Your SlideShare is downloading. ×
0
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Haagen Dasz in China
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Haagen Dasz in China

4,223

Published on

Published in: Business, Self Improvement
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,223
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
114
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • http://www.youtube.com/watch?v=0_TLWi5Cm_A
  • http://www.youtube.com/watch?v=NBRU8OWyIGA
  • http://www.youtube.com/watch?v=NBRU8OWyIGA
  • CELESTINE
  • Transcript

    • 1. CHINA STRATEGY
    • 2. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
    • 3. SUMMARY USA China Eat 19.8 pounds of ice cream per capita per year Little dairy in traditional diet Quality, superior ingredients Western luxury brand Targeting upscale working class market Targeting the Chinese upper class Reasonably expensive 5 times the American prices Convenience store / grocery High-end cafés: customer stores: product leadership intimacy “Dedicated to pleasure” “If you love her, bring her to Häagen-Dazs”
    • 4. THE COMPANY Mattus started out selling fruit ice and ice cream pops from a horse-drawn wagon in the Bronx NY First store open in 1961 Danish name to convey world tradition and craftsmanship
    • 5. THE COMPANY Today, Haagen-Dazs is sold in more than 80 countries with net sales reaching 750 million dollars  Acquired by General Mills in 2001  In USA and Canada, HD brand licensed to Dreyers, Nestlé subsidiary
    • 6. POSITIONING Success based on quality, Superior ingredients “Find the purest and finest ingredients in the world” Belgium Chocolate Vanilla beans from Madagascar
    • 7. DOMESTIC STRATEGY Differentiation  aura of sophistication From a typical family-oriented market segment to a treat of decadence & indulgence
    • 8. DOMESTIC STRATEGY
    • 9. DOMESTIC STRATEGY Targeting upscale, working class market  Competition
    • 10. DOMESTIC STRATEGY  Small pint sold at same price (around $5) as traditional 1.4 liter tubs Sold in grocery and convenience stores US’s #1 brand share of impulse ice cream since 2007 with 18.4% in 2010
    • 11. DOMESTIC STRATEGY
    • 12. SUMMARY Haagen Dazs’ domestic strategy: Image of a luxury brand Product leadership
    • 13. SUMMARY
    • 14. ENTERING CHINA Fan Binbing
    • 15. ENTERING CHINA The risks:  offering a premium product to a price sensitive population  societal and cultural risk  traditional Chinese diet has very little dairy
    • 16. ENTERING CHINA The strategy:  Repositioning as a luxury brand targeting the vast pool of the Chinese wealthy upper class « What Rolls Royce is to cars, and Cartier is to jewelry, Häagen-Dazs is to ice-cream »
    • 17. Fan Binbing
    • 18. ENTERING CHINA The market:  extensive market research (surveys)  adapted distribution strategy: fancy cafes in high end real estate areas with five star hotel service  customer intimacy
    • 19. WESTERN BRAND IMAGE handling every component of the supply chain internally by importing ingredients. «Made in France» on their packages: luxury status symbol of higher quality and premium pricing  cultural arbitrage
    • 20. ADAPTATION New products specific to the Chinese market Green Tea flavor Perfume shaped ice-cream cakes
    • 21. MOON CAKES The company’s biggest success Traditional gifts to friends, family and clients during the Chinese mid-autumn festival 25% annual growth in sales since 1997 Represent 28% of Häagen-dazs revenue in China
    • 22. BRANDING STRATEGY Premium brand image which values love, fashion and luxury Celebrity endorsement By 2009, 50% of Chinese population had heard of Haagen Dazs Li Na
    • 23. ADAPTATION From the more sensual American slogan « Dedicated to pleasure » To the more sensitive Chinese one « If you love her, bring her to Häagen Dazs »
    • 24. SUMMARY Adaptation as a global strategy; simultaneously taking advantage of cultural arbitrage Revenue in China reached $100 million with a 21% growth rate in the last 3 years General mills plans to open 50 new shops in China in the coming year, to achieve a total of 255 stores
    • 25. SUMMARY USA China Eat 19.8 pounds of ice cream per capita per year Little dairy in traditional diet Quality, superior ingredients Western luxury brand Targeting upscale working class market Targeting the Chinese upper class Reasonably expensive 5 times the American prices Convenience store / grocery High-end cafés: customer stores: product leadership intimacy “Dedicated to pleasure” “If you love her, bring her to Häagen-Dazs”
    • 26. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

    ×