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Haagen Dazs Brand Audit Project
 

Haagen Dazs Brand Audit Project

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  • Produces a range offlavors and introduces new ones, seasonally, havelimitededitionsUsing the finest ingredients to deliver product excellence1991, Haagen-Dazs unveiled the results of its first comprehensive packaging update in the company's 30-year history. The new graphics on all Haagen-Dazs pints, quarts and novelties are designed to strengthen brand identity and unify the entire product line. The company also improved flavor identification on the packages.
  • flavor color-coded, clean, Haagendazsproducts come in differentforms. Packagingisfairly simple, simple color palette. ReflectingtheimagetheywantcustomerstoidentifyProduct: ice cream and cafe’, highquality, foradults, has severallines,ice cream, veryserioussoundingnames, communicatingqualityEmphasisonqualityThe website and packaging provides information on ingredients and nutrition factssuper-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of qualityinvented the category of luxury ice cream for adults. Before Haagen-Dazs, ice cream was almost always cheaply produced and cheap to buy, largely targeted at a family or kids' market. Haagen-Dazs ushered in a new age in which ice cream could be exclusive, prestigious, sophisticated and even sexy. It remains the best-selling brand in the super-premium segment despite stiff competition from other players, most notably Ben & Jerry's
  • Our products are found in stores worldwide, and we develop flavors for local tastes. Green Tea ice cream in Japan and the Dulce de Leche flavor so popular in Latin America are just two examples.Differentcolorseasilyidentifiable, emphasisonsimplicity, qualityThereis no excessivepackaging
  • All of theHäagen-Dazs® Sorbetproducts are nonfatwiththeexception of chocolate sorbetand coconutsorbet. RaspberrySorbet and VanillaFrozen Yogurt Bars are alsofat free. AllotherHäagen-Dazs® Frozen Yogurt flavors are lowfat.
  • Uses twitter,Ciao bella gelato tours in shops over the summer to hand out free samples, haagendaz has a ice cream smoothie sampling tour
  • Buy HD, Plant a flower- every purchase at the campus convenient store helps to plant flowers at the Honey Bee Heaven (garden)You can share this with friendsHD has created the Häagen-Dazs® Ice Cream Bee Board—a group of leading bee researchers and beekeepers who can provide with insights into the honey bee issue.Häagen-Dazs® employees participated in the annual Jimmy Fund Scooperbowl-Some employees dressed up as honey bees and helped hand out packets of bee-friendly flower seeds.Bee store -Profits from our bee storemerchandising goes towards funding bee research
  • Web conference where I introduce the product to them and we had someone who develops recipes for us talk about how to use the ice cream and it allows [consumers] to ask questions directly and a lot of them are on Twitter fielding questions from their family and colleagues. It was a good, candid dialogue between the consumer and us.
  • http://wwwhttp://www.youtube.com/watch?v=OPpLUQEObhA&feature=PlayList&p=4FBF6A7E8071A715&playnext=1&playnext_from=PL&index=27.qsrmagazine.com/articles/news/story.phtml?id=8853http://www.youtube.com/watch?v=VQP0GGjhoOM http://www.youtube.com/watch?v=13Dej7Nz7Ikhttp://www.youtube.com/watch?v=orprpG9zsg4Http://www.youtube.com/watch?v=jZ5UiOkgclQsuper-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of qualityinvented the category of luxury ice cream for adults. Before Haagen-Dazs, ice cream was almost always cheaply produced and cheap to buy, largely targeted at a family or kids' market. Haagen-Dazs ushered in a new age in which ice cream could be exclusive, prestigious, sophisticated and even sexy. It remains the best-selling brand in the super-premium segment despite stiff competition from other players, most notably Ben & Jerry'sThe ice cream is available in around 80 countries worldwide. Although it is actually owned by General Mills. Nestle'sDreyer's division has an exclusive long-term license to manufacture and distribute Haagen-Dazs in the US.

Haagen Dazs Brand Audit Project Haagen Dazs Brand Audit Project Presentation Transcript

