Anna Giallombardo MKT 3600 SM Haagen Dazs Ice Cream 07/120/15 Social Media: Häagen-Dazs Ice Cream Indulgence sources: Harvard business review, Häagen-Dazs website, and Basic Marketing Research Textbook Be an MR! 1. Flavors and products offered Classic – 24, Artisan – 6, Limited edition 1, Gelato – 9, Sorbet – 4, Frozen yogurt 3, Cups 8, Bars 12 2. Company’s marketing strategy Grand Met opened posh ice-cream parlors and skipped an ad blitz; timing; nuanced approach is the better course of action - Against the odds, this team launched the brand in June 1989, with a daring ad campaign featuring scantily clad couples indulging in the pleasures of ice cream. Within 18 months, Häagen-Dazs was the leading dairy ice cream in Western Europe. The team had pulled off one of the most successful new product launches the packaged food industry had ever seen. - The conventional way to introduce a new product such as Häagen-Dazs is to lead with a major advertising effort. But Grand Met chose a different route. To introduce the brand in Europe, it first opened several posh ice-cream parlors in prominent, affluent locations with heavy foot traffic. The café-like stores, deliberately designed to contrast with the more traditional, sterile ice-cream parlors common in the United States, made a statement about Häagen-Dazs. The company also obtained placement for the ice cream in quality hotels and restaurants but stipulated that the Häagen-Dazs name be featured prominently on menus. - Now consider Häagen-Dazs. Grand Met launched Häagen-Dazs in Europe in 1989 despite an economic recession, a tired, stagnant category, and established competitors. Unilever, Nestlé, Mars, and a great number of small but strong local ice- cream manufacturers—such as Schöller in Germany, Mövenpick in Switzerland, and Sagit in Italy—advertised extensively, had high levels of name recognition, and controlled the limited freezer space in European supermarkets. In countries such as the United Kingdom, strong private labels held more than 40% of the take-home market. Clear brand identity - Häagen-Dazs pursued additional approaches to fuel word-of-mouth communications: branded freezers in food retail stores; sponsorship of cultural events; and a relatively low-budget, steamy print-media campaign with the theme The Ultimate Experience in Personal Pleasure. Linking the brand to arts sponsorship was a particularly savvy
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