Marketing promotional strategies Essay

For this task I break chosen to carry through close to Ben and Jerrys and Haagen-Dazs cover salve off. These are two rival brands at the all overstep end of the mart. I decided to write to the highest degree ice cream because it is very popular and there is lots of information available about them. They besides both flummox good merchandiseing and promotional strategies.I chose to write about Haagen-Dazs, as it is the best known ice cream. It is the crook 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 indwelling 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 as well 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 harvest-feasts used are bought from nonage and disadvantaged workers.It has a more than 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 spunky 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 merchandise and promotional strategies.Ben and Jerrys is marketed as a fun brand. It aims to try and attract jr. people than Haagen-Dazs. This is shown by the names of its ice cream flavours and also by the design of the packet.Haagen-Dazs has a more sophisticated image and it has a more grown-up carton. It is aimed more towards older people, for example, people in their late 20s, 30s and 40s.Marketing promotional materialal Stra tegiesMarketing Mix and Promotion has four main aims. It is known as AIDA. It sums up the purpose of communicating with customers through promotions.A companies Unique interchange Point (USP) is what they use to suck in them different to other companies who are selling the same things as them.Ben and Jerrys have got a laid back image but they also have a social awareness. When Ben and Jerry first started their company, they started the concept of giving back to the association as a whole. They make sure that the milk they use is bought from Vermont farmers and they cloud the brownies they use in some of their ice creams from disadvantaged workers. They also communicate 7.5% of their profit away to help social and environmental causes. This is their Unique Selling Point.Haagen-Dazs USP is that they are an ice cream aimed at adults that uses only the finest ingredients. They market themselves as the ultimate in luxury and extravagance.There are lots of different types of media th at can be used to advance products. These are the mass media television, radio, moving picture and the internet. There is also hoardings, magazines, planes and product placement. Local media can also be used and this is notice boards, shop windows and public places.These influence bribeer deportment by persuading them to vitiate the product they are advertising.Haagen-Dazs has a lot of advertising. They advertise at cinemas and also on the television. They also have magazine and billboard advertisements. They advertise themselves as being a luxury ice cream and have started a new advertising campaign Made for Movies. This is expiry along with a special leave at Blockbuster videos where they bear free video rentals.When Haagen-Dazs first started in England they had a word of sass campaign to make them seem very credible. They had marketed it as an upmarket product and at first it was only sold in upmarket shops. They ran advertisements in magazines like Vogue in wander to attract the set frame of audience they wanted. Haagen-Dazs used AIDA to drip feed information in order to give peoples attention. Most people wouldnt be able to buy it at first though because they didnt shop at the right shops and it was expensive but after a while they started selling it at lots of shops. People bought Haagen-Dazs because they wanted to see what all the fuss was about and if it really was as good as other people said.Ben and Jerrys also advertise their products but not as much as Haagen-Dazs. They do not have any television advertising at the fleck neither do they have any magazine adverts. They have a lot of promotional evens however, such as buses that go round universities and offer free tasting days.Ben and Jerrys is often bringing out new flavours of ice cream and often has a Flavour of the Month They also finish up making flavours that are not selling well. This is so customers do not get bored of the same thing. They advertise these new flavours in mag azines and on billboards and people are keen to try what these new flavours taste like. They also advertise that they give a percentage of their profits to charity and the Ben and Jerry foundation garment and this is used to gain customers.Both Ben and Jerrys and Haagen-Dazs have an upmarket image and at the moment they are the only two ice-cream brands to have this image. People would rather buy the more expensive brand and get the image that goes with it than buy a cheaper ice-cream which tastes just as good because they dont get the image that is associated with it.