Markting Final Report Häagen-Dazs Teacher:王全裕 博士 Student:觀光一 110113634邱嵂 觀光一 110113660張志鑌 Contents Introduction 2 Origin of brand name 3 Häagen-Dazs Honey Bee Haven 3 4P –Product 4 -Price 6 -Place 6 -Promotion 6 Conclusion 6 Reference 7 Introduction 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
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has connected the name of Häagen Dazs with the high quality of life. It’s unique and distinctive brand has lead customers to regard Häagen Dazs product as the words finest quality premium icecream made of the highest quality ingredients. Most Chinese would have heard of Häagen Dazs as seen in the surveyed carried out. High product quality Häagen Dazs employs stringent measure to storing of products so as to maintain the freshness and quality of the products. All Haagen-Dazs ice cream is manufactured
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essay attempts to analyze the unique marketing strategy of Haagen-Dazs in China using an analysis of market concentration and Porter ’s five forces. Moreover‚ it analyzes other major competitors of Haagen-Dazs and their competitive strategies. Concentration Market concentration is concerned with the number of firms that account for the total production within a specific industry. In the Chinese ice ream market‚ the distribution of Haagen-Dazs is mainly through the form of store sales‚ the other brands
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called his new brand Häagen-Dazs‚ to convey an aura of the old-world traditions and craftsmanship to which he remained dedicated. Häagen-Dazs 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
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reflected in the balance sheet‚ Ben & Jerry¡¦s had reinvested huge amounts of property and equipment in 1994 increasing their long-term debts by almost 45% in 1993. Alternatives available to the consumer now‚ and in the foreseeable future Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the ¡¥super premium¡¦ category. To an extent‚ these are real competitors. However
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References: "History." Ben and Jerrys. N.p.‚ 2012. Web. 15 Sep 2012. . ("Ben and Jerr ’ys") Rosenbloom‚ Bert. Marketing Channels. 8th. Mason‚ OH: South-Western‚ 2004. 594-598. Print. (Rosenbloom 594-598) "Company History." Haagen-Dazs. Haagen-Dazs‚ 2012. Web. 17 Sep 2012.
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facing them in the ice cream industry; they have faced financial struggles‚ internal issues‚ and some social and economic factors. In conclusion‚ I have come up with a few recommendations for the company to possibly improve things in the future. Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the "super premium" category. To an extent‚ these are the real competition. However
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that had low barriers to entry and low costumer switching costs. There strategy was to cater to a targeted market of 25-40 year old individuals with a product that was of high quality and taste. The expected retaliation from the industry giant Haagen-Dazs was considered as low. There strategy helped them gain a sustainable advantage over their rivals by having a product that uses no chemicals‚ working with suppliers that have the same beliefs and social responsibility as there company does. Ben
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political and cultural” (Philip 2010).. First of all‚ I would like to one by one to apply Haagen-Dazs. Micro-environment [pic] Sources: The company For research and development‚ Haagen-Dazs will create more kinds of product use to ice-cream such as ice-cream and cakes‚ Haagen-Dazs hopes create moon-cake makes by ice-cream. It is because the Moon Festival is a lot of people to buy ice- moon cake‚ so Haagen-Dazs is need to important with ice-cream moon cake. The china marketing research is
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positioning strategy ?Marketing Mix -product -price -place -promotional Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Marketing Strategy Haagen-Dazs overall marketing strategy will be to create an image of offering the highest quality ice cream
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