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10/10/16 Natalie Edwards IMC 401: Brand Marketing
Introduction
¨ Market Share of the Leading Ice Cream Brands in the
United States (Statista, 2016)
Private Label Ben & Jerry's Haagen Dazs 9% 8.1% 21.9%
VS. 10/10/16 Natalie Edwards IMC 401: Brand Marketing - - PowerPoint PPT Presentation
VS. 10/10/16 Natalie Edwards IMC 401: Brand Marketing - - PowerPoint PPT Presentation
VS. 10/10/16 Natalie Edwards IMC 401: Brand Marketing Introduction Market Share of the Leading Ice Cream Brands in the United States (Statista, 2016) Haagen Dazs 8.1% Ben & Jerry's 9% 21.9% Private Label Ben & Jerrys
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Ben & Jerry’s
¨ Established in 1978 by
Ben Cohen & Jerry Greenfield
¨ First scoop shop opened
in Burlington, VT
¨ Expanded into
international business
¨ Owned by Unilever
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Ben & Jerry’s
¨ Super-premium ice cream category ¨ Ice cream, frozen yogurt, sorbet, & ice cream novelties ¤ Over 50 unique flavors (all natural ingredients) ¨ Use their brand to support social, environmental, and climate justice,
fair trade, & democracy
¨ Committed to serving good, honest ice cream in support of a cause
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Haagen Dazs
¨ Founded in 1961 by Reuben &
Rose Mattus in the Bronx, NY
¨ Started with three flavors:
¤ Vanilla, chocolate, & coffee
¨ Expanded into international
business
¨ Owned by General Mills &
produced under Nestle
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Haagen Dazs
¨ Super-premium ice cream category ¨ Ice cream, gelato, frozen yogurt, sorbet, & ice cream bars ¨ Rich, velvety ice cream that isn’t pumped with air ¨ The brand that continues to transform the finest ingredients into
extraordinary experiences, “bite by bite” (Haagen Dazs)
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Target Audience
¨ Middle-class families ¨ Health and
environmentally conscious consumers
¨ Targets younger
generation with its unique flavors, colorful packaging, & fun brand personality
¨ Older niche market
segment with relatively high income
¨ Concerned about
product quality and brand name
¨ Health concsious
Ben & Jerry’s Haagen Dazs
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POINTS OF PARITY
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Product Price Place Promotion
Haagen Dazs Pint = $6.99 16 oz. = $3.99 Ben & Jerry’s Pint = $5.99 16 oz. = $2.99
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Points of Differences
¨ Strong marketing efforts &
engagement with social and political issues
¨ Name ice cream flavors in
support of relevant causes
¨ Co-branding opportunities ¨ Product placement/
promotion on TV shows
¨ Presence on social media ¨ Brand visibility & exposure
- n international scale
¤ Most popular in Europe ¨ Large distribution network in
- ver 50 countries
¨ High brand recall rate ¨ Known for quality, which is
why consumers are okay with paying a premium price
Ben & Jerry’s Haagen Dazs
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POSITIONING
Ben & Jerry’s and Haagen Dazs positioning statements.
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Ben & Jerry’s
¨ Positioning:
Among ice cream lovers of all ages, Ben & Jerry’s is the best super-premium ice cream brand because of its engagement and support of social and environmental issues and commitment to serving honest, quality ice cream.
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Haagen Dazs
¨ Positioning:
Among upscale ice cream lovers, Haagen Dazs is the super-premium ice cream brand that best suits an upscale lifestyle because of its innovative, quality products made with the finest ingredients, providing consumers with a delectable experience.
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Both brands represent innovation and provide quality, but each appeal to a different audience and provide specific benefits and attributes.
SUMMARY
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Sources
¨
Ben & Jerry’s (2016). Our History. Ben & Jerry’s. Retrieved September 18, 2016.
¨
Ben & Jerry’s Homemade Inc. (2016). Business Description. Business Insights:
- Essentials. Retrieved September 18, 2016, from the Gale Business Insights: Essentials
database.
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Häagen-Dazs (2016). Our History. Häagen-Dazs. Retrieved September 17, 2016.
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Hitchner, Earl (1994). We All Scream for Ice Cream. National Productivity Review. Business Insights: Essentials. Retrieved September 19, 2016.
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Statista (2016, January 24). Market Share of the Leading Ice Cream Brands in the United States in 2016, Based on Sales. Statista. Retrieved September 17, 2016.