Table of Contents
MARKETING ENVIRONMENT :
SEGMENTATION, TARGETING,DIFFERENTIATION, POSITIONING:
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, which is focused more high-income class. Haagen Dazs targets to students, adults and foreigners who are the upper class. In positioning section, we emphasize Haagen Dazs’s competitive advantages, such as product differentiation, service differentiation, and overall positioning strategy.
Haagen- Dazs were found in 1961 by Reuben Mattus who is a young America entrepreneur at that time. With philosophy, quality is one of the main parts to produce ice-cream, as a result, Haagen- Dazs achieved trust of customer all over the world for a half of century (Haagendazs n.d) Haagen-Dazs as a leader in high-priced ice cream market, as a result, the market share of Haagen- Dazs is only 2% that is dramatically slow compare with other competitor such as Nestle (14%) and Unilever (18%) (Businesstoday, 2012). To elaborate, the quote of Haagen Dazs is that they concentrate on the high quality of product, so the main target audience of Haagen Dazs is high- income class. The marketing plan aims to introduce famous brand name of ice-cream in the world , also analyse Haagen-Dazs marketing environment that would be affected to company when they want to expand market in Vietnam. We also mention about the strengths, opportunities, weakness, threats, of Haagen-Dazs that can help them successful in the future. 1. SITUATIONAL ANALYSIS:
a) Company description
Haagen-Dazs was founded by Reuben Mattus in 1961. The first gourmet shop was opened in New York City and then continued to be spread out in the east coast of the United States. By 1973, the distribution of Haagen-Dazs Shops was rapidly expanded around the United States. In 1983, Haagen-Dazs brand was sold to the Pillsbury Company, which had to commit to remain quality and creation of Haagen-Dazs ice cream inherently. Haagen-Dazs has commonly become for ice cream lovers worldwide and its products are offered across 50 countries today. Vietnam with stable growth rates and a huge population has shown great...
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