指導老師 : 徐玉瓊組 員 : 4980M012 黃嘉慶 4980M111 朱婉淋 4991M024 賴婕宇

1.Prefacea. Story of ice creamb. Story of Haagen-Dazs2.History of Haagen-Dazsa. Brand development b. Brand philosophy3. Marketing Analysisa. 4Pb. Activity4. Conclusiona. Experience

Early before Christ, there was the most

primitive ice cream, when Chinese stirred

ice and juice to cold drinks, then the

drinks were spreader to Europe from the

south of Italy.

At that time, it was not an easy job to make

ice cream: In addition to ice and snow, it

also needed to keep them at the low

temperature. Owing to the limited amount

of ice cream, the nobles were the only

people to enjoy it, but the ordinary people

weren’t.

Until the mid-nineteenth century, the U.S.

started to manufacture ice cream by

industrial production, that made ice cream

popular in the dessert; and later, ice cream

was more and more delicious with the

invention of the refrigeration system.

In the late twentieth century, when

speaking of ice cream in Taiwan, we would

definitely think of Haagen-Dazs. The New

York Times also highly praised it as the Rolls

Royce in ice cream industry; thus it was

common to see how popular Haagen-Dazs

was in the world.

Haagen Dazs was from Danish; the founder

of it was a Polish called Reuben Matas.

Matas took a Danish name as Haagen-Dazs

for his ice cream; he thought the name of

the Scandinavian Slovenia could arouse the

feelings of draw fresh, natural, healthy and

high quality.

Haagen-Dazs ice cream production has three insist,

as follows:

(A) 2 times the material: to double the amount

required to enjoy the rich taste, or even choose to

use the best materials origin.

(b) 1.4 times the weight: the same volume of ice

cream, 1.4 times the weight of others, so one of

the texture of thick, dense taste is unparalleled.

(c) -26 degrees ultra low temperature: In order to

present the most perfect taste, whether in production,

transportation, selling point is maintained at -26 degrees

c, to ensure that the natural taste.

Haagen-Dazs ice cream by the General Mill operated by

the company's four business philosophy for the T

（ a ） Champions People

（ b ） Champions Brand

（ c ） Champions performance

（ d ） Champions Innovation

These four ideas is General Mill on the definition of the

identity of every employee, but also to consumers,

customers, investors and employees to ensure that he has

done.

With the various kinds of products, it is one of the attractive

selling points to Haagen-Dazs; the quality of products is also

requested to be flawless before supplying to the public. In

addition to ice cream, Haagen-Dazs has developed a

number of special products, it is worth to recommend as

the moon cake ice cream moon cakes. They are not only

special but unusually innovative. During the time of Moon

Festival, having a bite of cake makes a really

memorable and new experience to us.

(a) Product Strategy(a) Product Strategy

(B) Price policy

The price of Haagen-Dazs is 20 times more

expensive than the other local ice cream, but

its quality and fashion sense is no one to be

competitive. That’s why there are many people

on top of the M society eager to taste it.

Besides, the people of middle class can’t also

resist its fascination.

(b)The price strategy(b)The price strategy

(C) Pathway (Place) strategy

In order to satisfy the public's desire of taste,

there are many refrigerators of Haagen-Dazs

established for numerous sales opportunity in

shopping malls, 7-11 convenience stores,

department stores, and Blockbusters. The

demands of quality and hygiene are also

unexceptionable, including the cleanliness of the

refrigerators.

(c) The location strategy(c) The location strategy

Haagen-Dazs didn’t use the bigger advertisement and

the boards to promote it. However, everyone is known

about it. There is no reason provided. For Haagen-Dazs,

they don’t need a bigger board or advertisements also

can help them to promote the ice-cream. The customers

see the sign of the shop; they will automatically enter

into the store. So now you can imagine that everywhere

also can find it.

(d) Promotion strategy(d) Promotion strategy

ActivityActivity

Generally, Haagen-Dazs is a luxury as one small

scoop already costs more than one hundred. But

after tasting it, you will realize that it’s worth. It

is very delicious. It would not too sweet, and also

there are different tastes to choose.

One of my favorites taste is strawberry taste.

The sweetness is just right, eating up with the

happiness feeling. I only can say that Haagen-

Dazs is the champion in the ice-cream industry

even the selling price is high, but it still loved by

public.

http://haagen-dazs.com.tw/#quality_2哈根達斯官方網站http://www.sheeee.com/sheee/19/n-364319.html 趨勢報告http://www.pollster.com.tw/report/457/index.htm Pollster 波仕特線上市調http://www.google.com.tw/search?um=1&hl=zh-TW&rlz=1T4PRFA_zh-TWTW422&biw=1088&bih=647&tbm=isch&sa=1&q=%E5%93%88%E6%A0%B9%E9%81%94%E6%96%AF&btnG=%E6%90%9C%E5%B0%8B&aq=f&aqi=g2&aql=&oq= 哈根達斯圖片集

台灣 Haagen-Dazs 消費者之顧客滿意度研究，周美力、林政憲、蔣丞哲，( 民 97 年 )

世新大學傳播管理學系，洪淑秋，結合方法目的鏈與隱喻誘引技術的新產品開發與行銷策略之研究， ( 民 92 年 )