P/M/139. Marketing Communications Plan for Haagen-Dazs

This paper presents the integrated marketing communications plan for Haagen-Dazs, which the main purpose of brand repositioning. Paper consists of several important components: Background market analysis with overview of market dimensions & dynamics of super premium ice-cream market, Models of communication applicable to the Haagen-Dazs, Advertising theory - its intended impact upon consumer decision-making & in relation to other marcoms tools, identification and application of relevant communications models which help to explain the advertising strategy adopted, description of the psychological aspects of buyer behaviour, exploring specifically the relationship between perceptions, attitudes, behavioural intention & behaviour in terms of cognitive, affective & cognitive processing, exploration of the role of branding in influencing attitudinal change & its potential impact, segmentation, targeting & positioning tactics and tools; identification of target audience, determination of advertising strategy to reach & influence the target audience, understanding of relationship between advertising strategy and creative strategy and development of a creative strategy which unpins & supports clearly the advertising strategy.