Analyzing Marketing Mix: A Comparison of Haagen-Dazs and Ben & Jerry's

This report presents a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's ice cream, focusing on their target markets and the implementation of the marketing mix elements (product, price, place, and promotion). The analysis reveals that Haagen-Dazs targets a higher-income demographic with premium pricing and traditional marketing methods, while Ben & Jerry's adopts a mass-market approach with competitive pricing and a mix of traditional and social media promotion. The report evaluates the effectiveness of these differing strategies, highlighting the impact of pricing on customer reach and brand awareness, and concludes by suggesting potential improvements in pricing strategies to enhance customer engagement and organizational sales for both companies. The study also touches upon distribution channels, comparing the push strategy used by Haagen-Dazs with the pull strategy employed by Ben & Jerry's.

Principles of marketing

Executive summary
A comparative analysis of Haagen-Dazs ice cream and Ben & Jerry's ice cream has been
concluded in this report. The aim of this report is to check the effectiveness of differences in
implementation of marketing mix by analysing the differences in market performance.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Comparison of target market-......................................................................................................4
Product-........................................................................................................................................4
Price-............................................................................................................................................5
Place-............................................................................................................................................6
Promotion-...................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is organizational activity through which advertisement for brand or product is
done, this done by organizations to spread brand awareness, so high sales can be achieved.
Haggen-Dazs and Ben & Jerry's ice-cream are taken for the analysis in this report, they are
multinational ice cream service providers. Analysis of their targeted market audience and
difference in implementation of marketing mix is done in this report. With that comparative
evaluation of effectiveness of these differences is also done in this report.
MAIN BODY
Comparison of target market-
Haagen-Dazs is a dessert product provider which provide wide range of dessert options to
its customer but is most famous for its ice creams because of their high quality. Company
provide high quality products to its customers due to which it has established premium pricing
on its products. Since high pricing is established on products, due to which it uses demographic
segmentation for segmenting market place, therefore their organizational sales is limited to high
class of the society (Palmatier and Crecelius, 2019). Due to high pricing the targetted market is
limited to higher class of the society, with that due to high quality of products organization put
more efforts on attracting wide range customers on the basis of their lifestyle and expenditures.
Ben and Jerry's ice cream is a mass market product which provide wide range of a dessert
options to its customers in which its pricing are competitively less than other market competition
due to which it has high organizational sales. Since low pricing is established on products due to
which its targetted market is the middle and higher class of the society. Since it is a mass market
product therefore its doesn't put more efforts on segmentation but instead it concentrate efforts
on attracting large number of customer irrespective of their lifestyle and expenditures due to
which it get high organizational sales.
Product-
Levitt's model of brand is the tool consists of several levels which a product must contain
in order to become successful in market. The first level is basic level in which product is able to
fulfil the basic requirement of the customer (Pennano, 2019). Once product consist of that then
arises expected level in which product is as per customer expectation then arises augmented level
in which product is able to surpass customers expectation. Then comes the final product potential

product in which product is able to create a highest level of bench mark in which it creates a
league of its own.
Hssgen-Dazs is a ice cream service provider which established premium pricing on its
products due to which it is able to get a large profit margin on its products. With that it also
showcases its products by using attractive designing due to which it has to managed to showcase
itself as an premium product which has a brand personality of sophisticates by which it is able to
surpass expected level and managed to achieve augmented level (Porral, C.C. and Stanton, J.L.,
2017).
Ben & Jerry's ice cream is a bulk ice cream service provider which provide ice cream
services to a wide range of customers, it implements several creative packaging methods through
which it is able to surpass basic level and has achieved expected level. Due to which it provide
services to wide range of customers at an affordable pricing due to which it has created a brand
level of excitement because it is easily available to customer and that too at an affordable
pricing.
Price-
Haggen Dazs Ben & Jerry's Magmum
Online pricing £3/- (Latest Deals,
2020)
£ 2.50/- (Latest Deals,
2020)
£2/- (Latest deals,
2020)
In store Pricing £3/- £2.50/- £2.75/-
From the above analysis it can be concluded that Haggen- Dazs must be implemeting
premium pricing in its products because of which it has managed to get a high profit margin
because it which its sales are limited to the middle and higher class of the society. Premium
pricing increases the rarity and due to which it attracts higher class of the society, this enables
organization to increase the quality of product by implementing changes as per customer
requirement. Through this company will be able to maintain customer's engagement with the
organization and with that it is also able to attract new customer towards the organization
resulting enhanced organizational sales (Suryawanshi, 2020). With the company is also
increasing its interest in selling its products to online customers due to which it is not only able
to increase its reach over market and with that it is also able to increase the brand awareness of
the product. However company uses intermediates for distributing its products and due to which

