Haagen-Dazs Study Essay

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Presentation of the brand: Haagen-Dazs is a super premium ice cream brand from the US and makes part of the General Mills Group. It was created in 1961 by Reuben Mattus in the Bronx. The brand operates in the luxury branch of the ice cream market and represents 7, 7% market share of the ice cream in France. Strenghts: Range of products: Haagen-Dazs’ motto is “made like no other”. Indeed the philosophy of the firm is very simple: it consists in finding the purest and finest ingredients in the world and crafting them into the best product available. In that way, Haagen-Dazs products are separated into 3 categories: ice cream, sorbet and frozen yogurt. For each category, Haagen-Dazs uses natural ingredients and colorings. Limited editions: Furthermore, the brand has developed limited editions which are always available and updates very often. In it, we find a lot of exotic ingredient from all over the world like Macadamia nut from Hawaii or vanilla from Madagascar. International brand image: One of the other characteristics who makes Haagen-Dazs the best brand is that it adapts itself to local level in addition of having an international image. Indeed, Haagen-Dazs has an international reputation and it is present in 70 different countries. Local adaption: The brand adapts itself to local level too. In fact, the ice cream perfumes offered vary from country to country. For example, the perfume green tea is specific to Japan and dulce de leche to America Latina. In adapting itself to each country, Haagen-Dazs make the difference because people can identify their culture to the product. On the other hand, Haagen-Dazs is a brand who constantly modernizes itself by finding new flavors and recipes. In this purpose, the brand has made several links with premising young chefs so as to innovate. 'In the air' communication plan: Furthermore,

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