Haagen dazs social media project (Facebook)

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  • 1. Social Media Project With Häagen-Dazs By Chi Mac (1012199) Facebook Fanpage made like no other*
  • 2. Social Media Analysis Agenda Table of Contents I. Introduction of Häagen-Dazs and Product Category II. Analysis of Häagen-Dazs’s Facebook Fanpage 1. Overall observation 2. Analysis of Häagen-Dazs’s Facebook contents III. Analysis of Two Competitors’s Facebook Fanpage 1. Overall observation 2. Ben & Jerry’s 3. Baskin Robbins IV. SWOT & Insights 1. SWOT 2. Insights V. Recommendation for Häagen-Dazs
  • 3. I. Introduction of Häagen-Dazs and Product Category - Häagen-Dazs /ˈhɑːɡə dɑːz/ is an ice cream brand, created in 1961 in the Bronx (New York), by Reuben Mattus and Rose Mattus, 2 Jewish-Polish immigrants. - Haägen-Dazs s story egi s i Brookly he the o pa y ope ed its first retail store. It started with 3 flavors: vanilla, chocolate, and coffee. <Photo> The World s First Shop of Häagen-Dazs established in 1976.
  • 4. I. Introduction of Häagen-Dazs and Product Category - In 1989, Häagen-Dazs e a e u der the Europea s o trol, he the group Pillsbury was bought by the Grand Metropolitan, the large British conglomerate. Thus, in 1990, Häagen-Dazs enter in the European market and experiencing an amazing success. - Although the Haagen-Dazs i e rea as the orld s leadi g forest brand, it also faces intense competition in the market. - Regarding to the competitors, Hägen-Dazs main competitor is Ben & Jerry, which has a totally opposed communication campaign compared to Häagen-Dazs. - Häagen-Dazs products are sold in different types: single-serve cups, bars and cones. They are available in various distribution channels such as supermarkets, convenience stores and Häagen-Dazs shops (flagships). There are also some distribution partnerships like restaurants (Bistrot Romain), airports (French Airlines), entertainment (cinema such as Gaumont-Pathé, Dis eyla d …) - Häagen-Dazs now has franchises throughout the United States and many other countries around the world.
  • 5. I. Introduction of Häagen-Dazs and Product Category - Häagen-Dazs ice cream holds the distinction of being one of the only commercial ice cream brands not to use stabilizers such as guar gum, xanthan gum, or carrageenan. - The company has sought to innovate and bring new flavors ice cream to its customer by providing the highest quality dessert eating experience. - The company produces ice cream bars, ice cream cakes, sorbet, frozen yogurt, and gelato.
  • 6. II. Analysis of Häagen-Dazs’s Facebook Fanpage - - Häagen-Dazs uses its Facebook Fanpage to personally interact with its customers; through Facebook analysis function to tack the amount of views a post receives, identify the audience; promote posts to the fan and friends of fans so get more views and likes; and entertain fans with interesting posts. There are actually a number of Häagen-Dazs fanpages that related to different locations and areas where Häagen-Dazs is open. I decided to analyze the official Häagen-Dazs Fan Page. Häagen-Dazs has 1,042,344 Likes and about 8,836 talking about it. They updates frequently and at least 5 times a week. <Source> http://www.socialbakers.com/faceboo k-pages/96339900810-haagendazs/last-month
  • 7. II. Analysis of Häagen-Dazs’s Facebook Fanpage - I have categorized its content by mean of: • Personal – post that are made by Häagen-Dazs including ice cream photos and the like • Informative – posts that include the facts, how-to-make special recipes with Chef Christina • • Tosi (Chef Partnership Series) Interactive – post that ask consumer about the favorite flavors, require customer responses like Get creative with your pie rusts , Quiz a out history of Häagen-Dazs, and etc. Promotional – posts that advertise Häagen-Dazs goods and service such as introducing The New Yorker festival with looking out for our gelato carts handing out samples to attendees at several locations throughout New York City, Che k out our Million Fans Tab to join us for a special celebration on 9/17 in participating Häagen-Dazs Shops , a d ore.
  • 8. II. Analysis of Häagen-Dazs’s Facebook Fanpage 2. Analysis of Häagen-Dazs’s Facebook contents Personal We are loving the pretty changing autumn leaves. Are you enjoying the changing colors? 367 likes, 16 shares The bad: Facebook users can see content about this seasonal transition on other facebook pages. The same content appearing much in the same time can make people feel bored . It is not unique and refined color elements of the brand to post. In addition, the photo is not enough beautiful and amazing.
  • 9. II. Analysis of Häagen-Dazs’s Facebook Fanpage Informative 25,902 likes 1,545 shares Did you know that the world's first white chocolate bar was produced in the 1930s? Our version is White Chocolate Raspberry Truffle ice cream – dreamy white chocolate ice cream swirled with fudge truffles and tangy raspberry ribbons. The good: In this screenshot, Häagen-Dazs posted a questions about the history of ice cream and give customer the answer to stress its existence. This information to make customers know more about the brand. At the same time, encouraging interest in customers who prefer this flavor and provocative for customers who do not have the opportunity to try it.
