Marketing Concept And Marketing Segmentation In Practice: Haagen Dazs

4026 words - 16 pages

INTRODUCTIONHaagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. At first, it was only available at gourmet shops but soon distribution expandedIn 1983 Haagen-Dazs was sold to The Pillsbury Company , which remained committed to the tradition of superior quality and innovation on which Haagen-Dazs was founded. Since then, it has become a global phenomenon. Ice Cream lovers the world over now recognize the unique Haagen-Dazs logo as synonymous with the ultimate super-premium ice cream. However, for the company to reach where it is today, a sincere marketing effort was undertaken from its early days to understand customers and their needs.Since the beginning, Haagen-Dazs has kept a keen focus on developing an internal & external marketing orientation. They obtained their current competitive strengths to establish premium pricing from:*Developing the brand with an attached history of perfection and luxury*Using the finest ingredients to deliver product excellence*Invested in consumer research to understand tastes and preferences of customers*Used selective distribution and did not mass market until the minimum critical mass of opinion leaders were established*Did not change their objectives in between*Used creativity and innovativeness to support brand identityThis report will discuss in detail the evidence that Haagen-Dazs does, indeed, practise the marketing concept of keeping customers needs as a priority for the rest of the business to follow.COMPETITOR ANALYSISYear by year, new products and their competing items have entered into the field and have successfully created a slot for themselves. This phenomenon is greatly supported by the open down policy of the local government to the people coming from other lands for settlement and tourism. Ice creams are a product that has not seen their prime in the U.A.E. Its potential is tapped in a meagre form. Not that the commodity is in short supply. There is ample ice-cream available even at the moment. But, there is great scope of habitualizing the inhabitants of this place to consume more of the product, by exploiting the U.A.E. climate to its best potential. The United Arab Emirates has an ice cream market of Dh140 million, yet it has one of the lowest consumption (6.00 per capita/ pints) of ice-cream when compared to Australia which consumes 36.87 per capita / pints and USA 30.04 pints . In spite of these low figures, Haagen-Dazs began its Middle East venture by opening its outlet in Al Diyafa Street in Satwa and from then on rapidly opened up cafes in Deira City Centre, Rigga Street, Palm Strip Shopping Mall and Thunderbowl. However, prior to their entry into this...

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