Comparative Analysis of Haagen-Dazs and Ben & Jerry's Marketing Mix

This report offers a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's, two prominent ice cream brands. It begins with an executive summary and an introduction outlining the report's objectives and the brands' backgrounds. The core of the report examines the Segmentation, Targeting, and Positioning (STP) strategies of both companies, followed by a detailed discussion of their marketing mix, including product, price, place, and promotion. The findings highlight the differences in their target markets, pricing strategies, distribution channels, and promotional activities. The report concludes with recommendations for both brands, emphasizing the importance of adapting to market trends and understanding customer needs. The report also includes references and an appendix with relevant data.

Principles of marketing

Table of Contents
Table of Contents.............................................................................................................................2
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................1
Segmentation Targeting and Positioning Strategic Approach.....................................................1
Findings.......................................................................................................................................2
Comparison between Ben & Jerry and Haagen-Dazs..................................................................3
Conclusion and Recommendation...................................................................................................4
REFERENCE..................................................................................................................................6

EXECUTIVE SUMMARY
Marketing is important aspects for each organization as it influence number of customers
and increase the organizational sales. The management should have proper knowledge about
marketing which used to promote the products. There are different types of marketing channel
and products that influence customers and increase sales. Marketing Mix of Haagen-Dazs ice-
cream and Ben and Jerry’s ice-cream is used in this report that can help to develop the
organizational performance. The market share, size, and growth is growing on day by day which
supports to developing the productivity.

