Report: Marketing Mix Elements of Haagen Dazs and Ben & Jerry's Brands

This report provides a comparative analysis of the marketing mix elements of Haagen Dazs and Ben & Jerry's, two prominent ice cream brands. It begins with an executive summary and table of contents, followed by an introduction defining marketing mix and its four key components: product, price, place, and promotion. The report then compares the target markets of both brands, highlighting Haagen Dazs' focus on adults and diet-conscious consumers and Ben & Jerry's emphasis on Japanese consumers and environmental considerations. Each element of the marketing mix—product, price, place, and promotion—is then examined in detail for both brands, discussing product quality, pricing strategies (premium vs. competitive), distribution channels, and promotional activities, including advertising and social media. The report concludes by emphasizing the importance of the marketing mix in achieving customer satisfaction and business objectives, summarizing the effective strategies employed by both companies. The analysis is supported by references to relevant books and journals.

Principles of Marketing

Executive summary
Marketing is defined as the process of buying and selling of goods or services in order to
meet the needs of group of individuals in a best efficient manner. The his report consist of four
elements of marketing mix, namely, product, price, place and promotion that aids the manager
make an appropriate planning so as to fulfil the requirements of customers. This report consider
the comparative analysis of elements of marketing mix of Haagen Daz and Ben and Jerry as they
provide wide variety of flavour of ice cream and each element play a major role in a marketing
mix.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Comparison of Target market.....................................................................................................1
Product........................................................................................................................................2
Price.............................................................................................................................................2
Place............................................................................................................................................3
Promotion....................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix is crucial term that help the company in achieving greater customer
satisfaction by fulfilling the requirements and demands of market. Marketing mix consist of
various elements such as product, price, place and promotion and uses different tactics to
promote product and create brand awareness among the large group of individuals that boost the
sale of products and thus increases the profitability within the market. Haagen Daz is an
American ice cream brand that provides purest and finest ice cream ingredients across the globe
with wide variety of flavours. Ben and Jerry is renowned company that deal with manufacturer
of ice cream, yogurt and sorbet. It has expanded its operations in different parts of the country so
as to gain large access of customers. This firm has capture the large market share as it mainly
focuses on diet and health conscious customers that provide products of low fat and best quality
ingredients. This report is based on comparison of 4 P's on the basis of Haagen Daz and Ben and
Jerry.
Comparison of Target market
A target market is described as the process of group of individuals that aims to provide
product or services to a particular market segment(Pellegrin, 2016). In other words, it is
regarded as the subset of market share that describes various similar characteristics such as
geographies, demographics and various income level of customers that allow to reach at different
places in order to satisfy their needs. Target market is very essential for a business so as to boost
the revenue and profit of a company. The Haagen Dazs aims to provide low cost products and
specially focuses on adults and youngsters to provide wide flavours of ice cream. This concerned
firm also emphasises on diet conscious adults who have major preference towards low fat and
natural ingredients so as to gain large access of customers. It also emphasises on high class
families by providing premium and high quality flavours and thus maintain its effective
positioning in an around the globe. Word of mouth advertising is the key consideration in this
case as it deliver high quality products. The target audience in case of Ben and Jerry are
focussing more on Japanese consumers of any age who prefers to eat super premium ice cream in
personal cup sizes. As Japanese consumers are so much conscious of quality of a product so they
prefer excellent variety of flavours and styles that results an increase in sales and profit of a
company(Ryan, and Barretta, 2018). This brand is generally preferred more by females under
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the age category of 18-25. This firm emphasises on selling premium quality of ice creams by
taking care of environmental approach.
Product
A product is defined as a tangible item that is offered for sale to a large number of
individuals and is sold at a predetermined price that mainly depends on the quality and market
segment(Newlands, and Hota, 2017). One of the major consideration regarding the product is
that it should contain a logo, name so that it is easily identified by the users. The changes should
be brought among the product in accordance to a business environment so that it fulfil the
requirement of customers. According to Levitt's model, Haagen Dazs focuses on providing
standard quality with finest ingredients so as to gain large access of customers at a global level.
This brand also focuses on providing freshness by keeping personal care of customer. In case of
Ben and Jerry, it offer excellent premium ice cream and also provide environment friendly
packaging in various small and big size containers. According to Aaker's brand framework,
Haagen Dazs is best suited to customers who are very much conscious of their diet and includes
certain traits such as sophisticated, health concern, great sense of taste and also to affordable
luxuries. This Aaker's framework in case of Ben and Jerry are more passionate and are also
independent in nature. They are also regarded as sweet and silly nature who enjoys eating
different flavours of ice cream across the globe.
Price
Price is considered as the most important component of marketing mix that is concerned
with the cost of goods or services which is paid in return for tangible goods(Kühn, and Pasquier,
