Marketing Mix Analysis: Haagen-Dazs and Ben & Jerry's Brands, Nov 2021

This report provides a detailed analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's, focusing on the application of the 4Ps of the marketing mix: product, price, place, and promotion. The report begins with an executive summary and table of contents, followed by an introduction to marketing principles and the brands. It then delves into the target markets of both brands, examining age, gender, and income demographics. The report analyzes the product/brand strategies, including Levitt's model and Aaker’s Brand Personality, followed by a comparison of pricing strategies. The place and promotion strategies, including distribution channels and promotional activities, are also discussed. The report concludes with recommendations and a list of references. This report aims to illustrate how these brands utilize the marketing mix to gain a competitive edge and achieve growth in the market.

COVER PAGE
ALEXANDRU NICOLAE
BNU: 22019494
GROUP J3
MG412-PRINCIPLES OF MARKETING
CW1-THE 4P/MARKETING MIX
TUTOR-UZAIR OMERDEEN
SUBMISSION DATE-NOVEMBER 2021

Executive Summary
The report illustrates the principles of marketing and the utilization of the marketing mix of
4Ps to analyze the market strategies of the enterprises. The target markets of the brands
have been listed down and how it enables them to increase their growth in the competitive
market. Furthermore, it lists down the Pricing and producing strategy of the enterprise.
Lastly, it discusses the promotional and distributional advances of the enterprise.

Table of Contents
Introduction...............................................................................................................................4
Findings......................................................................................................................................5
Target Market........................................................................................................................5
Product/Brand........................................................................................................................6
Price........................................................................................................................................7
Place.......................................................................................................................................8
Promotion..............................................................................................................................9
Conclusion and Recommendations..........................................................................................10
References................................................................................................................................11

Introduction
Marketing is a strategical procedure adopted by enterprises to determine the needs and
demands of the consumer market. Discussed below are the principles of marketing along
with the fundamental principle of the marketing mix i.e., the 4Ps. The marketing mix
consists of four factors the enterprise has to rightly recognize and conduct business
operations accordingly to enhance the growth and development of the organization
Haagen-Dazs is an ice cream brand headquartered in Minneapolis, Minnesota, United
States. The retail enterprise was established by Reuben and Rose Mattus in The Bronx, New
York, in the year 1960 (Haagen-Dazs, 2021). The company inaugurated its first company in
Brooklyn, New York on November 15, 1976, with just three varieties of flavours and has now
incorporated to be a globally successful brand.
Ben and Jerry's are a premium brand that manufactures ice creams, frozen yogurts, and
sorbet for its enterprise. Founded in the year 1978 the company is headquartered in South
Burlington, Vermont, the United States with about 615 enterprises all around the globe
(benjerry.co.uk. 2021). The company is well known for its rich taste and flavour and the
premium quality of its products.
Findings
Target Market
Targeting the market audiences is essential for every enterprise to enhance its sales and
brand image in the competitive market (Išoraitė, 2018). It gives rise to the growth of the
company contributing to an increase in the production and financial ratio of the enterprise.
The target market of Haagen-Dazs and Ben and Jerry’s are as follows:

Age
Ben and Jerry and Haagen-Dazs both being premium retail brands focuses on targeting
teenagers and people in their late twenties (Czinkota et al., 2021). Targeting customers
within this age group will be beneficial for the enterprise as they are more of a high-end
brand. Ben and Jerry's 68% of consumers belong to the age group of 18-25 years whereas
72% of Haagen-Dazs consumers belong to the age group of 20-39 years.
Gender
The products available in the market are gender-neutral however they have different ratios
of consumption amongst the two genders. Ben and Jerry is a premium brand that attracts
more female customers as compared to male customers. On the other hand, there is not a
vast difference in the consumption ratio of the gender proportion of Haagen-Dazs.
Personal Disposable Income
Both the enterprise focus on attracting audiences who possess a larger disposable income as
they are priced as per the competitive pricing of the premium retaining enterprise available
in the market. Consumers with a huge disposable income won’t hesitate to consume the
products offered by the enterprise (Heroux and Dimitriou, 2020).
Lifestyles
Being a high-end premium brand, both the enterprises focus on targeting audiences who
have adopted more of a modern lifestyle and are in their mid-twenties. Targeting these
audiences enables them to increase the sales ratio of the enterprise.

