Haagen Dazs

Case Study
Mkm 915- Digital marketing

Submitted to: Ef thalia Chatzigianni

Submitted by: Group 5

Yvas yash

Dashmeet

Willie Jane Tapere- 109647214

This Photo by Unknown Author is licensed under CC BY-SA-NC

 Background
Haagen Dazs was founded in The Bronx, New York, by Jewish-
Polish Reuben and Rose Mattus. Haagen Dazs has been a well-
known ice cream manufacturer since the 1960s. They began with
three flavours: vanilla, chocolate, and coffee. Haagen-Dazs,
known for its super-premium ice cream brand, intends to find a
way to lead to product development that will aid in market
penetration. The company is sold worldwide and produces a
variety of ice creams such as yoghurt, sorbet, and gelato. They
use high-quality ingredients and are meticulous in their selection
of raw materials to make the best ice cream in the world. They
also cater to consumers who enjoy indulgent and luxurious ice
cream. They are now offering 46 flavours in the Market.
 Haagen Dazs expanded its product line and
segmented the global ice cream market by
Problem distribution channel, product type, and
flavour as its healthy to its consumers.

Statement
and
Sorbet is one of its healthy alternatives to ice
Assesment cream however it would not give the
satisfaction of ice cream.
Product innovation, on the other hand, drives
market growth and development globally.
As a premi um ice cream brand, how
could Haagen Dazs boost its marketing
strategy to strengthen its brand
positioni ng toward competi tors, given
that both have the same goal of
maki ng thei r ice cream heal thi er for
the consumer?

Haagen Dazs must identify each

adver tising strategy that is suitable for
each demographic.

Social Media ads are a ver y suitable

way to reach the consumers like
children and young adults, like most of
them have social media accounts.

 
 Alternatives

• Price Reduction of existing product

Haagen Daz’s pricing strategy for its product is high compared to the stock market’s price. However, Ben
and Jerry are one of the competitors of Haagen Dazs for the quality and the price.
• Develop a new alternative ice cream product that has healthier ingredients.
Healthy conscious customers must prefer a low-calorie and low-fat ice cream. Also, Lactose-free ice
cream is an Innovative product, and development provides opportunities.
• Product innovation
Product innovation In ice cream drives the growth and development of the market.
• A comprehensive marketing strategy
Primary research should be conducted in order to find the largest possible audience, and a full-fledged
marketing campaign should be carried out.
 Recommendation

• Social Media Advertising

Haagen Dazs communicates with customers through both traditional and non-traditional media such
as television, outdoor advertising, and print will be among the traditional media.
• High-quality Product
Haagen Dazs should be considered a healthy lifestyle in order to attract more health seekers and add
value to the brand image.
• Marketing Campaigns
If done correctly, the marketing campaign can have a significant impact on people’s psychology. We
create a situation in which both people eat ice cream with different preferences healthy way or an
unhealthy way.