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 & Jerry’s ¨ Established in 1978 by Ben Cohen & Jerry Greenfield ¨ First scoop shop opened in Burlington, VT ¨ Expanded into international business ¨ Owned by Unilever

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

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

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)

Target Audience Ben & Jerry’s Haagen Dazs ¨ Middle-class families ¨ Older niche market ¨ Health and segment with relatively environmentally high income conscious consumers ¨ Concerned about ¨ Targets younger generation with its product quality and unique flavors, colorful brand name packaging, & fun brand personality ¨ Health concsious

POINTS OF PARITY

Product Price Haagen Dazs Ben & Jerry’s Pint = $6.99 Pint = $5.99 16 oz. = $3.99 16 oz. = $2.99 Promotion Place

Points of Differences Ben & Jerry’s Haagen Dazs ¨ Strong marketing efforts & ¨ Brand visibility & exposure engagement with social and on international scale political issues ¤ Most popular in Europe ¨ Name ice cream flavors in ¨ Large distribution network in support of relevant causes over 50 countries ¨ Co-branding opportunities ¨ High brand recall rate ¨ Product placement/ ¨ Known for quality, which is promotion on TV shows why consumers are okay with paying a premium price ¨ Presence on social media

POSITIONING Ben & Jerry’s and Haagen Dazs positioning statements.

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.

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.

SUMMARY Both brands represent innovation and provide quality, but each appeal to a different audience and provide specific benefits and attributes.

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. Häagen-Dazs (2016). Our History. Häagen-Dazs . Retrieved September 17, 2016. ¨ Hitchner, Earl (1994). We All Scream for Ice Cream. National Productivity Review. ¨ Business Insights: Essentials . Retrieved September 19, 2016. 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.