Product/Brand
Levitt's model describes the level of satisfaction of consumers with the help of various
elements (Morkunas et al., 2019). The innermost level in the core benefit assesses the
needs and demands of a customer. The first level refers to the products which satisfy the
required needs of the consumer by the core benefit. The second level consists of the
products the customers expect from the retailers in consideration of the price, quality,
taste, etc. The third level refers to the products that enhance the customer expectation
meaning delivering products higher than the customer expectation. The last level classifies
under the potential product. Products categorized under this level are extremely
satisfactory and beyond the expectations of the consumers and qualify as premium
products in the competitive market. Ben and Jerry's and Haagen-Dazs categorize as
potential products in the competitive market. They adopt market trends and keep changing
their products as per customer satisfaction. Ben and Jerry’s have a very unique design
model that differentiates them from the other brands (Andersson et al., 2021). They opted
for an eye-catching model with the best quality products made with the help of natural
ingredients and has a diversified range of products. They have opted for environment-
friendly strategies to reduce environmental degradation and contribute to the sustainable
use of facilities. Switching to a sustainable financial strategy has enabled the enterprise to
expand its opportunities for growth and development in the competitive market. On the
other hand, Haagen-Dazs opted for a simplistic model design for the enterprise which is not
quite different yet differentiates them due to the brand image in the market (Pedroza,
2020). The enterprise believes in the concept of quality over quantity. Haagen-Dazs adopts
strategies to enhance its operations as per the market trends in the business.
Aaker’s Brand Personality
Ben and jerry fall under the excitement brand category factor as they have more of a unique
design model that helps them differentiate from the other brands in the competitive
market. However, Haagen-Dazs has more a simplistic and classical approach towards its
model design (López-Rodríguez et al., 2020).

Price
Pricing products as per the competitive pricing in the market is quite essential for the
enterprise however the pricing strategy of every organization differs from that of the other.
These strategies play a vital role in product consumption and the growth of the business
organization.
Ben and Jerry’s Haagen-Dazs
Small Cup or Cone $3.99 Regular Cup or Cone $4.99 (Haagen-
Dazs, 2021).
Hot Fudge Sundae $5.19
( benjerry.co.uk,
2021)
Hot Fudge Sundae $6.79
Haagen-Dazs is a high-end product as per the pricing strategy of the enterprise. They have a
vast variety of products serving the customers which enables a diverse consumption of
products not affecting the sales of the enterprise. On the other hand, Ben and Jerry’s is an
affordable product in the competitive market easily accessible to the common public. Both
the enterprise has a unique taste and quality which differentiates them from the other.
Haagen-Dazs believes in the concept of quality over quantity (Sullivan, 2020). They are well
known for their vast variety of premium ice creams all over the globe. Their qualitative
approach enables them to create products with better quality and taste as they keep
experimenting with their flavors. However, Ben and Jerry’s are more of an accessible brand.
As compared to Haagen-Dazs it is priced on a lower ratio which enables the brand to attract
a vast number of customers of various age groups and lifestyles to engage with the brand as
it is a premium brand that provides affordable prices to its customers.

Place
Ben and Jerry's sell its products with the use of various supply chains in the country. It
distributes its products in the enterprise owned by the company all around the globe rather
than selling to the retailers. It also utilizes a digital platform to enhance its sales which
contributes to a huge number of consumers engaging with the brand. The enterprise has
over 40 stores around the world and the way of distributing its products to dining and
grocery stores enables them to reach their target audiences (Sarason and Dean, 2019.).
Haagen Daz brand is well known and it has 700 branches in 54 countries around the
world.it is
distributed directly to customers through refrigerated trucks. Customers can be from
supermarkets, the
best shops, the best eateries, hostels, food industry chains, i.e. pizzerias, simple burgers,
movie theaters
(movie theaters), movie shops, other well-known retail chains (such as IKEA), cruise ships,
and, finally,
franchising Hagen that is Haagen Dazs. While they both have their franchise but Bens and
jerry is very
a well known and famous product so it is only found in well-known places, therefore, most
of the Royal
cruise have their products, as well as this ice cream, took place at very famous place space
abroad the
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Haagen Dazs distributes its products in the global market by way of refrigerated trucks. The
brand is the second most consumed in that industry. It also distributes its products to retail
chains around the world such as grocery shops, restaurants, food industry chains, etc. Being
a high-end product, the enterprise looks out for opportunities that would enable them to
engage with more customers around.