  • 10. III. Analysis of Two Competitors’s Facebook Fanpage Interactive The bad: This post did not make people care. No one wants to comment or share it.
  • 11. III. Analysis of Two Competitors’s Facebook Fanpage Promotional The good: The post mentioned to the benefits of customers. It make people hope some lu k for the sel es. Video o te t s purpose is also to tha k usto ers ho use a d love brand.
  • 12. III. Analysis of Two Competitors’s Facebook Fanpage * Ben & Jerry's is an American ice cream company, a division of the Anglo-Dutch Unilever conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. These are manufactured by Ben & Jerry's Homemade Holdings, Inc., headquartered in Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best known as a premium ice cream brand, founded in 1978 in Burlington, Vermont. Two competitors are strong with using social media to improve their image brand, especially by facebook fanpage. They are also successful brands in over the world in advertising through social media. ** Baskin-Robbins is an American global ice cream parlor based in Canton, Massachusetts. It was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California. The company is known for its "31 flavors" slogan, more than the 28 flavors then famously offered at Howard Johnson's restaurants, with the idea that a customer could have a different flavor every day of any month. The slogan came from the Carson-Roberts advertising agency (which later merged into Ogilvy & Mather) in 1953. Baskin and Robbins believed that people should be able to sample flavors until they found one they wanted to buy, hence their famous small pink spoons. The company has introduced more than 1,000 flavors since 1945.
  • 13. III. Analysis of Two Competitors’s Facebook Fanpage 2. Ben & Jerry’s We believe that using business as a tool for social and environmental change is just as important as using the finest ingredients to make our ice cream. It has 7,205,754 likes and 68,215 talking about this · 111,256 tag it on personal facebook page. Where in the World is Ben & Jerry's? Use our World Map to see if your country has its own Facebook page! http://benjerrys.co/BJWorldMap The good: People like and share it because of the useful content. It mentioned about an application which a help people lo i g Be & Jerry s easily fi d i e rea store s lo atio ear the a y here. The desig is interesting and funny. The people see it and mood is up.
  • 14. III. Analysis of Two Competitors’s Facebook Fanpage 3. Baskin Robbins *Official International Page of Baskin-‘o i s* The orld s largest chain of ice cream shops with nearly 7,000 locations in nearly 50 countries. The good: People like Baskin Robbins can make the name of new ki d s i e cream together with brand.
  • 15. IV. SWOT & Insights - STRONG: The brand has a long tradition, strong brand recognition, excellent image for brand providing good quality products and good position on international market. So, building great image on Facebook fanpage is not too difficult to do. - WEAK: It has a few of advertising campaigns to support for Facebook page. - OPPORTUNITY: It can refresh brand image on Facebook and use Facebook functions to brings new customers. - THREAT: Other ice cream brands have achieved success through the use of Facebook. Using social networking without effectiveness can lower brand and its popularity. Conversely, if only focus on the benefits of exploiting social networks, do not develop other advertising campaigns, it can reduce the amount of customers.
  • 16. IV. SWOT & Insights 2. Insights - Similarities that they use Facebook Fanpage to bridge communication with customers, introduction of the brand and product, a form of online customer management by social media. It also increase customers' knowledge of the brand as well as increasing brand value, closeness to customers. - Differences among the pages seemed to be that the pages leading the amount of likes use multimedia to post their content more variety than other. Ben & Jerry s or Baski ‘o i s s post related ith usto ers ore tha Häagen-Dazs.
  • 17. V. Recommendation for Häagen-Dazs Design Facebook Fanpage * Image to be carefully selected before personal posting. - Image needs to pay attention to color, bright. - Use of the images that represents the relationship between brands and consumers.(people eating ice cream, standing after ice cream store instead of o ly i e rea s photo) - Use graphics to design or create comic stories for entertaining.
  • 18. V. Recommendation for Häagen-Dazs Making Quiz or Competition - It should post with interactive contents such as quiz, ice cream sudoku, predicting the most popular ice cream flavor of the month by binggo game instead of asking and answering itself. It is able to make a photo competition. Customers can take part in, vote for themelves or vote for others to take price, coupon. (Target can be children a d pare ts joi y taki g hild s photo.) - The promotional contents should take attention to location to notice customer to join. New products needs an appealing introduction. (Haagen-Dazs has many stores with strategic position each area.
  • 19. V. Recommendation for Häagen-Dazs Connect with other social media - - - When it posts links to link to other social networks, it will make consumers feel the widely influence and the development of the product. Haagen-Dazs has everywhere and people of each other social media also knows it, talk about it and eat it every day. It makes belief for customers and they can compare it with other ice cream brand. It can make, who are using only twitter, also use facebook to get more information about brand.