Yan, Stephanie and Kathryn's Marketing Mix Case Study: Haagen Dazs Ice Cream

1. Haagen-Dazs
Case Study
GROUP: NO. 5
MEMBERS: YAN, STEPHANIE, KATHRYN
DATE: 25TH AUG 2016
LECTURER: DOT MACKENZIE

2. About Haagen-Dazs
 Ice cream brand
 Also produces ice cream bars, ice cream cakes, sorbets, frozen yogurt, and gelatos
 Opened first retail store in Brooklyn, New York, on November 15th 1976
 Now has franchises throughout United States and many other countries including UK,
India, Pakistan, China and Brazil

3. About Marketing Mix Model
 Used by marketers as tool to assist in implementing marketing strategy.
 Original model consists of four variables:
Product, Price, Place and Promotion, (4 Ps)
with extended, service-orientated version by Boom and Bitner (1982)
Personnel, Process, Physical Layout, (7 Ps)
 Company’s objectives:
• Satisfiy needs of customers within target market
• Simultaneously maximize performance (profitability) of organization.

4. 4Ps Analysis
Marketing Mix
Product 1. luxury product made with fresh cream
2. Fine flavor and texture
3. Real pieces of chocolate, toffee and nuts;
4. Packed in smaller pint pots;
5. Start some new ranges of products such as Extraas
6. Focus on names of new products
Price 1.Very high, reflecting:
• product image
• customer expectations
• cost
Place 1. Location: Types of Stores
Ice cream parlors → supermarkets (not succeed) → delicatessens → grocers → supermarkets (succeed)
→ national store chains → ”dipping store”
2. Inventories:
Mattus promised to buy back any products that did not sell when it began to sell in shops.
3. Market Coverage:
• 250 Haagen-Dazs stores in America
• Country’s best selling super-premium ice cream
• Launched product in European market (especially in UK)
Promotion 1. Advertising strategy: Word-of-Mouth;
2. Big Idea of Advertisement: “Dedicated to Perfection”
3. Promotion method: offer opportunities for customers to sample products in supermarkets

5.  Product Life Cycle(PLC) determines product’s progression stages
 From its introduction, to growth, maturity and eventual decline
 Helps company to modify products’ popularity and sales
 Development → Introduction → Growth → Maturity → Decline
 Develop market (awareness of product) → Expand channels & make profits → Reach peak
→ Replaced by new product
Product Life Cycle

6. 1950s
*New York
manufacturer decided
to extend distribution.
*From parlors to
supermarkets.
1961
*First Haagen-
Dazs ice cream
sold in NY.
*New brand name.
Mid-1970s
*Ice cream’s
popularity
remained.
*250 Haagen-Dazs
stores were
developed.
Early 1980s
*Established
super-premium
ice cream
throughout US.
1983
*Company sold
off to Pillsbury
Company.
1984
*Became
country’s best
selling super-
premium ice
cream.
1987
*Developed
European
market
1989
*Bought by
British company.
by1992
*Met strong competitor:
Ben and Jerry’s.
*Maintained its
reputation.
*Replaced product.
Product Life Cycle

7. Sales
Volume
Time
1960 1965 1970 1975 1980 1985 1990
Development Introduction Growth Maturity Decline
First Haagen-
Dazs ice cream
250 Haagen-
Dazs store
Country’s
best selling
ice cream
#Met strong
competitor
#Replaced product
Product Life Cycle

8. Reference
 Birmingham International Academy. (2016) BME Academic Writing (10th
edition). Birmingham: Creative Media.

9. Thank you for listening!
Any questions？