Promotion
Promotion is an important aspect for Ben and Jerry’s as it targets audiences between their
mid-twenties and early teenage. Every year the enterprise celebrates a free cone day where
they give away cones free of cost for that particular day to its consumers (Probst, 2021).
This strategy enables them to attract customers to engage with the brand. They have
adopted various strategies and campaigns to create a positive impact on the brand image of
the enterprise. The enterprise markets its products with the use of digital presence and,
billboards, etc.
Haagen-Dazs being a high-end brand doesn't have a strong customer base. The enterprise
adopted the strategy of communication marketing by way of which it markets its products
with the use of traditional technologies and opportunities to enhance the brand image of
the enterprise. The enterprise by way of various promotional advances tries to engage with
the customers to engage with their brand to enhance the sales operations of the
organization (Ferreira, 2017).
Conclusion and Recommendations
The marketing mix of 4Ps has enabled the enterprise to analyze the factors that contribute
to the growth and the various loopholes in their business operations acting as a barrier in
the competitive market. Ben and Jerry with a strategic plan have priced its products
accessible to the public at large maintain its authenticity on the other hand Haagen-Dazs
being a high-end brand doesn’t have a vast customer base as compared to the other
enterprise but still manages to retain their position in the competitive market. Properly
analysing the barriers of the enterprise and the use of various strategies that can enhance
the business operation will enable the organization to improve its growth and development
in the competitive market.

References
Andersson, T., Ölvander, J. and Wever, R., 2021. HOW DESIGNERS STRATEGICALLY
MANAGE PRODUCT PORTFOLIOS. Proceedings of the Design Society, 1, pp.1725-1734.
benjerry.co.uk. 2021. About Us | Ben & Jerry’s. [online] Available at:
https://www.benjerry.co.uk/about-us
[Accessed 23 October 2021].
Czinkota, M.R., Kotabe, M., Vrontis, D. and Shams, S.M., 2021. Market Segmentation,
Positioning, and Branding. In Marketing Management (pp. 283-340). Springer, Cham.
Ferreira, I.D.C., 2017. New challenges in the Artisanal Ice Cream Market: the marketing
strategy to enhance Artisan i’s Brand Awareness (Doctoral dissertation).
Haagen-Dazs. 2021. Our Story | About Haagen-Dazs Ice Cream - Haagen-Dazs. [online]
Available at: https://www.haagen-dazs.co.uk/our-story
[Accessed 23 October 2021].
Heroux, L. and Dimitriou, C., 2020. EDUPREN AMERICAN AND CANADIAN RESTAURANT
CHAIN MARKETING STRATEGIES: A CROSS-BORDER ANALYSIS. ENTREPRENEURSHIP,
RESPONSIBLE LEADERSHIP, AND SUSTAINABLE DEVELOPMENT October 1-3, 2020 Online,
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Išoraitė, M., 2018. Brand image development. Ecoforum Journal, 7(1).
López-Rodríguez, C.E., Cristancho-Triana, G.J. and Amaya-Téllez, J.L., 2020. Perception
and desired brand personality in organizations that internationalize services: The case of the
Colombian business environment. European Research Studies, 23(3), pp.581-597.
Morkunas, V.J., Paschen, J. and Boon, E., 2019. How blockchain technologies impact your
business model. Business Horizons, 62(3), pp.295-306.
Pedroza, L., 2020. Lean Brands: Catch Customers, Drive Growth, and Stand Out in All
Markets. Red Wheel/Weiser.
Probst, E., 2021. Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for
Meaning. Simon and Schuster.

Sarason, Y. and Dean, T.J., 2019. Lost battles, Trojan horses, open gates, and wars won: How
entrepreneurial firms co-create structures to expand and infuse their sustainability missions in
the acquisition process. Academy of Management Perspectives, 33(4), pp.469-490.
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