Marketing Mix Evaluation: Haagen-Dazs vs. Ben & Jerry's - MG412

This report provides an executive summary comparing the marketing mixes of Haagen-Dazs and Ben & Jerry's ice cream brands. It analyzes the application of the 4 Ps (product, price, place, and promotion) for each brand, focusing on their target markets, pricing strategies, and promotional activities. The report uses secondary research to gather data, highlighting that Haagen-Dazs offers a wider range of products and employs a premium pricing strategy, while Ben & Jerry's uses competitive pricing. The report also examines segmentation, positioning, and the brands' presence in different geographic locations. The conclusion emphasizes the successful application of the marketing mix by both brands and offers recommendations for improvement, such as Haagen-Dazs expanding its distribution channels and considering a competitive pricing strategy to reach a broader audience, while Ben & Jerry's could focus on new product development.

2020
MG412 Principles of Marketing

Executive Summary
In this report it has been described about marketing mix of Haagen-Dazs ice-
cream and Ben & Jerry’s ice-cream brand. Besides that, all 4 P’s are covered in it
that are place, promotion, price and product. Here, secondary research method is
been used in gathering of data. Therefore, it has been found that Haggen Dazs
products are more as compared to Ben and Jerry one. However, Haggen Dazs has
adopted premium pricing to create value of brand whereas Ben and Jerry adopted
competitive pricing strategy.
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Contents
Executive Summary....................................................................................................................1
1.Introduction............................................................................................................................3
2. Segmentation-........................................................................................................................3
3. Findings..................................................................................................................................4
4. Comparison of the Target Market.........................................................................................5
5.Product/Brand.........................................................................................................................6
6.Price.........................................................................................................................................6
7.Promotion...............................................................................................................................6
8.Place........................................................................................................................................7
9.Conclusion and Recommendations........................................................................................7
References..................................................................................................................................9
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1.Introduction
Every company needs to do marketing so that they are able to attract
people. for that marketing mix is applied that consists of 4 Ps that are price,
promotion, place and product. This concept needs to be applied properly as entire
growth depends on it. if effective marketing is not done then it results in failure and
low profits (Olajide, 2018).
In this report it will be described about Haagen-Dazs ice-cream and Ben & Jerry’s
ice-cream. Also, what target market they focus on and how marketing mix of 4 Ps is
applied by them.
2. Segmentation-
It is a process of categorising population on basis of homogenous groups and with
some criteria. This enables in making it easy to identify target audience in the
market. There are four types
Psychographic- here, segmentation is done on basis of attitude, lifestyle, etc. of
people. for example – Apple target luxury lifestyle people for iphone.
Demographic- in this criteria used are age, gender, income level, etc. for example-
targeting on basis of income.
Behaviour- the segmentation is done on basis on how loyal are people in using
products, benefits, features, etc of it. for instance- using of instagram by people
Geographic – in this only particular areas segmentation is done- for example- Telsa
is giving car in US only (Malchyk, and et.al., 2020).
Targeting: After segmenting, company target the audience on basis of criteria
identified in above. Here, they divide it on basis of high or low income, etc. It allows
in gathering relevant info about products and services and people needs.
Target market for brand A- Haggen Dazs is an American ice cream brand which
is founded in 1960. Basically ,it target high class and income level people for its ice
cream in different countries.
Target market for brand B- Ben and Jerry also American ice cream brand and was
founded in 1978. Generally, it target children and teenage of middle class income
level people.
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Positioning: It refers to placing or promoting its brand to target audience and
showing that how it is different from rival products. It means to establish a brand
image in the mind of customers. Positioning enable in attracting customers and
building brand image.
Position market of brand A- Haggen Dazs has positioned itself in the market by
focusing on high class customers who want a high quality ice cream. Also, those
who are health conscious and does look for brand value when buying ice cream.
Position market of brand B- Ben and Jerry has positioned in market as ice cream
for children and middle class people. They also provide high quality products and is
able to attract large number of children and teenagers.
3. Findings
Brand A Brand B
Compare Target Market it target high class and
income level people for its
ice cream in different
countries.
it target children and
teenage of middle class
income level people.
Product The ice cream is core
product. Also, they
provide other products as
well such as yogurt,
sorbet, ice cream bar,
gelato etc.
The company only
provide ice cream as
product.
Price They focuses on premium
pricing strategy as they
target high class income
people
the company follows
competitive pricing
strategy in market.
Place It operate in India, Japan,
US, UK, etc. (Litvinova,
It operate in more than
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and et.al., 2017) 615 locations. So, it is