INTRODUCTION
Marketing is the activity, set of institution and process of communicating with number of
people and selling them products. The aim of each organization is to sale their products in high
range and develop the organizational profitability. The marketing management is playing the
important role as it used to communicating, exchanging, and delivering the information that
attracts the customers and increase the productivity(Mushtai, 2019). The report is based on
different types of marketing and its related activities that can help to develop the organizational
performance. To understand about this Haagen-Dazs ice-cream and Ben and Jerry’s ice-cream
has been selected that is large organization use marketing to promote the products and services.
The report covers a comparison between companies by using marketing mix that helps to
improve the organizational business.
Main Body
Segmentation Targeting and Positioning Strategic Approach
STP is the core concept in modern marketing that is mainly use by marketers which can
be used to develop the organizational performance. Marketing campaigns is the generic strategy
that uses by management for the purpose of developing organizational activities by targeting
number of people and providing them products. STP marketing is more effective that break the
customer base in to smaller groups and reach target audience.
Segmentation: This refers to divide market in to different groups of customers by using
segmentation practices. This involves geographic, behavioural, and demographic segment.
Haagen-Dazs ice-cream is using the demographic segment and Ben and Jerry’s ice-cream is
using the geographic segmentation which can help to increase the organizational sales.
Targeting: This is main practice which used to target the large number of customers and
growing the business. Haagen-Dazs ice-cream demographic and Ben and Jerry’s ice-cream
focusing on size, and reachability by considering all age of people (HUNELEGN, 2019).
Positioning: This framework is showing the positioning that creates by setting the
products a part from competition. Haagen-Dazs ice-cream is getting the leading position by
selling different flavour of ice-cream. Ben and Jerry’s ice-cream is maintaining the higher
position by influencing number of customers. This can help to increase the organizational
performance and productivity by managing all functions and activities.
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Findings
This is important for each organization to understand the requirement of their potential
customers and introduce the products and services accordingly. The management of Haagen-
Dazs ice-cream and Ben and Jerry’s ice-cream conduct the market analysis and provide the
products which can help to develop the organizational productivity. Ben & Jerry is an ice cream
and yogurt manufacturing company founded by Ben Cohen and Jerry Greenfield in 1978
Vermont, USA. In 2000, it was acquired by Unilever group and is still operated by them. The
company has three primary mission statements (Hapsa, 2019). The first one is to manufacture,
distribute and sell ice cream, that can help to develop the financial growth. To increase the
business sale management should be focus on product, price, place, and promotion that used to
bring the changes and attaining the higher performance. A person should have proper knowledge
and understanding about marketing mix which can help to develop the business productivity.
This finding is related to comparison between Haagen-Dazs ice-cream and Ben and Jerry’s ice-
cream by using market research and selecting the best area to provide the relevant information to
increase the organizational sales. The finding of both organization is defined below: Comparison
of Target Markets
Product – Haagen-Dazs is American ice cream brand that is providing ice cream, cakes,
sorbet and gelato. The products of such organization is very unique that influence customers. On
the other side, Ben and Jerry’s is creating brand value by providing different types of ice cream,
yogurt, and cakes.
Price – To influence and increasing the brand image Haagen-Dazs is using premium
pricing strategy that targets high profile of customers. On the other side, Ben and Jerry is
focusing on competitive pricing strategy that increase number of customers.
Place - Haagen-Dazs is distributing its products in Saudi Arabia, Japan, Singapore, Hong
kong and India and South Africa. Ben and Jerry is distributing its ice cream and other delicious
products in more than 615 location which can help to increase the organizational sales (Batat,
2019).
Promotion – Haagen-Dazs is using the effective communication channel such as print
media, social media, you Tube and others that provide right information about products. Ben and
jerry is using social media, print, twitter, snap chart and others to influence their customers and
developing the business productivity by targeting number of customers.
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Comparison between Ben & Jerry and Haagen-Dazs
Basis Ben & Jerry Haagen-Dazs
Product This means product and items which
are providing by organization for
developing the business activities. Ben
& Jerry is popular ice cream and
Yogurt brand that sales its products at
wider scale by considering health
conscious of people. This provide the
range of products and services which
influence the customers (Tong, Luo,
and Xu, 2020).
This is large side organization
which is crafted for providing the
special products to their
customers. This organization
consider the different taste and
interest of people who are fond of
to eat ice cream that can helps to
attracts the customers and
increase the productivity.
Price Price is major aspects for each
customers as it influence the
customers and make the right business
decision. Ben & Jerry is using the
premium pricing strategy to sale its
unique ice cream. This also provide
the some discount on special occasion
that increase performance.
For this, organization it is
important to adopt the effective
pricing strategy which can help to
increase customer base. Haagen-
Dazs is adopting the competitive
that consider overall cost and
activities which can help to
develop the organizational
productivity (TEKU, 2020).
Place This refers place where products and
services are available and running
their business effectively. This sales
products through multiple channels.
Ben & Jerry has presence in more than
40 countries that carter the different
quality, quantity, and design of ice
cream in competitive environment
(Han, 2020).
This is maintaining wider scale or
global market to sale its products
and services. Haagen-Dazs is
reaching and connecting
customers globally and impress
the customers by offering better
quality of products and services.
This can help to increase the
organizational sales and
performance.
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Promotion Promotion is main activity which used
by organization for the purpose of
promoting and selling their products.
Ben & jerry is using the different
types of promotional channel such as
newspaper, billboards, social media,
and others which used to provide the
information and developing the
organizational performance.
Haagen-Dazs is using the
different types of promotional
channel which used by
organization to promote their
products ad services. The
management of chosen
organization uses social media,
billboards, blogs, newspapers, and
twitter which can help to develop
the organizational performance
and profitability.
Process Ben & Jerry is using websites,
manufacturing, and online process
which used to develop the
organizational sales and productivity
(Nasir, Roslin, Nasir,. and Nasir, N.
2020).
Haagen-Dazs is using
manufacturing, online, and
websites to reach the targeted
customers and selling their
products in changing
environment.
Physical evidence Ben & Jerry is focusing on physical
evidence as its structure and exterior
is very designable and maintainable
which influence the number of
customers and develop the business
activities effectively.
Haagen-Dazs is providing quality
of products and services by
keeping well interior and
customers services that can help
to increase the organizational
sales.
Conclusion and Recommendation
From the report it can be concluded that marketing is important activity which uses by
organization for the purpose of promoting their products. The management is required to
understand the needs and taste of their customers then provide the products accordingly.
Marketing mix is the strategy that mainly use by company to influence customers and attaining
the competitive advantages.
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This is recommended to Haagen-Dazs and Ben & Jerry should be use marketing mix
for promoting products and developing the organizational performance. To targeting the
audience companies is focusing on STP and targeting strategy which can help to developing the
business activities and performance. The management of each organization should be conduct
the environment analysis and provide the kind of products which can help to attain the
competitive advantages.
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