Marketing Mix Effectiveness: A Comparison of Two Ice Cream Brands

This report provides a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's, focusing on the application of the 4Ps (product, price, place, and promotion) within their respective businesses. The introduction establishes the principles of marketing and the importance of the marketing mix, setting the stage for the comparison. The target market sections examine how each brand segments, targets, and positions itself within the market, highlighting their approaches to consumer engagement. The product section utilizes Levitt's Model to explore the different facets of the ice cream products offered by both companies, including core requirements, actual product, expected product, augmented product, and potential product. Price strategies are analyzed, comparing the cost structures of the two brands. The place section discusses the distribution channels employed by each brand, and the promotion section evaluates the marketing communication strategies, including advertising and sales promotion. The conclusion summarizes the findings, offering recommendations for both brands to improve their marketing efforts, emphasizing the importance of social media engagement and strategic placement for increased sales and profitability. The report is supported by references to relevant academic sources.

Principles of Marketing

Contents
INTRODUCTION...........................................................................................................................1
Target Market..............................................................................................................................1
Product.........................................................................................................................................2
Price.............................................................................................................................................3
Place.............................................................................................................................................3
Promotion....................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Principles of marketing are defined as an idea that are utilised by firm in order to use
effectual tactics of market. Moreover, marketing mix is considered as procedures where several
tactics as well as strategy are developed through entity in order to promote its products or
services within market area (Alshannag and et. al., 2020). This incorporates 4P’s such as
product, price, place and promotion. Whole these aspects are adapted through firm for attaining
their objectives. As per the scenario, two firms are considering is this report is Brand A Haagen-
Dazs as well as Brand B Ben and Jerry's. Haagen-Dazs, it is a famous ice- cream firm of
America which was established in 1961 by Rose Nattus. While, Ben and Jerry’s is also an
American ice- cream entity that operates into frozen dairy products. The aim of this report is to
perform a marketing mix.
Target Market
Target market is regarded as the procedures where entity targets their consumers for
attaining objectives appropriately and effectively. It facilitates higher quality goods or services to
their clients for satisfying them. It involves segmentation, targeting and positioning which aids
into segment overall marketplace based upon audiences requirements (Cliquet and Baray, 2020).
For firm’s development, this is vital to target their consumers before making decision related to
product or services marketing. So, STP model aids entity to obtain huge revenue into lesser time
duration.
In context of Haagen-Dazs, this has been determined that respective firm is an American
brand that deals with several kind of flavoured ice-creams and maintain overall quality of their
goods. Along with this, they utilise various promotional techniques like advertisement, sales,
events and others in order to target huge number of audiences at huge level. Moreover,
respective company render higher quality ice-cream to their clients for satisfying them. This
assists them to develop effective reputation of brand into marketplace. Along with this, firm
utilise various promotional technique but online advertisement consider as paid method of non
personal presentation of thought, product, services through identified sponsor. This grabs the
attention of huge customers into various places and aids to boost level of profit. Thus, firm attain
their target at specified time duration.
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In respect of Ben & Jerry's, this basically concentrates upon Japanese audiences of
various age as this based upon its influential quality either client buy its goods from huge store.
Within respective report, this has been identified that their ice-cream sales to large number of
audiences. Therefore, key intent of respective firm to grab attention of huge purchaser for being
successful into marketplace. There are several tools of promotion that is adapted through entity
like sales promotion, advertisement and other which aids to enhance sales into market area.
Additionally, this assists firm to attain its objective at lesser time duration.
Based upon above information, this has been determined that both firm opted various
method to retain long time duration into marketplace (Heinze and et. al., 2020). Also, this will
boost upcoming sales and level of profit.
Product
Products are considered as items that are buy audiences in respect of money. This
incorporates tangible goods or services, firm renders to consumers. For explaining products of
two firm, Levitt's Model is undertaken, this is considered as effective method for determining
overall products or services effective and efficiently. Also, this defines several forms of
packaging, size, colour, shape and others that are described underneath:
Levitt's Model incorporates several levels in context of goods that are:
 Core requirements: Based upon Haagen-Dazs that concentrates upon facilitating various
flavoured ice-cream to their audiences. Within this step, they provide advantages to their
