Marketing Strategy Report: Halo Top and Ben & Jerry's Ice Cream Brands

This report elaborates on the importance of marketing principles by comparing the strategies of Halo Top and Ben & Jerry's ice cream brands. It examines key elements such as target market, product/brand positioning, pricing, place (distribution), and promotion. The analysis highlights how each company utilizes these principles to achieve organizational goals, cater to customer preferences, and maintain a competitive edge in the market. The report also discusses the differences in their target audiences, product offerings, pricing strategies, and promotional activities, ultimately concluding that understanding and adapting marketing principles are vital for success and continued growth in the ice cream industry. Desklib provides access to similar reports and study tools for students.

PRINCIPLE OF
MARKETING

EXECUTIVE SUMMERY
In present report the importance of principles of marketing is elaborated. The principle of
marketing consist of different strategy such as how the company or organization target the
customers in the market in order to increase the sale and production of company. Along with this
what strategy company used for price, place, promotion also how the distributional channel work
in different organization with the help of two brands which are brand a Halo top ice cream and
another brand that is brand B Ben and Jerry.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Principles of marketing ...............................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Principles of marketing it refers to the plan of action which Company use in order to
achieve organizational goal(A, B. 2018). It plays essential role in marketing mix to spread the
awareness among the consumer about the product company will go to launch the market. The
principle of marketing consists of different factors such as target market, product or brand, price,
place and promotion. This report will examine the effects of marketing mix with the help of
comparative analysis between two competitive ice cream brands. Halo Top as well as Ben and
Jerry are the top selling companies of America which produce low calories ice creams with
numerous flavours. Furthermore, this report will highlight how these companies target the
market and mange to increase the scale of growth in a marketplace. Marketing principles are
based on marketing ideas which are used for an effective marketing strategy and company can
use marketing expenditures efficiently.
MAIN BODY
Principles of marketing
Principles of marketing are a process of marketing which consists of different strategies
to create the value in the market and improve durable connection with the customers in order to
gain profit and organizational goal. Halo top or Ben and Jerry are the famous ice cream breads
which used the principles of marketing in context to achieve the organizational goal. With the
assistance of marketing mix company can fulfil demand and supply of the customer and also
modify the market strategy according to the taste and preference of customers. Principles of
marketing which is bifurcated into different factors are elaborated further. four basic principles
of marketing are price of product, place of manufacturing and selling, kind of product,
positioning of product and people all of these are interlinked with each other that’s why they can
be called as marketing mix (Mohammadi, H, Saghaian, S. and Alizadeh, P, 2018)
Target market
Target market refers to the plan of action which is based on the demand of the customer
and the purchasing power of individual. Target market includes multiple factors as everyone is
having different age, gender, choice and different mind-set for the particular product (Nasirun,

et.al. 2019). In order to gain profit and increase the production, companies target its customers.
In these market strategies organization focus on the market value for the product company is
producing. Halo top ice cream targets the customer who prefers to use low fat and low sugar ice
cream. Generally the brand is chosen by females as woman are highly concern with health.
According to taste and preferences of the people the brand offers organic and natural ingredients
ice cream to attract more customers. Generally Halo top brand is recommended to the females
and people between the age of 18 to 34. Whereas Ben and Jerry ice cream company have
different targeted audiences. The company attract the customer who are in colleges, schools and
middle age group which includes children and families. The bread also delivered sugar free ice
cream for the diabetic patients. As compare to Halo top the organization Ben and jerry deliver
product in the cheapest price with high quality so the middle class families can afford easily.
Commonly People who are having high income prefer Halo top ice cream.
Product/ brand
As per the Levitt model both the ice cream band have different core values(Nonthapot, S.
and Thomya, W., 2020). In case of halo top ice cream the brand offer lower calories' product
made with natural and organic ingredients in order to supply great taste which contains protein.
Whereas Ben and Jerry products are concern with good quality ice-cream also consist of rights
and dignity, social or economic justice as well as environmental protection. Ben & jerry produce
only three flavour of low calories such as P.B. Dough, caramel, chocolate milk and cookies
flavour. where halo top offer non-dairy peanut butter cups in order to deliver similar taste
contains 80 calories per pint which is less than other brand includes 160 calories per pint. Ben &
Jerry deliver bold flavours in order to maintain unique reputation in the market and creating loyal
customers on the bases of super premium quality of creams. In order to compete this brand other
brand halo top use dairy product with natural sugar in milk which contain less cream with high
protein. As compare to other brand Halo top offer vegan version of ice cream that develop
unique reputation in the market and attract health conscious customer. Ben & Jerry support
sustainable packing as the company stop offering plastic straws and spoons rather than brand use
wrapping which is free of petroleum based plastic. Halo top contain recyclable packaging made
of a unique paper with plastic coating of polyethylene. Some most famous products of halo top
are : chocolate chip cookie dough, mint chip, sea salt caramel, peanut butter cup, chocolate, red

