Marketing Principle and Promoting Segmentation in Practice: Haagen-Dazs Composition


Haagen-Dazs were the leaders in the market for creating distinctive and indulgent preference experiences by marketing for an untapped portion - the adult ice cream lovers. The Haagen-Dazs brand quickly designed a devoted following. Their early success was created by simply word of mouth and praise. With no benefit of marketing the story of the incredibly wealthy and rich and creamy confection pass on rapidly. Initially, it was only available at premium shops although soon distribution expanded

In 1983 Haagen-Dazs was purcahased by The Pillsbury Company, which will remained committed to the traditions of superior quality and creativity on which Haagen-Dazs was founded. After that, it has become a worldwide phenomenon. Goodies lovers the world over now identify the unique Haagen-Dazs logo because synonymous with the ultimate super-premium ice cream. Nevertheless , for the organization to reach in which it is today, a sincere marketing effort was undertaken from its early days to understand buyers and their requires.

Since the beginning, Haagen-Dazs provides kept an focus on developing an internal & external marketing orientation. They obtained their particular current competitive strengths to establish premium prices from:

*Developing the brand with an fastened history of efficiency and high-class

*Using the optimum ingredients to supply product superiority

*Invested in consumer study to understand preferences and choices of customers

*Used selective division and did not mass marketplace until the bare minimum critical mass of opinion leaders had been established

*Did not transform their aims in between

*Used creativity and innovativeness to back up brand personality

This statement will discuss in detail the evidence that Haagen-Dazs does, without a doubt, practise the marketing notion of keeping clients needs as being a priority throughout the business to adhere to.


Year by year, new products and their rivalling items include entered into the field and possess successfully a new slot for themselves. This sensation is significantly supported by the open straight down policy with the local government to folks coming from additional lands to get settlement and tourism. Ice cubes creams certainly are a product which includes not found their excellent in the U. A. Elizabeth. Its potential is tapped in a meagre form. Not really that the item is in brief supply. There exists ample ice-cream available possibly at the moment. However there is superb scope of habitualizing the inhabitants with this place to ingest more of the product, by taking advantage of the U. A. At the. climate to its finest potential. The United Arab Emirates has an ice cream industry of Dh140 million, however it has one of the lowest consumption (6. 00 per capita/ pints) of ice-cream in comparison to Australia which usually consumes thirty eight. 87 every capita as well as pints and USA 30. 04 pints. In spite of these types of low figures, Haagen-Dazs began its Midsection East enterprise by opening its wall socket in Al Diyafa Street in Satwa and starting from then on rapidly made available cafes in Deira Town Centre, Rigga Street, Hand Strip Retail complex and Thunderbowl. However , just before their entry into the forex market, a proper industry analysis was undertaken, like the one described below making use of the Porter's Sector Analysis.

Rivalry in the Industry - Medium

Rivalry is solid due to numerous factors. Ben & Jerry's and Haagen-Dazs dominate a global super-premium your favorite ice cream market. These competitors offers approximately 42% of the market, with the staying 15% being divided up between a number of smaller companies that contend on either a local or perhaps national basis. However , within the U. A. E., Haagen-Dazs made their entry while Ben & Jerry's was still being concentrating on European countries.

Globally, Haagen-Dazs was competing for a much larger slice of what was a shrinking pie. The ice-cream sector has been stagnating in the recent years. In addition to this, new government labelling regulations, a rise in consumer price sensitivity, and also other factors have led to additional slow development. In the U. A. Electronic. however , difficulties competitor at the moment was the...

Bibliography: BOOKS

Lancaster, G., and Massingham, M., 1993, Necessities of Marketing, subsequent edition, McGraw Hill Publication Company

Dickinson, P., year 1994, Marketing Supervision, The Dryden Press


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