MG412 Marketing Report: A Comparison of Halo Top and Ben & Jerry’s

This report provides a detailed analysis of the 4Ps marketing mix (Product, Price, Place, and Promotion) for Halo Top and Ben & Jerry's ice cream brands. It examines the product offerings, pricing strategies, distribution channels, and promotional activities employed by each company. The report highlights the differences in their target markets, with Halo Top focusing on health-conscious consumers and Ben & Jerry's targeting a broader demographic seeking indulgence and social responsibility. The analysis concludes that both companies have successfully leveraged the 4Ps to establish strong market positions, adapting their strategies to cater to specific consumer preferences and market trends.

THE 4P'S MARKETING
MIX

EXECUTIVE SUMMARY
This report has discussed 4 p’s of marketing mix which are important to analyse the
positioning of the product at right place, time, price. Moreover, this report has analysed Halo
Top ice- cream and Ben and Jerry’s ice-cream case study where 4p’s of both the company has
been evaluated. Moreover, target market of Ben and Jerry’s ice-cream and Halo Top ice- cream
has been compared.

Table of Contents
INTRODUCTION..........................................................................................................................4
MAIN BODY..................................................................................................................................4
4 p's of marketing.........................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing mix can be defined as a set of marketing tactics which is used to promote a
goods and services. 4 p's stand for product, price, place and promotion of goods and services.
This report is based on the case study of two company Halo Top ice- cream and Ben and Jerry’s
ice-cream. Halo top creamery represented as guilty free ice cream brand founded by Justin
Woolverton in 2012. It focuses on high protein, low calories and sugar etc. Moreover, currently
it sold its products in US, Mexico, Australia, Canada and further in UK (Michalak, 2019). Ben
and Jerry’s ice-cream founded by Ben Cohen jerry Greenfield and located in Vermont, US in the
year 1978. It offers super premium quality of ice cream, sorbet and frozen yogurt. This report
will cover four p's of marketing mix and target market of both the company.
MAIN BODY
4 p's of marketing
4p's are to be classified as given below
Product:
Ben and Jerry’s ice-cream offers different flavour of ice cream which include Netflix
original flavour, pint slices, cookie dough chunks etc. Moreover, it is manufactured frozen
yogurt, ice cream and sorbet. It focuses on the fantastic flavour and high quality for its own sake.
There are 112 different flavours of ice cream (Mayakkannan, 2019). As company has emphasis
on the unique product quality and premium quality packaging, high quality of ingredient. Ben
and Jerry’s ice-cream started with a $5 correspondence course as cream making in pan state. It is
the first ice cream scoop retail store in a renovated at gass station. Company has focused on to
invent creamy delicious ice cream in order to connect with the social community and by
celebrating a free film festival, in their first anniversary. Moreover, it offers various type of
unique flavour combination. As all new flavour are invented without any taste marketing. In
addition to this, an original scoop shop has made with recycled material.
Halo Top offer the healthy ice cream product which is full of high nutrition, low sugar
etc. Company has manufactured amazing flavour of ice cream by keeping in the mind that people
can enjoy all the varieties without worrying about their health issue (Sullivan, 2017). Halo Top is
recognized as a light ice cream store. Moreover, Ice cream of halo top is first founded in its
grocery store, with fewer calories, less sugar, high protein than the traditional ice cream. It has

made new and healthy categories of ice cream. The main objective of this company is to create
new and delicious taste. It sells different favours of ice cream which include dairy, dairy free
product. Moreover, it also includes key lime pie and pumpkin pie etc.
Price:
Ben and Jerry’s ice-cream offer high quality product with high price. Most of its products
are expected to be $5 to $6. It is because entity uses high quality of ingredient in order to stand
ahead from their competitors. Generally, business charge $7 for unique flavoured ice cream.
Moreover, the prices of the ben and jerry's ice cream is generally range in R$14-45, dependent
on the flavour, type and quantity. For instance, Netflix ice cream of ben and jerry is 3 times
expensive than the others (Thabit and Raewf, 2018). Moreover, due to the weight and name carry
with it create an impact on its sells. In addition to this, vegans are the expensive generally
retailed or buy at $40. Further, to make an ice cream after processing the vegan is also more
expensive than the milk based on plant are also has high cost then regular milk. Moreover, along
with the cost it is required to take care of the quality of the product.
Halo Top: Even after Halo ice cream is expensive but people prefer to go for it. It is
because this ice cream is contained healthy nutrition, protein which will make people free from
the warring about their health issue (Kareh, 2018). The price range of Halo top ice cream is
between the $5.99 to $7.99. Moreover, its revenue which is earned by the company is $2 billion.
Company has higher prices in other countries except US that is why the demand of the product in
high in US. As company is using high quality of packaging and ingredient to make their product
unique and attractive.
Place:
Halo top sell their product in 25 countries worldwide. Moreover, online and offline
selling is done through website, retail store and social media channel. Moreover, on its social
media channel the number of followers is continuous increasing through which it can interact
with the target able customer. In addition to this, company sell their product in Mexico,
Australia, Canada, UK, US etc. Moreover, through its official website it has reached to large and
large customer base. Company gives regular update to their desired customer through social
media channel.

