Marketing Mix Implementation: Haagen-Dazs & Ben & Jerry's Analysis

This report provides a detailed analysis of the marketing mix strategies employed by Haagen-Dazs and Ben & Jerry's ice cream brands. It begins with an introduction to marketing and the companies, followed by a comparison of their target markets, with Haagen-Dazs focusing on a luxury market and Ben & Jerry's targeting a broader consumer base. The product section examines the product development and satisfaction levels using Levitt's model. The price section compares pricing strategies, highlighting Haagen-Dazs' premium pricing and Ben & Jerry's competitive pricing. The place section discusses distribution strategies, with Haagen-Dazs using a pull strategy and Ben & Jerry's employing a push strategy. The promotion section covers the promotional techniques used by both companies, including advertising, social media, and other marketing activities. The report concludes by summarizing the key differences in their marketing approaches and their impact on market positioning and sales.

MG412 Principles of
Marketing

Executive Summary
Analysis of differences between different marketing mix implementation of Haagen-Dazs
ice cream and Ben and Jerry's ice-cream has been done in this report with the proper evaluation
different marketing mix approaches. With that evaluation of different outcomes achieved due to
these differences is also analysed in this report.

Table of Contents
MAIN BODY...................................................................................................................................3
Target Market-.............................................................................................................................3
Product-........................................................................................................................................3
Price-............................................................................................................................................4
Place-............................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the action or business of selling and promoting goods and services,
which includes advertising and market research. It is simply identifying the needs and wants of
customers and delivering products accordingly. Haagen-Dazs is USA based established in 1960
and Ben & Jerry is UK based established in 1978 which provides wide variety of ice cream
products. Present report will identify marketing mix effectiveness for the above mentioned
company and will demonstrate knowledge of STP marketing plan process.
MAIN BODY
Target Market-
Haagen-Dazs ice-cream is a luxury product because of which its targeted marker is the
adults of higher class because company provide rich in quality products at high pricing because
of customers who live luxury lifestyle are the targeted audience for the organization. Since the
targeted audience for organizational sales is citizens with luxury lifestyle because of which
company's majority of customers are the literates and family with high social class. Due to which
the targetted audience for the company is businessman, sports personal, employees with high
salary and college students because of their expenditures (Sullivan, 2020). Therefore company
concentrate its working on increasing its geographic reach by which high sales can be achieved
and also organization will be able to increase brand awareness for increasing its sales.
Ben and Jerry's ice-cream provide its products to customers all across the globe at low
pricing because of which company is able to achieve high sales due to which its targeted
customers are not limited to a specific segment of the society. Thus the targeted audience for the
company are the middle class and people with luxury lifestyle by which company is able to
achieve high sales. Thus the targetted customers for the company are the students of colleges and
school, employees with medium and high salary, business personal and customers who live
luxury lifestyle because of their high expenditures and therefore company can implement
premium pricing for achieving high sales. Organization provides different products on the basis
of customer requirements due to which it implements different pricing on different products in
such a way that company is able to achieve high sales in such a way that company is able to
achieve high profit margin.

Product-
Levitt's model is the measure of satisfaction level which is achieved by product in front
of customers by which customer's engagement with the company can be evaluated with the
developed product can be evaluated (Sullivan, 2017). This level are as following, generic product
which contain basic requirements, expected product means product is having all the expected
level, augmented level means product has capabilities which are beyond expectations and
potential product means that product is able to develop a unique league of itself.
Haagen-Dazs ice-cream provides high rich in quality products at high pricing because of
which company is able to achieve high profit margin and also with that organization make sure
that the developed is as per customer requirement by which high sales are achieved. But in order
to maintain company's economic growth company has to make sure that the developed product is
able to surpass customer expectations and manages to achieve augmented level. This is achieved
because company uses different rich quality ingredients and the development of its product
because of which customers are getting product which provide them value of money.
Ben and Jerry's ice-cream develop product in such a way that customer satisfaction can
be achieved and also with that expenditures can be reduced (Ryan and Barretta, 2018). Due to
which company's investment in developing effective product is limited and thus the final product
of Ben and Jerry's ice-cream is not able to surpass expected level and thus company only
manages to achieve expected level through its products by which it has achieved high sales.
Price-
Haagen-Dazs ice-cream Ben and Jerry's ice-cream
Online Pricing £4.95 (Coop,2020) £6.50 (Uber Eats, 2020)
In store Pricing £4.95 (Coop, 2020) £6.50 (Uber Eats, 2020)
Haagen-Dazs ice-cream has established premium pricing on its products because of
which company is able to achieve efficient economic growth but also at the same time this
premium pricing has reduced organizational sales and limited it's a higher class of the society
because of which Haagen-Dazs has developed an organizational image of premium product. Due
to this company has to make sure that the developed product is rich in quality and is able to

