MG412 Principles of Marketing: Ice Cream Brands Marketing Mix Report

This report provides a comparative analysis of the marketing mix strategies of Haagen-Dazs and Ben & Jerry's ice cream brands. The introduction outlines the report's aim and provides background information on both brands, highlighting their market presence. The core of the report focuses on the 4Ps (product, price, place, and promotion), examining how each brand implements these elements. It delves into their segmentation, targeting, and positioning strategies, evaluating their effectiveness. The analysis includes a discussion of Levitt's model and its application to the core, basic, expected, augmented, and potential product aspects of each brand. The report also explores pricing strategies, promotional techniques, and distribution channels, providing a comprehensive overview of their marketing approaches. The conclusion summarizes the key findings and offers recommendations for future marketing strategies, emphasizing the importance of pricing and promotion in establishing a successful brand. The report draws on various academic sources and provides a detailed comparison to showcase the differences in their marketing strategies.

MG412
Principles of
Marketing

Table of Contents
Introduction............................................................................................................................3
Segmentation Targeting and Positioning Strategic Approach................................................3
Price........................................................................................................................................6
Promotion...............................................................................................................................7
Conclusion and Recommendations........................................................................................9
References......................................................................................................................................10

Introduction
Marketing mix is regarded as the set of tactics action strategies that are adopted by
organisation for the purpose of promoting the brand or product in the target market. There are
mainly four different types of elements that are part of a typical marketing mix that includes
product price place promotion (Wu and Li, 2018). In the present report there is discussion of two
most popular ice cream brands for the purpose of analysing the different types of marketing
strategies that have been adopted by the strength and making a detailed evaluation of the
marketing mix elements of these to competitive brands according to the relevance they are
holding in the Marketplace.
Segmentation Targeting and Positioning Strategic Approach
Market segmentation is regarded as the process of dividing market in small groups of buyers
according to distinct characteristics needs behaviour that are required to be separated for the
marketing strategies. Haagen Dazs segmenting the market according to different types of
variables for this they have focused on use of Geographic segmentation that divides the market
according to different geographical units such as nation states region cities countries
neighbourhoods (Datta, Ailawadi and Van Heerde, 2017). In Malaysia they have chosen 13
states and where there are top three ranking of population state that are mainly targeted.
Targeting:
Haagen Dazes is focusing on concentrated targeting strategy. This strategy it has become a
global household name for ice cream industry and they are focusing on female customers such as
students and office going women for expansion of their future product line (HR and Aithal, .,
2020). The main reason behind targeting female segment of customer is that they are using
differentiated targeting strategy where women are more interested in eating deserts like ice-
cream. Further they are also talk getting customers because of the different products that can be
made by ice cream such as ice cream Cakes and ice cream shakes.
Positioning:
Haagen Dazs has been able to successfully position their products in the minds of their
customers with the impression of high-quality desert. They are having a competitive advantage

of slow melting because of the high quality ingredients and less real that they are using in their
products that is leading to longer lasting pleasure with the rich delicious flavour that they are
offering. They have able to create a successful position in the market by being one of the first
super premium Ice Cream brands that has been contributing towards the Expectations of their
customers since 1961.
Whereas:
Positioning:
Jerry ice cream has been able to create a differentiation position because of the mission that they
are striving to be the world's best Ice Cream brand. Major focus level of the brand is towards
using sustainable ways for generating profit has lead to providing fair compensation to all the
employees and stakeholders (Ndofirepi, Farinloye and Mogaji, 2020). They are also using a
strategy of societal marketing orientation where the work is not only satisfying their customers
but also enhance in the society is long term interest.
Segmentation:
Jerry's have segmented the market according to the different types of age group customer
belongs to. It includes teenager’s children and big adults. So segmented a college, going students
where there is more demand of treat and this has been used as a strategy for selling the products
in many college campuses.
Targeting:
The target market of this brand is to segment of customers who are willing to pay extra for the
unique flavour combinations. They are reliant on customers who are value in the quality over
convenience and prices while they are making the Purchase decisions. The target market of
Jerry's is the original premium ice cream is Middle East brand conscious individuals who are
having higher disposable income and a living in urban areas.
Product/Brand:
Segmentation: Jerry's have segmented the market according to the different types age groups
customer belongs to. It includes teenager’s children and big adults. So segmented a college,

going students where there is more demand of treat and this has been used as a strategy for
selling the products in many college campuses.
Targeting:
The target market of this brand is to segment of customers who are willing to pay extra for the
unique flavour combinations. They are reliant on customers who are value in the quality over
convenience and prices while they are making the Purchase decisions (Rajavi, Kushwaha and
Steenkamp, 2019). The target market of Jerry's is the original premium ice cream is Middle East
brand conscious individuals who are having higher disposable income and a living in urban
areas.
Positioning:
Jerry has been able to create a differentiation position because of the mission that they are
striving to be the world's best Ice Cream brand. There is focus of the brand towards using
sustainable ways for generating profit has lead to providing fair compensation to all the
employees and stakeholders. They are also using a strategy of societal marketing orientation
where the work is not only satisfying their customers but also enhance in the society is long term
interest.
Levitts model:
Core product:
It is based on the core product of the brand friend is based on offering high quality ice cream
which is the main core product of this brand.
Basic product:
Basic product is for different flavours of ice cream that are offered by both the brands that is
Jerry's ice cream (Venaik and Midgley, 2019). Both are having a premium ice cream product
that are having a little air pump and contains high butterfat content but high quality ingredients.
Expected product:

