Halo Top vs Ben & Jerry's: Marketing Strategies & Brand Analysis

This report provides a comparative analysis of the marketing strategies employed by Halo Top and Ben & Jerry's ice cream, focusing on their marketing mix elements and brand management techniques. It examines their target markets, product branding using Levitt’s model and Aaker’s brand personality dimensions, pricing strategies, distribution channels, and promotional activities. The report highlights how each company utilizes these elements to improve sales and expand customer engagement, emphasizing the importance of unique product design and strategic marketing approaches in a competitive market. Both companies leverage social media, mobile marketing, and their own websites to effectively communicate with their target audiences and enhance brand awareness. The study concludes that while both companies have achieved success through their marketing efforts, their approaches differ significantly, reflecting their unique brand identities and market positions.

Principles of Marketing

EXECUTIVE SUMMARY
I has been provide information about organization manage their marketing activities with
effective manner. In this report properly identified that Halo Top ice- cream and Ben and Jerry’s
ice-cream both the organization consider application of marketing mix for improvement in their
selling and generates revenues. Also, they consider constenet improvement in their business
performance in global market level so they implement marketing strategies. And this report has
been provided information that application of Levitt’s model of a brand, Aaker’s brand
personality 5 Dimension Model, Distribution and channel management of the brand,
Communication mix and Communication methods of the Brands helpful for product marketing.

3. TABLE OF CONTENT
1. COVER PAGE:.......................................................................................................................................2
2. EXECUTIVE SUMMARY:....................................................................................................................2
3. TABLE OF CONTENT...........................................................................................................................3
4. AN INTRODUCTION............................................................................................................................4
5. FINDINGS:.............................................................................................................................................4
6. CONCLUSION:......................................................................................................................................4
7. REFERENCE LIST:................................................................................................................................4
8. APPENDICES:........................................................................................................................................4

INTRODUCTION
Marketing mix is strategic approach which influence performance of business product
and services in market and it develops audience attraction as well (Hutami and Narottama, 2021).
Halo top is all above provide ice-cream services in US and their market share is 3.7 % also they
export their product services in many countries, company trend of sales is they provide ice-cream
with low calories. Ben and jerry's is manufacturer organization they provides their services in
international market and their market share is 22%, trend of sales is they have so many options
and variety in their ice-cream product. This study will provide information about both the
companies implement marketing mix strategy for improvement in their business effectiveness.
FINDINGS:
Target market
Ben and jerry's Halo top
 This organization target market is that
they decide that they mainly provide
services to youth because this age of
people has more interest in exploring
new things, brand conscious and many
more reason.
 Also they decide to deliver their
product with low calories with
exclusive price.
And they consider supplying their product in
worldwide market (Abdurrahman, Daryanto
and Nuraisyah, 2021).
 Company consider to provide services
in market with great idea and great
strategy like they decide their target
audience mainly women’s because they
love to eat dessert which is ice-cream.
 But they provide their services in
market with the help of grocery shops.
 Also, decide that they provide their
services to adult who daily workout.

Product/ Brand
Levitt’s model of a brand:
Application of this model is useful concept for business because it provides information and idea
for customer satisfaction with expansion of right product selection.
Ben and jerry's Halo top
Core benefit This company provide ice-
cream, frozen yogurt and their
core benefit is that they decide
and manufacture product with
low fat and product mainly
prepares by natural
ingredients.
It consider providing ice-
cream services with low
calories beacsue women and
adult more conscious about
their health.
Generic Product They implement effective
packaging so people can easily
identify their essential goods.
This company provides their
product services with low
calories so people easily
engage with their product.
Expected Product Different flavors is best option
for audience attraction
development
Natural and organic product
delivery to customer.
Augmented Product Attractive package design and
their major sign is cow which
means they use dairy products.
Product packaging with proper
explanation about their
product ingredients and their
package description explain
which services they provide.
Potential Product Ice-cream, frozen yogurt, and
sorbet for children because
children highly influence by
alcohol.
Natural ingredients with low
calories.

Aaker’s brand personality5 Dimension Model
Ben and jerry's Halo top
Sincerity This term define as its
essential that organization
provide information with
honesty because its useful for
trust build towards with the
audience.
This organization considers
this model and decides their
overall product effective
marketing (Raewf, Thabit and
Jasim, 2021). On the basis of
this term company decide that
they provide natural ingredient
in their ice-cream so its
essential that they follow this
concept with faithfulness.
Excitement
Attractive product packaging
which influences people
attraction like they implement
product packaging which each
product has different quality
so on the basis of this term
they consider to implement
different product packaging.
Customer attraction
development towards with the
brand and product its
important that company
implement some different and
excitement in their product
like unique packaging so this
company implement this term
and they define on their
packaging about natural
ingredient and calories in ice-
cream.
Competence Expansion of different and
unique symbol which directly
shows company product and
services effectively like this
organization consider
implementing cow on their
product packaging which
shows that they use natural
ingredients.
Effective and distinguish
product design mainly useful
concept and it highly influence
people attraction.
Sophistication According to pricing and Decision about audience

