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Marketing Dissertations
S/M/543. Dissertation. Häagen-Dazs: Launch of Organic and Fairtrade Ice Cream to Regain the Lead in UK Luxury/Premium Ice Cream Market
- WORDS:
- 10900
- DATE:
- 2010
- PRICE:
- 109.99 GBP
The dissertation investigates the marketing strategy for the new product launched by Häagen-Dazs (HD) to regain their leading position in the UK ice cream market. An overview of the ice cream market is presented describing HD's main competitors and conducting analysis of the market along the lines of the PEST, Porter's Five Forces, product life cycle, marketing mix (4P), Ansoff and SWOT models. The features of the Häagen-Dazs brand are described, opportunities for their new product are explored presenting the profile of the target market, identifying the unique selling proposition (USP) of the organic fairtrade ice cream and developing a strategy of integrated market communications (IMC) campaign to get across the message of the ethical and ‘green' environmental principles of Häagen-Dazs and their luxurious organic ice cream range.
KEYWORDS: Dissertation, Häagen-Dazs, new product launch, organic ice cream, Ice Cream Market, Ansoff’s Matrix, PEST, Porter’s Five Forces, product life cycle, marketing mix, SWOT, integrated market communications, IMC,
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