Ben&Jerry's VS. Haagen Daz Term Paper Example | Topics and Well Written Essays - 1500 words

Ben&Jerry's VS. Haagen Daz - Term Paper Example On the basis of the entire analysis, this paper will provide some recommendation to Ben’s and Jerry’s regarding its marketing strategies. Review of Ben’s and Jerry’s- a competitive analysis Ice cream of Ben and Jerry has started their journey in a well to do manner. Actually there were two people named Ben Cohen and Jerry Greenfield who wished to make bagels, but they found their decision to be very expensive in order to fulfill it and so they opted to make ice creams instead of bagels. (Ben and Jerry’s p. 1) Ben Cohen and Jerry Greenfield have used special characters in order to promote their brand and also which are simple to pronounce, recognize and also can be remembered for long time. Their brand logo had cow and green environment behind which depicts awareness of quality and benefits. Ben and Jerry have always tried to acknowledge their customers that they always use natural and fresh milk while keeping the environment completely clean and gre en at the time of producing ice creams. In order to prove and promote their mission, Ben and Jerry have used special slogan like â€Å"From cow to Cone†, â€Å"Lick Global Warming†, †Organic Ben & Jerry’s†, and â€Å"50 Ways to Promote Peace†. (Ben and Jerry’s p. ... Thus, it will be more interesting for them to see â€Å"Organics, low sugar, or low fat Ice Cream†. (MarketingWeek p.1) In order to promote and develop their brand, Ben and Jerry is using the brand extension policy. They have produced thousand of ice cream flavors under the name of one successful brand, which of course is â€Å"Ben & Jerry’s†. They have extended its brand to organic ice cream, original ice cream, scoops menu, bars original ice cream, single original ice cream, and single novelties with different choice of taste in each product. (MarketingWeek p. 1; Ben and Jerry’s p. 1) But the journey of Ben and Jerry was not so smooth as their ice cream blends. They had a hard and fierce competition with a brand named Haagen-Dazs. These two brands have dominated the global premium ice cream market and one would be shocked to observe that the two companies could be so similar yet so different in various angles. Haagen-Dazs does claim to use the best ingre dients, from all over the world.    They also claim to use pure ingredients.    Haagen-Dazs started out in the 1920’s and in 1983, Haagen-Dazs was bought by  Pillsbury.    Haagen-Dazs was the first to market ice cream bars for a more adult crowd. Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. They do not, however, have the fun and creative names, which means Vanilla Swiss Almond is not something that is going to catch your eye and make you remember it. But some of their flavors are