NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
... ass marketed brands, no artificial flavouring's or colours are used. Haagen-Dazs prefers to find better natural alternatives and make sure that their customers know about this. Although most companies limit their product quality testing only within their manufacturing process, Haagen-Dazs takes it a step further to ensure that quality tests take place at every stage of production by visiting and testing ingredients suppliers, checking manufacturing processes and equipment daily, tasting ice cream in-store on a regular basis for temperature and taste. From this we can see how Haagen-Dazs positioning is based primarily on product & image differentiation. For this to be understood by customers, Haagen-Dazs has tried to convey this through every available communication vehicle such as the deep maroon & gold logo, to the Scandinavian name and lettering, and the seductive adverts mentioning the various exotic flavours.
The only possible aspect that they need to modify with regards to their positioning would be to start co-branding the product in the U. A. E. with luxury events, shows, etc.
Although currently premium ice creams like Godiva and Haagen-Dazs are served at all the major five-star hotels in town, they have not really ventured into sponsoring or conducting events. Locally held international-level fashion shows, horse races and golf tournaments are splendid opportunities to link the brand with the 'best of the best'. Being primarily based on an actual product and its augmented offerings, Haagen-Dazs has not been very successful in differentiating its products from its services. The next section will look at this in further detail. SERVICE VS.
PRODUCT ASPECTS Haagen-Dazs product aspects have already been discussed and this section will now concentrate on the services that they offer that acts as evidence of their marketing orientation. Haagen-Dazs has a global website that offers customer information on all the newest flavours, special recipes, current promotions, events, links to other Haagen-Dazs international websites and even access to their loyalty programme called REWARDS. This is a free membership to all their loyal customers who like to enjoy the uncompromising quality and indulgent taste of their products. This gives customers VIP access to all Haagen-Dazs sponsored events, fashion and art shows, early announcement of all new products, trial coupons and free gift vouchers.
An excellent means to keep their customers coming back to them time and time again. The website also gives investors information on how to open a franchise outlet and company highlights which gives a better understanding of the company's early beginnings. The primary mode of service at Haagen-Dazs was through their numerous high-street cafes. The website is a feature that was established of late but to actually receive the welcoming, customer-friendly service, one must visit a caf.
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. The staff are always impeccably dressed in fine uniforms and are sure to be there at every customer's beck and call whether asked for or not. The feeling is almost as if being served in a five star hotel. Even within the various cafes, club memberships are offered for all regular customers. These customers get free privileges like attending flavour launches, sample testing and focus group meetings.
All these features help Haagen-Dazs continuously cater to its niche affluent segment who are willing to pay that extra premium for this high grade of service. Extra services offered at the cafes are the free 'love' postcards and mugs that are given as giveaways to promote the feeling of love, intimacy, sensuousness and passion that the brand is directly linked to. CONCLUSION Haagen-Dazs' main challenges will be faced from the growing media effect on consumer preferences and tastes. New segments are emerging constantly and they need to continuously innovate and broaden their target market to incorporate these. In the 1980 s, the premium brands were faced with intense competition from consumers changing preferences to low-fat, fat free and light ice-creams.
Now, the media is actually convincing people that they deserve to indulge and this has resulted in many ice cream marketers to come up with products that are both indulgent, yet not high in calories. Currently, Haagen-Dazs just has frozen yoghurt's and sorbets to cater to this segment, but they need to come up with newer recipes and ideas for getting this segment to eat more of their ice-cream. Haagen-Dazs need to realize that the world is moving to a general economic trend of higher earnings, more disposable income and leisure time and they need to understand that its not just the affluent that are eating their ice-creams but also those of the lower and upper middle-income segments. They have focussed on capturing the innovators in the market but need to start developing their marketing strategies to include the early and late majorities into this segment because they pose as a larger market. The brand has repositioned itself from being exclusive to being accessible yet high-class and quality. This needs to be further capitalised on by convincing the market move it from being something to be eaten at the caf to something in all family fridges to indulge in when important guests come for dinner.
Their clear marketing orientation has given them an established brand. They managed to educate their customers on how they should indulge themselves occasionally even if it means buying a relatively more expensive ice-cream. Now they need to change focus to monitor international tastes and trends to better predict changing customer tastes and preferences. BIBLIOGRAPHY BOOKS Lancaster, G. , and Massingham, L. , 1993, Essentials of Marketing, 2 nd edition, McGraw Hill Book Company Dickinson, P. , 1994, Marketing Management, The Dryden Press ARTICLES Business News Publishing Group, September 2001, Sales Flat, Prices up for Top 12 Ice Cream brands, Dairy Foods Liebman, B. , May 2002, Frozen Desserts Fatten Up, Nutrition Action Health letter Reyes, S. , 7 th February 2000, Haagen-Dazs Extends Dulce's Reach, Brand week Wallace, K. , 4 th July 2002, Consumer Reports has the Scoop on the Best Ice Cream, Consumers Union of U. S.
Free research essays on topics related to: haagen dazs, cream, ice, dazs, ice cream
Research essay sample on Haagen Dazs Ice Cream
