made like no other

Haagen-Daaz

COMPANY PROFILEA "super-premium“ brand of ice cream

•HistoryEstablished in The Bronx, New York in 1961.Starting with only three flavors: vanilla, chocolate, and coffee.•InternationalAppreciated by connoisseurs in more than 900 shops in over 50 countries.•InnovatorInnovate 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 nameMade-up words meant to look Scandinavian Reversing the name of Duncan Hines →"Huncan-Dines“

HÄAGEN DAZS PHILOSOPHY

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 carton size•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."

OTHER SHAPES OF PRODUCT

PLACEHistory :•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:

•Häagen dazs Cafes

•Retail distribution channels.grocery stores, delicatessens, convenience stores, vending carts restaurants and other types of retail outlets.

HÄAGEN DAZS CAFES

HÄAGEN DAZS CAFES

•Currently Haggen Dazs has 900 shops in 50 countries, which are also known as Haggen Dazs 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.

HÄAGEN DAZS CAFES•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

Sales Promotions

Personal Selling & Customer Service

TELEVISION

PRINT

OUTDOOR RADIO

INTERNET

Haagen-Dazs Ingredients Inspiration

PRINT

PRINT

PRINT

PRINT

PRINT

OUTDOOR

HAAGEN –DAZS VANILLA ICECREAM

HAAGEN -DAZS ICE-CREAM: CHOCOLATE

HAAGEN-DAZS ICE-CREAM: STRAWBERRY

TELEVISION TYPES OF

ADVERTISIN

GPRODUCT ADVERTIS

ING

INSTITUTIONAL

ADVERTISING

PIONEERINGADVERTISIN

G

COMPETITIVE

ADVERTISING

REMINDERADVERTISIN

G

PIONEERINGADVERTISIN

GHaagen-Dazs Ingredients Campaign

COMPETITIVE

ADVERTISING

Haagen-Dazs Valentines Day 2009

REMINDERADVERTISIN

GMake any day a Haagen-Dazs day

TELEVISION

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 DMNews reports,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

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

REPOSITIONING

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