This document analyzes the competitive marketing strategies of Ben & Jerry's and Häagen-Dazs and their effect on brand equity in Singapore's ice cream market. It provides an overview of the market growth and trends, profiles the two premium brands and their competition, and outlines a research methodology involving secondary data analysis, qualitative primary research through interviews and focus groups, and quantitative primary research to verify brand attributes. The hypothesis is that aggressive marketing strategies between the two brands substantially affects their brand equity, and possible outcomes include an analysis of consumer perception and the brands' marketing strategies, as well as strategic proposals to capture market share.

1. Analyzing the effect(s) of competitive marketing
strategies: A case study of Ben & Jerry’s and
Häagen-Dazs’ brand equity
Group 3:
Aditya Sharma Robin Agarwal Prasan Arora

2. Contents
Objective
Overview
Competition profiling
Industry trends
Research methodology
Hypothesis
Probable research outcomes

3. Objective
Analyzing the effect(s) of competitive
marketing strategies of Ben and Jerry’s &
Haagen-Dazs’ brand equity

4. Overview
In 2011, the segment grew 4% to reach $118 million
Average unit price increased in 2011
From 2012-2016, the Ice-cream industry expected to
register a constant value CAGR of 2%
Source: Euro monitor report – Ice Cream in Singapore

5. Competition Profiling
Brand Company 2007 2008 2009 2010
Wall's Unilever Singapore Pte Ltd 12.8 12.8 13 12.7
Magnolia F&N Foods (S) Pte Ltd 13.3 13.3 12.7 12.3
Häagen-Dazs General Mills Asia Pte Ltd 10.1 10.1 10.3 10.5
Ben & Jerry's Unilever Singapore Pte Ltd 5.4 5.4 5.6 5.7
Standard brands: Wall’s, Magnolia
Premium brands: Häagen-Dazs & Ben & Jerry’s
Source: Euro monitor report – Ice Cream in Singapore

6. Industry Trends
2011 - year of recovery for Singapore economy
Consumers traded to premium brands due to more
sophisticated needs
Premium brands performed well in 2011
Source: Euro monitor report – Ice Cream in Singapore

7. Why Häagen-Dazs &
Ben & Jerry’s?
Global premium brands
Largest selling premium brands - combined market
share - 16 per cent in Singapore
Shift in consumer preference led to an increase in
average unit price of Ice Cream in Singapore.

8. Research Methodology
Initial Analysis (Secondary Data)
Examining historical data from journals, research papers and
industry reports
Examining company data – advertising budget
Qualitative Research (Primary Data)
Interviews with Brand Manager & Marketing team
Focus Group Interviews
Customer Survey
Quantitative Research (Primary Data)
Verifying differential parameters and attributes

9. Hypothesis
The marketing strategies employed substantially
affect the brand equity
Aggressive competitive marketing strategies against
each other

10. Possible Research Outcomes
Comprehensive study of consumer perception
In-depth analysis of the Product, Pricing, Place and
Promotion strategies implemented
Tactical behavior of the smaller / new brands
Alternative Strategic proposals to capture
competitor’s market share

11. References
Euro monitor report – Ice Cream in Singapore
EBSCO HOST – Ice-cream in Asia Pacific

12. Thank You!