brand it will decide their
customer that these have
potential to buying their
services. This company
mainly provides services to
customer which mainly
considers different unique
product.
which means they decide that
they provide services with
natural products and with law
sugar. So their major audience
is reach people and mainly
women because they like to
eat dessert on the basis of
research adult are more
conscious about their health.
Ruggedness On the basis of this aspect its
essential that company
provide not single product
they have to consider
engagement of multiple
product because individual
want multiple options.
This company has not apply
this concept because their
target is that they supply
quality of product but people
more attract with different and
multiple product supply
company.
Price
Product pricing decision is every essential aspect for survives in competitive market. Pricing
decision of product can be effectively managed by application of different techniques and analysis of
different approaches (Dalbouh, 2021).
Ben and jerry's Halo top
Cost-based pricing Company applies this
strategy and set their price
life they provide small size,
medium size and large size
packaging product.
Their pricing is higher
because they use higher
price.
Demand-based pricing This organization not
considers developing
variation in their price
according to market demand.
It considers to changes their
pricing on the basis of
market demand and supply.
Market skimming Effective product advertising
within good price.
This company market
skimming refers to that they
not develop effective and
low price because they
supply exclusive product.

Market penetration They consider providing that
every country can produce
their product and services
with their recipe and
ingredients.
Company penetration
strategy refers to overall
product manufacture to
supply in different country
or new market development.
And this company not
considers market penetration
they only provide their
product.
Place
Distribution and channel management of the Brands
Ben and jerry's Halo top
Coverage Firstly when they company
member decide they consider
providing their service sun
US. Then after some year they
export their product in
different country and now they
provide worldwide services.
Company decide that they
provide their service sin
international market.
Locations This company exports their
services in worldwide market.
They mainly provides services
in United States, Australia,
Mexico, Canada, Ireland, New
Zealand, France, the
Netherlands, Germany, South
Korea, Taiwan, Austria,
Norway, Bahrain, Denmark,
Croatia and the United
Kingdom.

Inventory Continuously implement
effectiveness in their product
and services within time. And
mainly improves quality of
product within proper
identification of multiple
resources.
Engagement and development
of natural resources is not an
easier concept but their
inventory management
deportment consider to
maintain relationship with
different suppliers.
Transportation Application of multiple
transportation but mainly
consider in world wide
services which is sheep
transportation.
They consider truck, airline,
sheep and many more.
Logistics This term is refers to raw
material availability to product
export they mainly reach their
raw material from cow milk
supplies and then they
manufacture and supply and
export their product in
international market.
Raw material availability for
which people produce and
develop natural ingredients
which means organic fruits
which influence flavor of
product and they consider to
manufacture their product
within low sugar as well and
they export their services
when product packaging.
Promotion
Product promotion is major essential term in for marketing mix its only option which
influence revenues, people gain knowledge about their product and services. But development of
proper and effective promotion technique require knowledge and consideration about new
strategic tools for product advertising (Yulia, Bahtera and Purwasih, 2021).
Communication mix and Communication methods of the Brands
Social media: On the basis of recent trend social media is biggest platform to reach and engage
audience towards within the business product. Application of social media different tools like
email, website, face book and many more pages defiantly increase audience attraction, but the
thing is social media page should be attractive and unique. Both they company consider and
applies social media tools for advertising their product services in competitive market because

currently multiple organization also manufacture ice-cream with natural ingredients and with
good pricing.
Mobile: It is best tool for information provide to customer about their product and services. And
according to recent market trend almost every individual use mobile phone is their daily routine
so advertising on mobile phone is best option for product promotion. And in this study both the
company consider mobile tool for product advertising.
Own website: Organization implement their own website for improvement in product selling and
advertising. Its very effective concept for information development in market about their goods,
Halo Top ice- cream and Ben and Jerry’s ice-cream both the companies has their own website so
they can easily identify their target customer.
CONCLUSION
It has been summarized form the above reflective study about two companies effectively
manage their marketing mix for improvement in their sales and expansion f people attraction
towards with their goods and services. It has been very clear that both the company provide
different style and unique product design and it has been very essential individual organization
consider for product development that they not manufacture product with other company
similarities because it didn’t make product different and effective. Halo Top ice- cream and Ben
and Jerry’s ice-cream both company applied models, theories and different approaches for their
business expansion.

REFERENCE LIST
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Erbil Journal of Humanities and Social Sciences. 5(1). pp.50-55.
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Improving Marketing Mix for Livestock Wealth in Jordan: Viewpoint of Livestock
Breeders. International Journal of Business and Management. 15(6). pp.137-137.
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