MG412 Principles of Marketing Report: Ben & Jerry's & Haagen-Dazs

This report provides a comprehensive analysis of the marketing strategies employed by Ben & Jerry's and Haagen-Dazs, two prominent ice cream brands. The report delves into key aspects of their marketing approach, including target market identification, product strategies based on Levitt's model, pricing strategies (penetration and premium pricing), distribution strategies (place), promotional activities, and the application of the STP (Segmentation, Targeting, and Positioning) process. The analysis covers how each brand segments its market, targets its audience, and positions itself in the competitive landscape. The report concludes by highlighting the significance of marketing mix and STP approach as foundational elements for effective marketing practices, offering insights into how these principles contribute to achieving business objectives in the global market. The report references several academic sources to support its findings.

MG412 PRINCIPLES
OF MARKETING

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Target Market....................................................................................................................................3
Product..............................................................................................................................................3
Price...................................................................................................................................................4
Place-.................................................................................................................................................4
Promotion..........................................................................................................................................6
STP- Marketing planning process-....................................................................................................6
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................8
Books & Journal:...............................................................................................................................8

INTRODUCTION
Marketing is a wider and broader concept which is needed to be understood with
proper conditions so that organisational goals are achieved. Principles of marketing are
essential for enterprise through which they are able to execute functions operations and
activities in market (Bradford, 2020). This report is based on to enterprise in which one is
Ben and Jerry's which an American ice cream brand & which deals in varieties of products
such as dairy, consumable items etc. Haagen-Dazs which is retail store company which
distributes ice cream products and is headquartered in U.S. This report includes marketing
mix and marketing plan in context with chosen organisation.
MAIN BODY
Target Market
In business it is important to be aware about the customer who will be buying the
product or using services of a company. Target market is defined as group of people audience
aimed by enterprise to distribute product or service. It is essential for enterprise to focus on
their target market so that strategies are implemented accordingly. Moreover, when product
or services are distributed on target audience positive riddles are likely to be achieved.
In relation with Ben and Jerry's, marketing department gather necessary information
about market on the basis of which the target market is age group of 5 and 35 years people.
Main reason for choosing this target market is that these are the group like to you enjoy
outside home and are fun seeking (Cuculeski, 2016).
In relevance with Haagen-Dazs, It is an ice cream brand headquartered in U.S and
which provides large number of products such as ice creams, drinks, shakes etc. They also
have target audience as they target young people with age between 15 - 35, and adventurous
people who have a high disposable income good quality of products. Through this it is easy
for them to use efficient resources and funds in their business.
Product
A product is a thing on the basis of which exchange process is being carried out which
is better for sale. It is important for organisation to have a product so that exchange procedure
is done.
Levitt model- According to this model it states that products are of various types on
the basis of which business activities are executed and target market is aimed. It is an
important model which is being focused by both the companies while distribution or
development of their product in market.
Core need- It reflects the important needs which increase the satisfaction level of
customers. These are also to be known as customer value added needs on the basis of which
positive relationship is maintained between both the parties.
In reference with Ben and Jerry's, offer customer value added benefits they deliver
and provide their customers with flavoured ice cream and with add-ons options. In relation

with Haggen-Dazs, they also provide four benefit and product to their customers such as
additional discount offers and reward points.
Actual Product- The actual product is defined as product with features specifications
for design. In context with Haagen-Dazs they produce ice cream in front of the customers
which reflects their actual product. Whereas, other chosen firm also has actual product of
producing ice cream with additional options (Hudák, 2017).
Expected product- Expected products are those which deliver and provide total
satisfaction as well as expectation to customers. It is important to fill the expectations of end
users so that they remain engage with the brand. In context with undertaken organisations, the
chosen entity of frozen products to customers which fulfil the expectations at all aspects.
Augmented product- Augmented products are that which offers additional consumer
services and benefits purpose of increasing goodwill in the market. Additional services such
as after sales services, guidance to consumers how to use product etc. In reference with both
the enterprises they provide additional services such as home delivery with free of charges,
add on options etc.
Potential product- These are those type of products which asset of the company and
provide higher profit. In reference both the selected entity, have ice cream as a potential
product. With help of analysing of potential product it is easier for both the enterprises to
generate sales and increase revenue within a business at higher level. It is duty of manager to
ensure that which product has a higher ability to deliver more profit in business so that
decision making process is carried out accordingly.
Price
Prices refer to a value of a product on the basis of which exchange process is carried
out. It is important for entity to put a price on their services or products that purchasing is
done by customers in effective manner. Price of a product is set on the basis of pricing
strategies which of various types such as price skimming, penetration pricing, psychological
pricing and many more. So, Ben & Jerry’s use penetration pricing strategy within their
business. Whereas, Haagen-Dazs uses premium pricing strategy in which prices are relative
high than actual market (Festa, 2016).
Place-
A place is defined as location from where company distributes its product to end
users. It is important to focus upon location of a business so that customers are easily
accessible to the product. Haggen- Dazs, it has very stores and retailers through which they
receive their products around the world. In context with Ben and Jerry's, it is also located at
various locations such as Saint Albans, Waterbury, Vermont, and many more through which
customers are able to use enterprise product.

