4 | P a g e Haagen- Dazs’ positioning: Haagen -Dazs offers premium ice cream made from the finest ingredients for people who seek to indulge in the luxuries of life. Indirect Competitor: Marigold 0% Fat Yoghurt Drink Marigold 0% fat yoghurt drink is an indirect competitor of Ben & Jerry’s ice cream since they are both dairy products. They come in lots of flavours, just like Ben & Jerry’s ice cream. Marigold 0% Fat Yoghurt drink is catered to consumers who are weight conscious and want a healthier lifestyle whereas Ben & Jerry’s ice cream offers rich flavours that may not be appealing to these same group of consumers. Ben & Jerry’s target market consi sts of students, parents and young adults who buy ice cream for their children whereas Marigold 0% Fat Yoghurt Drink’s target market comprises of young women who are health conscious. While Ben & Jerry’s is mainly promoting the fun experience and enjoyment that comes along when one consumes their ice cream, Marigold may promote (to potential customers) the enjoyment of healthy lifestyle through consumption of their yoghurt drink. Since both Ben & Jerry’s and Marigold are part of the saturated dairy produc t market, it is crucial for both companies to gain more market share by increasing their customer base. Hence every potential customer who purchases dairy products, whether from direct competitors or indirect competitors, is equally crucial to the growth of the company. Marigold will respond when Ben & Jerry’s does aggressive marketing. Marigold 0% Fat Yoghurt Drink’s strength lies in its absence of fat, made up of real fruit juice and filled with probiotic cultures. It carries the Health Promotion Board’s Healthier Choice symbol, which means that the yoghurt drink is generally lower in total fat, sugar and saturated fat sodium (Health Promotion Board 2014). Thus, Marigold 0% Fat Yoghurt is healthier than other foods that do not have the Healthier Choice symbol. In year 2009, Marigold ran a television commercial regarding their new Mango-flavoured yoghurt drink. Last year, Marigold changed the packaging of its yoghurt drink, which is now slimmer and shapely, in order to tap into the young women market. This promotes the image of the yoghurt drink as confident and beautiful. To introduce the new product packaging, Marigold has run advertisements on televisions in both 2013 and 2014, with the theme ‘Catwalk’. It has also run print advertisements in newspapers. The product creates awareness that it is a healthy drink that will bring out the beauty in a woman. During a promotional period in 2013, Marigold gave out free mugs to consumers who bought two cartons of one-litre Marigold 0% Fat Yoghurt Drink (Tham 2013). These free mugs are premiums — they are imprinted with the brand logo and are given as gifts to customers to encourage short-term customer purchase or to improve long-term customer relationships (Kotler et al. 2011). This form of marketing is effective since the free gift will serve as a reminder about the brand to customers both in the short run and long run. In the short run, new customers may buy the yoghurt drink because of the free mug, but in the long run, when they
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