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Introduction: Haagen-Dazs is a successful ice cream brand and it is owned by Generals Mills and sold under the licensed US brand Nestle. Haagen-Dazs marketing depends on five factors: personal sales, advertising, public relations, direct marketing and promotion. Each factor has its advantages and disadvantages and can be implemented in different ways. However, the key is to fully consider the options available and ensure consistency in the selected media. [ CITATION Häa16 \l 1033 ]. While as Bens and jerry founded in 1978 and only interested in short term profit and it depend on 3 factors such as social, economic and quality products. Ben & Jerry has advanced into a socially oriented, independent industry leader in the premium ice cream market. All Ben & Jerry frozen dessert products are produced at three factories in Vermont. To find out how managers promote representatives of their organizations, this report compares a comparison of dessert organizations with relatively poor working conditions, namely with Haggen Dazs and Ben and jerry. Findings: Targets: Haagen-Dazs has been setting its target collection right from the start. Although the frozen yogurt industry around the world is considered a low-profile industrial company, and most of it is concentrated in a very young age group, Haagen-Dazs is adult-oriented from the very beginning, but loves the luxurious taste of desserts. An important explanation for this decision is the higher cost method, because only rich people can spend more money on high quality frozen yogurt. The next target market is healthy adults who are fond of cakes but prefer popular stereotypes and are conscious about their diets. They are focused only on these two goals, they may have a small market potential, but the total income is much higher. With the differentiation, Haagen-Dazs “walks alone” in this attractive market. While the ben and jerry desire are for their customer satisfaction and does not depend on their financial condition, age, sexual orientation or race they believe to give everything to everyone that’s why their targeted market is very high as compare to Haagen-Dazs [ CITATION Chr17 \l 1033 ]. Product: The manufacturing of the product Haagen-Dans is based on high quality ingredients and a rich creamy taste. Packing with a special protective coating is also very important to protect the material in each dish. Products are sorted by size, with separate cups, household lids, chopsticks, ice cream cups and heavy weights for wholesale. Superior flavors are usually produced in limited quantities and at higher prices, which is reminiscent of the strategy of luxury brands, as well as this product is for adults who have higher income, who love luxurious products and a health conscious while the product of Benz and jerry are always happy to provide different tastes and always replace the simple names like vanilla, chocolate, strawberries, etc. with creative names of ice cream. They came up with the names of spectacular speculoos, super fudge chunk, etc. The differentiation of products the use of ordinary high quality ingredients, various flavors and the strategic use of eccentric flavor names such as wavy juice, chubby hubby, Phish Food and Chunky Monkey, gives them a good advantage over other traditional ice cream business. This brand targeted kids, adults and rich families Ben and Jerry also launched other foodstuffs, such as sorbet and frozen yogurt, as well as an ice cream line for customers who need healthy desserts that’s why bens and jerry is comparatively better than Haggen-Dens [CITATION Ste17 \l 1033 ].

Place: Haagen Dazs brand is well known and it has 700 branches in 54 countries around the world.it is distributed directly to customers through refrigerated trucks. Customers can be from supermarkets, the best shops, the best eateries, hostels, food industry chains, i.e. pizzerias, simple burgers, movie theaters (movie theaters), movie shops, other well-known retail chains (such as IKEA), cruise ships and, finally, franchising Hagen that is Haagen Dazs. While they both have their franchise but Bens and jerry is very well known and famous product so it is only found on well-known places therefore most of the Royal cruise have their products, as well as this ice cream taken place at very famous place space abroad the space shuttle this brand is mainly located in Australia [ CITATION Sri15 \l 1033 ]. Price The brand is characterized by high quality, which is ensured by the ingredients and high quality of taste. The price depends on several tastes. It sells one bowl of ice-cream for around 3.6$, 437ml in 320$, 100 ml in 100$; it does not provide any promotion offers to their customers therefore, Haagen-Dazs is still the leader and competitor of the award, for example, Ben & Jerry's adheres to the strategy of H.Dazs. while the bens and jerry believe on high quality of ingredients, and the price of Bens and jerry is varying from about $5 to $7 per bowl and depends on from where you get it, it also tries to maintain their cost to the customers both the brands offer the same price of policy to their love one’s, but comparatively Ben and jerry price is very high the only competitor of the company actually is Haagen-Dazs [CITATION UkE18 \l 1033 ]. The table listed below shows the analysis of completive pricing of frozen desserts [ CITATION glo19 \l 1033 ]. Table 1 Analysis of Brand