Ben and Jerry’s ice-cream sell their product through online mode like with the help of
website and social media channel etc. Moreover, its delivery to customer house gives quick and
easy access. Currently, company has made their product distribution easy with the help of food
distributors. In addition to this, company also sold each flavour of ice cream in buffets and as a
host party (Jarek and Mazurek, 2019). Further, it also makes people aware about company and its
mission. Further, company also allow the customer buy with easy delivery. Cool visuals and
interactive option make their audience more interactive users’ attention. With the help of website
interaction, company customized their product and services according to the customer needs and
preferences. Business is especially growing in the area of low calories and non-dairy ice cream.
Promotion
Ben and Jerry’s ice-cream adopt their different type of promotional activity which
include advertisement through newspaper, TV, social media account and website. Moreover, its
advertisement is inclined towards the environment friendly. Moreover, it targeted to Gen z who
is usually more concerned towards the environment. Their advertisement is done through digital
mode like social median channel and website (Ciszek and Logan, 2018). Company has already
adopted the new technology to reach large number of customer base. Further, company use
email, SMS to make their user aware about new offers, discounts etc.
Halo Top use different type of slogans like “no bowl, no regrets” and “stop when you hit
the bottom.” company has 775 likes on its Facebook account and 700k follower on Instagram.
Therefore, company interact with their desired customer regarding their taste and preference,
offers, discounts etc. with the help of social media account and technical boot. Moreover,
company also use different tools and promotional techniques to maintain their relation with the
loyal customer. In addition to this, company also build strong relationship with their customer
Target market
The target market of Halo top is the student of college whose age is lie between 18-25.
Moreover, it also gives more focus on adults (people who work out daily), dieters and people
who are suffering from diabetics’ problem. There are much healthy ice cream present in the

market but none of their competitors have the same or traditional taste as Halo top has. Further,
company is continuous trying to increase their taste by keeping in the mind that customer health
does not get spoil. As per the geographical area, Halo top sell their product in 5 countries
through online and offline mode.
Ben and Jerry’s ice-cream, target market is people whose age is between of 6 and 36
years and don't concern for finances. Moreover, this group is including the people who are
seeking for enjoyment and fun, innovative and trend following etc. In term of geographical area,
ben and jerry covers online and offline market (Babayev, 2018). Further, company has launched
social media campaign in Australia in order to enhance the young target market. Further, it also
focuses on the young adults with the health-conscious mind set who prefer their dessert fat
natural fat. Company focuses on premium packaging of their ice cream with pints witty and
cleaver flavour names along with the flashy colour cartoon picture.
CONCLUSION
From the above analysis the conclusion has been drown that 4 p's of marketing are
essential element for the company's success. In the 4 p' of marketing mix, product, price, place
and promotion are to be analysed. Halo top ice cream has a incredible market share as it is
offering their product with new concept. Moreover, both the companies are adopting the efficient
marketing strategies which include social media marketing, website updation etc. Ben and
Jerry’s ice-cream also deliver the high quality of product which make their customer satisfied. In

addition to this, both the companies are delivering their product by adopting various types of
strategy to meet the taste and preference of the customer. Further, Ben and Jerry’s company is
delivering high premium quality of ice cream along with the super packaging.

REFERENCES
Books and journals
Babayev, N., 2018. Ben & Jerry’s integration strategy for Vietnamese ice cream
market. Молодий вчений. (8 (2)). pp.360-366.
Ciszek, E. and Logan, N., 2018. Challenging the dialogic promise: How Ben & Jerry’s support
for Black Lives Matter fosters dissensus on social media. Journal of Public Relations
Research. 30(3). pp.115-127.
Jarek, K. and Mazurek, G., 2019. MARKETING AND ARTIFICIAL INTELLIGENCE. Central
European Business Review. 8(2).
Kareh, A., 2018. Evolution of the four Ps: Revisiting the marketing mix.
Mayakkannan, R., 2019. A Study on Green Marketing Practices in India. Emperor International
Journal of Finance and Management Research ISSN, pp.2395-5929.
Michalak, R., 2019. Ben & Jerry’s: Continuing to turn values into value through Linked
Prosperity. In Perspectives on Purpose (pp. 172-180). Routledge.
Sullivan, C., 2017. The ice cream split: Empirically distinguishing price and product space
collusion. Available at SSRN 3321948.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Online references
Ben & Jerry's Marketing Strategy & Marketing Mix (4Ps), 2021. [Online]. Available through
<https://www.mbaskool.com/marketing-mix/products/18118-ben-a-jerry.html>
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