TYPE OF CUSTOMER
Young, smart and environmentally aware consumers, living in cities. Fond of culture (cinema, movies…), web, fashion, with an important social life.
Trendy consumers in a high penetration rate market.
Target market : young (15-35), urban, hedonistic and adventurous people with a high purchasing power who value quality and follow trends.
BEN & JERRY’S
A sustainable commitment that customers also follow
- Fair trade,
- Environmentally friendly,
- Milk products : “Cary Dairy” (initiative by Ben&Jerry’s : “Happy cows, happy farmers, happy panet” : sustainable and fair practices for milk production)
- Brownies: bought to a bakery with workers who are in reintegration in society.
- Cage-free eggs (poules élevées en plein air)
- Small producers
Ben&Jerry’s company is committed in following three big missions :
Social Mission: Try and improve the employees’ everyday life and the one of the consumers, may it be locally or internationally. Respect the individuals and meet human needs. Achieve peace and justice for everyone. Ben&Jerry’s Foundation: helping people with poor quality of life.
Product Mission: Offer natural ice creams produced by eco-friendly means. Sustainable agriculture. Minimize negative externalities.
Economic Mission: Drive the company with a sustainable financial system enhancing a profitable and durable growth, and allowing employees to develop their careers inside the company.
A premium poduct that customers associate with luxury
- Luxury product
- Super premium ice cream brand who values high quality in its ingredients with no additives or colorants agents, and natural flavoring.
- Dedication to perfection and high standards
- Indulgent experience : hedonism, pleasure
We can see that both brands, on the level of quality, are perceived in the same way: they are super premium ice cream using the finest ingredients you could find to make their products.
The only difference, and this is finally not a small one, is on the reflection the brands have on the consumers!
On the one hand, we have Haagen Dazs which portrays the image of a classy ice-cream connoisseur with exotic flavours like Belgium Chocolate, Macadamia Nut and Mayan Chocolate. Even its brand logo and colour has the royal impression of exclusivity.
Haagen Dazs’ ice-cream parlours are designed with a more laid back and comfortable interior where true ice-cream connoisseurs go. Haagen Dazs’ brand image reflects an exclusive class of ice-cream, appreciated by those who regard themselves as true ice-cream connoisseurs.
On the other hand, we have Ben&Jerry’s, a funnier and crazier ice cream with wacky names such as New York Super Fudge Chunk, The Vermonster, Caramel Chew Chew! And you can find those aspects, as for Haagen Dazs, in the logo. The typography is fun, young, everything you can feel close to!
As for the image of Ben&Jerry’s are strong, we can say that their position on the environment is too! So all in all, we can say buying a Ben&Jerry’s is making a statement of who you are.
BUILDING BRAND EQUITY
BEGINNING WITH THE CUSTOMER-BASED BRAND EQUITY MODEL FOR HAAGEN DAZS
It is basically the depth of awareness of the brand. Well we can say that there is deep brand awareness of Haagen Dazs because it is the top of mind brand for ice cream product! Its physical characteristics are also helpful because the logo plus the red and golden color are recognizable and identifiable to Haagen Dasz!
With Haagen Dazs, the consumer is able to link both tangible and intangible aspects of the brand. Indeed, we have a super premium quality products made with the best and finest ingredients in the world. The taste is perfect. The product is so reliable. Concerning the service in store, Haagen Dazs is trying to implement a high quality service linked to the image of its product: luxury. The design is as we said before reflecting the image of the brand. Finally, all those characteristics justify the price for the consumer who is ready to pay more for the quality!
The profil of Haagen Dazs’ consumers could be adults with high income. They could also be couples that want to share a moment of romance and pleasure by eating a premium ice-cream. Another interesting aspect of the imagery is the need to buy a luxury product, and concerning Haagen Dazs, it can be consume either in home or in their stores.
It is then obvious that the consumer judgments toward Haagen Dazs’ ice-creams are very positive. Indeed, the brand is very credible for the consumers who can recognize its quality and its superiority regarding other ice-cream
The feelings of the consumers are what have been the point of Haagen Dazs communication and advertising. Indeed, it appears obvious that the pleasure is at stake when eating an ice-cream, but also excitation, and even sensuality. This is one of the aspects that Haagen Dazs has worked on for their communication targeting couples. We can finally say that there is a social approval because it is a top product.