having more presence
than Haggen Dazs
Promotion they use offline marketing
as well like TV,
newspaper, magazine,
etc. for promotion
the promotion is done
through Facebook,
instagram, etc.
4. Comparison of the Target Market
Here, the target market for Haggen Dazs is high class income people who lives
luxury lifestyle. They like to maintain high status in society and prefer only high
quality products. Whereas for Ben and jerry target people are children and middle
class income people. they prefer good quality products .
5.Product/Brand
Haggen Dazs – It refers to the basic product that is being offered by company. So,
here, using Levitt’s model Haggen Dazs ice cream is core product. Also, they
provide other products as well such as yogurt, sorbet, ice cream bar, gelato and
cakes,. furthermore, flavour offered by them are royal that is coffee, raspberry, etc.
the quality provided is high and they have to maintain their brand image in market.
Ben and Jerry – Here, as compared to Haggen Dazs the company only provide ice
cream as product to people. Also, its quality is not high as compared to its
competitors. Besides that, Akaer model the brand cover various personality that is
brand association with children, etc. (Suryawanshi, 2020) so, this results in
attracting children and teenagers. Besides that, ice cream is available is varied
flavours such as chocolate, vanilla, strawberry, and others. The ingredient used in it
is milk, sugar, flavour, cream, etc.
6.Price
Haggen Dazs- They focuses on premium pricing strategy as they target high class
income people. thus, it has resulted in creating value of ice cream in market. But
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sometimes in other markets they shift to competitive pricing strategy as per market
situation. It enables them to attract large number of people. Due to competitive
pricing sales is increased.
Ben and Jerry- here, the company follows competitive pricing strategy everywhere.
This strategy is adopted after comparing prices of competitors in the market. With
this they are able to attract people easily. The brand is able to compete in market
with others by adopting this pricing strategy (Bowie, and et.al., 2016).
7.Promotion
Haggen Dazs- it is necessary to attract people to buy products. This is done by
promoting it. thus, here brand uses various types of digital marketing channel in
order to do promotion. They do it on Facebook, instagram, etc. besides that, they
also use offline marketing as well like TV, newspaper, magazine, etc. for promotion.
This is useful in attracting large number of people and increasing sales.
Ben and Jerry- the brand also do promotion to attract people. They basically uses
social media for it. the promotion is done through Facebook, instagram, etc. besides
that, e mail and internet marketing is also used by brand for promoting its products
and services. it is helpful in generating awareness in market and attracting people.
hence, Ben and Jerry marketing is more attractive as compared to Haggen Dazs.
8.Place
Haggen Dazs- the company is operating world wide in many nation such as India,
Japan, US, UK, etc. it is having presence at global level (Jaworski, and Lurie, 2019).
However, products of company is available at shopping malls, high streets shops,
hyper market, etc. so, it is not as convenient for customers to buy it.
Ben and Jerry- this brand is also operating at global level in more than 615
locations. So, it is having more presence than Haggen Dazs. Even in small nations
as well the brand exists like Denmark, Croatia, Austria, etc. the products are
available at cafe, coffee shops, corner shop etc. Therefore, people can easily buy ice
cream in the market as it is available in cafe.
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So, it is found that both brands are competitors and target different audience.
Besides that, they uses different pricing strategy but for promotion social media is
highly used as compared to print media. With that they are able to attract large
number of customers (Kubacki,. and Szablewska, 2020).
9.Conclusion and Recommendations
Hereby, it can be summarised from report that marketing mix has been
applied in proper way. Haggen Dazs products are more as compared to Ben and
Jerry one. However, Haggen Dazs has adopted premium pricing to create value of
brand whereas Ben and Jerry adopted competitive pricing strategy. This is done to
attract middle class people. Haggen Dazs products are available in shopping malls,
high street market, etc. while ben and jerry ice cream is available in cafe, coffee
shops, local market. So, it makes convenient for customer buy it. Both brands do
promotion with help of social media to attract large customers. Therefore, ben and
Jerry has successfully applied 4 P’s .
Recommendations-
Here, Haggen Dazs should provide products in cafe and coffee shops as well. it will
be useful in easily gaining attention of customers towards it. this will result in rise in
sales.
Haggen Dazs must also shift towards competitive pricing strategy so that they can
target middle class people as well. it will help in increasing sales and revenue.
Ben and Jerry can develop new products to fulfil needs of people. it will help in
increasing customer base.
Haggen Dazs can enter in new market where its presence is not there. With that
brand can grow and develop.
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References
Books and journals
Bowie, D., and et.al., 2016. Hospitality marketing. Taylor & Francis.
Jaworski, B.J. and Lurie, R.S., 2019. Building marketing capabilities: principles from
the field. AMS Review, 9(3), pp.372-380.
Kubacki, K. and Szablewska, N., 2020. The Ethics of Social Marketing and Non-
Profit/Charity Marketing. The SAGE Handbook of Marketing Ethics, p.248.
Litvinova, T.N., and et.al., 2017. Marketing as a determinant of the agricultural
machinery market development. In Overcoming Uncertainty of Institutional
Environment as a Tool of Global Crisis Management (pp. 465-471).
Springer, Cham.
Malchyk, M.V. and et.al., 2020. Tools for Marketing Management of Industrial
Enterprises in Ukraine Based on the Principles of Sustainable
Development. International Journal of Management, 11(4).
Olajide, O., 2018. Marketing of information products and services in public libraries in
South West, Nigeria. International Journal of Library and Information
Science, 10(6), pp.54-61.
Suryawanshi, V.B., 2020. Product Life Cycle (PLC)-Principles of Marketing.
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