velvet while famous products of ben and jerry are chocolate fudge ice cream, tonight dough,
phish food americone dream chunky monkey
Price
Pricing play very important role in identifying expenses and profit as well as loss in the
market any business enterprise acquiring (Rahmah, K., Sumarwan, U. and Najib, M., 2018). Ben
and jerry has retail pricing according to the customer’s budgets. Wide range of customer prefers
range from $4.39 for classic pint flavours to $5.19 for non-dairy pint flavour. As compared to
Ben and Jerry halo top ice cream offer expensive ice cream to the customer. Along with the
profit ben and jerry focus on social justices points so the company provide economical product.
The customers of ben and jerry prefer quality over pricing,the company provides premium
quality to the customers, Ben and jerry never provide discount to its customers on their own ice
cream parlours. But customers can get them on discount from other retailers like Walmart, It
follows same pricing policy so there is no variation in price the company generates a revenue of
800 million $ per annum. While halo top ice cream can be taught from many grocery stores large
and small and from supermarkets for an average price of $5.99 and also from online stores at a
price of 6.99,halo top generates 10% more revenue than Ben and Jerry
Place (distribution)
It is very necessary for brand to distribute its products and expand there area for selling to
grow the business and maintain brand value (Jindal, P., Zhu, T., Chintagunta, P. and Dhar, S.,
2020). similarly, ben and jerry sells its products worldwide via multiple sources, in order to
increase the business and supply goods and services in the market the organization Ben and Jerry
supply the products through various channels (online websites, retailers, supermarkets and own
store) in order to fulfill demand and supply of customers the company deliver at doorstep And
catering services, the brand is expanded to 40+ countries all over the world but provide limited
services according to the customer count of the country. Company gets its raw materials in large
scale from local farmers, process it and sell the final products to customers, retailers, whole
sellers in order to introduce in the market. At present halo top sells its products over united
states, Europe, Australia and Singapore, and they sell it on online store too macrosocio-
economic. Major cities like new York Washington, DC halo top opens a retail outlet where

customers can purchase ice cream by the scoops of ice cream, there are markets for ice cream
shop which offer healthy ice cream.
Promotion
The main target of the promotion is to make customers aware of the existence of brand
and its position in market (Siripipatthanakul, S. and Chana, P., 2021). Target audience of the
company Ben and Jerry are kids and teenagers as they assume mostly ice cream is preferred by
youngsters, in order to attract more customers they offer free ice cream cone to everyone as the
company celebrates free cone day once in every year. They use social media platform ads to
promote their products by creating post challenges. They also support social issues and
campaigns to attract customers. Company also advertise through newspaper and billboards. Even
halo top ice cream company follows same techniques as ben and jerry, halo top ice cream targets
customers of all age group, and they don’t neglect any customer requirements from diet ice
cream to totally dairy based ice cream they provide it all Halo top mainly focus on its high
quality products and premium services remain in spotlight both ben and jerry and halo top uses
social media marketing like Instagram Facebook Twitter and Pinterest which have thousands of
devoted followers.
CONCLUSION
From the above report it has been concluded that principles of marketing play a vital role
in both companies such as : brand A halo top and brand Ben and jerry. Both companies target
different market segment and to beat their rival companies they can change there services, to
increase their business they can change there pricing criteria, halo top ice cream can sell more
products than ben and jerry if they reduce their selling price. from above analysis the companies
can enter a new market if they adapt each other’s services.
This report also highlights that both brands are very concerned about their customers health. We
can conclude that rival companies plays a vital role in competition market so that a single firm
can’t establish their own monopoly and customers get the best service out of it. Both companies
can expand their business through distribution channel.

REFERENCES
Books and journals
A, B. 2018. [Online]. Available through.
Jindal, P., Zhu, T., Chintagunta, P. and Dhar, S., 2020. Marketing-mix response across retail
formats: the role of shopping trip types. Journal of Marketing, 84(2), pp.114-132.
Mohammadi, H, Saghaian, S. and Alizadeh, P, 2018. Prioritization of expanded marketing mix
in different stages of the product life cycle: The case of food industry
Nasirun, et.al. 2019. Role of marketing mix and halal certificate towards purchase intention of
agro based products. International Journal, 2(7), pp.37-46.
Nonthapot, S. and Thomya, W., 2020. The effect of the marketing mix on the demand of Thai
and foreign tourists. Management Science Letters, 10(11), pp.2437-2446.
Nonthapot, S. and Thomya, W., 2020. The effect of the marketing mix on the demand of Thai
and foreign tourists. Management Science Letters, 10(11), pp.2437-2446.
Rahmah, K., Sumarwan, U. and Najib, M., 2018. The Effect Of Brand Equity, Marketing Mix,
And Lifestyle To Purchase Decision At Maxx Coffee, Bogor. Journal of Consumer
Sciences, 3(2), pp.01-15.
Siripipatthanakul, S. and Chana, P., 2021. Service Marketing Mix (7Ps) and Patient Satisfaction
in Clinics: A Review Article. International of Trend in Scientific Research and
Development, 5 (5), pp.842-850.