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Haagen Dazs

Transcript: History Sundae Cones It began in New York Haagen Dazs Sorbets Frozen yogurt Sorbet sipper Cups What is Haagen Dazs? Shakes Ice cream flavors By: Sofia Ramirez The first three flavors were: Thank you Bars White Chocolate Rasberrytruffle Peppermint Bark Crispy Sandwich Green Tea Pistachio Creme Brulé Cherry Vanilla Banana Split Rocky Road Products Dazzler Smoothies

Haagen-Dazs

Transcript: BEES? THE DECLINE CAUSE Haagen-Dazs AWARENESS STEPS 1-4 By: Alexa Armstrong, Nicole Adney, and Lisa Farr BEES?

Haagen Dazs

Transcript: Häagen-Dazs, Champs Elysées, Paris. Häagen-Dazs coffee, Place Victor Hugo. - Ruben and Rose Mattus - 1961 What about the name ? First Häagen-Dazs store, in Brooklyn, New York. 1976.

Haagen Dazs

Transcript: -Uncontrolled Media -Print, broadcast, radio, online -Spokes people, Advisory Board (Scientists, bee keepers), ice cream social -Source credibility, audience participation, group influences -Objectives Business goals, awareness/comprehension goals, behavioral goals -Evaluated Revenue growth, sustained growth, customer media impressions, positive media coverage, brand awareness, brand advocacy, initial influence -Creating campaign (wide identification emblem) -Press Releases, Print -Social media awareness Conclusion Research Evaluation Group Members Output Objectives -Create new flavor -Fund research -"Million Seed Challenge" -Social Media promotion -Strengths -Weakness -Future of the campaign Impact Objectives Planning Research Audience Analysis -Haagen-Dazs consumers' response -Supporting the cause -Eager to contribute Program Planning Thank You! Nattikan Choorat - Research Todd Banker - Objectives Robert Garcia and Karina Diaz - Planning Cheyenne Salton - Evaluation Tianna Thompson- Writer Ellen Cook - Design Haagen-Dazs Loves Honey Bees: Let's Lick This Problem (Case 9-1) -Informational awareness objectives -Increase awareness of danger bees face (habitat destruction, disappearence) -Attitudinal Objectives -Promoting honey bee conservation -Preventing depopulation -Educate people on science behind bees -Focus Groups -Objective -Primary Research -Secondary Research -Targeted Audience

Haagen Dazs

Transcript: Test 2 Mirror Mirror, on the wall How are you made after all? Test 1

Haagen-Dazs!!!

Transcript: Do you know Haagen-Dazs? Of course!!! Who created? In 1961 in New York Reuben Mattus a young entrepreneur at first... 3 flavors only!! in 1984 at Aoyama, Tokyo 1st shop in Japan---!!!!! All natural material Best ingredients Creamy&Rich

Haagen-Dazs

Transcript: That’s the reality we are facing. Beekeepers have seen bee colony populations drop 30 percent each year since 2006. Honey bees pollinate one-third of the foods we eat, including many of the ingredients Häagen-Dazs uses to make their various ice creams, sorbets, frozen yogurts and bars. Häagen-Dazs created the “Häagen-Dazs Loves Honey Bees” campaign as a way to increase brand awareness, sales and set in motion a national discussion of the growing honeybee crisis. Häagen-Dazs consumers trusted their company. Highest sales increase in 12 months Gathered 277+ million impressions Increased consumer brand advocacy to 69% About 469,798 consumers not only visited, but explored, the campaign website Consumers created their own “Save the Bees” dance videos A World without Honey Bees Häagen-Dazs loves Honey Bees History Objectives Promote honey bee "cause" symbol Increase revenue Goals Goals Business Goals The Häagen-Dazs brand has a simple mission: to create simple ice creams, sorbets and frozen yogurts with simple ingredients. As a company, they value quality and simplicity above all else. Their focus on honey bees only emphasizes their commitment to using pure ingredients. Honey bee friendly habitats Website traffic Consumer recommendations Awareness/Comprehension Goals Get the word out Influence media & consumer impressions 125 million impressions in 1 year Research Häagen-Dazs Funded research grants to Penn State and UC Davis to study the issue Created a new Vanilla Honey Bee flavor whose profits went to funding research Relayed information and news on helpthehoneybees.com Created a plantable print campaign using wildflower seed-embedded paper Tabled at farmer’s markets across the country Created BeeTV on YouTube, which gathered millions of views online Social media- Twitter and Facebook Business, awareness, comprehension, and participation goals shaped the HD loves HB campaign Haagen-Dazs created these goals to boost stagnant sales and restore historically high sales rates Häagen Dazs was founded by Reuben Mattus in the early 1920's Started with three flavors: Vanilla, Chocolate, and Coffee. Started selling in New York City. Today it is available in over 50 countries. Over 1,200,000 of the advertisements on seed paper were planted. Behavior Goals Results HD Loves HB (with $1.5 million in advertising equivalencies) Focus groups "We're in it together" Only food brand to adopt the issue Target: age 35-54 Audience analysis

HAAGEN DAZS

Transcript: 1- History Created in 1961 in USA Implanted in more than 80 countries Name doesn't have any signification Danish connotation to commemorate the courage of Danish people during 2nd WW 2- Values Refined product Like a jewelry Premium image Find the purest and finest ingredients in the world Craft them into the best product available Advantages : - strategic places - easily visible - add cannot be forgotten SWOT 2nd consumer of ice cream Among Haagen-Dazs' top three consumers Not very large market share 40% of Japanese adults consume ice cream at least once in a week In Japan, the image does not fit HISTORY & VALUES Oldest one in the market Quality Plenty of products Anywhere Innovation WEAKNESSES Same concept as Bradley Cooper's add 2 Japanese personalities : Oguri Shun & Kitagawa Keiko COMPETITORS TARGETS I) History & Values II) Targets III) Competitors IV) SWOT V) Japanese Market VI) Video VII) Street Marketing VIII) Pop-Up Stores HAAGEN DAZS Price Unchangeable image Impulsion purchase Demand of individual pot Global warming Low-fat market Exoticism POP-UP STORE AZNAR BAERT FAVENNEC VIDEO Competitors Caloric product Mostly seasonal prices Regulatory requirements more & more tight Elitist brand THREATS Projected at : - television (NHK, Nippon News, TV Tokyo) - cinema - subway - outdoor Screens (Shibuya crossing, Shinjuku, Ginza) Price : - 123 000USD/40s at TV - 263 000USD/month at cinema - 2,8 millionUSD/month on outdoor screen STREET MARKETING Price for small posters: - production 5 300USD - implementation 10 300USD Advantages: - everywhere, in Japanese's everyday life - Japanese are close to the world of advertising - public transports & streets: good places to have an impact JAPANESE MARKET Young people from 15 to 39 years old Middle high class Men & Women Looking for pleasure Attracted by exploring new flavors, sensations SUMMARY USA concept Divided in 2 parts: for sale the ice cream & a tea room Social networks Create a buzz with surprise effect Open for 3months in Tokyo for the 1rst one Price: 115 000USD Loyalty card system with discounts OPPORTUNITIES STRENGHTS Big posters in streets Strategic places Screen advertising: theme of luxury, pleasure & sensuality 109 tower in Shibuya, train stations, big commercial towers Price for big posters: - production 1 680USD - display 560USD - rental place 19 050USD - price for one poster 21 290USd - 46 posters 979 430USD

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