2016). It is expressed in units of currency and is also in influenced by both production cost and
demand of a product. In other words, it is determined by the seller as they have a monopoly
power who are regarded as the price maker while the buyers are regarded as price taker within
the market. There are various pricing strategies that aids the firm in setting the prices of goods or
services which are presented as follows:
Pricing strategy Description
Price skimming This strategy focuses on charging the highest
possible prices from the consumers so as to
gain maximum profits and then gradually start
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charging low prices when it gain less
popularity.
Penetration Pricing This focuses on capturing large market share
by charging low prices in order to stay away
from high priced competitors.
Premium pricing strategy This aims to provide greater value and
luxurious products in order to create a brand
awareness among the large group of
individuals.
Competition based strategy This strategy emphasises on well established
market rate and also it does not consider the
cost of product.
Cost plus pricing strategy This method is applied when there is additional
profit that is added to the actual cost of
merchandise.
Value Based pricing strategy In this, companies decide the prices of product
or services on that the basis of what consumer
is willing to pay.
Dynamic Pricing strategy This is also known as time based pricing in
which there is fluctuations in prices based on
market and customer demand.
Haagen Dazs follow the premium pricing strategy that majorly emphasises on low fat ice
cream, frozen, yogurt and so on(Festa, Cuomo, Metallo, and Festa, 2016). It came in various
flavours such as vanilla, chocolate and strawberry that contain some added flavours such as
almond. This firm also focuses on high income customers by gaining the maximum market share
within the market. Ben and Jerry uses competitive pricing strategy by using natural ingredients
and use multiple shops at different locations to gain large access of customers.
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Place
This is the third most important constituent of marketing mix that focuses on delivering
its products in a respective place of customers(Bourgeois, Mariani, and Yu, 2017). This is also
referred as distribution strategy that involve various intermediaries such as wholesalers, retailers,
middleman and producers. Correct placement is an essential activity that provide merchandise at
the right place in a particular time period. Haagen Daz is located in several locations such as
Covent Garden which have their own restaurant in a respective place. The respective firm
focuses mainly to create an impression towards the customers and to appeal all by making
available in respective convenience stores to gain positive reputation. The owner of Ben and
Jerry provide their products at various marketing chains such as supermarket, grocery stores,
mail order, international licensing and so on(Stead, and Hastings, 2018). This firm operates in
34 countries in different parts of the world. The challenges can be solved by advancement of
technology in refrigerated transport so as to provide great ease of convenience to their
customers and it also provide unique flavours to meet the target audience.
Promotion
This is the last component that is described as a mean to communicate the information by
persuading large group of individuals to buy a product(Abedi, and Abedini, 2017). This helps to
boost the sales and convey giant source of information about the product to their customers and
aids in creating brand awareness through various medium such as advertising, social media
networking sites, radio, and so on. This adds value of a product and create brand loyalty through
personal selling, sales promotion, direct marketing and publicity. It could be done either by
orally or visually depending upon the size of budget of advertising. Haagen Dazs has used print
adverts to attract customers from different parts of the country. As it provide products that is
made from the finest ingredients and also focused on providing discounts to gain maximum
exposure from different parts of the world. It also emphasises on special coupon prices and
advertising is done through billboard, magazines and fliers. One of the greatest benefit of Ben
and Jerry is that it never compromises on the quality of the product and always focuses on target
audience by providing unique varieties of flavours. The concerned firm also uses the strategy of
free testing and also uses various social networking sites such as Facebook, twitter and many
more in order to promote its products and it also provide various coupons to gain large access of
customers.
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CONCLUSION
From the above information, it can be analysed that marketing mix play a vital role and
assist the company in decision making of a firm so as to gain a significant position across the
globe. The components of marketing mix are taken into consideration while marketing the goods
or services to achieve maximum customer satisfaction. The four P's of marketing mix are used so
as to make proper planning and thus achieve the business objectives by identifying the potential
buyers and solving their problems in a best possible manner. Haagen Daz has consider the
elements of marketing mix in an efficient manner as it fulfil the requirements of customers by
providing diet conscious food. Ben and Jerry has used the strategy of marketing mix and has
expanded their operations in different parts of the country.
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REFERENCES
Books and Journals
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management. 10(1). pp.34-41.
Bourgeois, L.J., Mariani, E. and Yu, V.J., 2017. Ben & Jerry's and Unilever: The Bohemian and
the Behemoth. Darden Business Publishing Cases.
Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing
mix: From the 4Ps to the 4Es. Journal of Business Research. 69(5). pp.1550-1555.
Kühn, R. and Pasquier, M., 2016. Marketing: analyse et stratégie. Schulthess.
Newlands, D. and Hota, M., 2017. Case Study 7: Häagen-Dazs China: The Luxury Icing on the
Cream. In Services Marketing Cases in Emerging Markets (pp. 77-88). Springer, Cham.
Pellegrin, K.L., 2016. Ben & Jerry's CEO Pay Cap and Corporate Social Responsibility: Sweet
Justice or Frozen Fiduciary?. SAGE Publications: SAGE Business Cases Originals.
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.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
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