Other hand häagen dazs should also do more digital

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
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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
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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