Haagen-Dazs's E-Business Analysis - Essay Example

?Haagen-Dazs’s E-business Analysis Table of Contents Introduction This is the era of information technology in which web based business is going to have a greater influence on traditional practice of the business. Additionally, internet based arrangements are going to exert a great deal influence on the overall effectiveness of management of business tasks and activities. With the help of internet techniques, businesses are attracting more and more customers toward the new web based business practice. In this scenario the web is offering an improved support and functionality regarding market management in an effective way (Norton, 2001) and (Turban et al., 2005). This report is based on assessment of some of the prime areas and aspects of the Haagen-Dazs’s web based business. This report will discuss about Haagen-Dazs business with respect to its branding, social networking and mass customization concepts. Haagen-Dazs is a very old brand of ice cream that was first introduced in 1961 by the Polish immigrants Rose Mattus and Reuben. In the beginning the business had only offered three flavors of ice cream. These flavors included chocolate, vanilla and coffee. Additionally, the first business shop was established at the Brooklyn, New York in 1976. After that this business evolved to a huge extent and became a huge corporation. Presently this United States based business is having its franchises all through the United States and over 54 nations all through the world. Moreover, Haagen-Dazs also manufacture ice cream, cakes, bars, frozen yogurt and sorbet (HDIP, Inc., 2011). 2- Business overview This business was launched by Reuben Mattus who was a young industrialist and having fervor for excellence and a dream for offering the best ice-cream ever at that time. The establishment of business was aimed to offer quality ice cream to the community. Additionally, the business was initiated as a small business setup and then it turned into a huge business setup. In addition, the ice cream products of the Haagen-Dazs brand rapidly developed a loyal customer market. Haagen-Dazs initial achievements were attained through idle talk as well as great honor. Moreover, without taking the advantage of any advertisement technique the business of Haagen-Dazs grown rapidly. Initially, the ice cream was simply available at gourmet shops located in New York afterward its delivery extended all through the United States (HDIP, Inc., 2011). Presently this business is one of the main and biggest ice cream businesses in US and this business is offering a variety of ice cream products. This aspect enabled the business to attain higher customer satisfaction, confidence along with market share. Figure 1Main page of Haagen-dazs, Source: http://www.haagen-dazs.com/ 3- Branding This section discusses some of the main aspects about products branding available at Haagen-Dazs business. In this scenario I will outline different approaches and policies to assess the overall branding tactic and policy of the business: 3.1- Branding Basic Theme Haagen-Dazs has established the business brand on the basis of its high quality ice cream flavors. In this scenario this business offers a variety of quality based and luxury ice cream brands for mature people. In the start Haagen-Dazs introduced the ice cream product which was approximately for all time inexpensively available ice cream at the marketplace. Initially the business has tried to pay great attention towards the household, men, women and children marketplace. However in current years Haagen-Dazs has proficiently introduced a latest idea of ice cream product that ice cream could be of high-status, special, tasteful and good looking. Through this type of business and product marketing the Haagen-Dazsturn became one of the bestselling brands among the fantastic-quality brands of this category (Adbrands.net., 2011) and (ICMR, 2011). 3.2- High Quality Haagen-Dazs has established the basic theme ‘no compromise on ice cream quality’ for its business. Haagen-Dazs recognized that superior and reliable ice cream quality would ensure optimistic rumor sponsorship as well as facilitate in receiving the effective marketplace support to the brand. Consequently, the ice cream quality was given much significance right through the business brand establishment. As compared to traditional ice-cream products, Haagen-Dazs ice-creams use an extensive fraction of milk and cream (butterfat) to produce a premium quality product, thicker as well as richer consistency of ice cream. In this scenario fresh egg yolk and cream were utilized to provide the Haagen-Dazs ice creams then a rich flavor and superb quality milk was utilized for the feel and body of the ice-cream product. The elements of the Haagen-Dazs ice cream were exported from foreign countries all through the world. In this scenario, the prime ingredients included the macadamia nuts those were exported from the Hawaii, here Madagascar vanilla was used, as well as Belgium Chocolate was used for the richer and high quality tastes. The corporation robustly outlined that it never made use of artificial colors or else flavoring ingredients (ICMR, 2011) and (Adbrands.net., 2011). 