Haagen-DazsCase StudyGROUP: NO. 5MEMBERS: YAN, STEPHANIE, KATHRYNDATE: 25TH AUG 2016LECTURER: DOT MACKENZIE

About Haagen-Dazs Ice cream brand Also produces ice cream bars, ice cream cakes, sorbets, frozen yogurt, and

gelatos Opened first retail store in Brooklyn, New York, on November 15th 1976 Now has franchises throughout United States and many other countries

including UK, India, Pakistan, China and Brazil

About Marketing Mix Model Used by marketers as tool to assist in implementing marketing strategy. Original model consists of four variables: Product, Price, Place and Promotion, (4 Ps) with extended, service-orientated version by Boom and Bitner (1982) Personnel, Process, Physical Layout, (7 Ps) Company’s objectives: • Satisfiy needs of customers within target market• Simultaneously maximize performance (profitability) of organization.

4Ps AnalysisMarketing Mix

Product 1. luxury product made with fresh cream2. Fine flavor and texture3. Real pieces of chocolate, toffee and nuts; 4. Packed in smaller pint pots; 5. Start some new ranges of products such as Extraas 6. Focus on names of new products

Price 1.Very high, reflecting:• product image• customer expectations • cost

Place 1. Location: Types of Stores Ice cream parlors → supermarkets (not succeed) → delicatessens → grocers → supermarkets (succeed) → national store chains → ”dipping store”

2. Inventories: Mattus promised to buy back any products that did not sell when it began to sell in shops.

3. Market Coverage:• 250 Haagen-Dazs stores in America• Country’s best selling super-premium ice cream• Launched product in European market (especially in UK) 

Promotion 1. Advertising strategy: Word-of-Mouth;2. Big Idea of Advertisement: “Dedicated to Perfection”3. Promotion method: offer opportunities for customers to sample products in supermarkets 

Product Life Cycle(PLC) determines product’s progression stages

From its introduction, to growth, maturity and eventual decline

Helps company to modify products’ popularity and sales

Development → Introduction → Growth → Maturity → Decline

Develop market (awareness of product) → Expand channels & make profits → Reach peak → Replaced by new product

Product Life Cycle

1950s *New York manufacturer decided to extend distribution.*From parlors to supermarkets.

1961 *First Haagen-Dazs ice cream sold in NY.*New brand name.

Mid-1970s *Ice cream’s popularity remained.*250 Haagen-Dazs stores were developed.

Early 1980s *Established super-premium ice cream throughout US.

1983 *Company sold off to Pillsbury Company.

1984 *Became country’s best selling super-premium ice cream.

1987 *Developed European market

1989 *Bought by British company.

by1992 *Met strong competitor: Ben and Jerry’s.*Maintained its reputation.*Replaced product.

Product Life Cycle

SalesVolume

Time1960 1965 1970 1975 1980 1985 1990

Development

Introduction

Growth Maturity Decline

First Haagen-Dazs ice cream

250 Haagen-Dazs store

Country’s best selling ice cream

#Met strong competitor#Replaced product

Product Life Cycle

Reference

Birmingham International Academy. (2016) BME Academic Writing (10th edition). Birmingham: Creative Media.

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