haagen dazs social media project (facebook)

Social Media Project

With Häagen-Dazs

By Chi Mac (1012199)

Facebook Fanpage

made like no other*

Social Media Analysis Agenda

Table of Contents

I. Introduction of Häagen-Dazs and Product Category

II. Analysis of Häagen-Dazs’s Facebook Fanpage

1. Overall observation

2. Analysis of Häagen-Dazs’s Facebook contents

III. Analysis of Two Competitors’s Facebook Fanpage

1. Overall observation

2. Ben & Jerry’s

3. Baskin Robbins

IV. SWOT & Insights

1. SWOT

2. Insights

V. Recommendation for Häagen-Dazs

- Häagen-Dazs /ˈhɑːɡə dɑːz/ is an ice cream brand, created in 1961

in the Bronx (New York), by Reuben Mattus and Rose Mattus, 2

Jewish-Polish immigrants.

- Haägen-Dazs s story egi s i Brookly he the o pa y ope ed its first retail store. It started with 3 flavors: vanilla, chocolate, and

coffee.


<Photo>

The World s First Shop of Häagen-Dazs

established in 1976.

- In 1989, Häagen-Dazs e a e u der the Europea s o trol, he the group Pillsbury was bought by the Grand Metropolitan, the

large British conglomerate. Thus, in 1990, Häagen-Dazs enter in the

European market and experiencing an amazing success.

- Although the Haagen-Dazs i e rea as the orld s leadi g forest brand, it also faces intense competition in the market.

- Regarding to the competitors, Hägen-Dazs main competitor is Ben

& Jerry, which has a totally opposed communication campaign

compared to Häagen-Dazs.

- Häagen-Dazs products are sold in different types: single-serve cups,

bars and cones. They are available in various distribution channels

such as supermarkets, convenience stores and Häagen-Dazs shops (flagships). There are also some distribution partnerships like

restaurants (Bistrot Romain), airports (French Airlines),

entertainment (cinema such as Gaumont-Pathé, Dis eyla d …) - Häagen-Dazs now has franchises throughout the United States and

many other countries around the world.


- Häagen-Dazs ice cream holds the distinction of being one of the

only commercial ice cream brands not to use stabilizers such as

guar gum, xanthan gum, or carrageenan.

- The company has sought to innovate and bring new flavors ice

cream to its customer by providing the highest quality dessert

eating experience.

- The company produces ice cream bars, ice cream cakes, sorbet,

frozen yogurt, and gelato.



- Häagen-Dazs uses its Facebook Fanpage to personally interact with its customers; through

Facebook analysis function to tack the amount of views a post receives, identify the

audience; promote posts to the fan and friends of fans so get more views and likes; and

entertain fans with interesting posts. There are actually a number of Häagen-Dazs fanpages

that related to different locations and areas where Häagen-Dazs is open. I decided to analyze

the official Häagen-Dazs Fan Page.

- Häagen-Dazs has 1,042,344 Likes and about 8,836 talking about it. They updates frequently

and at least 5 times a week.

<Source>

http://www.socialbakers.com/faceboo

k-pages/96339900810-haagen-

dazs/last-month


- I have categorized its content by mean of:

• Personal – post that are made by Häagen-Dazs including ice cream photos and the like

• Informative – posts that include the facts, how-to-make special recipes with Chef Christina

Tosi (Chef Partnership Series)

• Interactive – post that ask consumer about the favorite flavors, require customer responses

like Get creative with your pie rusts , Quiz a out history of Häagen-Dazs, and etc.

• Promotional – posts that advertise Häagen-Dazs goods and service such as introducing

The New Yorker festival with looking out for our gelato carts handing out samples to

attendees at several locations throughout New York City, Che k out our Million Fans Tab to

join us for a special celebration on 9/17 in participating Häagen-Dazs Shops , a d ore.


2. Analysis of Häagen-Dazs’s Facebook contents

Personal

We are loving the pretty changing autumn leaves.

Are you enjoying the changing colors?

367 likes, 16 shares

The bad: Facebook users can see content about this seasonal transition on other facebook pages. The same

content appearing much in the same time can make people feel bored . It is not unique and refined color

elements of the brand to post.

In addition, the photo is not enough beautiful and amazing.


Informative

25,902 likes

1,545 shares

Did you know that the world's first white chocolate

bar was produced in the 1930s?

Our version is White Chocolate Raspberry Truffle ice

cream – dreamy white chocolate ice cream swirled

with fudge truffles and tangy raspberry ribbons.

The good: In this screenshot, Häagen-Dazs posted a questions about the history of ice cream and give customer

the answer to stress its existence.

