HaagenDazs.docx

1、HaagenDazsTable of Contents Pg Background Information 1Market Research 2 Possible methods for conducting research Traditional consumer view about ice-cream Analysis of primary data on Haagen-Dazs How data collected make sound business decisionsPromotions 6Conclusion 9References 10 Background Informa

2、tionThe idea for Haagen-Dazs dates back to the early 1920s.Reuben Mattus, a young entrepreneur with a passion for quality and a vision for creating the finest ice cream, worked in his mothers ice cream business selling fruit ice and ice cream pops from a horse drawn wagon in the bustling streets of

3、the Bronx, New York. To produce the finest ice cream available, he insisted on using only the finest, purest ingredients.Haagen-Dazs started out with only three flavors: vanilla, chocolate and coffee. But Mr. Mattus passion for quality soon took him to the four corners of the globe. His unique ice c

4、ream recipes included dark chocolate from Belgium and handpicked vanilla beans from Madagascar, creating distinctive and indulgent taste experiences.The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertisin

5、g the story of an incredibly rich and creamy confection spread rapidly. At first, it was only available at gourmet shops in New York City, but soon distribution expanded throughout the east coast of the U.S., and by 1973 Haagen-Dazs products were enjoyed by discerning customers throughout the United

6、 States. Then in 1976, Mr. Mattus daughter Doris opened the first Haagen-Dazs shop. It was an immediate success, and its popularity led to a rapid expansion of Haagen-Dazs shops across the country.In 1983 Mr. Mattus agreed to sell Hagen-Dazs to The Pillsbury Company, which remained committed to the

7、tradition of superior quality and innovation on which Haagen-Dazs was founded. Since then, it has become a global phenomenon, available in 50 countries. But the same careful attention to quality that Reuben Mattus built into every Haagen-Dazs product remains today. Ice Cream lovers the world over no

8、w recognize the unique Hagen-Dazs logo as synonymous with the ultimate super-premium ice cream.Since the beginning, Haagen-Dazs has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Lech

9、e to name just a few. Haagen-Dazs was also the first to introduce the world to ice cream bars for a grown up palate, with the introduction of the Haagen-Dazs ice cream bar line in 1986. Other super premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.To this day, Haagen-Dazs r

10、emains committed to developing exceptional new super premium frozen dessert experiences, releasing new flavors every year.Market Research Possible methods for conducting research:For this research, our group decides the use of observation and interview to collect data for the limitation of time and

11、our identity.First, we got our observations in Hagen-Dazs shop to get a preliminary understanding by ourselves about Hagen-Dazs product price packaging and service. And we do a research about Hagen-Dazs competitors around and the consumption habits and features in ice-cream.Second, we plan our quest

12、ions that we can get information by observations and the numbers we need.After that we need do some interviews to different groups consumers, and mainly get the information about their consumption habits and feelings.I asked about 30 people. According to the feedback, the age of the consumers is abo

13、ut from 18 to 38 most have an ice-cream purchase habit. And the ice-creams like Haagen-Dazs and DQ got some breakthrough in promotion, taste and quality and brand culture than traditional ice-creams. Although its price is much higher than traditional ice-creams but its not only to satisfy the needs

14、of consumptions, they lead the wants of consumptions. The traditional consumer view about ice-cream was 1. Compare to the price, consumptions pay more attention to the taste and quality2. Ice-cream was become a part of catering gradually, its not only a personal buying behavior.3. Most consumers are

15、 willing to try new ice-cream product and new purchasing ways. The analysis of primary data of Haagen-Dazs1. Most consumers consider Haagen-Dazs relatively expensive Too expensive 20%Expensive 72%Just ok 8%Cheap 0%2. There are 66% of them purchased Haagen-Dazs before.3. The motivations make them hav

16、e a purchase behavior in Haagen-Dazs: Haagen-Dazs means high quality 10% Satisfy the desire 7% Its high quality worth the price 13% Try something new 50% Take Haagen-Dazs for girl friend 20%4. More than 90% consumers interested in membership.5. The most effective promotion:Group purchase on internet

17、 27%Festival combo 20%Membership gifts 20%Special price 63%Gifts after purchase 40%6. The opinions of consumers to Haagen-Dazs new productsWilling to take 53%Will not 7%Can be considered 40%There are also some customers also cares about packaging as well as taste How data collected from Market Resea

18、rch will help to make sound business decisions for Haagen-Dazs?Primary research entails the use of immediate data in determining the survival of the market. The popular ways to collect primary data consist of surveys, interviews and focus groups, which shows that direct relationship between potentia

19、l customers and the companies. But secondary research is a means to reprocess and reuse collected information as an indication for betterments of the service or product. Both primary and secondary data are useful for businesses but both may differ from each other in various aspects.In secondary data

20、, information relates to a past period. Hence, it lacks aptness and therefore, it has unsatisfactory value. Primary data is more accommodating as it shows latest information.Secondary data is obtained from some other organization than the one instantaneously interested with current research project.

21、 Secondary data was collected and analyzed by the organization to convene the requirements of various research objectives. Primary data is accumulated by the researcher particularly to meet up the research objective of the subsisting project.Secondary data though old may be the only possible source

22、of the desired data on the subjects, which cannot have primary data at all. For example, survey reports or secret records already collected by a business group can offer information that cannot be obtained from original sources.Firm in which secondary data are accumulated and delivered may not accom

23、modate the exact needs and particular requirements of the current research study. Many a time, alteration or modifications to the exact needs of the investigator may not be sufficient. To that amount usefulness of secondary data will be lost. Primary data is completely tailor-made and there is no pr

24、oblem of adjustments.Secondary data is available effortlessly, rapidly and inexpensively. Primary data takes a lot of time and the unit cost of such data is relatively high.In this case the primary data help us more because we knew what they didnt do well. But the questions are not covering enough a

25、reas of problem they may have like conditions as a restaurant.PromotionsPromotion is one of the four elements of marketing mix (product, price, promotion, and place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers p

26、urchasing decision. The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how m

27、uch money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of prom

28、otion.Marketing communication define modern marketing that calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate with their customers.At first, we must introduce Haagen-Dazss products. The designing a

29、nd packaging is the most important to products. Haagen-Dazs products appearance is everything. It is 90% of sale. The look of your product has to catch the eye and inspire the mind. Inspect the general market trends in design, and look at any competing products in particular. This brand products des

30、igning must appear better than its competitors, which can get love of customers. For a relatively small investment, a good package can offer self-promotion that can last the products lifetime. There are four common methods used to set the total budget for advertising:1) The affordable method involve

31、s setting the promotion budget at the level management thinks the company can afford. This method is often used by small businesses. They start with total revenues, deduct operating expenses and capital outlays, and then devote some portion of the remaining funds to adverting.2) The percentage of sa

32、les method is setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the sales price. This method is simple and it helps management think about the relationships between promotion spending, selling price, and profit per unit. However, it wrongly views sales as the cause of promotion rather than the result.3) The competiti