Marketing promotional strategies and analysis for Haagen-Dazs and Ben and Jerrys

Essay by SpliffyHigh School, 12th grade May 2004

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For this task I have chosen to write about Ben and Jerrys and Haagen-Dazs ice cream. These are two rival brands at the top end of the market. I decided to write about ice cream because it is very popular and there is lots of information available about them. They also both have good marketing and promotional strategies.

I chose to write about Haagen-Dazs, as it is the best known ice cream. It is the number one super premium ice cream with 43 % of the market share. It is quite expensive as it is about £5 for a carton on the ice cream but it is very nice. It is made with natural ingredients and its flavours are Chocolate, Butter Pecan and Cherry Vanilla. It was first made over 40 years ago. Haagen-Dazs uses the finest and purest ingredients.

Ben and Jerrys is also at the top end of the market but it is a newer brand as it was first made in 1978.

It has 39% of the market share and is the number two brand. It costs a little bit less than Haagen-Dazs as well. The price is still quite expensive though as all the products used are bought from minority and disadvantaged workers.

It has a more fun image and has flavours such as Phish Food, Berry Nice and Cherry Garcia. It is aimed more towards young people than Haagen-Dazs is. It is aimed at young men and women in their teens, twenties and thirties with a high disposable income.

Although these products are both at the top end of the market and are luxury ice creams they have very different approaches to their marketing and promotional strategies.

Ben and Jerrys is marketed as a fun brand. It aims to try and attract younger people...