For the ice cream market, it means that 20 percent of the consumers will purchase 80 percent of the ice cream. Knowing this, in order to maintain its grow rates, Haagen-Dazs should stop investing its resources trying to satisfy its low-fat consumers, and go back to pleasing its original customers instead. The fact to the matter is, these original consumers care more about the quality, quantity, and price of their premium ice cream over its health benefits. So in order to satisfy them, all Haagen-Dazs has to do is increase the quantity of its ice cream for the same price (The company Doritos has also used this method and achieved great success). Ultimately, this method will allow the company to create a distinct positioning for its target market that care about price and quantity. Win the consumers using Comparative Advertising: Another alternative method that will have significant benefit for the company is comparative advertising. Since Cold Stone Creamery has now become a strong competitor for Haagen-Dazs, it’s important for the company to remind its consumers of why they should remain loyal. The company can accomplish this by directly comparing its product line to its competitors. In other words, Haagen-Dazs should advertise its products using the Pepsi-Cola Challenge method. This strategy will not only help advertise the company, but will also create a distinct image so that when people think of ice cream they sub consciously think of Haagen-Dazs.
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- Fall '13
- ice cream, Ice cream parlor, frozen yogurt, Häagen-Dazs