VIDEO

Haagen Dazs's Marketing Strategy And Recommendation On

Expansion Path

"Layered study and integrated Analysis For Projected Expansion of Haagen Dazs Ice-Cream Brand in India“

Type Subsidiary

Industry Retail

Founded Brooklyn,Newyork(1961)

Founders Reuben and Rose Matus

Headquarters Oakland, California, U.S

Products Ice cream

Parents General Mills

Website www.Haagen-Dazs.com

• Haagen Dazs is a brand of ice cream , established by polish immigrants Reuben and Rose Mattus in the Bronx,New York , in 1961.

• The Company opened its first retail store in Brooklyn ,NY, on november 15, 1976 with three flavours only.

• They then offered franchises throughout the United States and 54 other countries around th world.

Haagen dazs producecs ice cream ,ice cream cakes , ice cream bars, sorbet and frozen yogurt.

• The name does not derive from any of the North Germanic language; it is simply two made-up words

• meant to look Scandinavian to American eyes . • Haagen Dazs was brought by Pilsbury in 1983, General Mills

bought Pilsbury in 2001.

(It measures the competencies of the Haagen Dazs)

Strength:• Natural Ingredients Processing & Finest Quality used to deliver

a superior tasting experience• Offers wide range of Flavours to choose from• Identifying GAP in the market And creating a category of

Super-Premium luxury Ice-cream brand.

Weakness:• Difficulty in comprehending a wide , complex and diverse

Indian market.• Lack of Sensitivity towards Indian market • Haagen Dazs Ice-cream is to be kept at a temperature

substantially lower than most ice-crems.• Example:

Opportunities:• No real time Competitor in the market, catering to the elite

class in the ice-cream segment • A truly magnanimous Indian Market with loads of opportunities

like the big fat Indian weddings & numerous festivals.• Greater disposal income with growing taste for improved

lifestyle.

Threats:• Indian consumers are price sensitive• Proactive Marketing Strategies not welcomed by Indians • Boom in Real Estate Sector prang problems for Opening of

Outlet and Warehousing• High Import and Stamp Duties

Segmentation:

1. Demographic:

• Age: Popular acrosss all age group however focus on Upper teens & adults

• Income People with high Disposable income to spend on frivolous luxuries like Super-Premium Ice-cream brands.

• Occupation: Business Class and working class (Upper middle crest )

• Education: Educated and awared class

2. Psychographic:

• Value: People with classy taste giving preference to authenicity, quality of the product.

• Lifestyle: People who never think twice before shilling out "Good amount of

Money for Good Time"

3. Behavioural:

• Brand Conscious : People who prefer Exclusivity and Sophistication

• People who are not price sensitive by nature

4. Geographic:

Rajasthan(Jaipur)

Andhra Pradesh(Hyderabad)

Punjab(Chandigarh)

West Bengal(Kolkata)

Goa(Panaji)

• These cities have always been traditional centers of Commerce ,Trade and also have high concentration of high money families.

GOA,JAIPUR,HYDERABAD , CHANDIGARH, KOLKATA

• These cities have been selected on the following few parameters :

• Tourist Spot : Most sought after holiday destination

• Economic Viability and image : Features in the Top 10 list of wealthiest ,most aware and higher conserving cities of India.

• Income Level:High disposable family income and high concentration of elite and business class.

• Consumption Pattern : Features in the Top 10 cities of high consumption of high priced luxurious goods.

• These cities have an obvious appeal and are all set to make a

mark in the country.

WHY HAAGEN DAZS SHOULD COME TO INDIA:

• India is one of the strongest emerging Economic powerhouse

• There is a huge rise in the new affluent class and the upper middle class with large spending power & disposable income

• India is Home to Rising no of billionaires and many of them have made it to Forbes world Top 250 list of Billionaires.

• People in India are lapping up luxury and prestige . Goods in India like never before .

• Last but not the least , in India , as long as there is affluence to any degree -the generation to go by luxury Goods follows to that degree.

