Principles of Marketing Report: Haagen Dazs and Ben & Jerry Strategies

This report offers a comprehensive comparison of the marketing strategies employed by Haagen Dazs and Ben & Jerry, two prominent players in the premium ice cream market. The analysis delves into various aspects of their marketing approaches, including their respective target markets, product offerings, pricing strategies, distribution channels (place), and promotional activities. The report highlights how Haagen Dazs targets upper-class customers with a focus on luxury and premium experiences, while Ben & Jerry caters to a broader audience, emphasizing a fun and socially conscious brand image. The report examines the product features, pricing models, distribution channels, and promotional tactics of each brand, providing insights into their effectiveness in attracting and retaining customers. The conclusion summarizes the key findings and offers recommendations for both brands to optimize their marketing strategies and enhance their market presence. The report emphasizes the importance of understanding consumer behavior, adapting to market trends, and leveraging the marketing mix elements to achieve competitive advantage. The report also provides references to academic sources and industry publications to support the analysis.

Principles of
Marketing
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EXECUTIVE SUMMARY
The organisation are making strategies to help them in attracting customers and the
organisations have marketing strategies to increase performance. The organisations should
understand the behaviour of customers.
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Findings.......................................................................................................................................3
CONCLUSION AND RECOMMENDATIONS............................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
The marketing mix is the process where the organisations make strategies to promote the
products and services (Mothersbaugh, Hawkin and Kleiser, 2019). It has different factors for
making the strategies of the organisation. The chosen organisations is Haagen Dazs and Ben and
Jerry ice cream. They are competitors and have the market strategy where they have a battle to
have the position in the market. The share of market for Ben and Jerry is 29% and Haagen Dazs
has 16% in UK. They have customer in many countries of the work like Germany, USA, etc. and
Ben and Jerry has a market share of 11% across the globe. They are premium ice cream brands
and are giving good products to customers. The report includes the effectiveness and marketing
mix of Haagen Dazs and Ben and Jerry, target market, STP and strategies.
MAIN BODY
Findings
Comparison of Target Market
The target market is the customers of the organisation where the strategies are focussing
on satisfying the needs of customers. They are increasing the satisfaction of customers by
providing goods and services to achieve success (Alqahtani and Gupta, 2017). They are attracted
and increase profits by best quality products and maintaining long term relationship with
customers. The organisation make products and services for the target market. The customers
who are the target market of the organisation have similar characteristics like income, lifestyle,
likes, behaviour, etc.
Haagen Dazs is focussing on the upper class customers where they are focussing on
specific needs of customers who want sensual, elegant, premium and luxurious products. The are
making the strategies for customers who want to attract their partners and are young couples and
teenagers from 18-40 years of age. They are focussing on customers who have high income and
wants to increase the satisfaction of customers where as Ben and Jerry is satisfying the needs of
customers who want to feel young and they are middle class professionals. The customers want
quality products and they should have taste because the customers want to pay for healthy
lifestyle. They want to provide good experience to customers and they will give them brand
name. They are focussing on age group of 10-35 and want fun and simple products. Ben and
Jerry has a brand image which is helping them in the having customers across the globe.
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Haagen Dazs has promotional activities where they have the products in the TV series
and have partnership with Ronald Garros for 19 years. Ben and Jerry is having the funny
message in the shows they place the products.
Product
The products are the physical goods that will satisfy the needs of customers (Bang, Joshi,
and Singh, 2016). The organisations increases profits by selling goods to customers. It involves
cost in making products but they help organisations in achieving the goals.
Using Levitt's model of brand- The most important factor for attracting customers to
products of Ben and Jerry is that the packaging has a visual identity and customers knows the
brand which is simple and fun. They have well designed logo and have attractive colours. They
have many products which are original and are in many flavours and they are focussing on
quality of products where as the packaging of Haagen Dazs is red in colour and has a golden lid.
They have luxury packaging and simple logo with the flavour of ice cream.
Haagen Dazs is a large brand with trustworthy customers who are important for the
organisation and they make strategies to increase the satisfaction of customers (Peterson and
Crittenden, 2020). The brand focuses on connecting sproducts with the needs of customers and
makes them interested in the products by making them attracted to the taste of the products
where as Ben and Jerry is a brand which is social and fun to have.
The customers of Ben and Jerry feel that the brand is genuine and have real products with
good taste and they get experience with low fat and healthy products. The personality of the
brand is farmer where they are sincere and safe for the environment. They are the activists who
are protecting the society where as Haagen Dazs has a image which is prestiges and have good
quality products. The brand has authenticity and the quality of products helping them to make
strategies.
