Haagen-Daz
Module MARKETING COMMUNICATION
Title Exam Project (60%)
The Haagen-Daz brand was launched in 1961, yet remained relatively unknown before its sensual advertising repositioned the brand as an Adult Ice Cream. Within five months of the advertising launch, Haagen-Dazs became the best selling premium ice cream in Britain with a market share twice that of its nearest rival.
Your remit is to investigate how the ice cream was repositioned so successfully from a little know niche product to a global brand (now available in 54 countries.) Your project should be both theoretical and applied and should include the following elements:
- identification and application of relevant marketing models which help to explain the company’s positioning strategy,
- identification and application of relevant communications models to clarify its advertising strategy,
- understanding (from a theoretical perspective) how attitudes are formed and changed and how this was so successfully achieved in this instance,
- understanding of the relationship between attitudes and behaviour, exploring how behavioural change was achieved so rapidly and dramatically,
- identification of the segmentation-targeting-positioning framework, as applied to the case
In addition to these elements, you may of course include any other factors which you consider relevant.
Standards of presentation are important as is evidence of applying a range of appropriate ideas, theories and frameworks from a variety of sources.
Please Read This Carefully First!!! The intended purpose of Our research papers is that they are used as models to assist in the preparation of Your own research papers. We neither endorse nor tolerate any form of plagiarism, whole or partial, and will not engage in any activity that facilitates cheating. Papers For You or its affiliates will NEVER sell a model paper to ANY student giving us ANY reason to believe that (s)he will submit our work, either in whole or part,
Title Exam Project (60%)
The Haagen-Daz brand was launched in 1961, yet remained relatively unknown before its sensual advertising repositioned the brand as an Adult Ice Cream. Within five months of the advertising launch, Haagen-Dazs became the best selling premium ice cream in Britain with a market share twice that of its nearest rival.
Your remit is to investigate how the ice cream was repositioned so successfully from a little know niche product to a global brand (now available in 54 countries.) Your project should be both theoretical and applied and should include the following elements:
- identification and application of relevant marketing models which help to explain the company’s positioning strategy,
- identification and application of relevant communications models to clarify its advertising strategy,
- understanding (from a theoretical perspective) how attitudes are formed and changed and how this was so successfully achieved in this instance,
- understanding of the relationship between attitudes and behaviour, exploring how behavioural change was achieved so rapidly and dramatically,
- identification of the segmentation-targeting-positioning framework, as applied to the case
In addition to these elements, you may of course include any other factors which you consider relevant.
Standards of presentation are important as is evidence of applying a range of appropriate ideas, theories and frameworks from a variety of sources.
Please Read This Carefully First!!! The intended purpose of Our research papers is that they are used as models to assist in the preparation of Your own research papers. We neither endorse nor tolerate any form of plagiarism, whole or partial, and will not engage in any activity that facilitates cheating. Papers For You or its affiliates will NEVER sell a model paper to ANY student giving us ANY reason to believe that (s)he will submit our work, either in whole or part,
References: • Burnett, John & Moriarty Sandra (1998) Marketing Communication, Prentice Hall, New Jersey • Business China (1999) Positioning Pleasure, Vol • Chandiramani, Ravi (2003) Green & Black’s expands ice cream line, Marketing (UK) Available from: EBSCO • Dairy Foods (2002) Cups of Indulgence Vol Eurofood (2000) Haagen Dazs Planning Ahead [online] Available from: http://www.findarticles.com/cf_0/m0DQA_June_22/article.jhtml?t... Accesed: 3/5/03 • Fill, Chris (2002) Marketing Communications: Contexts, Strategies and Applications 3ed. Prentice Hall, Harlow • Frozen Food Age (1997) Low-Fat Superpremium Ice Cream From Haagen-Dazs to Go National, Vol http://www.landor.com/branding/?action=showArticle&storyid=137 Accessed: 2/5/03 • Impulse Ice Cream (2002) [online] Available from: http:www.reports.mintel.com Accesed: 3/5/03 • Jobber, David (2001) Principles & Practice Of Marketing 3ed. Mc Graw Hill, London • Kotler, Philip (2000) Marketing Management, 10ed • Perreault, William D. & McCarthy, Jerome E. (1999) Basic Marketing: A Global Managerial Approach ed.3 McGraw Hill, Boston • Precision Marketing (2002) Haagen-Dazs pushes movie links, Vol • Restaurant Business (2000) Parlor Tricks, Vol. 99 (23) Available from: EBSCO • Riell, Howard (2002) Gearing Up for Summer, Vol.50 (6) Available from: EBSCO • Rooney, Joseph Arthur (1995) Branding: a trend for today and tomorrow, Vol.4. Available from: EBSCO • Take-Home Ice-Cream (2002) [online] Available from: http:www.reports.mintel.com Accesed: 3/5/03 • Taylor, Jeff (2003) Sweet Indulgence, Prepared Foods, Vol. 172 (4) Available from: EBSCO • TV Choice (2001) The Marketing Mix and Haagen-Dazs, [video] • Vince, Tony (2001) The Luxury Of Confusion, Frozen Food Age Vol. 49 (10) Available from: EBSCO • What Is Branding? (2003) [online] Available from: http:www.landor.com Accesed: 3/5/03