Marketing promotional strategies Essay Example for Free

Marketing promotional strategies EssayFor this chore I have chosen to write some Ben and Jerrys and Haagen-Dazs ice figure out. These argon two rival dents at the top end of the mart. I decided to write about ice cream because it is very popular and there is lots of information available about them. They too both have good merchandising and promotional strategies.I chose to write about Haagen-Dazs, as it is the best known ice cream. It is the number whiz super premium ice cream with 43 % of the commercialise share. It is quite expensive as it is about 5 for a carton on the ice cream but it is very nice. It is do with innate(p) ingredients and its flavours are Chocolate, Butter Pe give the sack and Cherry Vanilla. It was startle made over 40 years ago. Haagen-Dazs uses the finest and purest ingredients.Ben and Jerrys is as well at the top end of the market but it is a newer brand as it was first made in 1978. It has 39% of the market share and is the number two brand. It costs a little indorsement less than Haagen-Dazs as well. The price is still quite expensive though as all the products apply are bought from minority and disadvantaged workers.It has a more fun image and has flavours such as Phish Food, pick Nice and Cherry Garcia. It is aimed more towards young people than Haagen-Dazs is. It is aimed at young men and women in their teens, twenties and thirties with a high disposable income.Although these products are both at the top end of the market and are luxury ice creams they have very different approaches to their marketing and promotional strategies.Ben and Jerrys is marketed as a fun brand. It aims to try and perpetrate younger people than Haagen-Dazs. This is shown by the names of its ice cream flavours and withal by the design of the packet.Haagen-Dazs has a more sophisticated image and it has a more grown-up carton. It is aimed more towards cured people, for example, people in their late 20s, 30s and 40s.Marketing Promotional StrategiesMarketing Mix and Promotion has four of import aims. It is known as AIDA. It sums up the purpose of communication with customers through promotions.A companies Unique Selling stage (USP) is what they use to make them different to other companies who are selling the same things as them.Ben and Jerrys have got a laid back image but they also have a social awareness. When Ben and Jerry first started their comp both, they started the imagination of giving back to the community as a whole. They make sure that the milk they use is bought from Vermont farmers and they debase the brownies they use in some of their ice creams from disadvantaged workers. They also give 7.5% of their profit away to jock social and environmental causes. This is their Unique Selling Point.Haagen-Dazs USP is that they are an ice cream aimed at adults that uses only the finest ingredients. They market themselves as the ultimate in luxury and extravagance.There are lots of different types of media t hat can be used to advertise products. These are the mass media television, radio, cinema and the internet. There is also billboards, magazines, planes and product placement. Local media can also be used and this is nonice boards, shop windows and public places.These influence buyer behaviour by persuading them to buy the product they are advertising.Haagen-Dazs has a lot of advertising. They advertise 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 campaign Made for Movies. This is going along with a particular wish at Blockbuster videos where they offer free video rentals.When Haagen-Dazs first started in England they had a treatment of mouth 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 Vogue in order to attract th e right sort of audience they wanted. Haagen-Dazs used AIDA to drip feed information in order to go about peoples attention. Most people wouldnt be able to buy it at first though because they didnt shop at the right shops and it was expensive but after a while they started selling it at lots of shops. throng 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.Ben and Jerrys also advertise their products but not as much as Haagen-Dazs. They do not have any television advertising at the importee neither do they have any magazine adverts. They have a lot of promotional evens however, such as buses that go round universities and offer free tasting days.Ben and Jerrys is often bringing out new flavours of ice cream and often has a 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 give a percentage of their cabbage to charity and the Ben and Jerry Foundation and this is used to gain customers.Both 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 dont get the image that is associated with it.