The expected product by customers in case of Haagen-Dazs is the use of natural stabilizer such
as Gaur gum that is present in most of the ice cream. This is not exactly present in case of
ingredients of the Jerry's ice cream that leads to more artificial flavours.
Augmented product:
Augmented product consists of the products experiences are exceeding the customer
expectations.
In Haagen Dazs there is more enjoyment of the rich and creamy texture that is overcrowding the
junk that are added to the product. Further they are having a more in-depth product line in terms
of the sizes as they are available both in printed and small Cup as compared to Jerry's brand
(Jaminyasa, Pulawanand Amerta, 2017).
Potential product:
Potential product could be the further Expectations that can be fulfilled by both the brands. In
jerry’s it could be related to adoption of more ingredients that are naturally occurring so that
there can be the full organic final product that can be offered to customers.
Haagen-Dazs ice-cream is having cream that is crafted with special blend of creams and fruits
according to their customers. The taste and flour is in different variety of flavours. The
Packaging of their products is also unique that is offering this brand a high competitive
advantage.
Where as
Jerry's ice cream consists of different types of products that are sold to the customers according
to the requirement. They are identified as one of the most famous brands having large number of
flavours because they are having a category of hundred flavours that have been carefully created
by flavour gurus. Their products are made with better quality ingredients and different types of
product ingredients include fair trade ingredients cage free eggs and blissful brownies.
Price
Haagen-Dazs ice-cream has adopted a premium or a price skimming strategy where they are
offering their products at high prices as compared to other competitor’s brands. It is creating a
situation of a competitive advantage for this brand because customers are attracted because of the
high quality products that they are offering.

Where as
Price: Ben & Jerry's are focusing on adoption of a strategy that is of geographical pricing. In this
there are different prices that are set according to different regions such as in UK the prices are
kept slightly higher as compared to other countries like Europe.
Promotion
The promotion techniques that are used by this brand are according to the quality that they are
offering. The quality of product is very high and according to that they are offering coupons and
discount but the main objective is always to make the customers aware about the standards of
quality that are made by this brand (Jaminyasa, Pulawanand Amerta, 2017). They are using
different types of advertising campaigns that are designed to appeal customers and they are
having a belief of being less materialistic.
Where as
The promotion techniques of this brand are based on social consciousness and the way they are
making donations to charitable and environment friendly beneficial programs. They have
developed unique marketing strategies that have lead to understanding the consciousness of
society and how can they focus on sustainable development. Promotional strategies include the
Free cone days and also some of the social and environmental contributions that they are meeting
are highlighted in their marketing campaigns that are part of the value portion of the website.
Place
Place of selling by Haagen-Dazs ice-cream is used according to the convenience of customers
for this the target segment is five major supermarkets who are dominating the market place for
ice cream. For the purpose of getting an identified place on the shelves of Supermarket there is
requirement to match the standards according to the requirement of target segment of customers
who are approaching such supermarkets. Haagen-Dazs has been successfully able to meet the
standards of quality in their product.
Where as
Jerry's ice cream is ensuring that they are able to ensure that all the products are available
according to the need of customers. They are having a strategy of superior premium ice cream
that are selectively distributed in different sizes ranging from single serve curves to the point 5

gallon buckets. They are having their store Placement in only generally found locations that are
cal supermarkets also having peace pops at certain details shopping centres where the ice-cream
is offered at certain discounted rates. The strategy of the brand is combining the consumer says
production unavailability of product.

Conclusion and Recommendations
From the above discussed scenario it can be summarised that both the ice cream brands are
having their own competitive strategies that has helped them in achieving of the differentiation
position for the target segment of customers that they are targeting. The main focus of marketing
mix strategy is how to form the future of strategies according to the present scenario and
Expectations of customers. The pricing and the promotion are two major concepts that have to be
focused in order to establish the successful brand.

References
Books & Journal
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
HR, G. and Aithal, P.S., 2020. Establishing True Lifestyle Brand in India: An Integrated Marketing Mix
Framework. International Journal of Management, Technology, and Social Sciences (IJMTS),(June
2020), 5(1), pp.261-284.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher education market: A case
of Africa.
Rajavi, K., Kushwaha, T. and Steenkamp, J.B.E., 2019. In Brands We Trust? A Multicategory, Multicountry
Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities. Journal of
Consumer Research, 46(4), pp.651-670.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-adaptation in MNC
subsidiaries. European Journal of Marketing.
Jaminyasa, I.M., Pulawan, I.M. and Amerta, I.M.S., 2017. The marketing mix affect on the consumer buying
decision (case study of sausage products at PT. Aroma Denpasar). International journal of social sciences
and humanities, 1(2), pp.65-74.