Principles of Marketing: Comparing Haagen-Dazs and Ben & Jerry's

This report provides a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's, two prominent ice cream brands. The report begins with an executive summary and table of contents, followed by an introduction outlining the importance of marketing in today's dynamic business environment. The core of the report delves into the marketing mix (4Ps) of both companies, including their target markets, product offerings, pricing strategies, place (distribution), and promotional activities. The findings highlight the differences in target demographics and the geographic reach of the brands. The product section details the various ice cream flavors and product lines offered by each company. The pricing analysis compares the strategies, such as competitive pricing and value-based pricing, used by Haagen-Dazs and Ben & Jerry's, respectively. The place section examines the distribution channels and market presence of each brand, while the promotion section compares their marketing techniques, including traditional and digital marketing strategies. The report concludes with a summary of the findings, recommendations for improvement, and a list of references.

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).

On the other side, Ben & Jerry’s ice cream has also succeeded in widely expanding its
business operations in across the world. The company has claimed that, those markets are target
markets for company where maximum people comes from the age group of 5 to 35 year.
Basically, people who comes from this age group are like to consume ice cream products from
Ben & Jerry’s. Currently US, UK, Singapore, Australia, Thailand, Brazil, Canada, Japan etc. are
target market places for this brand by country wise. In these countries, people have an effective
income status, so that company targets in people on the basis of people’s income status as well.
Mainly markets where many of customer has effective income are also major target markets of
this venture. People within these countries like Ben & Jerry’s because of its exclusive range of
products and services.
Product
Haagen-Dazs offer wide range of ice creams in different places. Currently Strawberry ice
cream, Cookies & cream ice cream, dark chocolate & almonds ice cream, stick & strawberry ice
cream etc. are major products of this company. However, dark chocolate & almonds ice cream
product of company gives huge return in market place. Basically, this product is highly
consumed by people within European countries, and that’s why this product has enabled to
Haagen-Dazs for generating excellent profit margins in market place (Kaur and Kaur, 2019).
Ice cream Pints, Pint slices, Ice cream mini cups, Core ice cream Pints, Chocolate chip
cookies dough flavours and topped etc. are major products of Ben & Jerry’s company, and the
sales ratio of these all products is very excellent in company’s various target market segments.
Australia and many other European countries mostly buy ice cream mini cups from this
company.

Leavitt model
This model includes four elements, called; task, people, technology, structure.
Task: Both companies gives different tasks to their employees for gaining effective outcomes in
marker place. By achieving task, the company can simply improve its productivity and
performance.
People; Currently both companies has different skilled and talented people or employees which
works, who puts their huge efforts in workplace.
Technology: Haagen-Dazs mainly believes in investing huge fund in the technology
implementation for maintaining effective productivity (TWIN, 2020). Ben & Jerry’s adopts
technology according to existing requirements and needs.
Structure: These both companies currently runs their business operations internationally, so that
both has very large organisational structure.
These ice cream companies compare on the basis of some more factors;
Shape: Shape of business activities of Ben & Jerry’s is something bigger than Haagen-Dazs,
because it has expanded its business operations largely than Haagen-Dazs ice cream brand.
Packaging: Both companies give special focus on conducting their packaging practices.
Basically, both tries to systematically pack their products for securing them from dust, air and
wate, etc.
Colour: Haagen-Dazs and Ben & Jerry’s chooses colour of their packaging on the basis of
flavours of ice cream. For example; when they pack their chocolate flavour ice cream, then they
uses chocolaty colour of packaging.
Both companies, Haagen-Dazs and Ben & Jerry’s has wide range of products and
services which provides excellent profit margins and competitive advantage in different market
segments. Both are successfully managing the excellent quality of their products and services.

