Haagen-Dazs: Repositioning a Cult Brand

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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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Case Details:


Case Code : MKTG145 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 16 Pages
Period : 1990-2006
Organization : Haagen-Dazs
Pub Date : 2006
Teaching Note : Not Available
Countries : Worldwide
Industry : FMCG


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.


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 the marketing of luxury products.


  Page No.
Introduction 1
Background Note 2
Communicating The Haagen-Dazs Brand 3
No Compromise on Quality 4
Advertising and Promotion 4
Repositioning the Brand 6
The Haagen-Dazs Shops 7
Outlook 8
Exhibits 10


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

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