3.3- Brand Promotion Haagen-Dazs initially started promoting its business during the year 1981 on TV. At that time the majority of print advertisements for Haagen-Dazs were demonstrating the attractive and fascinating images of delicious-looking ice-creams. Following that time the business of GMP has acquired the Haagen-Dazs. In this way, this new management of the business has introduced brand of the Haagen-Dazs as a sign satisfaction, aspiration and magnificence. Additionally, the new management of the Haagen-Dazs business linked to the services of Bartle-Bogle Hegarty to start a new promotional and advertisements based movement in order to promote Haagen-Dazs business in 1989. In this scenario, the advertisement based promotion services demonstrated the images of couples that took pleasure of Haagen-Dazs products and resulted in huge business recognition all through the marketplaces. In addition, during the decade of 90s, Haagen-Dazs advertisements were potentially implemented the similar idea as well as arrangement, with a small difference in appearance relying on the nation wherein the publicity of the business is going to be broadcasted. However, at the present, business is using print promotions on radio, outdoor media channels and web based platform for brand promotions and getting the massive pool of customers across the world (ICMR, 2011). 3.4- Moving the Brand Status In the beginning of 21st century, there were a lot of significant developments emerged in the United States as well as in European marketplaces. For instance, in 2001, B&J's was captured by Unilever business. This aspect greatly strengthened the competition between two high-quality brands within the marketplace. In this scenario, another major progress was the emerging reputation of chilly natural materials and tasty sweet stuff. Additionally, a new and modern advertisement operation was launched in 2004 for the promotion of Haagen-Dazs business. This new promotional operation was expected to extensively renovate the overall traditional look and working framework of Haagen-Dazs business and offer a more effective and high quality support to the business. Moreover, most recently the business has introduced the idea of ice cream as a most luxury food item and this idea took it to the premium status and luxury among the masses (ICMR, 2011). 3.5- Brand Marketing For efficient brand marketing, Haagen-Dazs has established a chain of business shops all through the world. Additionally, the business has established the regular delivery service and high-class superstores along with other retail business shops. In addition, the ice cream brands of Haagen-Dazs are always available at ice-cream retail stores. On the other hand, Haagen-Dazs has established a lofty and high quality policy for establishing franchises. For instance, only carefully chosen and economically strong clients are allocated to the business franchises. In addition, Haagen-Dazs is targeting its customers at major streets; however shopping malls in expensive marketable regions, well-known petrol distribution locations, airports, and universities are perfect locations available to publicize the business products (ICMR, 2011). Habitual consumers at Haagen-Dazs Stores are normally given the benefit of club memberships offers. In this scenario, the associates of the Haagen-Dazs business enjoy established rights such as support to visit the shops for suggesting likable ice cream flavors, to take part in early ice cream sample testing, manufacturing, etc. In addition, they are also given free samples similar to decorated cups, postcards, open and instant entry to all Haagen-Dazs supported actions involving musical and stylish concerts, latest publication of all the fresh products, test tickets, and free contribution tickets (ICMR, 2011). 4- Social Networking The products brand of Haagen-Dazs business is licensed to Dreyer’s Grand Ice Cream, corporate. Additionally, Haagen-Dazs is one of the well known marketplace leaders in chilly natural material especially delicious sweet products. In this scenario the business has started to acquire worldwide social network support through the EP website i.e. ExperienceProject.com that is the global leading web based environment intended for linking as well as conveying life experiences of its various users across the world. In addition, Haagen-Dazs has imitated its journey with this social network platform by increasing the attentiveness concerning the quickly reducing population of honey-bees as well as the ecological influences of these weird and awful circumstances. In this scenario, Haagen-Dazs launched a new campaign with name of “Help the Honey Bee” that ties together the strength of social networking technologies with the intention to teach the community about the fact that why honey-bee pollination has the potential to produce more than one third of the global foodstuff production. This effective movement offered an efficient communication forum that not simply facilitate community to participate in this campaign as well as motivate other people to help in saving the honey-bees in informative sports events and competitions (Goliath, 2009). Haagen-Dazs’s connection with the ExperienceProject.com social network is one of the major ideas pertaining to the enhancement of social circle