What make Haagen-Dazs so successful?

Résumé du document

Haagen-Dazs was established in Bronx, New York in 1961 by the Polish immigrants Reuben and Rose Mattus. Haagen-Dazs is the pioneer in the luxury ice cream market for manufacturing the best quality ice creams made with only purest and finest ingredients. It started with three flavours Vanila, Chocolate and Coffee. The first retail store was opened by the company in Brooklyn, New York in November 15, 1976. Haagen-Dazs has a strong brand loyalty for its high quality and premium ice cream all over the world. "The name does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes. This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for its dairy products and had a positive image in U.S." (Source: Wikipedia.org). Haagen-Dazs mainly cater their adult customers, which is quite different from other ice cream manufacturers. The Haagen Dazs products are ice cream, ice cream bars, ice cream cakes, sorbets and frozen yogurt. The ice creams are of "super premium" brands which, means it is quite dense and very little air has been mixed to maintain its thickness. Initially Haagen Dazs success was based on people's word of mouth and praise and nevertheless for its high quality and good taste. The most interesting part of this company's success is depended on its high quality, without much advertising.

Extraits

[...] The understanding of three levels of a product is essential to understand the Haagen-Dazs products in a better way, especially those which are accepted globally. (Hollensen 2007) For Haagen-Dazs, the core product would be its pure and finest ingredients gathered from all over the world to make the best ice cream products. Haagen-Dazs have has 6 main flavors with each flavour has having a drop- down list range ranging from 6-31. The main flavors are: ice cream, reserve flavors, light ice cream flavors, sorbet, frozen yogurt and bars flavors. [...]

[...] Haagen-Dazs also sponsored lot of other events. For instance, The Cannes Festival (French equivalent of Oscars Ceremony). In their advertising campaign Haagen-Dazs shows its valour. The exclusive franchise of Haagen-Dazs are real shopping window for the brand, we find them in cinema theatres and in luxurious streets of the world like in Paris in the “seizieme”. The new frame is very friendly with the new furniture which is very cosy and colourful. The innovation is everywhere with an original design, of new materials and the high-tech equipments. [...]

[...] It tries to convey the various wants and needs of the customer through any available means of communication. While other brands focus on enticing kids with ice cream, Haagen-Dazs locked their target differently. Haagen Dazs has found a particular segment in the market, namely, the adult ice cream lover segment. (Reuben Mattus) Haagen-Dazs is practicing a niche market strategy. It's one of the competitive strategy based on a small market and an enterprise enters the market and becomes the leader in the end. [...]

[...] (Jobber 2007) Haagen-Dazs use different media to promote its products. The first one is the TV, with different campaign, but we can say that it's not the powerful media for this firm. Better ones are outdoors, cinema and internet advertising, as we can see in the different examples. Brands that are allied to fair projects are not exceptional nowadays, some time before it was Haagen-Dazs who distinguished itself in its domain of the flavors of ice creams that Haagen-Dazs has created were from the honey. [...]

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