Example research essay topic: Marketing Concept And Segmentation In Practice Haagen - 1,047 words

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... inks. For this, Haagen-Dazs has taken into account various national tastes and preferences in their innovative product line by introducing flavours like Cheesecake ice cream for the UK, Green Tea ice cream for Japan, Belgian chocolate for those in East Europe, and so on. Finally, probably the most important type of segmentation bases in this case is the psycho graphic segmentation. To be attracted to eating super-premium ice cream, people need to be part of a particular lifestyle segment. They should technically be among those that enjoy the luxury and indulgence associated with the brand.

Haagen-Dazs has been portrayed to be a reflection of pleasure and for this reason, the brand creates an ambience behind its cafes too by ensuring that furniture is cozy and in deep shades of browns, burgundy and red to add a feeling of cocooning and intimacy. Using these segmentation means, Haagen-Dazs has narrowed down its business to cater to specifically two main target markets, namely, Affluent, pleasure seeking adults who are generally brand conscious, innovators & trend followers Health conscious, young adults who are interested in desserts but prefer natural ingredients and low fat substitutes By identifying only two target segments and focussing on a small but profitable segment of the market, Haagen-Dazs is practising a niche market strategy. They have been fairly successful in identifying and catering to this segment and this can be determined by their growth from gourmet stores in New York City to its global presence now in over 54 countries. Identification which segments are profitable to market to is not enough. Companies need to design a marketing mix to cater to each of these segments. The next section discusses Haagen-Dazs current marketing mix for the mentioned segments.

MARKETING MIX INDULGENT & AFFLUENT ADULTSHEALTH CONSCIOUS ADULTS PRODUCT - All products made with exotic ingredients to add to the luxury and fine taste by sourcing nuts from Hawaii, vanilla from Madagascar, and chocolate from Belgium, etc. - Ice cream flavours ranging from Bailey's Irish Cream and Blueberry Cheesecake to Cherry Vanilla and Chocolate Caramel, etc. Velvety Gelato in flavours from Cappuccino to Raspberry. Ice cream, sorbet, gelato bars for the adult palate in all flavours of the tubs - Frozen yoghurt's where the fat content is derived directly from fresh cream and fresh egg-yolk. Sorbets are sweetened only with 'pectin' which is derived from fruit sugar thus ensuring no extra artificial sweeteners - All low-fat bars & tubs are marked with accurate calorie counts and fat content on the packaging to ensure that this segment knows exactly what it's eating PRICE - premium priced at AED 7 - 10 a scoop while regular ice-creams are only priced at a maximum of AED 5 per scoop - no price discounts or special offers to keep in line with the luxury and prestige associated with the brand - for the health conscious, Haagen-Dazs have not reduced price to try and attract them simply because this segment already exists and they are willing to pay the same amount and purchase the product PROMOTION - although initially advertising was only through word of mouth, today Haagen-Dazs uses its print adverts to entice customers worldwide. Due to regulations in the Middle East region, they have refrained from linking their product attributes to sex, intimacy, alcohol, etc. and have focussed on highlighting the pleasure of eating ice cream made from the finest ingredients in the world - advertising for this segment has focussed on the fact that you can still maintain a great body and still treat yourself to an occasional ice-cream and not add on pounds for it - in store displays of the actual number of calories in each scoop and endorsements from fitness conscious stars are evidence enough of how Haagen-Dazs is continuously trying to attract people from this segment.

PLACE - cafes with comfortable seating for couples, bar stools, dim lighting, rich colours all help to create an ambience of intimacy & love - all cafes are located on prime streets or malls where young adults tend to hang out or socialise thus enabling maximum accessibility for the elite - focus for this segment has moved away from actual cafes where they may be tempted by the non-low fat products and towards supermarkets, petrol pumps and other convenient areas where they can pick a scoop while their on go. The current marketing mix does quite effectively meet the needs of the target segment and my only recommendation to Haagen-Dazs would be to start targeting emerging segments such as the affluent teenage segment that would have more time to spend in cafes an who would be more easily convinced to experiment with flavours. Haagen-Dazs major success factor was the way it positioned itself in the minds of the consumer. It took a strategic marketing outlook to achieve this positioning. All said and done, Haagen-Dazs core business is still in the production of ice cream. However, differentiation using the finest products and developing of a premium ice cream brand was the positioning they portrayed.

The next section will look into how they achieved this. POSITIONING Superior flavour and texture are principal to Haagen-Dazs and their definition of quality extends much further. From the ingredients they choose to the recipes they develop, from the packaging materials they select to the care with which they deliver the ice creams, from the ambience of each Haagen-Dazs caf to the attention with which they serve, the Haagen-Dazs brand quite obviously signifies its commitment to perfection. However, it is not enough that they believe they have done this.

At the end of the day, the customers would base their decision on the tangible aspects of the brand such as the taste of the products, the quality of service offered at the cafes and so on. Product-wise, Haagen-Dazs ensures to maintain the high quality and luxurious taste associated with the brand by using best-selected ingredients from around the world and ensuring that fresh cream is used for a rich creamy flavour, fresh skimmed milk for body and texture and fresh egg yolk for delicate flavour As a matter of differentiation, they advertise that their ice cream is ALL ICE CREAM by ensuring that the ice cream is perfectly rich because it contains no excess air. Further, unlike m...

Research essay sample on Marketing Concept And Segmentation In Practice Haagen