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Haagen-Dazs

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by

Miu

on 13 May 2014

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Transcript of Haagen-Dazs

American brand created in 1961

Nestlé and General Mills

Unique Ingredients

concerto time
History
Different types of product
Family Packed products
Cones

Bars
Blocks
sandwich

Frozen Yougurt
Sundaes
Shakes
Smoothies
ice
cream
more products
Marketing Group 1
1. Introduction of Häagen-Dazs
unique ice cream recipes
~e.g. dark chocolate from Belgium;
~handpicked vanilla beans from Madagascar
a wide
variety of flavours

(up to 24 flavours )
Richer
in taste &
creamier
in body
a
long slow-melting
moment of pleasure
2. Situational Analysis
2.1 S.W.O.T
Strengthes
Weaknesses
opportunities
threats
positive
factors
negative
factors
internal & current
external & future
Reputation
Premium Image
Range of flavors
Natural ingredients

Ice cream market growth (premium)
More locations in tropical countries
Global warming
Products more healthy
Provide allergen free food items

High in calories
High prices (also a strength)
Seasonal products
Few size

Climate
Economic recession
Lots of competition

Häagen-Dazs Worldwide
2.2 P.E.S.T
Political
Economicals
Social-cultural
technological
8. Marketing Mix
4Ps--
price
promotion
products
place
7. Analysis of pricing strategy
Psychological pricing
'High status'.
Higher prices =
indicator of quality

Luxury
and
exclusive image
more about Häagen-Dazs
advertising
positioning as a luxury ice cream and exclusive image.
glossy magazines, bilboards, TV advertisements
without either artificial colorings or additives
available in
various distribution channels
e.g. retail shops, supermarkets, convenience stores &
Häagen-Dazs’ shops (flagships),
13th May,2014
Thank you for your attention!


Any questions?
-The end-
3. Segmentation
a niche industry from the ice cream industry "Super Premium" ice cream
4. targeting
1) Demographics
2) Geographic
3) Psychographics
5. Positioning
Price (High)
price (ow)
Quality (artisanal)
Quality
(original)
5. Competitors’ strengths & weaknesses
8.2 Proposals made for changes - conclusion
8. Bibliography
Adam, (2010). [Online]. Available at: http://www.freeswotanalysis.com/retailing-swot/62-baskin-robbins-usa-co-swot-analysis.html [Accessed: 1st May 2014]

Anonymous, n.d. [Online]. Avaiblable at: http://www.marketingteacher.com/swot/ben-and-jerrys-swot.html [Accessed: 30th April 2014]

Blythe, J. (2012), Essentials of Marketing, 5th ed, Pearson.

Erickson, G.M. and Johansson, J.K.: ‘The role of price in multi-attribute product evaluation’, Journal of Consumer Research, 12 (1985), pp. 195-9

Fatine in (2011), Marketing strategy of Häagen-Dazs. Available from: http://brand-audit.blogspot.co.uk/2011/12/marketing-strategy-of-haagen-dazs.html [Accessed: April 26, 2014].

Häagen-dazs (2014), All Products. Available at:
http://www.haagendazs.com/products/[Accessed: April 30, 2014].

Häagen-Dazs and Associated Words and Designs (2011), Discover pure pleasure. Available from: http://www.discoverindulgence.com/en/Global/Discover.aspx[Accessed: April 26, 2014].

Joseph, S., (2013). Ben and Jerry’s launches social media hub. [Online]. Avaible at: http://www.marketingweek.co.uk/news/ben-and-jerrys-launches-social-media-hub/4006722.article [Accessed: 30th April 2014]

Just Haagen-Dazs (2012), Häagen-Dazs Market analysis. Häagen-Dazs Market strategies. Available at: http://justhaagendazs.wordpress.com/haagen-dazs/http://justhaagendazs.wordpress.com/market-strategies/
[Accessed: April 24, 2014].


Kottary, S. (2013). [Online]. Available at: http://fr.slideshare.net/connectshivak/ben-n-jerry-gnims [Accessed 30th April 2014]

Lamerie, T., (2009). [Online] Available at: http://fr.slideshare.net/t.queruau/haagen-dazs-1720095 [Accessed: 29th 2014]

Lu, M., (2008). [Online].Available at: http://fr.slideshare.net/lumingwei/baskin-robbins [Accessed: 30 April 2014]

Molz, Gunterr and Gielnik, Michael: Does the introduction of the Euro have an effect on subjective hypotheses about the price-quality relationship?’ Journal of Consumer Behaviour, 5 (3) (2006), pp. 204-10.

Priyanka, D., (2013). Häagen-Dazs rolls out Bradley Cooper ad in the UK. [Online]. Aailable at: http://www.campaignlive.co.uk/news/1184036/ [Accessed: 30th April 2014]



Cosier and Funnier
Social responsability
Close from their audience
Homemade recipe
Strong brand awareness
Large variety
younger target audience
Strengths
weaknesses
Poor advertising strategy
Un-standardized products
R&D expensive
Strengths
Weaknesses
Social resposability
Employees
Strenchts
Brand awareness
Refers to Luxury
Leader on its segment
Weaknesses
Classic flavors
Few 500ml cups
Häagen-Dazs
Baskin Robbins
Carte d’Or
Ben & Jerry’s
Governement taxes
Regulations on nutrition & ingredients
health consciousness
Low market growth
Secondary goods
High innovation
low barries to innovation
Perfect working distribution network
commercial ad.
5.1
5.2
5.3
Marketing group 1
13th May, 2014
Ice cream buffet events
Hiring outstanding figures
Delete points of sale
A,B,C1,C2
Both gender
Large Target: 15-74
Core target: 15-34
People living in cities
brand refers to luxury
Full transcript