MG412 Principles of Marketing - Coursework 1: Ice Cream Brands Report

This report provides a comparative analysis of the marketing strategies employed by Haagen-Dazs and Ben & Jerry's ice cream brands, focusing on the application of the 4Ps of marketing: product, price, place, and promotion. The study examines the target markets of both brands, highlighting their demographic profiles and consumer preferences. It delves into the product strategies, evaluating factors such as flavor offerings, packaging, and brand personality. The pricing strategies of both brands are compared, considering value-based pricing and premium positioning. Furthermore, the report explores the distribution channels and global presence of each brand, analyzing their place strategies. Finally, the promotional methods utilized by Haagen-Dazs and Ben & Jerry's, including social media, advertising, and public relations, are assessed. The report concludes with recommendations for both brands, suggesting strategies to enhance their marketing effectiveness and improve customer engagement, based on the findings of the comparative analysis.

MG412 Principles of Marketing

EXECUTIVE SUMMARY
The aim of the study is to examine the principle of the marketing which assist company
to promote the products and attract customers as well. Further, the entire study has based upon
the secondary research in which relevant articles and official sites are chosen in order to drawn
valid conclusion. Report based upon Haagen-Dazs ice-cream and Ben and Jerry ice-cream and
through comparative analysis, it has been examined that companies focused upon their quality
rather than quantity. Also, uses effective promotional methods in order to attract the range of
customers towards it so that brand image of a business will be sustained in near future.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................4
Comparison of target market.......................................................................................................4
Product.........................................................................................................................................5
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
CONCLUSION................................................................................................................................7
Recommendations........................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In recent times, marketing is consider one of the crucial tool to attract the customers and
let them know about new offers. The present study is based upon the comparative analysis of two
brand i.e. Haagen-Dazs ice-cream and Ben and Jerry’s ice-cream. Both brand offer high quality
and different flavours ice cream to their customers and the market size as well as share of Ben
and Jerry’s ice cream is high as compared to Haagen-Dazs ice-cream. The research also indicates
that in UK, Ben and Jerry’s hold 29% which reflect that it has a strong market share in the
market as compared to Haagen-Dazs ice-cream (Market share of leading premium ice-cream
brand in UK, 2017). Further, Haagen-Dazs ice-cream sales is in 400 million in it is significantly
increases in every years. The present study will compare the target market of both brands and
along with use of marketing mix, it determine the principle of marketing in each brand.
FINDINGS
Comparison of target market
The target market of both brands is relied upon the demographic information from all the
different market segments. Such that Haagen-Dazs ice-cream will target both men and women
who are young, urban professionals. On the basis of age, the company’s target people from 25 to
44 and have a disposable income. Moreover, the target market also includes single, couple,
college graduates and professional jobs. On comparing the same with Ben and Jerry’s ice cream,
it has been analysed that it target people whose age is in between 5 to 35 years (Scharmer, 2018).
The group contains of fun seeking offspring and pleasure loving adolescences who are inventive,
trend following as well as brand conscious. It mainly target higher and upper class people
whereas Haagen-Dazs ice-cream target middle class people who can easily afford their products.
In addition to this, it is also analysed that Ben and Jerry’s ice-cream target market are
trendy consumer and brand also focused upon them as compared to other customers. However,
Haagen-Dazs ice-cream prefers those customers who actually value the quality and follow trend
as well. The USP of the company also reflected that it offers 100 flavours variety of products to
their customers which includes ice-cream, bars, cakes, frozen yogurts, sorbets etc. While Ben
and Jerry ice-cream have its unique positioning such that it offer innovative zests of all natural
and high quality premium ice-cream that assist to attract the range of customers towards it.

Product
By considering the Levitt’s model of a brand, it has been analysed that Haagen-Dazs ice-
cream is crafted with a special blend of a creams and fruits by analysing the demand of
customers. It’s packaging is a good sell in itself as compared to other brand, so this is enough to
attract the customers. The brand offer wide variety of flavoured ice-cream without compromising
its taste and the presentation is considered as a promotional cause for a firm (Al Abdulrazak and
Gbadamosi, 2017). On contrary side, Ben and Jerry’s ice-cream offers range of flavours such as
Cherry Garcia, Chocolate Chip cookie dough etc. The company focused upon the customer
demand and reinvent new flavours from time to time in order to attract the customers. Also, it
offer high quality product and for health conscious customers, it started light ice-cream, so that
they enjoy the products and gain customer base. By using Aaker brand personality type, Haagen-
Dazs ice-cream complies with sophistication whereas Ben and Jerry uses excitement because it
keep added new flavours in its offering.
Price
People prefer high quality products even though the price of the product is high.
Similarly, Haagen-Dazs ice-cream have a strong customer base and that is why it uses value
based price in which it make sure to offer the products without compromising its quality. The
price of the products is high but considering their continued growth, it does not cause any
negative impression upon their customer base. Thus, it is examined that people spend more
money on ice-cream and that is why, companies like Haagen-Dazs ice-cream investing in order
to offer innovative products to their customers. On comparing the pricing style from Ben and
Jerry’s ice-cream, it has been analysed that the product lies in the premium segment and does not
offer reduction in the actual products price from its own layout, but buyer get the same from
retailer i.e. Walmart (Zaidi and et.al., 2018). The firm is operating globally, even though there
are no much differences in its pricing style. Both brands have their own strong customer base
and to be loyal, they are also ready to pay the decided amount which reflects that customer
focused upon quality of product rather than price.
Place
Both brands operated at globally and that is why, have a strong and loyal customer base.
Ben and Jerry’s ice-cream sells their product through multiple channels which includes online

