MG412: Comparative Report on Marketing Mix of Two Ice Cream Brands

This report provides a comparative analysis of the marketing strategies of Haagen-Dazs and Ben & Jerry's ice cream brands, focusing on the 4Ps of the marketing mix: product, price, place, and promotion. The report begins with an introduction outlining the context of the analysis and the brands under consideration. The findings section then delves into a detailed comparison of the target markets, product offerings, pricing strategies, distribution channels (place), and promotional activities of each brand. The analysis explores the unique characteristics of each brand's approach to these elements, highlighting their strengths and weaknesses. The report utilizes Levitt's model of brand to describe the product aspects. The conclusion summarizes the key findings and offers recommendations for both brands to enhance their marketing effectiveness. The report also includes references to support the analysis.

MG412 Principles of
Marketing

Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1) Comparison of Target Market.................................................................................................1
2) Product.....................................................................................................................................2
3) Price.........................................................................................................................................2
4) Place........................................................................................................................................3
5) Promotion................................................................................................................................3
CONCLUSION AND RECOMMENDATIONS............................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Principles of marketing s considered as an ideas which are used through entities for applying
efficacious market tactics. Moreover, they are undertaken as principles that must be utilised
through business for product and service promotion. This incorporates 4 P’s of marketing mix
like product, price, place and promotion (Chernev, 2020). For accomplishing give report two
different companies has been chosen that are Brand A- Haagen Dazs ice creams and Brand B-
Ben and Jerry's ice creams. Additionally, within UK, the Haagen Dazs market share is around
16% while on other hand Ben and Jerry's having approx 29%. Also, both of them are operating
into various countries such as Germany, USA etc. This topics that are going to be discussed in
this report are comparison among both firms target market, product, price, place and promotion.
FINDINGS
1) Comparison of Target Market
The target market is regarded as the group of customers who are attracted towards products
of entity as well as marketing tactics are to grab the attention and enhance profitability through
satisfying clients. The entities desire to sell product and services to target market. Moreover,
customers who are into target market has same features such as education, incomes and others
(Guenthner, 2020).
In respect of Ben and Jerry’s ice cream, it concentrates upon concentrating upon clients
who feel that they are generally comes under young and middle age group. Moreover, clients
focus upon products tastes and quality they buy. It also facilitates happiness to audiences for
attaching them towards its brand. It target the age group of 10- 35 as they placed itself as a brand
that is fun loveable and simple. Additionally, Ben and Jerry have a fraternal aspect that assists
them into their global business while Brand A- Haagen Dazs ice- cream facilitates their products
to upper class consumer that undertakes products of entity as luxurious, elegant and sensual.
Along with this, it also targets the couples as well as young generations whose age group is 18-
40. They concentrate upon clients with higher disposable income. Respective firm generally
promotes their products on TV and web as well as have a partnership with Roland Garros
tournament for 19 years. Whereas Ben and Jerry is placing their products into American
television shows as well as web by interesting & funny messages.
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2) Product
The products are the items which are purchased by customers in exchange of money. It
involves physical products or services the entity provides to clients (Heinze and et. al., 2020).
For describing the two entities product, Levitt’s model of brand is utilised that are stated
underneath:
Ben and Jerry‘s ice cream packaging have stronger visual identification as well as have
unique designs that is recognisable. Also, it’s packaging having attractive colours and logos.
They also has original as well as diversified range o product items with having greater tastes an
quality (Hutauruk and et. al.,2020). On other hand, Haagen Dazs represented as luxury
packaging with red colour and golden upon lid. Its logo is simple which has some image of
flavours into it.
Brand A- Haagen Dazs is known to be one of the trusts worthy brand in which consumers
feel that it will not get disappointed with its ice- creams. Moreover, their brand concentrates
upon emotional attachment of consumers as well as develops excitement for them in which it
enjoys respective firm ice- creams. On other side, Ben and Jerry is considered to be social brand
as well as delivers happiness through facilitating to friends and their friends as well.
Along with this, Ben and Jerry feels that their brand is real as well as products has lower fats and
sugar for healthy requirements. Moreover, brand personality is farmer or cow lovers who are
concern about environment. It feels like activist who perform towards attaining societal
objectives while Haagen Dazs has premium product for more sophisticated individuals. Its brand
personality is innovation into new tastes as well as maintains authenticity (Kovalenko and
Kuzmenko2020)
Ben and jerry ice cream
Haagen Dazs ice cream
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3) Price
This is considered as the money charged through firm for its product and services.
Moreover, it is crucial for all the brands to set the prices for its products (Larsen and et. al.,
2020). The pricing strategies of both brands are discussed below:
Haagen Dazs generally utilise premium pricing strategy as their product quality are related
to the premium product reputation that it have. Moreover, its products are of higher cost in
comparisons to other brands as well as has competition with brands such as Unilever and Nestle.
