This report's aim is to determine Haägen Dazs's position on the ice cream market and to examine, more deeply, how this position is achieved; thanks to what strategy this American brand operates today all over the world. In order to carry out this report, I decided to focus on the leading product of the brand: the ice cream pint 500 ml, which represents a particular market (with various competitors and targeted buyers). This report is composed of three main parts: first of all I chose to study Haagen Dazs' market position and analyze more deeply it's situation, how it secures it's position. Then I focused on buyer's behavior and tried to define Haagen Dazs segmentation, which led me to the third part of the report: the definition and analysis of Haagen Dazs strategy and the measure of the brand strength.
[...] More particularly, I'll try to determine if Haägen Dazs is a leader on the luxury ice cream market in the UK. To reach this objective, I used two types of survey in retail establishments: observing product display and identifying competitors Observing Haägen Dazs's products display From the start, Haägen Dazs has organized a selective distribution system for his products: unlike the main ice cream brands, he forgot mass distribution to focus on quality distribution. That's why, today, the American brand is available in four types of distribution network: supermarkets, dedicated retail outlets ("Haägen Dazs Cafés"), convenience stores and kiosks at selected places (cinemas and leisure centres). [...]
[...] CONCLUSION : This report objective was to determine if Haägen Dazs is a market leader and if so, to explain the reason for this position. The study in depth of the brand sales allowed us to confirm Haägen Dazs leadership and the further analysis of the brand policy and buyers gave us precisions about the reason why such a position has been achieved : innovation, narrow focusing, ability to answer buyers unmet needs and above all, the brand personality as a whole take the most important part of Haägen Dazs success. [...]
[...] (1998). Market Segmentation. Basingstoke : Macmillan. Jeannet, J.P. (1998). Global Marketing Strategies. Boston : Houghton Mifflin Haägen Dazs. (2004). Haägen Dazs sales. Retrieved November from http://www.haagen-dazs.com Dairy Reporter. (2004). Ice cream market in the UK. Retrieved November from http://www.dairyreporter.com APPENDIX 1 : QUESTIONNAIRE Purchaser's behavior : The following questions were asked for the purpose of determining the [...]
[...] Moreover, in the 54 countries where Haägen Dazs operates, the brand adopts the same high prices policy, but fixing a global price remains risky : " the company must carefully monitor price levels in each country and avoid large gaps that can cause problems when gray-market force move in and take advantage of large price differentials" (Jeannet p.459) 2.2 Various Threats Haägen Dazs leadership is highly coveted and his competitors' strategy could threaten the security of his position. First, Ben & Jerry have adopted a very offensive strategy to gain the number one position: similar price, similar products. [...]
[...] However, as Haägen is targeting the same segments in all the countries in which he operates, the brand is likely to face one of the problem of acting globally which can be resolved by the developing an understanding of its customer base and leverage that experience around the world (Jeannet p.293) The niche strategy that the brand has adopted is most successful when specialisation confers market dominance : this is the case for Haägen Dazs which luxury ice cream pint 500ml give him the market leadership. [...]
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