surpass customer expectations because of which it has to implement several ingredients for
having high taste quality which increased organizational expenditures (Schütte and Ciarlante,
2018). However company establish premium pricing for having high profit margin and due to
which company is considered as price leader which is having strong economic growth.
Ben and Jerry's ice-cream implement competitive pricing on its developed product
because of which company is able to achieve high organizational sales because if is easy to buy
and mostly available to customers. Thus company has achieved high economic growth because
of high sales and with that due to high sales company has also achieved high brand awareness by
which company is able to develop a positive brand image by which customers are attracted
towards achieving high sales. In order to maintain high sales company tend to implement several
creative marketing offers and discounts by which sales can be increased and also with that
company has established different pricing on different products due to which customers are
empowered to choose the type of product which best suits them. Thus depict of low pricing Ben
and jerry is able to achieve high organizational sales and due to which company has achieved a
strong economic position.
Place-
Haagen-Dazs ice-cream is a luxury product which uses pull strategy for selling its
products in which company makes a direct contact with the customers are developed requirement
for the product and then develop product because Haagen-Dazs develop premium products. Due
to which company distributes its products through several retail stores and online mediums by
which customer engagement can be increased because of high demand (Rahman, 2017).
Ben and Jerry's ice-cream is a mass market product in which products are developed in
large quantity by which company make sure that distribution channels can be maximized by
which sales can be increased and for achieving this company uses push strategy for distributing
its products. In case of push strategy company uses intermediates for selling and distributing the
final product to customers by which sales can be increased, however company uses creative
marketing advertisement by which customers can be attracted towards the organization.
Promotion-
Haagen- Dazs uses various promotional techniques where it accounts to providing free
samples to its target audiences which helps in attracting large numbers of customer base, it
accounts to generating positive word of mouth by the customers who are being satisfied with

there product and services. The company opt to have various advertising campaigns which are
highly effective in getting right audience. The company also accounts to promote its product
through various social media platforms such as Facebook, Instagram and various others as
company believes that it accounts to have wide reach to the target audience which is being at
very low cost and helps the company to have efficient allocation of resources. The company also
accounts to various print media which is being served as means to attract local audiences. The
company accounts to handle its own website which displays its wide range of ice cream
products which attracts its target audiences to actually experience the same thing (Gunasekharan,
Basha, Lakshmanna,2016). The company position itself by providing quality products which
serves to be affordable and fulfil needs and wants of its customers.
Ben and jerry's promotes there ice cream products through various means such s
billboards or hoarding which serves as the large advertising structure, which is being typically
found in high traffic areas such as alongside roads that are busy which is being eye catchy for
various target audiences. It also accounts with promoting its products by the means of celebrity
endorsement which helps in generating positive brand image where the company position itself
by providing products that are being healthy for its target consumers and by which company
spreads social consciousness (Kumar,Patra,2017). The company also accounts with street
marketing which is a type of guerrilla marketing that uses unconventional and non traditional
methods to promote its products and services and helps in reaching to large number of audiences.
The company has also accounted to various mall advertising where they accounted to various
eye catchy advertisement that captures the attention of commuters, drivers and basically anyone
that passes by the same (Marketing plan,2020). The company also account with using
promotional techniques through various means such as radio, magazines and newspapers which
serves as the means for traditional promotion for company.
CONCLUSION
From the above report it is being understood that marketing is reaching to the end
customers and delivering products and services of the company better than its competitors which
serves as the vital for any company. The report has made to the understanding what are the target
markets for the company has made to the understanding of what are the elements of marketing
mix and led to understand how company position itself in the marketplace.

REFERENCES
Books and journals
Sullivan, C., 2020, May. Split Apart: Differentiation, Diversion, and Coordination in the Market
for Superpremium Ice Cream. In AEA Papers and Proceedings(Vol. 110, pp. 573-78).
Sullivan, C., 2017. The ice cream split: Empirically distinguishing price and product space
collusion. Available at SSRN 3321948.
Ryan, K.S. and Barretta, P.G., 2018. Perry’s ice cream distribution strategy and strategic
alliances: The 800-pound gorilla. SAGE Publications: SAGE Business Cases Originals.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Rahman, M., 2017. Igloo: building long-term relationship through corporate sales.
Gunasekharan, T., Basha, S.S. and Lakshmanna, B.C., 2016. A Study on impact of Promotion
Mix elements-Sales promotion & Direct Marketing of DTH manufactures on Customer
Behaviour. ITIHAS The Journal of Indian Management. 6(1). pp.67-72.
Kumar, S. and Patra, S., 2017. Does promotion mix really help to enhance brand equity: A
literature review. Asian Journal of Management. 8(4). pp.1387-1392.
Online
Coop, Haagen Dazs Cookies & Cream Ice Cream 460ml, 2020 [Online]. Available through:
<https://www.coop.co.uk/products/haagen-dazs-cookies-and-cream-ice-cream-460ml>
Uber Eats, Ben & Jerry's non-dairy Peanut Butter & Cookies 465ml, 2020 [Online]. Available
through: <https://www.ubereats.com/gb/oxford-uk/food-delivery/ben-%26-jerrys-store-
reading/1N3k0f31RXiAdnq31_evYA>
Marketing plan.2020[Online]. Available
through<https://issuu.com/tristanreding/docs/ben_and_jerrys_marketing_plan>
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