• Haagen Dazs is a practising a Niche Marketing Strategy-focusing on a smaller but profitable segment.

• Their target market includes affluent luxury indulgence & pleasure seeking people who are generally brand conscious and trend followers.

• Haagen Dazs capitalized and positioned itself in the market as the pioneers in market for creating distinctive and indulgent taste experiences by marketing to an untapped segment.

• From, the ingredients they choose to the recepies they develop, from the packaging of materials to the care with which they deliver the ice-cream, from the ambience to the attention with which they serve- signifies commitment to perform, luxury , sophistication and pleasure.

Integrated Marketing Communications is a strategic

and continuous process which aids a company to carefully integrate and co-ordinate it’s many communication channels and tools to deliver a clear, consistent and a compelling message about the organization and it’s products.

Under Integrated Marketing Communications ,the promotional

and marketing strategies to be undertaken by HAAGEN DAZS in India are viz

• Direct Mailers, leaflets and newsletters.

• Utilizing the Movie and Tele platform to ensure visibility across segments that have a taste and preference for lifestyle products

• Launch of HAAGEN DAZS: Organizing Fashion Events to mark the launch of Haagen Dazs in the selected cities as both sell lifestyle.

An Indian Web Site For Its Indian Customers

www. haagen-dazindia.com

• Launching of OFFICIAL WEBSITE of HAAGEN DAZS in India.

Wall Of FameBy Haggen-Daz

• Holding Contests on a continuous basis to add an additional facet of excitement to the Haagen Dazs moments e.g WALL OF FAME.

• Regular and privileged customers can receive -

1. Club Memberships 2. Coupons

3. Invitations to attend flavor launches

4. Participation in initial Sample Testing

5. Freebies like Postcards, Painted Mugs, Free access to all HAAGEN DAZS sponsored events.

• To consider the environmental , social, and sentimental needs of the society( example HONEY BEE CRISIS)

• Haagen Dazs offers a wide range of flavours to choose from for e.g

Introducing new Indian Kulfi Flavour

Fresh Strawberry

Vanilla Indulge

Ice Cream Fondue

Chocolate chip cookie

Honey Drew

Chocolate Chip

Belgian Chocolate

Vanilla Honey Bee

• However to make the product mix more appealing the following can be considered-

– Certain alterations and improvisations to be made in the flavours to ensure its suitability to Indian taste ( for example: Mac D had to introduce Aloo tikki in India )

• Expand their offerings by including ice creams cakes, sorbets and frozen yogurts which they are offering all over the world except in India.

• Offering Haagen Dazs in form of bars

• Some of the most popular flavours of India like Kulfi , Kesar Pista, etc can also re included in their product mix.

Introducing new Indian Kulfi Flavour

Mac D’s Aloo

Tikki

Product:• Finest Quality • Most natural ingredient• . Available in plastic jars, family packs, bars with attractive

packaging

Place:• Opening in 54 countries all over, through over 700

especially ice-cream cafes.• In India, there is only one cafe that is at Select City Mall,

Delhi. • Recommendation for opening new stores arc as follows=• High visibility

• Strong foot Traffic• Evening and weekend traffic• Indoor and Outdoor seating where available• Prominent location in High-Traffic corridor

and food court corner• Up scale commercial business district with

an office and residential mix like Super regional malls ,Lifestyle centers ,preferably with a movie theatre or other entertainment anchor ,Designer outlet centers , Street Locations , Airport, etc.

Price:• Premium Pricing• International Pricing range from $ 2 to $ 33• Indian market pricing Rs 80 to Rs1600Promotion:• Direct Market , Leaflets • Word of Mouth• Advertisements

• : Considering the marketing and pricing strategies of Haagen Dazs , Indian market can be capitalized further by convincing the target segment to move from the idea of eating Haagen Dazs Ice-cream only at cafes and restaurants to Haagen Dazs ice-creams becoming a part of of all big & small families affairs to make it a “Memorable Haagen Dazs Moment”.