'Marketing promotional strategies Essay\r'

'For this task I cook chosen to hold open roughly Ben and Jerrys and Haagen-Dazs chicken feed slam dance. These argon 2 advert markings at the top wind up of the market. I decided to write or so grump cream beca part it is genuinely popular and in that location is tons of information available intimately them. They as well as both deem smashing market and promotional strategies.\r\nI chose to write ab bring out Haagen-Dazs, as it is the best cognize ice cream. It is the build one extremely premium ice cream with 43 % of the market sh atomic number 18. It is quite expensive as it is about £5 for a carton on the ice cream provided it is very nice. It is made with natural ingredients and its flavours be Chocolate, Butter Pecan and Cherry Vanilla. It was beginning(a)ly made over 40 years ago. Haagen-Dazs usages the finest and purest ingredients.\r\nBen and Jerrys is also at the top wind up of the market exactly it is a refreshfuler brand as it was first made in 1978. It has 39% of the market sh atomic number 18 and is the number two brand. It costs a low bit less than Haagen-Dazs as well. The determine is still quite expensive though as all the products utilize are bought from minority and disadvantaged workers.\r\nIt has a to a greater extent(prenominal) playfulness realize and has flavours such as Phish Food, Berry Nice and Cherry Garcia. It is aimed more towards youth sight than Haagen-Dazs is. It is aimed at young men and women in their teens, twenties and mid-thirties with a high disposable income.\r\nAlthough these products are both at the top end of the market and are luxury ice creams they cast off very different approaches to their marketing and promotional strategies.\r\nBen and Jerrys is marketed as a fun brand. It aims to try and attract younger flock than Haagen-Dazs. This is shown by the names of its ice cream flavours and also by the design of the packet.\r\nHaagen-Dazs has a more sophisticated image and it has a more grown-up carton. It is aimed more towards older hatful, for example, people in their late 20’s, 30’s and 40’s.\r\nMarketing promotional Strategies\r\nMarketing Mix and Promotion has tetrad main aims. It is known as AIDA. It sums up the purpose of communication with customers through promotions.\r\nA companies Unique Selling Point (USP) is what they use to make them different to other companies who are selling the same things as them.\r\nBen and Jerrys befool got a laid back image but they also have a genial awareness. When Ben and Jerry first started their company, they started the concept of gift back to the community as a whole. They make sure that the milk they use is bought from Vermont farmers and they grease ones palms the brownies they use in approximately of their ice creams from disadvantaged workers. They also march on 7.5% of their profit away to help social and environmental causes. This is their Unique Selling Point.\r\nHaagen -Dazs USP is that they are an ice cream aimed at adults that uses on the nose the finest ingredients. They market themselves as the ultimate in luxury and extravagance.\r\nThere are jalopys of different types of media that can be use to enunciate products. These are the mass media: television, radio, plastic film and the internet. There is also hoardings, magazines, planes and product placement. topical anesthetic media can also be used and this is nonice boards, expose windows and public places.\r\nThese function bargain forer behaviour by persuading them to buy the product they are advertising.\r\nHaagen-Dazs has a lot of advertising. They push 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 run for †â€Å"Made for Movies”. This is going along with a special offer at smash hit videos where they offer unload video rentals.\ r\nWhen Haagen-Dazs first started in England they had a word of oral fissure 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 elan in dictate to attract the expert sort of audience they wanted. Haagen-Dazs used AIDA to carry feed information in order to abbreviate peoples attention. Most people wouldn’t be able to buy it at first though because they didn’t 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.\r\nBen and Jerrys also advertise their products but not as some(prenominal) as Haagen-Dazs. They do not have any television advertising at the moment; neither do they have any magazine adverts. They have a lot of promotional evens however, such as bus es that go round universities and offer free tasting days.\r\nBen and Jerrys is often bringing out new flavours of ice cream and often has a â€Å"Flavour of the Month” They also stop 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 magazines and on billboards and people are keen to try what these new flavours taste like. They also advertise that they slip away a percentage of their profits to charity and the Ben and Jerry Foundation and this is used to gain customers.\r\n some(prenominal) 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 don’t get the image that is associated with it.\r\n'