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Haagen-Dazs Ice-Cream - Report Example

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This report "Haagen-Dazs Ice-Cream" focuses on a firm that has used its marketing mix to sustain its leading position as a premium ice cream manufacturer in the global market. Haagen-Dazs was a pioneer in the ice-cream production industry, seeking to create a unique and indulgent brand…
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Haagen-Dazs Ice-Cream
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Download file to see previous pages Haagen-Dazs was a pioneer in the ice-cream production industry, seeking to create unique and indulgent brands for adults. Although highly-priced, Haagen-Dazs’ wide array of ice-cream brands swiftly garnered loyal customers. Many individuals in contemporary society associate the company’s logo with exceptional quality premium ice-cream. Haagen-Dazs has not, however, attained this significant feat easily. Haagen-Dazs has achieved leadership in the premium ice cream and sorbet industry by utilizing a comprehensive marketing mix and competitive strategy, which this paper analyzes in detail.
A product refers to anything offered to markets for use or consumption, in order to satisfy a need or want (Grewal and Levy 8). Haagen-Dazs’ products primarily comprise of a wide range of luxury ice-creams. The company has also diversified into the production of frozen yogurt, frozen dessert/sorbet, and bars. These products are made from premium ingredients like vanilla sourced from Madagascar, Hawaii nuts, and Belgian chocolate, among others. The flavors of Haagen-Dazs ice cream are as diverse, as their constituent ingredients. For example, there are currently more than thirty classic ice cream flavors and more than two limited version flavors. The broad assortment of flavors presents consumers with the chance to make a distinctive choice and explore their taste palette. The premium ice cream giant also makes significant efforts to ensure that flavors are in line with specific target markets. This strategy fosters product adaptation to various markets, including specific market groups and nations. Haagen-Dazs’ product adaptation undertaking is evident from the country’s flexibility in accounting for diverse demands and flavors in various countries. For example, the company introduced ‘green tea’ flavored ice cream in Japan, given the Japanese love for green tea. There is also ‘cheesecake’ ice cream in the United Kingdom. ...Download file to see next pages Read More
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