Through our analysis of the marketing strategy of Haagen Dazs, it is clear that the two major competitors (Ben and Jerry's and Haagen Dazs) have focused primarily on Generation Y. This choice reflects the potential of this target. Ben & Jerry's and Häagen-Dazs used a strategy to focus on value rather than volume. The choice of this strategy can only be paid if the chosen target with a high purchasing power, filling the small amount sold by a very large margin in the product. To attract these targets, two diametrically opposed ways. Häagen-Dazs has made an image of luxury, trying to reach consumers directly with a strong purchasing power, those who would value high quality products and pay for it. Ben and Jerry's chose to give a picture of eco-responsible company, original and very trendy.
Their pricing strategies are quite similar, since the two brands operate at very high prices. Their products are sold in a similar capacity, and distribution policies are exactly the same. The real differentiation of the two brands is totally in their communications. Haagen Dazs chose to be a luxury segment and declines in all components of the mix (packaging, communication, distribution and price) and having a fully consistent with the heart of the targets, which is meant to be elitist and easy. Ben & Jerry's has chosen to operate on a paper based on the balance, the natural and the head, which is consistent with the type of target. One of the key success factors in the market for ice lies in the consistency of the mix and the power of communication to create an entire concept around the product.
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