It is therefore easy to understand that the customers are highly loyal to the brand, and even attached to it. Haagen Dazs is furthermore an innovative brand working on finding new tastes and launching new products, which helps to create a community around the brand, where consumer can exchange on the new products etc.
AND NOW THE CUSTOMER-BASED BRAND EQUITY MODEL FOR BEN&JERRY’S
There is also deep brand awareness for Ben&Jerry’s! It is true that in France, their ice-creams are less easy to find that for Haagen Dazs’ but everybody knows that the brand Ben&Jerry’s make ice-cream, the category is well identifiable! Regarding their visual identity, we could say that it is very strong. Indeed, the colors, the logo, the pictures, the typography, the names, all these characteristics are linked by the other and recognizable as the Ben&Jerry’s touch!
With Ben&Jerry’s, the consumer is able to link both tangible and intangible aspects of the brand. Indeed, we have a super premium quality products made with the best and finest ingredients in the world. The taste is again perfect even if the mixtures are weird but fun! The product is also reliable. The design is as we said before reflecting the image of the brand: fun, quirky, but responsible. Finally, all those characteristics justify the price for the consumer who is ready to pay more for the quality and make a statement!
The profil of Ben&Jerry’s consumers could be young adult who live in cities but are environmentally aware! They are fond of culture and have an active social life. They either buy the ice-cream in store to enjoy a moment between friends or they can eat it at home to share a fun but relaxing moment between the whole family.
It is then obvious that the consumer judgments toward Ben&Jerry’s ice-creams are also very positive. Indeed, the brand is very credible for the consumers who can recognize its quality but also its value. Ben&Jerry’s is activist, this is a corporate responsive brand, so I am safe buying it.
As it concerns ice-creams, there is still this aspect of excitement to eat it, and also discovery to taste the crazy mixes of Ben&Jerry’s, this is quirky but fun! There is also a feeling of social approval due to the positions of the brand regarding the environment so the consumer can feel he is doing good eating their ice-creams.
It is therefore easy to understand that the customers are highly loyal to the brand, and even attached to it. Ben&Jerry’s is constantly innovating and creating new wacky ice-creams keeping still their quality standards. They do not hesitate to buy high prices ingredients to keep their customer’s satisfaction. They are also very active on social media which helps to create a community!
COMMENTARY ON BOTH BRANDS’ EQUITY:
We can say all in all that Ben&Jerry’s and Haagen Dazs are segmenting their business according to three major segments. These segments are, demographic, socio-cultural and psychographic.
Looking on demographics, Haagen Dazs focuses on adults who have higher income and could spend in luxuries as for example premium price ice-creams. But beside of the age, they often tend to approach couples, by relating many flavors with romance advertising and pleasure that can be earned when a couple tastes a Haagen Dazs dessert. Ben&Jerry’s also target adults with high income but the luxury aspect is not tackled, it is more a fun ice-cream that could be eaten with the whole family!
The second one is the socio-cultural segmentation. Intercultural management has been very successful by the Haagen Dazs marketers. Big variety of flavors can cover any need according to each country’s habits. For example, Europeans have some preferences in alcohol drinking, while Asian people have preferences in teas. Islamic countries are negative in romance images, while western populations are more enthusiastic on that. Ben&Jerry’s are keeping their originality in their ice-cream so that you know what you are looking for when you buy their products!
The third segment is according to psychographic characteristics. There are many people who love luxurious brands and “need” of being members of this brand category. Usually they feel more special, different and in higher quality level than the others. These category of people are too emotionally linked to brands and since branding is mainly emotional based, this target segment is very important for Haagen Dazs. Concerning Ben&Jerry’s, even if the quality meet the standards of the other brand, there is no communication whatsoever on the luxury aspect of the product. Indeed, it is more focused on the good it makes. Ben&Jerry’s is doing good for the environment and is an activist. Buying and eating their products, I am too!
Finally, we could say that superiority is recognized for both brands in terms of quality, however we cannot say that one brand is superior to another because they both use the finest ingredients but their mix are sometimes different and do not operate on the same level of emotion for the consumer: romance, sensuality for Haagen Dazs, fun and originality for Ben&Jerry’s!
These two maps are reflecting what Alexandre just explained above. We can clearly see how the customer perceives both ice creams, the main difference being in the values that are linked to the products themselves (humour, peace for Ben&Jerry’s, luxuryand sensuality for Haagen Dazs).