Brand Bens & Jerry Haagen-Danz Kemps Marie calender

Price per ounce $2.4 $2.3 $0.98 $1.2

Promotion Haagen-Dan is not widespread on Television and radio. In most cases, this advances in print. All advertisements express the quality of design and separation from opponents. Communication marketing is developed more than by different methods, and sponsorship and opportunity are also traditional technologies. The event mainly relates to Haagen Dazs certification while the Bens and Jerry used billboards for their promotion, superstar movie promotions and rare cone-shaped adventures at outside the shopping malls and inside the malls also for promotion it made graveyard design during hallowing that attracted by people as well as a lady with the ice cream costume outside their store promote ice cream by giving free it to children. Häagen Dazs use burgundy red and gold color for its promotion while Ben & Jerry’s uses sky blue and green color [ CITATION Din15 \l 1033 ].

According to the Research Bens and Jerry is the most favorite brand and most likeable brand all over the word.

Figure 1 Demographic report [ CITATION res18 \l 1033 ]

Conclusion: Haagen-Dazs focuses on buying the perfect accessories at the most expensive prices and is always focused on developed markets. Adults make money for free and can choose their own shopping options. One of the motives for the brand’s well-being is the organization’s focus on market research in order to comprehend the demands, needs of customers. In fact, even though organizations have comparable business conditions, they have unique ways to convince their representatives and manage them, despite different methods. As mentioned above, Haagen-Dazs and Ben Jerry used almost the same procedures to inspire their representatives, However, they have their own awakening skills. They usually use measures such as prices, receipts, and checks to motivate representatives. When delegates feel the added value, their level of motivation helps to increase the sense of success of representatives in the organization. Thus, it is likely that motivation is the result of people's efforts to solve problems, gaining “desirable” positions in organizations, as well as gaining strength and a sense of success at work. However, in his training, the use of each component differs depending on the needs and requirements of each person. The recommendation for Bens and jerry to come up with more exciting flavors while the Haagen-Danz already have 1000’s of flavor in market, and for Haagen-Danz to target more people by promoting their advertisement on Tv, malls and other places Product brand image is very important. Benz and Jerry did better in this regard. The appearance of their products will make people feel very elegant Their logos and signature colors also make a royal impression and will be considered true connoisseurs of ice cream. When it comes to the image of the

Haagen-Dazs brand, people, and especially for family followers, will think it is a good place to party, such as a weeding event, cruise.

References Anon., 2018. resturantrelease. [Online] Available at: Market Force Study Finds Ben & Jerry’s is America’s Favorite Ice Cream Chain Christopher Sullivan, 2017. The Ice Cream Split: Empirically Distinguishing Price and Product Space Collusion. Dinh, M. L., 2015. rocketnews24. [Online] Available at: http://en.rocketnews24.com/2014/01/21/our-reporter-tries-haagen-dazs-ice-cream-hotpot-in-china/ global market, 2019. global market. [Online] Available at: http://www.williamsglobalmarketing.com/case-studies/power-strategy-doubling-salesvolume-1-year/ [Accessed 2020]. Häagen-Dazs China: The Luxury Icing on the Cream (2016) David Newland. Sriwan Thapanya, 2015. Effects of Sales Promotion on Purchasing Decision of Customer. Steven Berry, Philip Haile, 2017. Identification in Differentiated Products Markets Using Market Level Data. Econometrica, 88(5), pp. 1749-1797. UKEssay, 2018. UkEssay. [Online] Available at: https://www.ukessays.com/essays/marketing/haagen-dazs-a-successful-ice-cream-brandmarketing-essay.php [Accessed 2020].

Appendix

SLOGAN

Figure 3

Figure 2

Graphical identity: Haagen-Dazs use burgundy red and gold color for its promotion while Ben & Jerry’s uses sky blue and green color.

Figure 4

Figure 5

MARKETING STRATEGY RESULTS

Figure 6

SWOT ANALYSIS Swot analysis on Bens and Jerry’s Strengths  

High quality product Successful branding



Lack of team management experience to furl aggressive growth in economy

weakness

Opportunity:  

HFC free freezer that would not emit harmful chemicals into surrounding. Produce fact free products

 

Rival brand such as Haagen-Dazs and cold stone Rise of milk prices.

Threats:

Swot analysis on Haagen-Dazs Strength:  

Leadership Such an innovative brand

 

High price High calories product

Weakness

Opportunity: 

Increase of demands in seasonal product

 

Good price increases and cold stone Rival companies like Bens and Jerry and cold stone

Threat:

IDENTITY PRISM (KAPFERER)

Figure 7 Figure 8...