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

This report provides a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's, two prominent companies in the ice cream industry. The report examines the application of the 4Ps of marketing (product, price, place, and promotion) within each company, analyzing their target markets, product offerings, pricing strategies, distribution channels, and promotional activities. The study utilizes secondary data collection methods to gather information and offers a detailed comparison of the two companies' approaches. The report highlights key findings, including the differences in target markets, product variations, pricing tactics, and promotional techniques. It concludes with recommendations for both companies to enhance their marketing functions and campaigns to gain a competitive advantage in the global ice cream market.

PRINCIPLES OF
MARKETING

Executive Summary
Marketing is too essential function for an organisation within this dynamic era. No
company can be achieved many of customers or people without conducting its functions of
marketing. The mission of existing report is to collect information about the marketing role in
two different companies of the same industry; Haagen-Dazs, Ben & Jerry’s. There is method of
secondary data collection has been used here for collecting data in this report. Few productive
conclusions & recommendations also has given to companies in current report.

TABLE OF CONTENTS
Introduction......................................................................................................................................4
Findings...........................................................................................................................................4
Comparison of Target Markets....................................................................................................4
Product.........................................................................................................................................5
Price.............................................................................................................................................6
Place.............................................................................................................................................7
Promotion....................................................................................................................................7
Conclusion and Recommendations..................................................................................................7
References........................................................................................................................................9

Introduction
Marketing is too important aspect as well as function for a company in existing modern
world to gain gaining huge competitive advantage within market segments. Top-level
management in many companies has taken lots of productive steps for making own marketing
functions too productive (Putsenteilo, Nyanko and Karpenko, 2018). This report mainly
discusses 4Ps of marketing strategy’s application in two companies Ben & Jerry’s ice-cream and
Haagen-Dazs ice-cream. Haagen-Dazs is a reputed American ice cream company, headquarter
situated in Minnesota, US. Nowadays, this company has served in many of countries; United
States, United Kingdom, Australia, China, Mexico, India, Brazil, South Africa etc. So, company
has excellent market share under international industry of ice cream. On the other hand, Ben &
Jerry’s ice cream producing brand has owned by Unilever company, and Unilever is basically a
British-Dutch consumer goods MNC, so Unilever is parent venture of Ben & Jerry’s ice cream.
Ben & Jerry’s ice cream nowadays serves within more than thirty-five countries. Method of
secondary research data collection is used below for contrast and comparing these companies on
the basis of 4Ps of marketing mix.
Findings
Comparison of Target Markets
Haagen-Dazs company is too successful in expanding own business operations in the
large market segment, so this company currently has many target markets places. However,
United States United Kingdom, Australia, Mexico, South Africa, India, Brazil and China etc. are
key target markets to existing ice cream producing business. Upper management of Haagen-Dazs
is now trying for day to day increasing own market share within global ice cream industry, and
this key reason that management has always putted lots of efforts for widely expanding own
business operations within various new segments of market. Home nation US is one of main
target markets to Haagen-Dazs, because nowadays it has too large share of market here. Many of
people in market place really like for consuming services & products of Haagen-Dazs, because
this venture always offers quality services & product (Flaherty and et.al., 2020). Upper
management at company mostly believes in offering healthy items as well, that’s why nowadays

those market places also are targeted market places to existing ice cream business where lots of
people like for consuming healthy food and beverage items.
Ben & Jerry’s company also has highly succeeded in expanding its business activities
widely in the world. Existing management claimed that, those all market places are target
markets to Ben & Jerry where many of customers comes under age group of 5-35 year.
Generally, customers who comes under this age group really like for consuming ice cream items
from only Ben & Jerry’s. Nowadays Australia, Thailand, US, UK, Singapore, Canada, Japan,
Brazil, etc. are target segments of market to existing ice cream brand. Customers within these
mentioned countries like business because due to its exclusive range of services & products. This
is the main reason that upper management in company has always believed for expanding its
operations of business in such segments of market where existing people like to buy different or
exclusive range of ice cream products.
Product
Haagen-Dazs currently offers different flavours of ice cream in various selected market
places (Jaworski and Lurie, 2020). Nowadays, there are Cookies & cream ice cream, Strawberry
ice cream, stick & strawberry ice cream, dark chocolate and almonds ice cream, etc. some key
ice cream items of the business. However, dark chocolate and almonds ice cream of Haagen-
Dazs provides great profit margins in market to management. Generally, people highly like to
consume this ice cream within European nations, so this product currently enables Haagen-Dazs
to gain excellent profit within market place. The management has believed in offering quality
services and products to various people, and so it is using the operations management concept in
own production department. Basically, operations management is one of the best ways for
organisations to develop services and products with excellent quality.
There are ice cream Pints, Ice cream small cups, Pint slices, Chocolate chip, Core ice
cream Pints, cookies dough flavours, topped etc. some key items of Ben & Jerry’s in market
place, and sales of these ice cream items is too excellent within company’s different target
segments of market. Australia as well as many other countries of Europe always buys mini cups
ice cream from company. However, these all ice cream flavours has enabled upper management
for gaining excellent revenue in marker. The existing management of Ben & Jerry’s never
compromises with quality and healthiness of own various service and products, and this is the

