Icecream Essay

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Haağen-Dazs Ice-cream——the Making of a Global Brand In 1989, Grand Met decided to launch Haagen-Dazs in Europe with the objective of building the biggest ice-cream brand in the world. Early sales increases in spite of a modest market budget were encouraging. In 1990, sales were $10million. And by September 1991, Haagen-Dazs’s sales were reported to have reached $30 million nearly all in Britain, France and Germany. By1992, its sales were reported to have more than tripled, to nearly $100 million, making Haagen–Dazs the market leader of premium ice-cream in Europe. In the UK, the original launch country, Haagen-Dazs had taken a 19.5% value share of the premium sector (or 28% according to Haagen-Dazs), which represented one-eighth of the total ice-cream market in just two years, according to Warburg Industries. Haagen-Dazs had increased its share of this total market from 0.5% in 1990 to 4.9% in 1991 (Nielsen Frozen Food Service). During the same period, the UK ice-cream market took d dip from £763.9 million to £762.8 million. The introduction of Haagen-Dazs in the UK-helped by world-beating Mars count line extensions (Mars, Bounty, Galaxy, Milky, Milky Way and Snickers) into the ice-cream market in 1988 – had increased the profile of luxury ice-cream in the UK and Europe, making it the fastest-growing sector of the ice-cream market . Moreover, taking the U.S as an example, the prospects for Haagen-Dazs look good. In 1991, luxury ice-creams had taken a 47.6% share of the U.S market (as against around 16% in the UK in 1991, up from 5%in 1988), with standards and economy ice-cream accounting for 38.1% and 14.3%, respectively. Thus, Haagen-Dazs could expect many Europeans to upgrade into the luxury ice-cream market. According to experts, the brand value of Haagen-Dazs had risen steeply, from $ 250 million in 1988 to $782 million in 1993. In 1993, Haagen-Dazs became the

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