This information to make customers know more about the brand. At the same time, encouraging interest in

customers who prefer this flavor and provocative for customers who do not have the opportunity to try it.


Interactive

The bad: This post did not make

people care. No one wants to

comment or share it.


Promotional

The good: The post mentioned to the benefits of customers. It make people hope some

lu k for the sel es. Video o te t s purpose is also to tha k usto ers ho use a d love brand.


** Baskin-Robbins is an American global ice cream parlor based in Canton, Massachusetts. It

was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California.

The company is known for its "31 flavors" slogan, more than the 28 flavors then famously offered

at Howard Johnson's restaurants, with the idea that a customer could have a different flavor

every day of any month. The slogan came from the Carson-Roberts advertising agency (which

later merged into Ogilvy & Mather) in 1953. Baskin and Robbins believed that people should be

able to sample flavors until they found one they wanted to buy, hence their famous small pink

spoons. The company has introduced more than 1,000 flavors since 1945.

* Ben & Jerry's is an American ice cream company, a division of the Anglo-Dutch Unilever

conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty

products. These are manufactured by Ben & Jerry's Homemade Holdings, Inc., headquartered in

Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best

known as a premium ice cream brand, founded in 1978 in Burlington, Vermont.

Two competitors are strong with using social media to improve their image

brand, especially by facebook fanpage. They are also successful brands in

over the world in advertising through social media.


2. Ben & Jerry’s

We believe that using business as a tool for social and environmental change is just as

important as using the finest ingredients to make our ice cream.

It has 7,205,754 likes and 68,215 talking about this · 111,256 tag it on personal facebook

page.

Where in the World is Ben & Jerry's? Use our World Map to see if your

country has its own Facebook page! http://benjerrys.co/BJWorldMap

The good: People like and share it because of the useful content. It mentioned about an application which

a help people lo i g Be & Jerry s easily fi d i e rea store s lo atio ear the a y here. The desig is interesting and funny. The people see it and mood is up.


3. Baskin Robbins

*Official International Page of Baskin-‘o i s* The orld s largest chain of ice cream shops with nearly 7,000 locations in nearly 50

countries.

The good:

People like

Baskin Robbins

can make the

name of new

ki d s i e cream

together with

brand.

IV. SWOT & Insights

- STRONG: The brand has a long tradition, strong brand recognition, excellent

image for brand providing good quality products and good position on

international market. So, building great image on Facebook fanpage is not too

difficult to do.

- WEAK: It has a few of advertising campaigns to support for Facebook page.

- OPPORTUNITY: It can refresh brand image on Facebook and use Facebook

functions to brings new customers.

- THREAT: Other ice cream brands have achieved success through the use of

Facebook. Using social networking without effectiveness can lower brand and

its popularity. Conversely, if only focus on the benefits of exploiting social

networks, do not develop other advertising campaigns, it can reduce the

amount of customers.

IV. SWOT & Insights

2. Insights

- Similarities that they use Facebook Fanpage to bridge communication with

customers, introduction of the brand and product, a form of online customer

management by social media. It also increase customers' knowledge of the

brand as well as increasing brand value, closeness to customers.

- Differences among the pages seemed to be that the pages leading the amount

of likes use multimedia to post their content more variety than other. Ben &

Jerry s or Baski ‘o i s s post related ith usto ers ore tha Häagen-Dazs.


Design Facebook Fanpage

* Image to be carefully selected before personal

posting.

- Image needs to pay attention to color, bright.

- Use of the images that represents the relationship

between brands and consumers.(people eating

ice cream, standing after ice cream store instead

of o ly i e rea s photo) - Use graphics to design or create comic stories for

entertaining.


Making Quiz or Competition

- It should post with interactive contents

such as quiz, ice cream sudoku,

predicting the most popular ice cream

flavor of the month by binggo game

instead of asking and answering itself.

It is able to make a photo competition.

Customers can take part in, vote for

themelves or vote for others to take

price, coupon. (Target can be children

a d pare ts joi y taki g hild s photo.)

- The promotional contents should take attention to location to notice customer to join. New products

needs an appealing introduction. (Haagen-Dazs has many stores with strategic position each area.


Connect with other social media

- When it posts links to link to other social

networks, it will make consumers feel the widely

influence and the development of the product.

- Haagen-Dazs has everywhere and people of each

other social media also knows it, talk about it and

eat it every day. It makes belief for customers and

they can compare it with other ice cream brand.

- It can make, who are using only twitter, also use

facebook to get more information about brand.

haagen dazs social media project (facebook)

Business

analysis of hagen

hagendazs e

hagendazs products

hagendazs goods

introduction of hagen

history of hagen

shop of hagen

number of hagen