Essay on Haagen Dazs

Words: 4268
Pages: 18
Open Document
Marketing Plan | Häagen-Dazs |

Table of Contents
Contents
EXECUTIVE SUMMARY 2 INTRODUCTION 3 1. SITUATIONAL ANALYSIS: 3 a) Company description 3 b) Product description: 3 2. MARKETING ENVIRONMENT : 5 a) Microenvironment: 5 b) Macro-environment: 6 3. SWOT analysis: 8 4. SEGMENTATION, TARGETING,DIFFERENTIATION, POSITIONING: 8 a) Segmentation: 8 b) Targeting: 9 c) Differentiation: 10 d) Positioning: 11 5. CONCLUSION 12 6. REFERENCE LISTS 13 7. APPENDIX 14

EXECUTIVE SUMMARY
Haagen Dazs is the ice-cream brand, and the factory is in the Bronx, New York. This “Danish-sounding” brand comes to Vietnam on September, 2012. Vietnam ice cream marketplace is now active and competitive, with …show more content…
| Rich hot chocolate | Besides iced tea, Passio also offers customers some kinds of hot tea, for examples, Rich hot chocolate Belgian Chocolate which is ice cream blended with milk and served with whipped cream, chocolate sauce and shaving. |

Häagen-Dazs invented the category of luxury ice cream for adults. Before Häagen-Dazs, ice cream was largely targeted for family or kids' markets with cheap production and low prices. Häagen-Dazs creation opened new era in which ice cream could be exclusive, luxurious, sophisticated and even sexy. (Häagen-Dazs Brand Profile), Häagen-Dazs product package consists of a mosaic at the bottom of the ice cream bowl to give it a luxurious aspect. It has the presence colors of red wine, gold and/or white, which associate with premium quality in customers’ minds. A photo of the ice cream flavor with the name written in very clear letters, and the logo of the company, which is simply a frame surrounding the brand name Häagen-Dazs.

2. MARKETING ENVIRONMENT : a) Microenvironment: i. Company: General Mill is known as one of the most efficient franchise food catetory in the world, which was the basis for expanding Haagen Dazs to 900 shops over 50 countries globally. (General Mill, n.d) Nestle firm is the main second partner that owning 50% of Haagen Dazs brang. According to Canedy, D (1999), the combination
Show More

Related Documents: Essay on Haagen Dazs

Brand and Haägen Dazs Essay

Is Haägen Dazs a market leader? If so, thanks to what strategy can it maintain its position? CONTENTS: Introduction Chapter 1: Is Haägen Dazs a market leader? Chapter 2: Analysis of Haägen Dazs leadership Chapter 3: Defining Haägen Dazs buyers Chapter 4: The Brand as a key feature of the strategy Conclusion Bibliography Appendix 1: questionnaire purchase behavior Introduction: This report’s aim is to determine Haägen Dazs’s position…

Words 2943 - Pages 12

Haagen Dazs Marketing Plan Essay

of all, I would like to one by one to apply Haagen-Dazs. Micro-environment [pic] Sources: The company…

Words 1214 - Pages 5

Essay on World Heritage Side

cream in the market (Haagen-Dazs are distinctive and indulgent tasting experiences because Haagen-Dazs choose high quality material for consumer to create different favor.) 2) Worldwide connection (Haagen-Dazs has been advertising, promotion, and customer involvement for example on magazine television, Internet and newspapaper. In order to be recognized by people all over the world.) 3) They use exclusive shop image( It is different from other shop because Haagen-Dazs put their logo on ice-cream…

Words 723 - Pages 3

Baskin Robbins Marketing Plan Outline Paper

Baskin Robbins Marketing Plan Final Outline Paper Lou Ann San Nicolas MKT 421 Marketing 1. Baskin Robbins Organizational Overview Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid…

Words 14987 - Pages 60

The Strategic Management Process: Ben & Jerry’s Ice Cream Essays

The Strategic Management Process: Ben & Jerry’s Ice Cream Background In 1978, with a $5 ice cream making correspondence course from Penn State University and $12,000, childhood schoolmates Ben Cohen and Jerry Greenfield started an ice cream business in a renovated gas station in Burlington, Vermont. Ben and Jerry’s quickly grew into a leading worldwide ice cream manufacturer, known for its innovative flavors and all-natural ingredients made from fresh Vermont milk and cream. Early flavors…

Words 3268 - Pages 14

Ben and Jerry Essay

Dreyer’s Grand as it was key competitor of Ben and Jeff’s. In 1992, Haagen Dazs was also the competition of Ben and Jerry’s. It was established in 1970 in New Jersey. It was the leader in superpremium ice cream and when it found its leadership threatened it started giving intense competition to Ben and Jerry’s for market share. It started giving discounts to much bigger degree and began to use advertising intensely. Haagen Dazs also introduced new products in mix-in ice creams but still the business…

Words 928 - Pages 4

Notes - Marketing Essay

is to deliver consistent and positive messages to each contact. Example: TV and print advertisements have same message, that look and feel the same as its e-mail, online social networks and personal selling contacts. Example: Ice cream maker Haagen-Dazs 3. PROMOTIONAL MIX STRATEGIES Push & Pull Strategy Copy Fig 12.2 4. ADVERTISING: Can reach masses of geographically dispersed buyers and enables message to be repeated many times. E.g. TV audiences Can promote positive image about…

Words 379 - Pages 2

Essay on BEN AND JERRY

AMERICA The ice cream and frozen desert market in America is a highly competitive and large one. Not one brand can claim a large significant domination of the market. However, Häagen-Dazs, Dreyer’s/Edy’s, BlueBell, Klondike, Blue Bunny, Klondike, Breyers and Drumsticks are Ben and Jerry’s closest competitors. With Häagen-Dazs, Dreyer’s/Edy’s, BlueBell controlling 9.2%, 8.9% and 6.4% respectively while Ben and Jerry’s controls 4.8% of the total market share (Euromonitor international, 2014). The Ice…

Words 1148 - Pages 5

Essay on Ben and Jerry Homemade Ice Cream

investors. After all, the right thing to do and the number one responsibility of the CEO and the board is to maximize the value for the shareholders. Some of the issues that company was also dealing with are competition and distribution. Haagen Dazs is the main competitor for the Ben…

Words 415 - Pages 2

Smashburger Review Paper

Senior Comp 14 February 2014 The Best Burger in Town The first thing you’ll realize walking into Smashburger for the first time is the modern artsy feel of the entire restaurant. You walk in and can immediately grab a menu so that you can decide what you want while you’re standing in line to order. As you approach the counter, you are always welcomed to the establishment by a warm employee, asking if you had any questions about the menu and if not, if you had decided what you would like…

Words 518 - Pages 3