  • madelike no other
  • Haagen-Daaz
  • Company Profile
    A "super-premium“ brandof ice cream
    • History
    Established in The Bronx, New York in 1961.
    Starting with only three flavors: vanilla, chocolate, and coffee.
    • International
    Appreciated by connoisseurs in more than 900 shops in over 50 countries.
    • Innovator
    Innovate and bring new distinctive flavors , such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche etc.
    the first to introduce ice cream bars in 1986, Frozen Yogurt in 1991 and Sorbet in 1993.
    • Brand name
    Made-up words meant to look Scandinavian
    Reversing the name of Duncan Hines ->"Huncan-Dines“
  • Häagendazsphilosophy
    Find the purest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. It's the reason why the brand has epitomized fine ice cream for nearly half a century
  • Product lines
  • packaging
  • Size
    • Change in cartonsize
    • Haagen-Dazs has reduced the size of its pints from 16 to 14 ounces. Despite the decrease in packaging, Haagen-Dazs still calls its container a "pint."
  • OtherShapes of product
  • Place
    History :
    • At first, it was only available at gourmet shops in New York City.
    • Then in 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs® shop in Brooklyn New York.
    • It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs shops across the country.
    • In 1983 Mr. Mattus agreed to sell Häagen-Dazs to The Pillsbury Company. Since then, it has become a global phenomenon.
  • product distribution
    It follows a pattern of Manufacturer; Wholesaler; Retailer; Consumer and has two main distribution channels:
    • HäagendazsCafes
    • Retail distribution channels.
    grocery stores, delicatessens, convenience stores, vending carts restaurants and other types of retail outlets.
  • Häagendazscafes
  • Häagendazscafes
    • Currently HaggenDazs has 900 shops in 50 countries, which are also known as HaggenDazs cafes. These shops are independently owned and operated by franchisees.
    • All cafes are located on prime streets or malls with high visibility ,strong foot traffic and Indoor and outdoor seating.
  • Häagendazscafes
    • Decoration:
    Cafes with comfortable seating , bar stools, dim lighting, rich colors all help to create an atmosphere of intimacy & love.
    • Serivce:
    All Haagen-Dazs cafes are staffed with well-trained staff whose primary concern is to keep their customers feel relaxed in the cozy ambience of the outlet.
  • Retail distribution
    To prevent channel conflict, Haagen-Dazs ice cream sold through outlets other than franchised or licensed retail dipping shops is ordinarily confined to prepackaged pints and quarts, bars and other manufactured novelties, and single servings for on-premises consumption at restaurants.
  • Promotion Decisions
    Mass Selling
    Advertising
    &PR
    Personal Selling & Customer Service
    Sales Promotions
    PRINT
    TELEVISION
    OUTDOOR
    RADIO
    INTERNET
  • PRINT
    Haagen-Dazs Ingredients Inspiration
  • PRINT
  • print
  • print
  • print
  • Outdoor
    HAAGEN –DAZS
    VANILLA ICECREAM
  • HAAGEN-DAZS ICE-CREAM: STRAWBERRY
    HAAGEN -DAZS ICE-CREAM: CHOCOLATE
  • TELEVISION
    TYPES OF ADVERTISING
    INSTITUTIONAL
    ADVERTISING
    PRODUCT
    ADVERTISING
    PIONEERING
    ADVERTISING
    COMPETITIVE
    ADVERTISING
    REMINDER
    ADVERTISING
  • TELEVISION
    PIONEERING
    ADVERTISING
    Haagen-Dazs Ingredients Campaign
    COMPETITIVE
    ADVERTISING
    Haagen-Dazs Valentines Day 2009
    REMINDER
    ADVERTISING
    Make any day a Haagen-Dazs day
  • Competitive ad
    http://www.youtube.com/watch?v=bqDCNogU4tc
  • ReMINDER ad
    http://www.youtube.com/watch?v=TMXvHfci0EU&feature=related
  • Public Relations
    • Associating social and environmental causes with the brand
    • A brand new flavor, Vanilla Honey Bee, profits from which will be used to fund research at Pennsylvania State University and University of California at Davis
    • First plantable, seed-embedded paper-insert ads, which readers could crumple up and plant in the ground
    • Haagen-Daz partnered with social networking site Experience Project-where users can share life experiences, and connect with others who share their same passions
    • Haagen-Dazs, together with a coalition of national beekeepers, urged Congress to allocate funding for additional honey bee research
    • Grocery retailer, Whole Foods, was so inspired by the promotion that in an effort to raise more awareness of the plight of the bees, they removed every bee-dependent product from its shelves for a day
    Source:PRWeek sister publication DMNewsreports,Aadvertising age, Reuters
  • Public RELATIONS
  • Internet
    • Launched the product “Five” with a virtual press conference with a group of bloggers
    • In the company's first on-line opinion poll Customers will be rewarded with $5.00 worth of Haagen-Dazs Shops gift certificates for providing personal feedback on the popular products
    • Online Direct Mailers
    • Contests on social networking sites (Facebook, Twitter, Bloggs)
    • Haagen-Dazs Ice Cream Mooncake Early Bird Special- complimentary online coupons, discount coupons
    • Official Website, Helpthehoneybees.com
  • Sales Promotion
    • Haagen-Dazs is promoting “Five” via grass roots, a word-of-mouth sampling party to get the product to the consumer so they can taste the real thing
    • Haagen-Dazs promoted its newest luxury ice cream product, Dolce, by filling a museum with beds and inviting people to lie in them and eat ice cream while enjoying a classical music concert
  • Personal Selling & Customer Service
    • Create your own custom deserts
  • Branding & Positioning
    • Strong Brand associations with the highest quality ,sensuality and indulgence
    • Enduring Sensual image & advertising
    • Brand Communication – Less is More, Elegance is Simplicity, Simple can be Beautiful
    • Strong point of sale branding
    REPOSITIONING
    Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers
    • The brand has repositioned itself from being exclusive to being accessible yet high-class and quality
    • From being something to be eaten at the café to something in all family fridges
    • From individual indulgence to party deserts
  • Integrating Marketing Communication
    • Most of their campaigns are multi-platform campaigns that included TV ads, print ads, outdoor ads
    • It establishes a strong connect, recall value and the campaign gets the maximum coverage and response
    • This trend has been very successful for HaagenDazs
  • conclusion
  • THANK YOU
    SANGHITA MAJUMDER