Marketing promotional strategies Essay
With this task I possess 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 goodies because it is extremely popular and there is plenty of information available about them. In addition they both have great marketing and promotional strategies.
I chose to write about Haagen-Dazs, since it is the best regarded ice cream. Is it doesn’t number one very premium ice cream with 43 % with the market share. It is rather expensive as it is about 5 for a documentation on the ice cream but it is incredibly nice. It can be made with natural ingredients and its flavors are Chocolate, Butter Pecan and Cherry Vanilla. It absolutely was first made over 40 years ago.
Haagen-Dazs uses the optimum and purest ingredients. Bill and Jerrys is also towards the top end from the market however it is a newer brand as it was first manufactured in 1978. They have 39% with the market share and is the number two brand.
This costs somewhat less than Haagen-Dazs as well. The retail price is still quite expensive though because all the products utilized are purchased from minority and disadvantaged workers. It has a more pleasurable image and has flavours such as Phish Food, Super berry Nice and Cherry wood Garcia.
It is aimed more towards young adults than Haagen-Dazs is. It really is aimed at young men and women within their teens, twenties and 30s with a excessive disposable profits. Although the products are both towards the top end of the market and are luxury glaciers creams they may have very different methods to their advertising promotional strategies. Ben and Jerrys is definitely marketed like a fun brand.
It should try and appeal to younger people than Haagen-Dazs. This is shown by the labels of their ice cream flavors and also by the design of the packet. Haagen-Dazs has a more sophisticated image and it has a more grown-up documentation.
It is directed more toward older people, for example , people within their late 20’s, 30’s and 40’s. Advertising Promotional Tactics Marketing Blend and Promotion has 4 main seeks. It is referred to as AIDA. That sums the purpose of connection with buyers through promotions. A companies Unique Feature (USP) is what they use to create them different to other companies whom are selling a similar things as them.
Ben and Jerrys have got a laid back picture but they also have got a cultural awareness. When ever Ben and Jerry 1st started their particular company, that they started the concept of giving back to the community as a whole. They make sure that the milk they use is purchased from Vermont maqui berry farmers and they buy the brownies each uses in some of their ice products from disadvantaged workers. In addition they give 7. 5% of their profit away to help sociable and environmental causes. This really is their Unique Selling Point.
Haagen-Dazs USP is that they is surely an ice cream directed at adults that uses only the finest ingredients. They industry themselves as the ultimate in luxury and extravagance. There are many different types of press that can be used to promote products.
They are the advertising: television, car radio, cinema and the internet. Addititionally there is billboards, publications, planes and product positioning. Local mass media can also be used which is notice boards, store windows and public places. These effect buyer behaviour by convincing them to purchase the product they can be advertising.
Haagen-Dazs has a large amount of advertising. They advertise in cinemas and also on the television set. They also have magazine and billboard advertisements. They advertise themselves as being a high-class ice cream and also have started a brand new advertising campaign Made to get Movies.
This is certainly going and also a special offer in Blockbuster video tutorials where they provide free online video rentals. When Haagen-Dazs first started in Great britain they had a word of mouth campaign to generate them seem very credible. They had sold it since an improved product with first it absolutely was only bought from upmarket shops. They ran advertisements in magazines like Vogue in order to catch the attention of the right sort of audience that they wanted.
Haagen-Dazs used AIDA to drop feed details in order to get lenders attention. Most people wouldn’t manage to buy it at first nevertheless because that they didn’t store at the proper shops and it was costly but after a while they will started providing it in lots of retailers. People bought Haagen-Dazs because they wished to see what all the talk was about and 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 have got any tv set advertising right now; neither have they got any journal adverts. They have a lot of marketing evens however , such as vehicles that try universities and gives free sampling days. Ben and Jerrys is often releasing new flavours of ice cream and quite often has a Flavour of the Month They also failed to make flavours which are not selling very well. This is thus customers having bored of the same thing.
They will advertise these kinds of new flavours in magazines and on billboards and people are keen to try what these fresh flavours preference like. Additionally they advertise that they can give a percentage of their revenue to charity and the Ben and Jerry Foundation which is used to gain customers. Both Ben and Jerrys and Haagen-Dazs come with an upmarket picture and at as soon as they are the only two ice-cream brands to obtain this image.
People would rather buy the more pricey brand and get the picture that goes with it than buy an inexpensive ice-cream which in turn tastes as good because they don’t get the photo that is linked to it.