Abstract

Haagen-Dazs is a super-premium ice cream brand from the US. The case discusses the marketing communications of the brand from its initial days. It analyzes how the company positioned the brand as an object of desire through its sensuous ad campaigns. It also examines how the company used the product and packaging, pricing, and distribution to establish the image of a premium brand. The case describes some of the challenges that the brand faced in its communication efforts, and also provides an insight into how the brand modified its image in tune with changing market trends. It ends with a brief discussion on the future prospects for the brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the positioning of a brand. Analyze the communication strategy of a brand over a period of time. Understand the challenges faced in the marketing of premium products. Realize the importance of pricing, product & packaging, and distribution in t

Keywords

Haagen-Dazs, Marketing, Case, Ice, cream, Communications, Brand, insight, Market, Company, Product, Packaging, Pricing, advertising, Japan, industry