company's profit margin is divided which makes a direct negative impact on company's
economic growth.
From the tabular comparison it can be analyses that Ben & Jerry's ice cream uses
competitive pricing strategy in which products are prices a little lesser than other market
competition, due to which it manages to attract new customers towards the organization. This
pricing strategy is also used as an advertisement because pricing is established as a little less than
other market competition due to which a pricing difference arises which attract new customers
towards the organization. Ben & Jerry is a mass market product due to which its low pricing
enable organization to increase its profit margin by increasing organizational sales (Lilien,
Rangaswamy and De Bruyn, 2017).
Place-
Ben and Jerry’s ice-cream is a mass market product which provide its services to a wide
range of customers therefore it is very important for the organization to attract new customers
towards the organization and thus it uses pull strategy of push and pull. In pull strategy
organization advertises itself directly to the customers, without having intermediates, this enables
organization to develop creative advertisement strategy through which customers can be
attracted towards the company. Since company comes in direct contact with its customers due to
which it is able to improvise its working as per customer needs, this is also used for delivering
product to end user with high efficiency. The final product can be made available to customers at
their chosen location and at the same time they can get the product at nearby retail store because
which company experiences high sales resulting improved economic condition.
Haagen–Dazs ice cream distributes its products to end user through the means of push
strategy in which company has having intermediates between its customers, due to which its
organizational sales are limited to them. Thus push strategy for distributing products is also
called as traditional distribution channel, in which company's advertisement is also done through
the means of intermediates because of which company is comparatively limited in efficiently
understanding customers requirements (Suryawanshi, 2020). With that company's sales is limited
to large supermarket chains and because it is a luxury product therefore its sales is also limited to
a specific segment of society due to which intermediates are responsible for distributing product
to end user.

Promotion-
Promotion is the process through which organizations tend to increase the brand
awareness of their products for which a organization implements several methods by which
customers can be attracted towards the organization. There two methods through which
organization can increase the brand awareness in which one is the traditional marketing system
in which marketing is done through the means of newspaper, TV and radio. But with due to
technological advancements a new advertisement mean has arises which is social media
advertisement in which products are advertised by the means of social media. It is more effective
because social media users are increasing in numbers and with that at the time this advertisement
is also very cheap as compared to traditional marketing because brand is promoted through the
means of internet.
Ben and Jerry's ice cream is an mass market product which advertises itself through the
mix marketing strategy in which brands are advertised through the means of traditional and
social media by which high brand awareness can be spread at minimum expenditures (Bonaparte,
2019). This is achieved because initially when a new product is launched by the organization
then it is advertised through traditional and social media, but which changing time traditional
advertisement is reduced. However social media marketing is continued due to which high brand
awareness is spread. But on the other hand in case of Haagen-Dazs ice cream brand awareness is
spread through the means on traditional marketing in which company's advertisement is done
through traditional means or by intermediates because of which their marketing a limited to a
specific segment of the society.
CONCLUSION
From the above evaluation it can be concluded that both the organizations work in the
same field of ice cream service provider but due to the variations in pricing strategy and selected
market audience they are experiencing differences in their organizational sales. With
comparative analysis on impact of different marketing mix approaches it can be concluded that
both the organizations have to improvise their pricing strategy such that they are able to increase
their customer count.

REFERENCES
Books and journals
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review. 9(1-2). pp.5-26.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering and
Analytics. DecisionPro.
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
Pennano, C., 2019. Curso: Principles of Marketing.
Suryawanshi, V.B., 2020. MCQS 2 Principles of Marketing (202).
Suryawanshi, V.B., 2020. Product Life Cycle (PLC)-Principles of Marketing.
Online
Latest Deals, Haagen-Dazs cookies & cream ice cream 460 ml, 2020 [Online]. Available
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Latest Deals, Ben& Jerry's cookies dough ice cream 465 ml, 2020 [Online]. Available through:
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Latst deals, magnum mini double carmel & chololate ice cream 6X 60Ml, 2020 [Online].
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