reason that company follows various effective operations management approaches; JIT, TQM
and Lean production etc. By adopting these approaches, company has highly succeeded for
providing excellent services and products.
Both ice cream companies Ben & Jerry’s and Haagen-Dazs currently has large range of
services and products, and these products provides very appropriate competitive advantage and
profit margins in various segments of market (Ok and et.al., 2018). Both businesses successfully
manage an effective quality of own services and products.
Price
Upper management at Haagen-Dazs has used ‘competitive pricing strategy’ to set cost of
its various ice cream items something cheaper than competitors. This pricing strategy is
generally used by companies to gain excellent competitive advantage within market. When
existing ice cream company has used competitive strategy of pricing, then it will easily enable to
offer very favourable prices to its different customer in market on the consumption of ice creams.
During implementing competitive pricing strategy within own workplace, existing management
at company has required to conduct appropriate market research. Basically, after completing
market research, the Haagen-Dazs will be able to know pricing structure of different existing
competitors. Nowadays, customers belong to every income level; high, low or middle can be
simply purchased services and products, because this business offers ice cream items on too
favourable and customer friendly prices by adopting competitive strategy of pricing (Гримайло,
2017). Sometimes Haagen-Dazs has used value-based strategy of pricing as well.
Ben & Jerry’s top-level management has generally used ‘value-based strategy of pricing’
to set prices of own wide range of ice cream items. This value-based pricing strategy enables to
business to charge cost or price from customers according to product’s actual value of market. In
this situation, during using strategy of pricing, the business has analysed various product
development expenses. Then it has tried for knowing that, how much cost has required for
developing own product. After knowing cost of the development company adds few extra
charges in the cost of development to gain appropriate margin, then it conducts process of
product sale in various selected segments of market (Waehamah, Wangsirikul and Sarannee,
2017). Value-based strategy of pricing can support to business for taking higher prices while
selling its premium and exclusive range ice cream products. Most people within market are fully

satisfied with Ben & Jerry’s product prices. Many times, the management has used competitive-
based strategy of pricing as well to gain an effective competitive advantage in different segments
of market.
Place
Nowadays Haagen-Dazs has provided its ice cream products in lots of market places.
Company’s every selected segment of market is providing huge profit. However, Canada, United
States and various European nations, like; Sweden, United Kingdom etc. are major places of
market to existing ice cream producing business. The Haagen-Dazs’ process of business
expansion is too effective, and that’s why day to day it is expanding own its operations of
business within new segments of market (Boateng, 2019). On the other hand, Ben & Jerry’s
company is successfully in offering its different exclusive products many of market segments.
Brand’s many years of operations now it offers own ice cream items in over 35 countries, so a
customer can be simply purchased Ben & Jerry’s items in most places of market in all over the
world.
Promotion
Promotional techniques of Ben & Jerry’s and Haagen-Dazs are fully similar with each
other, because marketing managements within these both companies have considered both
strategies of marketing to effectively promote own ice cream products and services, like; modern
strategies and traditional strategies. In this modern and dynamic world, both ice producing
brands has believed in adopting digital strategy of marketing, because they know this marketing
strategy is now highly trending in all around the world (French, 2017). Companies always hires
personalities as well in their business environment, like; actors, influencers, athletes and singers
etc. to promote their products at the very large scale within market place. There are social media
marketing provides effective contribution in overall growth of these ice cream companies,
because by adopting social media marketing strategy, Ben & Jerry’s and Haagen-Dazs attracts
lots of customers towards their respective brands.
Conclusion and Recommendations
It can be concluded that Ben & Jerry’s and Haagen-Dazs both ice cream producing
brands has an excellent base of customers within various market places globally. Nowadays, top-

level management in both companies successfully runs their operations of business in the market,
and both are focusing on highly expanding their operations of business in lots of new segments
or places of market. Of course, these ice cream companies enable for gaining effective profit
margins within market place, but they still have need for developing own strategies of business,
because competition within the global ice cream industry is continuously increasing. Upper
management within both organisations need to make own marketing functions and campaigns
more and more productive for achieving gain very excellent and positive in the market.

References
Books & Journals
Boateng, S. L., 2019. Online relationship marketing and customer loyalty: a signaling theory
perspective. International Journal of Bank Marketing.
Flaherty, T., and et.al., 2020. Systems Social Marketing and Macro-Social Marketing: A
Systematic Review. Social Marketing Quarterly. 26(2). pp.146-166.
French, J., 2017. Social marketing planning. Social marketing and public health: Theory and
practice.
Jaworski, B. J. and Lurie, R. S., 2020. First Principle: Map the Buying Process Waterfall. In The
Organic Growth Playbook: Activate High-Yield Behaviors to Achieve Extraordinary
Results–Every Time. Emerald Publishing Limited.
Ok, S., and et.al., 2018. Customer satisfaction and service quality in the marketing practice:
study on literature review. Asian Themes in Social Sciences Research. 1(1). pp.21-27.
Putsenteilo, P. R., Nyanko, V. M. and Karpenko, V. L., 2018. Trajectory of marketing function‒
from traditions to innovations. Вісник Дніпропетровського університету. Серія:
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Waehamah, S., Wangsirikul, W. and Sarannee, U., 2017. THE INTERNAL AND EXTERNAL
ENVIRONMENTS ANALYSIS OF PRODUCTION AND MARKETING OF THE
SALTED KULAO FISH FROM TAK BAI IN NARATHIWAT. Journal of Technology
and Operations Management, pp.137-144.
Гримайло, О. С., 2017. Sensory Marketing. (Doctoral dissertation, ВНТУ).