Table of Contents
EXECUTIVE SUMMARY 2 INTRODUCTION 3 1. SITUATIONAL ANALYSIS: 3 a) Company description 3 b) Product description: 3 2. MARKETING ENVIRONMENT : 5 a) Microenvironment: 5 b) Macro-environment: 6 3. SWOT analysis: 8 4. SEGMENTATION, TARGETING,DIFFERENTIATION, POSITIONING: 8 a) Segmentation: 8 b) Targeting: 9 c) Differentiation: 10 d) Positioning: 11 5. CONCLUSION 12 6. REFERENCE LISTS 13 7. APPENDIX 14
Haagen Dazs is the ice-cream brand, and the factory is in the Bronx, New York. This “Danish-sounding” brand comes to Vietnam on September, 2012. Vietnam ice cream marketplace is now active and competitive, with …show more content…
Häagen-Dazs invented the category of luxury ice cream for adults. Before Häagen-Dazs, ice cream was largely targeted for family or kids' markets with cheap production and low prices. Häagen-Dazs creation opened new era in which ice cream could be exclusive, luxurious, sophisticated and even sexy. (Häagen-Dazs Brand Profile), Häagen-Dazs product package consists of a mosaic at the bottom of the ice cream bowl to give it a luxurious aspect. It has the presence colors of red wine, gold and/or white, which associate with premium quality in customers’ minds. A photo of the ice cream flavor with the name written in very clear letters, and the logo of the company, which is simply a frame surrounding the brand name Häagen-Dazs.
2. MARKETING ENVIRONMENT : a) Microenvironment: i. Company: General Mill is known as one of the most efficient franchise food catetory in the world, which was the basis for expanding Haagen Dazs to 900 shops over 50 countries globally. (General Mill, n.d) Nestle firm is the main second partner that owning 50% of Haagen Dazs brang. According to Canedy, D (1999), the combination