of the business customers and offering much better support to the business. In this scenario, Haagen-Dazs has realized that social network has the power to bring customers and potential clients of the business to a single place for promotion and improvement of business. Moreover, supporting a social and ecological issue will also help Haagen-Dazs business expand its social services (OCfoodies, 2009) and (ad-hoc-News, 2011). Haagen-Dazs’s Project, Source: http://www.experienceproject.com/helpthehoneybees 4.1- Haagen-Dazs on Twitter Haagen-Dazs has also successfully established its online social network community at Twitter website. This online social networking based support is expected to offer a powerful and influential support for the business areas. For instance, it can bring all the potential customers of the business to a single online platform where they are able to share their ideas, feelings, experiences and taste. This web based social community has as well carried the prime motive of the business highlighted by Haagen-Dazs regarding the protection of honey bees from extinction. In addition, the main page of social network website (at Twitter) is dedicated for Haagen-Dazs business and it is aimed to support the motive. In addition, the main web page is aimed to offer Haagen-Dazs’s customers a greater opportunity for sharing their ideas and offering valuable and optimistic comments for saving honey bees (OCfoodies, 2009), (Dilworth, 2009) and (Novak, 2009). Haagen-Dazs on Twitter, Source: http://twitter.com/#!/haagendazsshops 4.2- Haagen-Dazs on Facebook Haagen-Dazs has also taken advantage of the services offered by well known social network known as Facebook that has offered an effective urge for the promotion of the business social agenda. Additionally, this Facebook based social network platform is designed to effectively manage and support the Haagen-Dazs business ideas as well as new brands promotions. In this way all the customers of the business have the power to frequently experience the usage of recent activities and innovative ideas about the business (OCfoodies, 2009), (Dilworth, 2009) and (Novak, 2009). In addition, Help-The-Honey-Bees motive makes it fairly easy for the people to augment this motive, share with their friends, and expand and acquire optimistic support throughout well-liked online societies in developed countries. In this scenario, experienceproject.com has designed a special custom Facebook system which allows the clients to virtually share ideas about honey bees in an attempt to produce productive buzz as well as useful knowledge. In addition, Facebook associates will be capable to contribute in helping the motive for Honey Bees flower planting game playing openly from their Facebook profiles. To reach this special Help-The-Honey-Bees Facebook web page we can use the following link: apps.facebook.com/helpbees (OCfoodies, 2009), (Dilworth, 2009) and (Novak, 2009). 5- Mass Customisation The business web site of the Haagen-Dazs is a completely informative business website that does not include ecommerce features and extra capabilities. In this way this business web site only offers comprehensive information about business ideas and promotions. This attractive website also offers information about the business working, history and profile. This section will analyze some of the imperative features of business website mass customization. The important business features we have found in this business website will be outlined below: 5.1- Business information The web site of Haagen-Dazs is a well-designed, good looking and attractive platoform for offering services and ideas to its potential customers and clients all over the world. Additionally, this business website is expected to offer an enhanced insight and level of understanding to the prime users of the business. In this way all categories of public having little or much interest in the business services are able to get rapid access to the business website and download informative material and useful contents. These contents include business idea, information about products, shops and overall establishment along with the detailed history of the business. 5.2- Product Details The existing web site of Haagen-Dazs is offering excellent support for the business products and mass customization domains. Additionally, this website offers an excellent place for offering some vital information about business products. The main feature of this business website is mass customization of major business products and promotions. For instance, an online customer is able to get full information about business products with the help of web based portal facility. This business website is offering facility to select the personal preferred taste of ice cream from the given choices and check its availability at any local shop of the Haagen-Dazs retail chain store. In this way a customer enjoys the facility of getting details of business product-line through online system and checks its prompt availability at any local shop. 5.3- Business Shop Another mass customization feature of Haagen-Dazs’s website is the availability and checking of customer preferred ice cream retail stores. In this way the business customer can choose and verify the availability of any business shop by properly selecting the shop and available ice cream flavors. Additionally, customers can use these features by entering the city name, zip code or county name. In addition, this mass customization feature allows business customers to get a better communication details with business promotions. In this way a customer is able to select his preferred ice cream flavor by remaining at home and also selecting and checking its availability to the nearby shop. Thus, this feature could be very helpful for the business in order to improve communication with the customers. 