, 2017Haagen-Dazs has beenproducing many varietiesof ice-cream and wants toimprove its quality by launching a new product which is called “Nicecream”.Nicecream is another variety of ice-cream that is made by banana as the mainingredient. Basically, Nicecream is a banana ice-cream for the consumers who likes ice-cream but they also concern to their health. The ingredients of Nicecream are banana,with some other fruits, almond milk, cacao powder, and it will be served withdifferent topping as the consumers desire. The toppings will cost separately with theice-cream. It means while the consumers must pay extra for the toppings. This couldattract the consumers to taste the new ice-cream product. Its objectives must be specific and precise about what Haagen-Dazs areplanning to achieve. Haagen-Dazs has set a goal to provide a healthy fast food forpeople who is on diet or allergic to dairies product. By launching Nicecream, Haagen-Dazs can solved any perception that was thinking ice-cream is a threat for health.Besides that, Nicecream can be beneficially for people who consumes it since theingredients contains of banana and any ingredients with low calories, low sugar, andlow fat which is healthier. Moreover, from the banana itself, it gives benefits such aslower blood pressure, improve digestion, and rich in vitamin C. 9
Source:, 2015Thenutrition facts above isshowingtheconsumer about the caloriesthat contains inevery one scoop of Nicecream.It has beenproved also that the calories inNicecreamislower than other ice-cream thatHaagen-Dazshas produced. Furthermore,Haagen-DazscouldsellNicecream to compete againstseveral competitors who does not have a healthy choices in product such as Ben &Jerry. In fact, Ben & Jerry is one of the best ice-cream maker but related it back to thehealth concern of the consumers.5.2PRICING STRATEGIESPricing strategy is one of the essential strategy since it focuses on causing andincreasing the revenue or profit for a company and known as the most difficultdecision in marketing. (Musonera, n.d.). 10
Price skimming as the most suitable strategy for Nicecream since Haagen-Dazs has a higher image and reputation among the consumers and it will besupporting the buyers to consume the product at any prices at the same time. Inaccordance, the product will be sold at the range RM10/scoop, it is designed tomaximize the sales while the competitor is lower, and distribution an innovativeproduct might give higher margins for the company. Since Haagen-Dazs is well-known by people around the world and they had established a higher brand, priceskimming is very compatible for Haagen-Dazs to prevent the competitor entering themarket. The pricing strategy chosen by Haagen-Dazs is based on total calculation ofall the raw ingredients of Nicecream and Haagen-Dazs company has considered theability of their customer to pay for their product, especially for Nicecream. As the firstlaunching, Haagen-Dazs is offering Nicecream in RM10/scoop for their customers.
- Fall '16
- George John
- International Finance