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Haagen Dazs Brand Audit Project

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Haagen Dazs Brand Audit Project

  1. 1. madelike no other<br />
  2. 2. Haagen-Daaz<br />
  3. 3. Company Profile<br />A "super-premium“ brandof ice cream<br /><ul><li>History</li></ul>Established in The Bronx, New York in 1961.<br />Starting with only three flavors: vanilla, chocolate, and coffee.<br /><ul><li>International</li></ul>Appreciated by connoisseurs in more than 900 shops in over 50 countries.<br /><ul><li>Innovator</li></ul>Innovate and bring new distinctive flavors , such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche etc. <br />the first to introduce ice cream bars in 1986, Frozen Yogurt in 1991 and Sorbet in 1993.<br /><ul><li>Brand name</li></ul>Made-up words meant to look Scandinavian <br />Reversing the name of Duncan Hines ->"Huncan-Dines“<br />
  4. 4. Häagendazsphilosophy<br />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<br />
  5. 5. Product lines<br />
  6. 6. packaging<br />
  7. 7.
  8. 8.
  9. 9. Size<br /><ul><li>Change in cartonsize
  10. 10. 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."</li></li></ul><li>OtherShapes of product<br />
  11. 11. Place<br />History :<br /><ul><li>At first, it was only available at gourmet shops in New York City.
  12. 12. Then in 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs® shop in Brooklyn New York.
  13. 13. It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs shops across the country.
  14. 14. In 1983 Mr. Mattus agreed to sell Häagen-Dazs to The Pillsbury Company. Since then, it has become a global phenomenon.</li></li></ul><li>product distribution<br />It follows a pattern of Manufacturer; Wholesaler; Retailer; Consumer and has two main distribution channels:<br /><ul><li>HäagendazsCafes
  15. 15. Retail distribution channels.</li></ul>grocery stores, delicatessens, convenience stores, vending carts restaurants and other types of retail outlets.<br />
  16. 16. Häagendazscafes<br />
  17. 17. Häagendazscafes<br /><ul><li>Currently HaggenDazs has 900 shops in 50 countries, which are also known as HaggenDazs cafes. These shops are independently owned and operated by franchisees.
  18. 18. All cafes are located on prime streets or malls with high visibility ,strong foot traffic and Indoor and outdoor seating.</li></li></ul><li>Häagendazscafes<br /><ul><li>Decoration:</li></ul>Cafes with comfortable seating , bar stools, dim lighting, rich colors all help to create an atmosphere of intimacy & love.<br /><ul><li>Serivce:</li></ul>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. <br />
  19. 19. Retail distribution <br />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.<br />
  20. 20.
  21. 21. Promotion Decisions<br /> Mass Selling<br /> Advertising<br /> &PR<br />Personal Selling & Customer Service<br /> Sales Promotions<br /> PRINT<br /> TELEVISION<br /> OUTDOOR<br /> RADIO<br /> INTERNET<br />
  22. 22. PRINT<br />Haagen-Dazs Ingredients Inspiration<br />
  23. 23. PRINT<br />
  24. 24. print<br />
  25. 25. print<br />
  26. 26. print <br />
  27. 27. Outdoor<br />HAAGEN –DAZS <br /> VANILLA ICECREAM<br />
  30. 30. TELEVISION<br />PIONEERING<br />ADVERTISING<br />Haagen-Dazs Ingredients Campaign <br />COMPETITIVE <br />ADVERTISING<br />Haagen-Dazs Valentines Day 2009 <br />REMINDER<br />ADVERTISING<br />Make any day a Haagen-Dazs day <br />
  31. 31.
  32. 32. Competitive ad<br />http://www.youtube.com/watch?v=bqDCNogU4tc<br />
  33. 33. ReMINDER ad<br />http://www.youtube.com/watch?v=TMXvHfci0EU&feature=related<br />
  34. 34. Public Relations<br /><ul><li>Associating social and environmental causes with the brand
  35. 35. 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
  36. 36. First plantable, seed-embedded paper-insert ads, which readers could crumple up and plant in the ground
  37. 37. Haagen-Daz partnered with social networking site Experience Project-where users can share life experiences, and connect with others who share their same passions
  38. 38. Haagen-Dazs, together with a coalition of national beekeepers, urged Congress to allocate funding for additional honey bee research
  39. 39. 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</li></ul>Source:PRWeek sister publication DMNewsreports,Aadvertising age, Reuters<br />
  40. 40. Public RELATIONS<br />
  41. 41. Internet <br /><ul><li>Launched the product “Five” with a virtual press conference with a group of bloggers
  42. 42. 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
  43. 43. Online Direct Mailers
  44. 44. Contests on social networking sites (Facebook, Twitter, Bloggs)
  45. 45. Haagen-Dazs Ice Cream Mooncake Early Bird Special- complimentary online coupons, discount coupons
  46. 46. Official Website, Helpthehoneybees.com</li></li></ul><li>Sales Promotion<br /><ul><li>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
  47. 47. 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</li></li></ul><li>Personal Selling & Customer Service<br /><ul><li>Create your own custom deserts</li></li></ul><li>Branding & Positioning<br /><ul><li> Strong Brand associations with the highest quality ,sensuality and indulgence
  48. 48. Enduring Sensual image & advertising
  49. 49. Brand Communication – Less is More, Elegance is Simplicity, Simple can be Beautiful
  50. 50. Strong point of sale branding</li></ul>REPOSITIONING<br />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<br /><ul><li>The brand has repositioned itself from being exclusive to being accessible yet high-class and quality
  51. 51. From being something to be eaten at the café to something in all family fridges
  52. 52. From individual indulgence to party deserts </li></li></ul><li>Integrating Marketing Communication<br /><ul><li>Most of their campaigns are multi-platform campaigns that included TV ads, print ads, outdoor ads
  53. 53. It establishes a strong connect, recall value and the campaign gets the maximum coverage and response
  54. 54. This trend has been very successful for HaagenDazs</li></li></ul><li>conclusion <br />
  55. 55. THANK YOU<br />SANGHITA MAJUMDER<br />