Haagen Dazs: Marketing Strategy
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Transcript of Haagen Dazs: Marketing Strategy
Why does this happen?
Impulse At convenience stores/supermarkets Cheaper options - Lotte, Binggrae, Haitai - 1/2 or 1/3 price Häagen-Dazs competing at price Its value is not appreciated
Take-Home Bigger size At discount stores and large supermarkets Not in great demand
Social To hang out Baskin Robbins 31, Cold Stone Creamery, Natuur Same benefit as Starbucks Häagen-Dazs Current locations: exclusively in residential areas in Seocho and Gangnam
Problem Identification
Sales Channels Sold at convenience stores and supermarkets Directly competing against regular ice creams – competing at price Wrong target customers Social connotation is the major source of premium in Korea Residential areas vs. commercial areas
SWOT Analysis
Strengths Premium brand value Quality
Weaknesses Sales channels
Opportunities Steadily rising economy Increasing demand for premium F&B products
Threats Increasing competition Consumers seeking ‘brand experience’
Reorganize existing sales channels & Create new competitive dimension
Gourmet Supermarkets
Target the upper-high-end segment Channel for packaged ice cream products Separate freezer to distinguish Häagen-Dazs
Café-style Ice Cream Bars
Broader consumer base Brand recognition + ‘wholesome’ brand experience Open in central commercial areas - Myeongdong, Gangnam, Itaewon and Hongdae
Goals
Maintain the premium image Broaden target segment No. 2 position in the premium segment in 5 years after BR31