Haagen Dazs
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 many opponents like Baskin Robbins, Bud’s and more. The marketing campaign is low-powered that just a small amount of Vietnamese people knows Haagen Dazs, because Haagen Dazs strategies seem not to be effective. Thus, a group of Marketing Department creates a plan to make a change for Haagen Dazs in the next 12 months.
We will look at the marketing environment. In the micro-environment, include of company section, which states about General Mills and Nestle are the associated partner with Haagen Dazs. Suppliers of Haagen Dazs based on natural and healthy ingredients. Then, indicating about main domestics and foreign competitors, such as Bach Dang and Baskin Robbins. Also there is customer target in Vietnam which are high and middle class income. Moreover, Haagen Dazs also faces effects in Public environment. Second part is about macro environment which external affects the brand such as: economic growth rate by GDP of Vietnamese, demographic thought population pyramid, natural and cultural factors such as weather, globalization and finally technological industry.
Finally, we will consider the segmentation, targeting, differentiation, and positioning of Haagen Dazs. Haagen dazs is located on 11-13 Han Thuyen Street, district 1,
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 many opponents like Baskin Robbins, Bud’s and more. The marketing campaign is low-powered that just a small amount of Vietnamese people knows Haagen Dazs, because Haagen Dazs strategies seem not to be effective. Thus, a group of Marketing Department creates a plan to make a change for Haagen Dazs in the next 12 months.
We will look at the marketing environment. In the micro-environment, include of company section, which states about General Mills and Nestle are the associated partner with Haagen Dazs. Suppliers of Haagen Dazs based on natural and healthy ingredients. Then, indicating about main domestics and foreign competitors, such as Bach Dang and Baskin Robbins. Also there is customer target in Vietnam which are high and middle class income. Moreover, Haagen Dazs also faces effects in Public environment. Second part is about macro environment which external affects the brand such as: economic growth rate by GDP of Vietnamese, demographic thought population pyramid, natural and cultural factors such as weather, globalization and finally technological industry.
Finally, we will consider the segmentation, targeting, differentiation, and positioning of Haagen Dazs. Haagen dazs is located on 11-13 Han Thuyen Street, district 1,