HaagenDazs.docx

HaagenDazs.docx

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HaagenDazs

TableofContentsPg

BackgroundInformation1

MarketResearch2

●Possiblemethodsforconductingresearch

●Traditionalconsumerviewaboutice-cream

●AnalysisofprimarydataonHaagen-Dazs

●Howdatacollectedmakesoundbusinessdecisions

Promotions6

Conclusion9

References10

BackgroundInformation

TheideaforHaagen-Dazsdatesbacktotheearly1920’s.

ReubenMattus,ayoungentrepreneurwithapassionforqualityandavisionforcreatingthefinesticecream,workedinhismother'sicecreambusinesssellingfruiticeandicecreampopsfromahorsedrawnwagoninthebustlingstreetsoftheBronx,NewYork.Toproducethefinesticecreamavailable,heinsistedonusingonlythefinest,purestingredients.

Haagen-Dazsstartedoutwithonlythreeflavors:

vanilla,chocolateandcoffee.ButMr.Mattus'passionforqualitysoontookhimtothefourcornersoftheglobe.HisuniqueicecreamrecipesincludeddarkchocolatefromBelgiumandhandpickedvanillabeansfromMadagascar,creatingdistinctiveandindulgenttasteexperiences.

TheHaagen-Dazsbrandquicklydevelopedaloyalfollowing.Itsearlysuccesswascreatedbywordofmouthandpraise.Withoutthebenefitofadvertisingthestoryofanincrediblyrichandcreamyconfectionspreadrapidly.Atfirst,itwasonlyavailableatgourmetshopsinNewYorkCity,butsoondistributionexpandedthroughouttheeastcoastoftheU.S.,andby1973Haagen-DazsproductswereenjoyedbydiscerningcustomersthroughouttheUnitedStates.Thenin1976,Mr.Mattus'daughterDorisopenedthefirstHaagen-Dazsshop.Itwasanimmediatesuccess,anditspopularityledtoarapidexpansionofHaagen-Dazsshopsacrossthecountry.

In1983Mr.MattusagreedtosellHäagen-DazstoThePillsburyCompany,whichremainedcommittedtothetraditionofsuperiorqualityandinnovationonwhichHaagen-Dazswasfounded.Sincethen,ithasbecomeaglobalphenomenon,availablein50countries.ButthesamecarefulattentiontoqualitythatReubenMattusbuiltintoeveryHaagen-Dazsproductremainstoday.IceCreamloverstheworldovernowrecognizetheuniqueHäagen-Dazslogoassynonymouswiththeultimatesuper-premiumicecream.

Sincethebeginning,Haagen-Dazshassoughttoinnovateandbringnewfrozendessertexperiencestoitscustomers,includingdistinctiveflavorssuchasVanillaSwissAlmond,ButterPecanandDulcedeLechetonamejustafew.Haagen-Dazswasalsothefirsttointroducetheworldtoicecreambarsforagrownuppalate,withtheintroductionoftheHaagen-Dazsicecreambarlinein1986.Othersuperpremiuminnovationsfollowed,withFrozenYogurtin1991andSorbetin1993.

Tothisday,Haagen-Dazsremainscommittedtodevelopingexceptionalnewsuperpremiumfrozendessertexperiences,releasingnewflavorseveryyear.

MarketResearch

◆Possiblemethodsforconductingresearch:

Forthisresearch,ourgroupdecidestheuseofobservationandinterviewtocollectdataforthelimitationoftimeandouridentity.

First,wegotourobservationsinHäagen-DazsshoptogetapreliminaryunderstandingbyourselvesaboutHäagen-Dazsproductpricepackagingandservice.AndwedoaresearchaboutHäagen-Dazscompetitorsaroundandtheconsumptionhabitsandfeaturesinice-cream.

Second,weplanourquestionsthatwecangetinformationbyobservationsandthenumbersweneed.

Afterthatweneeddosomeinterviewstodifferentgroups’consumers,andmainlygettheinformationabouttheirconsumptionhabitsandfeelings.

Iaskedabout30people.Accordingtothefeedback,theageoftheconsumersisaboutfrom18to38mosthaveanice-creampurchasehabit.Andtheice-creamslikeHaagen-DazsandDQgotsomebreakthroughinpromotion,tasteandqualityandbrandculturethantraditionalice-creams.Althoughitspriceismuchhigherthantraditionalice-creamsbutit’snotonlytosatisfytheneedsofconsumptions,theyleadthewantsofconsumptions.

◆Thetraditionalconsumerviewaboutice-creamwas

1.Comparetotheprice,consumptionspaymoreattentiontothetasteandquality

2.Ice-creamwasbecomeapartofcateringgradually,it’snotonlyapersonalbuyingbehavior.

3.Mostconsumersarewillingtotrynewice-creamproductandnewpurchasingways.

◆TheanalysisofprimarydataofHaagen-Dazs

1.MostconsumersconsiderHaagen-Dazsrelativelyexpensive

Tooexpensive20%

Expensive72%

Justok8%

Cheap0%

2.Thereare66%ofthempurchasedHaagen-Dazsbefore.

