Advertising Consultation Case Study Example | Topics and Well Written Essays - 2000 words

Advertising Consultation - Case Study ExampleThis opus discusses an advertising consultation of Ben Cohen and Jerry Greenfield, one of the leading producers of crackpot balm products in the UK market and other separate of the country. The comp any(prenominal) history date back in 1981 when two friends, Ben Cohen and Jerry Greenfield took a correspondence trumpery cream course after their college education. They their first ice cream shop in a renovated petrol cream station in Burlington, Vermont and later on their first plant in 1981. Since then, they have expanded their ice cream market to France, Canada, Belgium and Netherlands. Lately, there has been a great threat in the ice cream manufacturing more so from Haagen-Dazs, a leading ice cream company that has a the highest market office in the market. This paper discusses advertising consultation advices to Ben Cohen and Jerry Greenfield on the tactic they should apply for them to survive in the market. To maximise sales wit hin any market a sound, well defined target market grouping of consumers is essential. Describe/identify the UK target market that would best suit Ben and Jerrys premium ice cream. Is its primary part different from that of Haagen-Dazs target Are the two brands too similar in their positioning to the consumer.Ben and Jerrys premium ice cream can still dominate the market thereby maximising sales within any market.... (Steenkamp and Ter Hofstede, 2002)Ben Cohen and Jerry Greenfield need to be market-focused or customer-focused in for them to succeed in the ice cream industry. They should first check their potential customers desire and then produce super premium ice cream seizely tally to the taste and preferences of their target group. According to merchandising theory and practice, it is usually justified on the belief that a customer uses a product because they have a need or because they have perceived benefits. (Pine, 1993) in front Ben and Jerry Greenfield can market the ir premium ice cream, they need to strategize their target. This call upon them to use targeting strategy which is the selection of the customer they wish to sell to them their premium ice cream. For this case, their decision on targeting strategy should call upon them to ask themselves which constituent they need to target. When Ben and Jerry Greenfield will be targeting, they should follow the following steps Market ingredientationTarget excerption and Product positioning 1 Market segmentation is usually the process whereby a market is carve up into distinct subsets that have similar needs or those that behave in the same way. Since each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a disposed(p) marketing strategy. This means that they are likely to have similar feeling and ideas about a marketing mix comprised of a given product that is sold at a given price, promoted and distributed in a certain way. (Steenkamp and Ter Hofstede, 2002)Usually, the process of segmentation is distinct from targeting and positioning as targeting chooses which segments to address while positioning designs an appropriate marketing mix for each segment. For