Haagen-Dazs: Repositioning a Cult Brand
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Case Details:
Case Code : MKTG145
Case Length : 16 Pages
Period : 1990-2006
Organization : Haagen-Dazs
Pub Date : 2006
Teaching Note :Not Available
Countries : Worldwide
Industry : FMCG
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Repositioning the Brand
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At the beginning of the 2000s, there were several important
developments in the US and the European markets. In 2001, B&J's was taken over by Unilever. This intensified the rivalry between the two super-premium brands. Another significant development was the growing popularity of organic frozen desserts.
In 2004, a new ad campaign for Haagen-Dazs was launched in the US to revitalize
its image. The campaign, titled "Made like no other," was put together after market research revealed that consumers valued attributes such as
"all natural" and "purity of ingredients". "We have been all natural forever, and Haagen-Dazs takes that very seriously...
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The Haagen-Dazs Shops
Apart from the regular distribution through up-market supermarkets and other retail chains, Haagen-Dazs ice creams were sold through a chain of ice cream shops, both company owned and franchised . The franchisees were chosen carefully after their financial strength and the location of their stores had been analyzed. Prime streets or malls in upscale commercial areas, popular tourist places, petrol pumps in areas of heavy traffic, and universities were ideal locations.
Regular customers at Haagen-Dazs Shops were generally offered Club memberships . The members received privileges like invitations to attend flavor launches, to participate in initial sample testing, etc. They were also given freebies like postcards, painted mugs, free access to all Haagen-Dazs sponsored events including fashion and art shows, early announcement of all new products, trial coupons, and free gift vouchers...
Outlook
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In May 2006, Haagen-Dazs' European operations, in association with the Austrian postal service, launched a limited edition series of "ice cream flavored" stamps.
The campaign, called "Let your tongue travel," was designed to promote the brand as the Haagen-Dazs logo would be seen on thousands of pieces of mail every day.
The flavors were infused into the adhesive at the back of the stamp. By licking the stamps, the user could taste the flavors. As part of the promotion, a book of stamps was given away for every 10 scoops of ice cream purchased... |
Exhibit
Exhibit I: Haagen-Dazs Stamps
Exhibit II: History of Ice Cream
Exhibit III: The Haagen-Dazs Logo
Exhibit IV: Haagen-Dazs Product Range
Exhibit V: Haagen-Dazs Pack
Exhibit VI: Copies of Print Ads from the 1980s
Exhibit VII: A Copy of the early 1990s Ad
Exhibit VIII: Haagen-Dazs "Melt Together" Campaign
Exhibit IX: Haagen-Dazs "Made Like No Other" Ads
Exhibit X: Haagen-Dazs Shop
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