3.ThemotivationsmakethemhaveapurchasebehaviorinHaagen-Dazs:

Haagen-Dazsmeanshighquality10%

Satisfythedesire7%

It’shighqualityworththeprice13%

Trysomethingnew50%

TakeHaagen-Dazsforgirlfriend20%

4.Morethan90%consumersinterestedinmembership.

5.Themosteffectivepromotion:

Grouppurchaseoninternet27%

Festivalcombo20%

Membershipgifts20%

Specialprice63%

Giftsafterpurchase40%

6.TheopinionsofconsumerstoHaagen-Dazsnewproducts

Willingtotake53%

Willnot7%

Canbeconsidered40%

Therearealsosomecustomersalsocaresaboutpackagingaswellastaste

◆HowdatacollectedfromMarketResearchwillhelptomakesoundbusinessdecisionsforHaagen-Dazs?

Primaryresearchentailstheuseofimmediatedataindeterminingthesurvivalofthemarket.Thepopularwaystocollectprimarydataconsistofsurveys,interviewsandfocusgroups,whichshowsthatdirectrelationshipbetweenpotentialcustomersandthecompanies.Butsecondaryresearchisameanstoreprocessandreusecollectedinformationasanindicationforbettermentsoftheserviceorproduct.Bothprimaryandsecondarydataareusefulforbusinessesbutbothmaydifferfromeachotherinvariousaspects.

Insecondarydata,informationrelatestoapastperiod.Hence,itlacksaptnessandtherefore,ithasunsatisfactoryvalue.Primarydataismoreaccommodatingasitshowslatestinformation.

Secondarydataisobtainedfromsomeotherorganizationthantheoneinstantaneouslyinterestedwithcurrentresearchproject.Secondarydatawascollectedandanalyzedbytheorganizationtoconvenetherequirementsofvariousresearchobjectives.Primarydataisaccumulatedbytheresearcherparticularlytomeetuptheresearchobjectiveofthesubsistingproject.

Secondarydatathougholdmaybetheonlypossiblesourceofthedesireddataonthesubjects,whichcannothaveprimarydataatall.Forexample,surveyreportsorsecretrecordsalreadycollectedbyabusinessgroupcanofferinformationthatcannotbeobtainedfromoriginalsources.

Firminwhichsecondarydataareaccumulatedanddeliveredmaynotaccommodatetheexactneedsandparticularrequirementsofthecurrentresearchstudy.Manyatime,alterationormodificationstotheexactneedsoftheinvestigatormaynotbesufficient.Tothatamountusefulnessofsecondarydatawillbelost.Primarydataiscompletelytailor-madeandthereisnoproblemofadjustments.

Secondarydataisavailableeffortlessly,rapidlyandinexpensively.Primarydatatakesalotoftimeandtheunitcostofsuchdataisrelativelyhigh.

Inthiscasetheprimarydatahelpusmorebecauseweknewwhattheydidn’tdowell.Butthequestionsarenotcoveringenoughareasofproblemtheymayhavelikeconditionsasarestaurant.

Promotions

Promotionisoneofthefourelementsofmarketingmix（product,price,promotion,andplace）.Itisthecommunicationlinkbetweensellersandbuyersforthepurposeofinfluencing,informing,orpersuadingapotentialbuyer'spurchasingdecision.Thespecificationoffiveelementscreatesapromotionalmixorpromotionalplan.Theseelementsarepersonalselling,advertising,salespromotion,directmarketing,andpublicity.Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefivesubcategories,andhowmuchmoneytobudgetforeach.Apromotionalplancanhaveawiderangeofobjectives,including:

salesincreases,newproductacceptance,creationofbrandequity,positioning,competitiveretaliations,orcreationofacorporateimage.Fundamentally,howevertherearethreebasicobjectivesofpromotion.

Marketingcommunicationdefinemodernmarketingthatcallsformorethanjustdevelopingagoodproduct,pricingitattractively,andmakingitavailabletotargetcustomers.Companiesmustalsocommunicatewiththeircustomers.

Atfirst,wemustintroduceHaagen-Dazs'sproducts.Thedesigningandpackagingisthemostimportanttoproducts.Haagen-Dazsproductsappearanceiseverything.Itis90%ofsale.Thelookofyourproducthastocatchtheeyeandinspirethemind.Inspectthegeneralmarkettrendsindesign,andlookatanycompetingproductsinparticular.Thisbrandproduct'sdesigningmustappearbetterthanitscompetitors,whichcangetloveofcustomers.Forarelativelysmallinvestment,agoodpackagecanofferself-promotionthatcanlasttheproduct'slifetime.

◆Therearefourcommonmethodsusedtosetthetotalbudgetforadvertising:

1）Theaffordablemethodinvolvessettingthepromotionbudgetatthelevelmanagementthinksthecompanycanafford.Thismethodisoftenusedbysmallbusinesses.Theystartwithtotalrevenues,deductoperatingexpensesandcapitaloutlays,andthendevotesomeportionoftheremainingfundstoadverting.

2）Thepercentageofsalesmethodissettingthepromotionbudgetatacertainpercentageofcurrentorforecastedsalesorasapercentageofthesalesprice.Thismethodissimpleandithelpsmanagementthinkabouttherelationshipsbetweenpromotionspending,sellingprice,andprofitperunit.However,itwronglyviewssalesasthecauseofpromotionratherthantheresult.

3）Thecompetiti