channels, through retailers and supermarket like Walmart. The company also started home
delivery as well as catering services and that is why, it has its presence in more than 40 countries
in the world. In addition to this, company also started offering its products in different restaurant
and grocery store that also help to increase its brand image at globally (Watkins, 2017). On the
other side, Haagen-Dazs ice-cream also offers the products at bar as well as upscale restaurants
in order to prove its presence at global level. Though the quoted firm does not have a brand
image like Ben and Jerry’s ice-cream but still, Haagen-Dazs ice-cream tries to attract new
customers and that is why, it has an impressive footprint in order to connect with customers
globally.
In addition to this, Haagen-Dazs ice-cream produces the products in France and then
transported the same into Spain where its main headquarter is located. The countries also have its
own instruction that made the products available for the customers easily. Both brands has a
mass market products like grocery stores and retail outlets in order to maximize its distribution
outlets and this in turn assist them to reach the customers globally (Sisodiya and Sharma, 2018).
Promotion
This tool is consider one of the best communication methods that assist people to know
about brand and new offers as well, that is why, both brands uses range of promotional method
in order to make the firm more attractive for customers. In the context of Ben and Jerry’s ice-
cream, it uses social media platform as a promotional tool in which it keep post pictures that
attract the customers (Chen, 2018). Also, it has taken strong position on social issues as well as
campaigns with public to make them more aware so that it will help to attract customers. Apart
from this, company also uses traditional mode of promotion like newspaper, billboards

advertisement in order to catch the eye of customers. Along with this, on every year, they also
celebrate free cone day where company offer product to customers which attract lots of
customers.
On contrary side, Haagen-Dazs ice-cream uses discount and coupons to their customers
which helps to draw attention of many customers towards it. The company also post the same in
social media in order to let them know about new offers so that customer spend their amount to
purchase the products. Moreover, it also uses public relation as a promotional strategy in which it
started the campaign name as “save the bees” because company uses honey in order to make
their products (Sulaiman and Masri, 2017). So, it is necessary for the brands to focus upon such
items in order to attract customers. Thus, it reflects that company have a strong presence, but it
does not invests high amount on the promotional aspects which somehow affect the brand image
globally.
CONCLUSION
From the above study, it has been concluded that Haagen-Dazs ice-cream and Ben and
Jerry’s ice-cream has a good customer base and their target market is quite different. As per the
product quality, companies target different age group and middle as well as higher upper class
people. Moreover, through 4 Ps of marketing it has been analysed that both brands have different
pricing and promotional strategy, but their customers are loyal which assist them to increase their
financial performance. It has been also concluded from the above that there is no much
differences in its product range, but they both does not compromise in its product quality that is
why, brands have a strong presence globally.

Recommendations
 Through the above it has been realized that Haagen-Dazs ice-cream does not focused
upon promotional tools and that is why, it is suggested to the company to start offering
online products so that range of customers will be attracted towards it.
 On the other side, it is suggested to Ben and Jerry ice-cream to start offer products at
discounted rates and organize the loyalty programs in order to improve the customer base
and enhance their financial performance as well. Through this, company is able to
improve the brand image and this enable them to attract range of new customers towards
it.

REFERENCES
Books and Journals
Al Abdulrazak, R.M. and Gbadamosi, A., 2017. Trust, religiosity, and relationship marketing: a
conceptual overview of consumer brand loyalty. Society and Business Review.
Chen, H. J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics.
Scharmer, O., 2018. The essentials of Theory U: Core principles and applications. Berrett-
Koehler Publishers.
Sisodiya, P. and Sharma, G., 2018. The impact of marketing mix model/elements on consumer
buying behaviour: A study of FMCG products in Jaipur City. International Journal of
Technical Research & Science. 3(1). pp.29-31.
Sulaiman, Y. and Masri, M., 2017. The impact of marketing mix on consumer preference
towards supplement product. Journal of Advanced Research in Social and Behavioural
Sciences. 7(1). pp.33-41.
Watkins, B.A., 2017. Experimenting with dialogue on Twitter: An examination of the influence
of the dialogic principles on engagement, interaction, and attitude. Public relations
review. 43(1). pp.163-171.
Zaidi, A. and et.al., 2018. 5G Physical Layer: principles, models and technology components.
Academic Press.
Online
Market share of leading premium ice-cream brand in UK. 2017. [Online]. Available through:
<https://www.statista.com/statistics/786943/premium-ice-cream-market-share/>