Customer center

We are a boutique essay service, not a mass production custom writing factory. Let us create a perfect paper for you today!

Example research essay topic: Marketing Concept And Segmentation In Practice Haagen - 1,036 words

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

... k This force is also weak since, in some cases, Haagen-Dazs is paying well above market prices in an effort to stay true to their mission of producing super-premium quality ice-cream and exotic flavours. Should the need arise, it would be quite easy for them to find a new supplier for any of its products. The advantage the Haagen-Dazs and Baskin Robbins have over the smaller producers are that since they purchase on a global scale, being such a large buyer, gives them more power in the supplier / buyer relationship.

Power of Buyers - Strong This is obviously not a product that is necessary to the consumer. There is a declining level of the price elasticity of demand. This puts more of the power in the relationship into the hands of the consumer. Producers in this market must respect this and be sensitive to consumer attitudes concerning their products or face declining sales. Most of this revolves around flavours that they produce and for this reason, Haagen-Dazs is continuously innovating on newer and more exotic flavours to keep their customers continuously attracted to them. FOCUS ON CUSTOMER NEEDS Haagen-Dazs continuously researches its market because this is exactly what got them into the business in the first place.

Effective marketing is based on three key elements, the marketing philosophy, market segmentation and consumer behaviour. Haagen-Dazs has been noted to practise the consumer-driven philosophy whereby they rely on research to discover consumer preferences, desires and needs before production actually begins. This philosophy stresses the need for marketing research to be conducted in order to better understand where or who a market is and to develop a strategy targeted toward that group. The core business they are in is production of ice-cream.

This industry primarily focuses on consumer tastes and preferences and only research can help identify these. However, it is not enough that research is conducted only prior to production of a particular flavour. They need to constantly research the movement of this flavour in the market and get feedback from customers about this. Market research has given Haagen-Dazs many advantages, such as, Unique environmental insight, which they used to spot opportunities others overlooked - Reuben Mattus found a segment in the market he believed to be un-served, namely, the adult ice-cream lover segment. While other companies focussed on enticing kids with ice cream, Mattus decided to tap the older, mature segment that had the disposable income to 'indulge' themselves.

Are proactive to competitor moves by following them closely - Haagen-Dazs quite readily met all of competitors' Ben & Jerry's moves by continuously introducing new flavours focussing on their niche while others lost focus and were mass marketing heir ice creams. This helps makes them fiercely competitive constantly striving to defend their turf. Identify customer wants thus focussing energies on giving them exactly what they want - research helped them realise that Japanese love tea and hence introduced the Green Tea flavour which was an instant success in that market. They are not the only ones undertaking market research.

The UK Super Premium ice cream market had a retail value of 56 million in the UK in February 2000. Ben & Jerry's accounted for fully 83 per cent of the overall growth in the UK Super Premium market in 2000. Multiple grocers account for 70 per cent of all Super Premium ice cream sold in the UK, and in September 2000 Ben & Jerry's secured parity with Haagen Dazs in terms of sales through this channel, with Ben & Jerry's securing a 52 per cent share of the market as against 48 per cent for Haagen Dazs. In the U. A.

E. though, despite being of reasonably higher price, the brand established itself quite comfortably as a 'must try' product among the elite and middle-class. This is exactly what Haagen-Dazs had hoped to achieve when it first came here. The management were counting on the expat population of the U. A. E.

who were already familiar with the brand to spread word of mouth about its high quality, unique flavours and prestige associated. MARKET SEGMENTATION As simple as it looks, every little detail of the ice cream is meticulously planned for the final consumer to buy the product. Of the money that goes into paying for the ice cream, nearly 80 % is returned into marketing costs for the company. The rest of the 20 % represents the actual production costs.

Consumers are an integral part of the industry and the market research helps identify the core market segments that Haagen-Dazs caters to. Market segmentation is the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest. In respect to ice creams, although many people eat them, the market can quite easily be segmented on bases of taste and price. Some individuals prefer high-quality ice cream made with real sugar and cream because of its taste while others cannot tell the difference in quality and would buy primarily based on price and availability. Lower-priced competitors are into mass marketing while premium priced ice creams makers have followed a niche strategy to target that one single segment consisting of affluent upper-middle to upper class segment. Haagen-Dazs uses a few main segmentation bases for dividing their market, namely, demographic, socio-cultural and psycho graphic.

Under demographic segmentation, they focus on the income bracket of consumers. Their products are mainly aimed at the affluent with higher disposable income to spend on frivolous luxuries like super-premium ice cream. Although they do not segregate flavours by gender they do tend to highlight he romantic and sensuous image of ice-cream by featuring couples in all their international adverts. They tend to link their ice creams directly to sex in order to highlight that the indulgence and pleasure felt is similar in both cases and just as fulfilling for inner desires. This leverage gives it extreme importance among the adult population as they can understand this feeling and hence relate consumption of this product directly to this feeling. The socio-cultural segmentation looks at various cultures and nationalities and their preferences.

Certain cultural groups tend to have similar needs especially when it comes to food, confectionery and dr...


Free research essays on topics related to: ben amp jerry, super premium ice cream, haagen dazs, ice creams, socio cultural

Research essay sample on Marketing Concept And Segmentation In Practice Haagen

Writing service prices per page

  • $18.85 - in 14 days
  • $19.95 - in 3 days
  • $23.95 - within 48 hours
  • $26.95 - within 24 hours
  • $29.95 - within 12 hours
  • $34.95 - within 6 hours
  • $39.95 - within 3 hours
  • Calculate total price

Our guarantee

  • 100% money back guarantee
  • plagiarism-free authentic works
  • completely confidential service
  • timely revisions until completely satisfied
  • 24/7 customer support
  • payments protected by PayPal

Secure payment

With EssayChief you get

  • Strict plagiarism detection regulations
  • 300+ words per page
  • Times New Roman font 12 pts, double-spaced
  • FREE abstract, outline, bibliography
  • Money back guarantee for missed deadline
  • Round-the-clock customer support
  • Complete anonymity of all our clients
  • Custom essays
  • Writing service

EssayChief can handle your

  • essays, term papers
  • book and movie reports
  • Power Point presentations
  • annotated bibliographies
  • theses, dissertations
  • exam preparations
  • editing and proofreading of your texts
  • academic ghostwriting of any kind

Free essay samples

Browse essays by topic:

Stay with EssayChief! We offer 10% discount to all our return customers. Once you place your order you will receive an email with the password. You can use this password for unlimited period and you can share it with your friends!

Academic ghostwriting

About us

© 2002-2024 EssayChief.com