Haggen- Dazzs
Ben & Jerry’s

Promotion
It is another component of marketing mix which is defined as process through which
promoting or advertising of a product brand is done. Without promoting or carrying out
promotion process, it is not possible for corporation to reach to customers in proper manner
or increase their brand awareness. It is often examined that most of the businesses spend
huge amount on promotion of their company. In relevance with both the enterprise, they also
promote their brand as well as product at wider scale through use of social media tools such
as Facebook, Instagram, YouTube e- commerce websites etc. (Kiseleva, 2016).
STP- Marketing planning process-
In business it is important to event planning process so that marking of a corporation
is done in proper manner. So STP approach is being used by entity to do market plan. It is
important to focus on this construct as it assistant of business activities through analysis of
market. Also it helps in understanding market trends as well as situations which will have
impact on business goals. It is also known as segmentation targeting and positioning which is
further explained below-
Segmentation- It is a stage in which dividing of market is done by enterprises on the
basis of different variables such as demographic psychographic, etc. In relation with both the
brands they segment their market on the basis of demographic variables through which they
processed further. Without dividing of market in a proper way, it is difficult to execute
function /operations of enterprise (Kottier, 2017).
Targeting- In this aspect, targeting is done of potential audience market or customers
who can actually purchase the product. After dividing of market of a relevant and a specific
field targeting of audience is done. Target market is one which has a potential and actually
purchase any product as well as services. It can be carried out on the basis of several factors
such as size of market, intensity of competition, Government and legal procedures etc.
Positioning- It is another element of STP approach which is used in marketing
planning process. In this it refers to image of goodwill in the mind of customers. It has been
seen that customers often product of brand which have a higher position in market.
Positioning corporation is important as it gives a competitive advantage on basis of which
benefits are achieved. In context of Ben and Jerry's, good position in market and customers
view it as an affordable brand which provides quality of products. Whereas Haagen-Dazs, has
positioned themselves as a premium brand which offer products of high quality and coarse
expensive. Both organisations have different positioning in market according to which they
target their audiences.
So after analysing of above paragraph it is stated that marketing mix as well as STP
approach are base of marketing principle which are to be focused by every enterprise with
aim of achieving better results in a strategic way.

CONCLUSION
After a brief analysis of above report it has been examine that international marketing
is an important concept which is need to focus by enterprises to access and achieve profit at
global aspect. This report gives brief information about principles of marketing which grades
marketers to do business operations and its strategies which are used by enterprise within
their business sector. So decision has been made about two organisations and & relating with
them on marketing mix and STP approach.

REFERENCES
Books & Journal:
Bradford, 2020. Help Me Help You! Employing the Marketing Mix to Alleviate Experiences
of Donor Sacrifice.Journal of Marketing,84(3), pp.68-85.
Cuculeski, 2016. Sustainable marketing and consumers’ preferences in tourism.European
Journal of Tourism, Hospitality and Recreation, 7(2), pp.84-90.
Festa, 2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es.Journal of
Business Research,69(5), pp.1550-1555.
Hudák, 2017. The importance of e-mail marketing in e-commerce.Procedia engineering,192,
pp.342-347.
Kiseleva, 2016. The essence, purpose and principles of marketing relationships.
Kottier, 2017.Marketing strategy for online SMEs(Master's thesis, University of Twente).
Kurniawan, 2018. The Influence of Brand Equity and STP Towards Pricing Strategy and the
Impact on Decision Making.International Journal of Engineering &
Technology,7(4.34), pp.318-326.
Loo, 2018. A service failure framework of hotels in Taiwan: Adaptation of 7Ps marketing
mix elements.Journal of vacation marketing,24(1), pp.79-100.
Olimovich, 2020. The importance of marketing analysis for predicting the prospects of
restaurants in Bukhara hotels.Economics, (1 (44)).
Wood, 2016.The marketing plan handbook. Pearson.