I) Target Market
Haagen-Dazs is taking the “excellent ice cream” line; the aim target consumers are the youngers who are fashionable and in the income pyramid peak. (yc2000, 2008) 2) Baskin-Robbins
The primary target market of Baskin Robbins is comprised of higher middle (Rs. 150 000 to 200 000) and higher upper (Rs. 200 000 above) income professionals and families with toddlers. The secondary segment of Baskin Robbins target market is composed of teenagers, young adults and students (School and university). II) Point-of-difference
Haagen-Dazs wins in the segments and grasp of the aim market. Each time to entered in new market, Haagen-Dazs will make careful analysis of the domestic consumer’s mind, this provides great assistance for marketing and branding. Meanwhile, Haagen-Dazs cooperate with many upscale restaurants, to let Haagen-Dazs ice cream printed on smooth these advanced restaurant menu. In terms of competition, for the reason why Haagen-Dazs maintain excellent results in the fierce competition is because it not only represents a product, it also stands for a lifestyle. 4) Baskin-Robbins
Baskin-Robbins is the flavor champion of the world. Each month, the Baskin-Robbins team has produces a new ice cream flavor. And it focuses on customer choice. And Baskin-Robbins has the best ice cream cakes. They have a thick layer of cake and a layer of ice cream. The texture of the icing as it melts, the slight crunch of the cake and the way the ice cream melts into the cake where they meet. Plus they have those figurines on top. Baskin-Robbins has popularized the practice of offering free tastes on miniature pink spoons to customers dazzled by its selection of flavors. Its pink spoon has become a veritable cultural icon. (wejdani, 2011) III) Point-of-Parity
All the fruit for Haagen-Dazs’s product is pasteurized, which kills all of the bad...
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