On other hand, Ben and Jerry also have higher product price but lower than Haagen Dazs. Such
as the differences into scoop of vanilla ice- cream is more into three scoops in which they
highlights higher price charging. Also, there are differences among whole products category of
entities as Banana split price of Ben and Jerry is low.
Ben and Jerry generally utilise moderate pricing strategy where as Haagan Dazs applied
premium pricing strategy (Li and et. al., 2020).
4) Place
The place plays the crucial role as it is area where consumers buy company’s product. This
assists clients to obtain experiences related to services as well as how essential they are for entity
(Qiu and Cai, 2020).
Haagen Dazs products are available into hypermarkets as well as supermarkets Carrefour,
Auchan and others as well as has exclusive outlets of brands in which consumers may taste the
ice-creams as well as it may choose from this. Moreover, it has flagship for in-store or delivery
of ice-cream. Their stores are huge as well as look such as cafes and have feeling of
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sophistication (Quesenberry, 2020). This is available into restaurants known as Dell art pizzerias,
Bistrot Romain, TGV trains and others. On other aide, Ben and Jerry has trucks that are printed
into eye catching colour as well as has products packaging. Additionally, it have some restaurant
partners such as Hippopotamus, Promme de pain or speed rabbit pizza, Domono’s and others. It
also sold their products at supermarkets such as Cora, Super U and many more.
In addition to this, Brand value of Brand B-Ben and Jerry have fair trade with sustainable
environmental products as well as it has undertaken an initiatives of Happy planet, happy, farmer
in which they facilitates milk products while Haagen Dazs renders their products that are
developed without any colour agents and have natural tastes. Its procedures are of premium
quality as well as effective standards along with fabulous tastes.
5) Promotion
Promotion is considered as marketing strategy that is utilised through entities to enhance
product demands. It incorporates advertising the products as well as maintains relationship with
consumers. The brands are utilising social media to communicate with clients as well as
enhancing its brand awareness (Stefanova, Naneva and Jelev, 2020). Digital marketing has
assisted brands to determine the customers’ attitudes as well as in developing marketing tactics.
This is minimising advertisement cost and is quicker.
Ben and Jerry have benefit into social media as well as have utilised this effective for
advertisement as response of consumers into firm’s campaigns is extra ordinary as well as the
various face book like and retweet upon the respective firm post are outstanding. It has
knowledge about consumers’ requirements upon social media and has utilised it in effective
manner in comparison to Haagen Dazs that have higher searched brand of ice-cream in UK but
client responses upon its campaigns is not effective like Ben & Jerry. Moreover, the customers
surf Haagen Dazs websites but not so much interested upon social media.
Brand A- Haagen Dazs has utilised TV as well as web for promoting product and had
partnership within Roland Garros tournament. Also, the flagships are red in colour as well as
provides experience to clients that are located into premium areas as well as are grabbing the
attention of consumers in which the Ben and Jerry communication base is natural ingredients as
well as it has utilised American television series for promotion. Additionally, tactics utilised by
them are initiatory they open stores and thereafter stores are transformed to supermarkets
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(Tomassa and Rachmawati, 2020). The essential strategy of promotion applied is street
marketing in which clients are permitted to taste the ice- cream for free.
CONCLUSION AND RECOMMENDATIONS
As per the above report, this has been concluded that both the brands such as Ben and Jerry
and Haagen Dazs are performing their business into same segment in which they concentrates
upon enhancing products quality. Moreover, the marketing mix is utilised through entities are
comparable as well as has various tactics to grab the attention of clients. They has determines the
differences based upon their products positioning and they are gain success as it used several
strategies for products promotions. In addition to this, both have same kind of flagships as well
as place bit consumers are different. Additionally, this is recommended that Haagen has to
concentrates upon enhancing communication with brands upon social media as well as grab the
attention of clients towards products that they innovate for facilitating new products to
consumers and Ben & Jerry may has its stores into attractive areas in which they may enhance
the product sales and this will maximises profitability.
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REFERENCES
Books and Journal
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Guenthner, J. F., 2020. Principles of Economics and Marketing. In Potato Production
Systems (pp. 547-572). Springer, Cham.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Hutauruk, M. R., and et. al.,2020. Marketing Mix And Customer Satisfaction In Its Role Toward
Customer Loyalty Through Environmental Accounting Moderation.
Kovalenko, A. and Kuzmenko, Y., 2020. Online Marketing Impact on Micro-Enterprises: An
Insight through Visibility in Search Engines. Management & Marketing. Challenges for
the Knowledge Society, 15(1), pp.38-58.
Larsen, N. M., and et. al., 2020. The marketing firm: Retailer and consumer
contingencies. Managerial and Decision Economics, 41(2), pp.203-215.
Li, L. and et. al., 2020. Targeted reminders of electronic coupons: using predictive analytics to
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Qiu, S. and Cai, L., 2020. A framework of tourist behavioral investment and application to small
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Quesenberry, K. A., 2020. Social media strategy: marketing, advertising, and public relations in
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Stefanova, K., Naneva, V. and Jelev, I., 2020. TECHNOLOGIES AND METHODS FOR
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STRATEGY. Southeast European Review of Business and Economics, p.76.
Tomassa, B. and Rachmawati, E., 2020. Developing a Marketing Strategy Based on Market
Segmentation Through Clustering Method in Food and Beverage Industry in Bandung:
Case Study of Bola Ubi Yama. KnE Social Sciences, pp.1080-1105.
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