Case Study – Pillsbury’s Haagen-Dazs Ice Cream
Jan Phillips has to create a strategic plan for Haagen-Dazs ice cream products for its North American market in order to respond to competition and increase market share.
Why do Consumers buy ice cream?
Ice cream is a discretionary food. Consumers buy it not because they need it but because they want it. Purchase situations could be during special occasions (birthdays, anniversaries) and seasonal demand cycle (summer). Ice cream is served to entertain guests or is eaten as comfort food. The brand of ice cream chosen is influenced by past experience, and by reliable endorsers. Most often, the criteria that consumers set in buying ice cream are price, quality and nutritional value. The decision of purchase depends on the individualities of the consumers. Price is the primary factor for economic-conscious; quality and brand for status-conscious; and nutritional value for health-conscious.
Company and Product
Pillsbury Haagen-Dazs is one of the leading brands known for its super premium ice cream. The market has now expanded to 55 countries and with over 900 shops. Due to health concerns of consumers nowadays, several competitive brands have begun producing low-fat products. Haagen-Dazs also introduced a line of low-fat super premium ice cream and frozen yogourt. However, the competition never ends there. New products, like sherbet, have emerged and new brands have entered the market. Jan Phillips, Product Manager for the North American market was given a task of creating a strategy to counter competition and increase market share of Haagen-Dazs.
* To develop a new product in order to counter the increasing competition from other low-fat and low-calorie ice cream products as well as the new entrants to the super premium category
Strengths * Established brand...