Market Analysis of Haagan-Dazs Essay

Haagen-Dazs

Jan Phillips is the recently hired goodies product-market supervisor for Canada for Häagen-Dazs—the world's leading brand of super premium your favorite ice cream (now accessible in 55 countries) and the industry leader in the U. S i9000. Haagen Dazs although owned by Pillsbury, in Canada is licensed to Nestle. (http://www.nestle.ca/en/Products/Browse_by_Brand/haagen_dazs.htm)

Pillsbury says Häagen-Dazs is profitable globally, with total product sales of more than $900 million. The business saw its sales expand rapidly throughout the 1990s, great its markets are facing significant change and very aggressive competition. Phillips is responsible for Häagen-Dazs' ice cream approach planning for Canada.

Overall, hard ice cream sales in Canada. include stayed flat at just underneath 300 million litres. Nonetheless, some new entries have made a large splash. Starbucks, the espresso king, is definitely one such manufacturer. In its initially year in grocery-store freezer sections, their Frappuccino bars—in several flavours—were a big struck. Häagen-Dazs, along with a few other super premium suppliers, are carrying on to increase at costs of 2 to 3 percent. Yet most other Canadian super high grade producers happen to be reporting flat sales, and several are going out of business. The easy availability of super high quality ice cream in supermarkets provides hurt many of these producers whom sell through ice cream retailers, which concentrate on take-out cones, sundaes, and small containers of ice cream. Additionally it is thought that, by least simply, the decline in sales growth of very premium ice cream in Canada since the early nineties is due to competition from other products such as lower-calorie yogurts and low-fat ice cream.

Despite an actual concern regarding healthy diets, Canadians seem to swing backwards and forwards in their yearnings for low fat and abundant taste. There is some proof that " dessert junkies” who want to indulge without an excessive amount of guilt are turning to less fat frozen fat free yogurt and low-fat ice cream. It has encouraged several super superior ice cream rivals to offer these products too. Pillsbury's Häagen-Dazs, Foreign Dairy Princess or queen, and Baskin Robbins can advertise frozen yogurt. The Canadian ice cream market is dominated by Nestle and Unilever and both are marketing gourmet editions of low-fat ice cream.

Due to competition from low-fat products, Häagen-Dazs launched a distinctive line of low-fat extremely premium your favorite ice cream. The low-fat line does not contain more than 3 grams of fat every serving. That compares with six moments more grams of fat in a half-cup serving of its full-fat versions. Häagen-Dazs believes that its low-fat super premium ice cream is more preferable tasting than any other alternatives. The belief is that " persons like to help to make every calorie count. ” Having worked within the low-fat item for more than 2 years, it created a process whereby a concentration of dairy protein from lactose-reduced skim dairy give a mouth-feel that approximates that of a higher-fat item. Häagen-Dazs provides its less fat products in a number of flavours.

Most ice cream products are considered economic climate and standard brands—priced in $3. 00 to $7. 00 for 2 lt. Super premium ice cream retails for $4. 50 to $5. 96 a fifty percent litre,. The retail value for a fifty percent litre of Häagen-Dazs is usually over $5. 00. The low-fat edition is comparably priced for the full-fat product.

Many other Canadian ice cream manufacturers have considered frozen fat free yogurt for progress. Frozen yogurt sales were in a slump for years because various people don't like the sour taste. Yet after the item was reformulated it did start to win consumers. The difference is that today's frozen yogurt preferences more like goodies.

The yogurt market innovator, TCBY (www.tcby.com), which got sales of only about $2 million in 1983, has risen to above $100 , 000, 000 in product sales. It amounts over two, 500 retailers worldwide and is franchised in over 67 countries. Canada, yogurt creators are using hostile promotion against ice cream. TCBY ads have got preached: " Say goodbye to high calories—say farewell to snow cream”...

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I.      � EXECUTIVE OVERVIEW

Haagen-Dazs have been successful over half of the hundred years. What are the sources for people successes is usually challenging online marketers of Haagen-Dazs itself and the competitors as well. Preparing great marketing strategies is actually the plan craved deeply into online marketers teams. Having an overview of the current market circumstance of ice cream market and Haagen-Dazs profile can provide some new observations for the future advancement the company. Along with that, market segmentation, goal, and positioning determined by Haagen-Dazs are worth dwelling deeply into. Prior to getting any more steps, considering carefully the external and internal elements that effect the functioning of Haagen-Dazs is necessary in coming up with remarkable tactics.

Be successful or inability in creating values for customers in order to capture back values in return will depend mostly on the marketing combine that Haagen-Dazs employing into its strategies. Merchandise, price, place, and advertising strategies are helping Haagen-Dazs differentiating to competitors. Keeping the uniqueness of the business can be directly relating to the survival of Haagen-Dazs in a competitively strained marketplace. Thus, looking at its weak points and dangers to find out new ways of doing things is critical than ever before. Haagen-Dazs should target more segments, changing its advertising programs to adjust to with the new segments will never be redundant. It should also think of gaining control of those weaknesses threatening it is reputation and ethically consolidating its dedication to customers as a backside wall achievable launching.

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