clients for supplying them as per desires of people. At this basis, they facilitates family
pack, cones and various creative items for satisfying them. In respect of Ben and Jerry's,
it facilitates flavoured ice- cream and also frozen dairy items to their audiences in order
to satisfy its requirements.
 Actual product: Within this stage, the actual product brand is highlighted. Based upon
Haagen-Dazs, they are generating efficacious ice- cream flavoured. While, Ben and
Jerry's concentrates upon making ice-cream that is developed at home this shows reality.
 Expected product: In this, both firms concentrate upon satisfying desires as well as needs
of audiences in effective and efficient manner (Kovalenko and Kuzmenko, 2020). They
provide various kind of ice- cream that has several size, tastes and others.
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 Augmented Product: Within it, both entities provides free sample, vouchers of discounts
for attracting huge number of audiences. They facilitate tasty ice- cream to their
purchaser for attaining objectives.
 Potential product: Within this, both entities facilitating several qualities and flavoured
ice- cream to their audiences that is potential item of firm. it aids to boost upcoming sales
as well as development of entity.
So, this has been analysed that both firms utilises respective model so that it may able to
retain within marketplace for long duration in order to satisfy desires as well as requirements of
audiences. Moreover, they also bring new as well as creative ideas for attaining objectives in
effective an efficient way.
Price
Price is regarded as the amount that is charged in exchange of products. Additionally, this
is vital for whole brands for setting their goods (Levitskaia and Chaikovska, 2020).
In respect of Haggen-Dazs ice-cream, this is renowned ice- cream as they have thoughts
as well as understanding related to various flavoured ice-cream. As compare to Brand B- Ben
and Jerry's, they minimises their cost.
Haagen-Dazs ice-cream Ben and Jerry's
£0.78~1.30 £1.35~2.02
10.0p~20.5p 38.9p~54.0p
Based upon above table, this has been determined that Ben and Jerry's is much expensive
and facilitates various products within market area.
In context of Ben and Jerry's, respective firm develop ice-cream at home so that cost is
decided as per their rivals. The firm’s brand reputation is effective; this assists to gain
competitive edge over competitive entity. They formed appropriate tactics for reaching at higher
level.
Place
Place plays vital role as this is place in which audiences purchase firm’s products. It aids
audiences to gain experiences associated to service and how crucial they are for company (Sari,
Afriani and Irwanto, 2020). The tactics of price for both brands are discussed underneath:
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. In respect of Haagen-Dazs ice-cream, there are huge number of supermarket and shops
which render higher quality of goods or services to their audiences. In addition to this, there is
several stores by individuals may purchase their items in simpler way.
In context of Ben and Jerry's, It is renowned entity of America that operates in
homemade ice- cream and frozen dairy goods. Respective entity facilitates their several products
or services to huge supermarket and shops so that it can attain feedback of their purchaser for
their purchaser in order to raise product quality. Additionally, it provides higher quality
flavoured ice- cream to their purchaser which assists in enhancing audiences’ confidence level
towards its goods. They has enough areas for delivering their goods or service in effective
manner.
Promotion
Promotion is defined as tactics of marketing which is applied by firms for maximising
demands of product (Singh, 2020). This involves product advertisement and manages relations
with audiences. In context of Haagen- Dazs, they do not promote its product into television,
radio and many others. So, they provide higher quality of products or services to their targeted
audiences for gaining competitive edge upon competitive entity. While, firm emphasised on
promoting its goods or services by techniques of sales promotion, publicity, sponsorship and
others. Therefore, entity is become capable for maintaining effective relationship with their
audiences to boost their level of profit and productivity. There are several methods of promotion
that is adapted through entity for promoting their goods in order to grab the attention of huge
audiences into market area.
In context of Ben and Jerry's, they invest huge amount of funds to promote their overall
goods within marketplace. Respective entity required large amount of finance to attain
organisational objective into less time duration. Thus, this aids to maintain appropriate
relationship with their purchaser so that they may sold its goods effectively and efficiently
(Tomassa and Rachmawati, 2020). Additionally, the key intent of firm is to develop customer
experience level through rendering them quality goods or services.
CONCLUSION
Based upon the above report, this has been concluded that principles of marketing are
applied within firm for enhancing their revenue as well as sales. Moreover, there are two firms
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both deals into similar segment where they focused on maximising quality of products. In
addition to this, marketing mix is applied by firm are compared and have several tactics to obtain
audience attention. They has identifies differences as per its products positioning as well as they
obtain success as this utilised many tactics for promoting their products. Additionally, both have
little type of flagships and place bit clients are distinguish. Apart from this, it is suggested that
Haagen have to concern on maximising communication with brands on social media and obtain
audience attention towards goods which innovate to render new goods to clients as well as Ben
and Jerry's can have their stores within eye catching places where they can increase sales of
product as well as it will increase profit.
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