For this activity I have decided to write about Ben and Jerrys and Haagen-Dazs ice cream. They are two competitor brands towards the top end with the market. Choice to write regarding ice cream because it is very popular and there is lots of info available information. They also have good marketing and promotional approaches.
I chose to create about Haagen-Dazs, as it is the best known goodies. It is the number one super high quality ice cream with 43 % of the market share.
It is quite high-priced as it is about 5 for any carton within the ice cream however it is very nice. It is created using natural ingredients and its particular flavours will be Chocolate, Butter Pecan and Cherry Vanilla. It was initially made more than 40 years before. Haagen-Dazs uses the finest and purest substances.
Ben and Jerrys is likewise at the top end of the market but it is known as a newer manufacturer as it was first made in 1978. It has 39% of the market share and is the number two brand.
That costs a little bit less than Haagen-Dazs as well. The purchase price is still quite expensive though since all the products applied are purchased from minority and disadvantaged personnel.
It has a more fun image and has flavors such as Phish Food, Super berry Nice and Cherry wood Garcia. It can be aimed even more towards teenagers than Haagen-Dazs is. It is aimed at young men and women in their teens, twenties and 30s with a high disposable profits.
Although the products are both at the pinnacle end in the market and therefore are luxury snow creams they have very different ways to their marketing and promotional approaches.
Ben and Jerrys is usually marketed like a fun manufacturer. It aims to try and entice younger persons than Haagen-Dazs. This is proven by the brands of their ice cream flavours and also by the design of the packet.
Haagen-Dazs has a more sophisticated image and it has a even more grown-up fichier. It is focused more towards older people, for example , people within their late 20’s, 30’s and 40’s.
Marketing Promotional Tactics
Marketing Blend and Campaign has 4 main is designed. It is known as AIDA. It sums the purpose of interaction with clients through promotions.
A firms Unique Selling Point (USP) is exactly what they use to make them different to other companies who are selling precisely the same things as them.
Ben and Jerrys have a very good laid back picture but they also include a social awareness. Once Ben and Jerry first started their company, they will started the idea of giving back to the community as a whole. They make sure that the milk each uses is purchased from Vermont maqui berry farmers and they purchase the brownies they use in some with their ice products from disadvantaged workers. Additionally, they give six. 5% of their profit aside to help cultural and environmental causes. This is certainly their Unique Feature.
Haagen-Dazs USP is that they is surely an ice cream aimed at adults that uses the particular finest substances. They industry themselves because the ultimate in luxury and extravagance.
There are numerous different types of media that can be used in promoting products. They are the mass media: television, a radio station, cinema and the internet. There is billboards, mags, planes and product positioning. Local press can also be used which is recognize boards, store windows and public places.
These influence buyer behaviour by convincing them to buy the product they are advertising.
Haagen-Dazs has a lot of advertising. That they advertise at cinemas and in addition on the television set. They also have publication and billboard advertisements. They advertise themselves as being a luxury ice cream and also have started a fresh advertising campaign ” “Made intended for Movies. This is going along with a special offer by Blockbuster video clips where they provide free video rentals.
When Haagen-Dazs initial started in Great britain they had anything of oral cavity campaign to make them appear very reputable. They had advertised it since an superior product including first it had been only sold in upmarket shops. They happened to run advertisements in magazines like Vogue in order to appeal to the right sort of audience they will wanted. Haagen-Dazs used AIDA to get feed information in order to get individuals attention. Most people wouldn’t be able to buy it at first even though because they didn’t shop at the proper shops and it was expensive but after having a while they will started providing it in lots of outlets. People bought Haagen-Dazs mainly because they desired to see what all the bother was about of course, if it really was as good as other people said.
Bill and Jerrys also advertise their products however, not as much as Haagen-Dazs. They do not possess any tv set advertising at the moment; neither have they got any publication adverts. There is a lot of promotional evens however , such as buses that try universities and gives free sampling days.
Bill and Jerrys is often bringing out new flavours of ice cream and often has a “Flavour of the Month They also failed to make flavours that are not selling well. This is therefore customers having bored of the identical thing. That they advertise these types of new flavours in magazines and billboards and people are keen to try what these fresh flavours style like. In addition they advertise that they give a percentage of their earnings to charity and the Ben and Jerry Foundation and this is used to find customers.
The two Ben and Jerrys and Haagen-Dazs offer an upmarket picture and at the moment they are the just two ice-cream brands to have this picture. People would prefer to buy the more expensive brand and get the picture that goes with it than buy an inexpensive ice-cream which usually tastes as good mainly because they don’t get the image that is associated with that.