well as objective of organisation in pre-decided
period of time. Hence, it helps in managing appropriate relation with its user in order to market
its product in a better way. Furthermore, their main aim of organisation is to increase level of
experience of its user by offering them appropriate goods and services.
8
Illustration 2: Ben and JERRY homemade

CONCLUSION
On the given report, it is assess that marketing mix is determined as a procedure through
which different strategy and tactics adopted by organisation for marketing its product as well as
services in order to satisfy its user. In context of marketing mix, it involves product, place, price
and promotion. These entire elements are used by business organisation for achieving goal in
timely manner. Furthermore, the marketing plan as well as marketing mixes of organisation that
is described in this report.
9

REFERENCES
Books and Journals
Kemper, J.A. and Ballantine, P.W., 2019. What do we mean by sustainability
marketing?. Journal of Marketing Management, 35(3-4), pp.277-309.
Pham, T.A., 2018. Business to Business Marketing: Syllabus: Spring 2018.
Renton, M. and Simmonds, H., 2019. Effectuation and Morphogenesis in the New Zealand
Fairtrade Marketing System. Journal of Macromarketing, 39(4), pp.385-399.
Bernstein, J., 2017. Standing room only: Marketing insights for engaging performing arts
audiences. Springer.
Evans, W.D., 2016. Social marketing research for global public health: Methods and
technologies. Oxford University Press.
10