5.4- Newsletter Another mass customization feature of Haagen-Dazs’s web site is Newsletter which offers very useful information regarding availability of business to the customers in a much better way. This is very attractive way of offering business information and related details to business customers. In this scenario, a customer subscribes to the business information newsletter by offering his/her personal e-mail address. In case of any new promotion or business marketing campaign an automated newsletter will be delivered to the customer to offer him/her business information and corporate working details. Moreover, this arrangement as well offers fabulous support to the business in scenario of acquiring and improving customer confidence and satisfaction for using business products, services and promotions extensively. 5.5- Presentation Ideas This is another attractive mass customization feature that allows business customers to get a better service through the development of some special ice cream foodstuff deals. This online presentation of food and ice cream with menus as well as plans offers a better facility to the customers in case of customer party management. This aspect could help the business to improve the capability of attracting and capturing higher volumes of customers and offering them an easy to use online platform for managing business activities in an effective manner. 5.6- Drink Recipes This is another feature of Haagen-Dazs’s web site which offers business customers a better facility of planning and managing a party program and home special drinks. In this way, this website is successfully offering excellent facility of managing and handling the business deals. In this regard I have presented below the screen print that offers much better look, support and potential of experiencing some attractive business deals over the internet. 6- Conclusion At the present, almost all the organizations utilize information tools and technologies for conducting business operations effectively. In this scenario, e-commerce is one of the most valuable and useful information technology tools. E-commerce allows companies to carry out their business operations using internet. In this way they are able to access huge marketplaces without limitations. This report has offered a detailed analysis of Haagen-Dazs’s web site. Haagen-Dazs is famous in making tasty ice cream brands. This company is well known not only in United States but also in various other countries of the World. This report has discussed Haagen-Dazs business overview, working positions, branding capability, social networking and mass customization concepts. This report has also outlined some of the prime aspects those outline the basic business ideas for the establishment of web based portal to superbly enhance the business services over internet. 7- References Adbrands.net., 2011. Haagen-Dazs: Brand Profile. [Online] Available at: http://www.adbrands.net/us/haagendazs_us.htm [Accessed 19 April 2011]. ad-hoc-News, 2011. brand-the-haeagen-dazs-brand-and-experienceproject-com. [Online] Available at: http://www.ad-hoc-news.de/brand-the-haeagen-dazs-brand-and-experienceproject-com--/de/News/20405903 [Accessed 24 April 2011]. Dilworth, D., 2009. Haagen-Dazs pushes honeybee messaging on social networks. [Online] Available at: http://www.dmnews.com/h%C3%A4agen-dazs-pushes-honeybee-messaging-on-social-networks/article/139854/ [Accessed 22 April 2011]. Goliath, 2009. The Haagen-Dazs[R] Brand and ExperienceProject.com Team Up to Help the Honey Bees. [Online] Available at: http://goliath.ecnext.com/coms2/gi_0199-11455814/The-Haagen-Dazs-R-Brand.html [Accessed 22 April 2011]. HDIP, Inc., 2011. History. [Online] Available at: http://www.haagen-dazs.com/company/history.aspx [Accessed 20 April 2011]. ICMR, 2011. Repositioning the Brand. [Online] Available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/Marketing%20Ice%20Cream%20-%20Haagen-Dazs.htm [Accessed 18 April 2011]. Norton, P., 2001. Introduction to Computers, Fourth Edition. Singapore: McGraw-Hill. Novak, S., 2009. Can Social Networking Save the Bees? Let’s Hope So Because Nearly 1/3 of the World’s Food Supply Depends On It. [Online] Available at: http://www.treehugger.com/files/2009/08/save-the-bees-social-networking.php [Accessed 22 April 2011]. OCfoodies, 2009. Haagen-Dazs and ExperienceProject.com Team Up to Help the Honey Bees. [Online] Available at: http://www.ocfoodies.com/profiles/blogs/haeagendazs-and [Accessed 21 April 2011]. Turban, E., Leidner, D., McLean, E. & Wetherbe, J., 2005. Information Technology for Management: Transforming Organizations in the Digital Economy. New York: Wiley. Read More