Marketing of Haagen Dazs

Topics: Ice cream, Beekeeping, Colony collapse disorder Pages: 5 (1104 words) Published: May 23, 2013
Markting Final Report

Teacher:王全裕 博士
Student:觀光一 110113634邱嵂
觀光一 110113660張志鑌

Origin of brand name3
Häagen-Dazs Honey Bee Haven3
4P –Product4

the idea for the Häagen-Dazs® brand dates back to the early 1920s. Reuben Mattus, a young entrepreneur with a passion for quality and a vision for creating the finest ice cream, worked in his mother's ice cream business selling fruit ice and ice cream pops from a horse-drawn wagon in the bustling streets of the Bronx, New York. to produce the finest ice cream available, he insisted on using only the finest, purest ingredients.

the family business prospered throughout the 1930s, 40s and 50s. by 1960, Mr. Mattus, supported by his wife Rose, decided to form a new company dedicated to his ice cream vision. he called his new brand Häagen-Dazs, to convey an aura of the old-world traditions and craftsmanship to which he remained dedicated.

Häagen-Dazs ice cream started out with only three flavors: vanilla, chocolate, and coffee. but Mr. Mattus' passion for quality soon took him to the four corners of the globe. his unique ice cream recipes included dark chocolate from Belgium and hand-picked vanilla beans from Madagascar, creating distinctive and indulgent taste experiences.

the Häagen-Dazs brand quickly developed a loyal following. its early success was created by word of mouth and praise. without the benefit of advertising, the story of an incredibly rich and creamy confection spread rapidly. at first, it was only available at gourmet shops in New York City, but soon distribution expanded throughout the east coast of the U.S., and by 1973 Häagen-Dazs products were enjoyed by discerning customers throughout the United States. in 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs® Shop. it was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs® Shops across the country.

in 1983 Mr. Mattus agreed to sell the Häagen-Dazs brand to The Pillsbury Company, which remained committed to the tradition of superior quality and innovation on which Häagen-Dazs ice cream was founded. since then, it has become a global phenomenon, available in 50 countries. the same careful attention to quality that Reuben Mattus built into every Häagen-Dazs product remains today. ice cream lovers the world over now recognize the unique Häagen-Dazs logo as synonymous with the ultimate super-premium ice cream.

from the beginning, Häagen-Dazs ice cream has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as vanilla swiss almond, butter pecan, and dulce de leche, to name just a few. Häagen-Dazs was also the first to introduce the world to ice cream bars for a grown-up palate, with the introduction of the Häagen-Dazs brand ice cream bar line in 1986. other super-premium innovations followed, with frozen yogurt in 1991 and sorbet in 1993.

to this day, the Häagen-Dazs brand remains committed to developing exceptional new super-premium frozen dessert experiences, releasing new flavors every year.

Origin of brand name
Mattus invented the "Danish-sounding" "Häagen-Dazs" as a tribute to Denmark's exemplary treatment of its Jews during the Second World War, and included an outline map of Denmark on early labels. The name, however, is not Danish, which has neither an umlaut nor a digraph zs; nor does it have any meaning in any language or etymology before its creation. Mattus felt that Denmark was known for its dairy products and had a positive image in the U.S. His daughter Doris Hurley reported in the PBS documentary An Ice Cream Show (1999) that her father sat at the kitchen table for hours saying nonsensical words until he came up with a combination he liked. The reason he chose this method was so that the name would be unique and original. Häagen-Dazs Honey Bee...
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