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(2007, 4200 words)
The paper examines the brand concept of Haagen Dazs defining the basic principles of branding, characterizing brand awareness and brand image, etc. The best practice approaches to creating a strong brand are discussed using the Haagen-Dazs (HD) case study and addressing the issues of integrated marketing communication, HD brand positioning strategy, inherent problems, etc.
(2007, 1500 words)
This report analyses the Integrated Marketing strategy of Haagen-Dazs. It evaluates the theories of integrated marketing strategies pursued by Haagen-Dazs for the sale of its ice-creams. Specific theories like SWOT analysis, FCB Grid Model and the Model of Cognitive Responses are highlighted. The report also examines the four marketing mixes and relates them with the Integrated Marketing Strategy. It looks at the image of Haagen-Dazs and it examines the creativity of advertising technique. It offers recommendation for the company.
(2006, 5000 words)
The paper reports on two ice-cream companies, Ben & Jerrys (BJ) and Häagen-Dazs (HD) reviewing their background and conducting analysis of their market and competitors using PEST, SWOT and marketing mix models. Marketing strategies of both companies are compared; their marketing action plan concerning product, price, place and promotion is discussed; recommendations to each company are offered with regards to operations, promotion, branding, etc.
(2003, 2000 words)
The paper reports on selecting the most effective techniques for advertising ice cream produced by the Haagen-Dazs company. An overview of Haagen-Dazs performance and marketing strategy is given using the 4P matrix, STP model, etc. The advantages and limitations of various advertising mediums are listed and related to the Haagen-Dazs company.
(2004, 3700 words)
The purpose of this report is to examine the competitive environment of Haagen Dazs and critically analyse its performance in the UK ice cream market. The discussion concentrates mainly on diagnosing the political, macro and micro-economic, socio-cultural and technological environment prevalent in the industry. An application of Porter's five forces analysis in an attempt to identify the best tactic to competitive advantage. It contains a critical analysis of the principal marketing activities including its position on branding, packaging, pricing, its distribution channels, promotion, marketing in relation to supply negotiations and marketing to other stakeholders.
(2003, 2700 words)
Introduction: The aim of this report is to carry the analysis of the Ben and Jerry's marketing strategy, comparing it to its direct competitor. Haagen-Dazs' was found to be the direct competitor of Ben and Jerry, because they both compete on the super-premium/luxury segment of the ice cream market (Mintel). Second section of the report will recommend the new marketing strategy for the company, which will enable Ben and Jerry to increase its market share and sales.
(2003, 5500 words)
The aim of this report was to investigate how the Haagen-Dazs was repositioned so successfully from a little know niche product to a global brand. This report used marketing, marketing communications models, segmentation-targeting-positioning framework and other theoretical frameworks (for example The Burnett and Moriarty IMC model). Apart from that report provides the analysis of global ice-cream market.
(2003, 5000 words)
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.
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