Successful Marketing Strategy of Haagen-Dazs

Pages: 1 (424 words) Published: June 2, 2011
“If you love her, then take her to Haagen-Dazs”, the advertisement is familiar to people all around the world. Haagen-Dazs has successfully created value for its customers. Aimed to make itself the represent of top-class ice-creams, Haagen-Dazs tried to make the feeling of satisfaction and happiness its selling point. And this orientation proved to work well. In 1981,Times referred to Haagen as ‘Rolls-Royce among ice-creams’. While there are some modification actually, Haagen-Dazs focuses more on young ladies who are thirsty for romantic love than noble people. On the one hand, women usually cannot resist the entice of sweet food and romantic feeling .On the other hand, the orientation builds an emotional tie between its product and the customer. It is not just ice cream ,it is actually part of their dream. Due to its market positioning, most of its consumers of are lovers. For them, they are pursuiting more than just delicious ice cream .Lovers desire intimacy, the feeling of being loved and understood, and special experiences .So Haagen-Dazs make its ice cream the symbol of romantic and fancy. The packaging of its product is all-sided. Firstly, the name of the brand ‘Haagen-Dazs’ sounds to be Nordic ,which actually is American. Secondly, the ice cream has a unique look and name which create a noble impression. What’s more ,Haagen-Dazs has done something that most companies failed to do.That is ,to make ‘ the pursuiting of romantic’ the spirit and culture of the company. The connotation Haagen-Dazs are trying to deliver has been developing all the time .From the original one “If you love her ,then take her Haagen-Dazs” ,then in 2004,“melt slow”,and the 2009 one “melt together”.Haagen-Dazs tries to deliver this massage to the customers—to foster love in the spirit leve l.And that’s exactly what the couples are looking for today. Among the brands that are trying to create a romantic tale, Haagen-Dazs successful makes itself to be the leading one .It is even...
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