other hand, Häagen-Dazs should also do more digital marketing to serve the needs of which browse their website, since not many of the customers know about the promotion campaign launched by Häagen-Dazs, it should do more in marketing. 3. Distribution channel Many people search for “find”, it indirectly indicates that people are confused about how 9
they can get that products, which stores are selling that product. First, Haagen-Dazs should have better information management online to give customers clear information about their products and updated news. Second, [Opportunity 6] Haagen-Dazs can set up a online ordering service which customers can order products online and choose where to get it. Besides it can also boost its sales performance. VII. Information management(IM) solutions Customer Relationship Management, Supply Chain Management, E-marketing and E- business will be adopted to solve the problems and realize the opportunities stated above. Customer Relationship Management (CRM) Under this field, the existing mobile application of Häagen-Dazs will be upgraded and reformed as a CRM application to serve the need of marketing, customer acquisition and relationship management. Also, new social media platform, such as Instagram, will be used in reaching more target customers and having even more interaction with them in order to develop customer loyalty. Changes on existing mobile application First, it has to be noted that the mobile application can only be used by members. In other words, customers have to register first in order to enjoy the functions offered. In this way, Häagen-Dazs is able to acquire more customer and also their details, where bigger dataset could be obtained in analyizing customers or members’ behaviour. 1. New function - Fitness Monitor In order to realize opportunity 1 stated above, it is suggested that the mobile application can provide a new function of fitness control, where Calories and other related nutrition and fitness information are being calculated according to the users’ profile and types of product consumed as an assumption or record for members’ reference. 2. Promotion alert 10
Dealing with problem 4, Häagen-Dazs should play a very active role in promotion itself. So, it is recommended that it should set promotion alert in its mobile application to alert and give more details of its product, retail store, current and upcoming promotions. Digital marketing on social media platform 1. Increase effectiveness on social media platform As stated in problem 3, Häagen-Dazs is currently not best utilizing the current and existing marketing channel. It is found that Facebook, serving as the main interative social media platform to Häagen-Dazs, is having large population of subscribers while the response rate is quite low that most of the posts are only having less than 5 replies. While it is surprised that once there are new product information and marketing activity posted on Facebook, the number of replies and shares are quite high. So it is recommended that Häagen-Dazs should
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- Fall '16
- ice cream, Häagen-Dazs