Price
The pricing of products of Haagen Dazs:
Products Price of 1 scoop
Bailey's Irish Ice cream Shake 5.45
Low fat ice cream (1 scoop) 2.95
Vanilla ice cream (1, 2 and 3 scoop) 2.95/ 4.95/ 5.25
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Sorbet 2.95
Banana split shake 6.35
Dazzler shake 6.35
The pricing of products of Ben and Jerry:
Products Price of 1 scoop
Core a mel 4.49
Vanilla ice cream ( 1, 2 and 3 scoop) 2.55/ 3.25/ 3.95
Fudge factor 4.49
Banana split shake 5.99
Haagen Dazs uses premium pricing strategy because the quality of the products are
according to the prices they have. The products are attractive for customers because of the prices
and the rich customers feel that they are good products because they are expensive. They have
higher prices compared the competitors like Nestle and Unilever and has many products. Ben
and Jerry has higher prices products but they are cheaper than Haagen Dazs in the similar
products. The products can be differentiated on the basis of price and they have difference in 3
scoops which help customers to make the strategies. The pricing of shake is 5.99 for Ben and
Jerry and 6.35 for Haagen Dazs. The strategy of Ben and Jerry is moderate to high prices and
Haagen Dazs is high prices.
Place
The most important factor for the success of the organisation is the place because they
will help them in connecting with customer (West, Ford and Ibrahim, 2015). The place is the
point where customers come in contact with the organisation and they will be attracted to the
organisation.
Haagen Dazs have the products in supermarkets and hypermarkets like Carrefour,
Aachan, etc. and have exclusive stores where customers can have the experience and can taste
products and make the purchase decision. They have flagship store for in store and they have
distribution of ice creams. They have big cafes and restaurants and they can have the experience
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of ice creams. There are many restaurants where they have products and they are Bistrot Romain,
Dell art pizzeria, TGV trains, cinemas, France flights and in cinemas and Disneyland. Ben and
Jerry have products in trucks and they have attractive colours. They are having partnership with
Dominos pizza, Flunch, Hippopotamus, Pomme de pain, speed rabbit pizza and they are the
restaurant and they have partnership with M2 cinemas. They are having products in supermarkets
like Cora, Super U, etc.
The organisations have the strategy of having products which are made with fair trade
and they are not impacting the environment. Ben and Jerry use milk products and they are having
Happy farmers, Happy cows and Happy planet strategy of the organisation. The products of
Haagen Dazs is not having any additives and have natural colour and taste is giving good
experience to customers (Chen and et.al., 2018).
Promotions
The promotion strategy is used by the organisations to increase the demand of products.
They are making advertising strategy to attract customers and will make them increase profits of
the organisation. They are having promotions on social media to increase brand awareness and
the digital marketing strategy of the organisations are helping them in understanding the
behaviour of customers (Stoddard and Clopton, 2015). The cost of advertisement is reduced and
they are helping the organisations in making strategies.
Haagen Dazs has used television and shows to promote the products and have the
partnership with Ronald Garros and the flagship is in red colour and have the stores at premium
locations for attracting customers. They have communicated to them as a brand using natural
ingredients and have promotions in shows. The stores are located in locations where customers
can taste the flavours and select what they want to purchase. They use marketing strategies in
summer vacations to attract customers where as Ben and Jerry use social media to attract
customers and they will make the decisions on the basis of the needs of customers. Haagen Dazs
ice creams are the highest search but customers are attracted to the ice creams of Ben and Jerry
and they are attracted to strategies.
CONCLUSION AND RECOMMENDATIONS
From the above report it is concluded that the organisation have different strategy to
make them attractive and they are unique. The organisations should make the strategies to help
them and Haagen Dazs and Ben and Jerry have similar products for increasing the satisfaction of
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customers. They are attracting customers by giving good experience to customers. It is
recommended that Haagen Dazs should have strategies for attracting customers on social media
because they are having customers who want the organisation to communicate the strategies. Ben
and Jerry should make the strategies for having attractive stores where the experience of
customers can increased.
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REFERENCES
Books and Journals
Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Alqahtani, A.Y. and Gupta, S.M., 2017. Warranty as a marketing strategy for remanufactured
products. Journal of Cleaner Production. 161. pp.1294-1307.
Bang, V.V., Joshi, S.L. and Singh, M.C., 2016. Marketing strategy in emerging markets: a
conceptual framework. Journal of Strategic Marketing. 24(2). pp.104-117.
Peterson, R.A. and Crittenden, V.L., 2020. Exploring customer orientation as a marketing
strategy of Mexican-American entrepreneurs. Journal of Business Research. 113.
pp.139-148.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Chen, S. and et.al., 2018. Teaching design thinking in marketing: Linking product design and
marketing strategy in a product development class. Journal of Marketing Education.
40(3). pp.176-187.
Stoddard, J.E. and Clopton, S.W., 2015. Exploring the differences between new and repeat
visitors to North Carolina wineries: implications for winery marketing strategy
development. Journal of Wine Research. 26(3). pp.225-240.
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