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On the other hand, Haagen-Dazs have an excellent value packagesthat they offering design of productfor customer with combinations of product and services so as customer are more willing to pay for theproduct where they are received an augmented value packages. Which the company design their productwith built-in the spoon on its lid so that customers are able to enjoy the ice-cream at outside, andconsumer never go spoon less again through Haagen-Dazs comes out with this idea. In addition, Haagen-Dazs are not merely built-in the spoon into the lid but also offers a free complimentary cooler bag (Referto appendix 4)for customers who purchase minimum of RM70 and above. Haagen-Dazs had done wellthrough implementing this strategy, the value that Haagen-Dazs created is successfully to meet thesatisfaction of customer since they are understood what customers want to receives. 13
BBDT3193 Pricing StrategyAccording to the indirect competitors of Baskin Robbins which is Tutti Frutti frozen yogurt ice-creamalso had offers a true differentiation value to the customer which introduces a healthy productsothat customer is having a healthy living style when they purchase Tutti Frutti frozen yogurt ice-cream.The company is the market leader in premium frozen yogurt industry; they also introduced variousflavours of frozen yogurt ice-cream which makes with highest quality yogurt ingredients to customer. Thepricing strategy of Tutti Frutti is concern on product quality which reflects its characteristics of productsso as enable the customer to differentiate the Tutti Frutti quality and benefits then customer are ready tospend their money for the value creation of Tutti Frutti since most customers believes that the qualitycomes with price. Consequently, both company of Haagen-Dazs and Tutti Frutti can be said that they areadopted customer-led approach of value creation to develop their product.Tutti-Fruttidoes not do well in value packagewhich compared with both company of Baskin-Robbinsand Haagen-Dazs. However, Tutti Frutti are not merely diversified their product but also provides theprice parameters which according to the consumer’s preference, the prices of frozen yogurt is chargedbased on the quantity that consumer preferred. Tutti Frutti company position a unique strategy which theprices of frozen yogurt are charged by its weight that enables consumers to decide the weight of the cup.Therefore, Tutti Frutti able to leverage their ability to sell at higher prices and they also gained acompetitive advantage since the value that offered by the company was increasing the willingness ofconsumer to pay for the price of Tutti Frutti frozen yogurt ice-cream.Last but not least, both company of Haagen-Dazs and Tutti Fruttiis adopting a same pricing strategyto develop their product which is premium price strategy. Also, both company are focuses on superiorquality ice-cream with setting their product prices artificially high and hence they priced their product is