Price
Top-level management of Haagen-Dazs mostly uses ‘competitive pricing strategy’ for
setting price of its different products and services (HUMAN, JACQUES and MEINTJIES,
2019). This strategy of price is basically used by organisations for gaining huge competitive
advantage in market place. When this ice cream manufacturing company uses competitive
pricing strategy, then it can simply set prices of its products and services something favourable
than its competitors. While implementing this pricing strategy in own business environment, then
it highly needs to conduct the proper market research, because after conducting market research,
Haagen-Dazs has enabled to know about the pricing structure of its various competitors.
Top-level management Ben & Jerry’s generally uses ‘value-based pricing strategy’ for
setting prices of its various products and services. In this situation, while using this pricing
strategy, the company analyse expenses of product development. Then it tries to know that, there
was how much cost required to develop its product. After knowing development cost of product,
it adds some extra charges on the development cost for the margin purposes, then it proceeds to
sale its product in different selected market places. Value-based pricing strategy helps to
company for charging higher prices on its exclusive and premium range of products and services.
Place
Currently Haagen-Dazs provide its wide range of products and services in many market
places. Its each selected market place gives huge profit margins to company (Kupec, 2018).
However, United States, Canada, and different European countries, like; United Kingdom,
Sweden etc. are prime market places to this ice cream manufacturing brand. The company’s
business expansion process of very excellent, and this is the main reason that day to day it
expands its business operations in new market places. Basically, the company has authorised ice
cream outlets and stores in these all market places to sale its products and services. People visits
at company’s outlets for buying Haagen-Dazs’ wide range of ice cream products in all mentioned
market places.

On the other side, Ben & Jerry’s has also succeeded in providing its various exclusive
range of products in lots of market places. The company was founded 42 years ago, and in this
time period, it has enabled itself for widely increasing scope of its products in market place.
That’s why this brand currently offers its products and services in more than 35 countries, so that
a person can simply consume Ben & Jerry’s products within most market places in across the
world. The company sells its products through different existing retail organisations as well, and
company has own authorised outlets and stores as well for selling its exclusive products to
customers in various selected market places.

Promotion
Promotional strategies of Haagen-Dazs and Ben & Jerry’s are completely similar.
Marketing department within Haagen-Dazs considers both types of marketing strategies for
promoting their business in market places, like; traditional marketing strategies and modern
marketing strategies (Martinovski and Gulevska, 2017).
On the other side, marketing team of Ben & Jerry’s also uses both types of marketing
techniques, traditional and modern. By adopting and implementing these techniques, the
company promotes its brand widely in market.
In this dynamic and modern era, both ice manufacturing brands believes in using digital
marketing strategy, because both knows that this strategy of marketing is currently trending in
across the world. Many times, companies hire some popular personalities as well, like; actors,
singers, influencers, athletes etc. for promoting their brands at the large scale in market place.
Social media marketing is giving great contribution in the all over growth of both brands,
because by using social media strategy of marketing, Haagen-Dazs and Ben & Jerry’s attracts
many new customers towards own brands.
Conclusion and Recommendations
On the basis of above findings, it can be concluded that Haagen-Dazs and Ben & Jerry’s
both ice cream manufacturing brands has excellent customer base in different market segments
due to excellent quality of products. According to all 4Ps of marketing mix, both companies are
putting their huge efforts in their respective workplace for gaining very productive outcomes on
market place. Both companies have wide market places, they use different types of modern and
traditional promotional technologies for gaining productive outcomes, pricing strategies of both
companies are also very productive.
Currently top-level management within both ventures are successfully running their
business operations in market place, and both focuses on widely expanding their business
operations in many new market places or segments. Of course, currently companies are able to
gain excellent profit margins in market, but they still need to develop their business strategies
because competition in the international ice cream sector is increasing day to day (Hoogveld and

Koster, 2016). Top-level management in both firms has required make their marketing functions
more productive to gain extra-ordinary outcomes and results in market.

References
Books & Journals
Alam, M. M., Aliyu, A. and Shahriar, S. M., 2019. Presenting women as sexual objects in
marketing communications. Journal of Islamic Marketing.
Hoogveld, M. and Koster, J., 2016. Measuring the agility of omnichannel operations: an agile
marketing maturity model. SSRG International Journal of Economics and Management
Studies. (SSRG-IJEMS). (3/6).
HUMAN, D., JACQUES, N. and MEINTJIES, C., 2019. PRINCIPLES OF MARKETING.
OXFORD University Press UK.
Kaur, R. and Kaur, P., 2019. Use of Library Services and Products through Marketing. Library
Progress (International). 39(1). pp.232-240.
Kupec, V., 2018. Risk audit of marketing communication.
Martinovski, S. and Gulevska, F., 2017. Nutritive marketing with a special review on
honey. International Journal of Business and Management Invention. 6(7). pp.05-11.
Scott, A. D. and Scott, S. A., 2016. Marketing Me: A case study on the evolution of an MBA
marketing competence exercise. Procedia-Social and Behavioral Sciences. 228. pp.641-
647.
TAHIR, A. G., and et.al., 2017. Keys of educational marketing. Journal of Applied
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Online
TWIN, A. 2020. The 4 Ps. [Online]. Available Through: <
https://www.investopedia.com/terms/f/four-ps.asp >.