1. Social Media Project
With Häagen-Dazs
By Chi Mac (1012199)
Facebook Fanpage
made like no other*

2. Social Media Analysis Agenda
Table of Contents
I.
Introduction of Häagen-Dazs and Product Category
II.
Analysis of Häagen-Dazs’s Facebook Fanpage
1. Overall observation
2. Analysis of Häagen-Dazs’s Facebook contents
III. Analysis of Two Competitors’s Facebook Fanpage
1. Overall observation
2. Ben & Jerry’s
3. Baskin Robbins
IV. SWOT & Insights
1. SWOT
2. Insights
V. Recommendation for Häagen-Dazs

3. I. Introduction of Häagen-Dazs and Product Category
- Häagen-Dazs /ˈhɑːɡə dɑːz/ is an ice cream brand, created in 1961
in the Bronx (New York), by Reuben Mattus and Rose Mattus, 2
Jewish-Polish immigrants.
- Haägen-Dazs s story egi s i Brookly he the o pa y ope ed
its first retail store. It started with 3 flavors: vanilla, chocolate, and
coffee.
<Photo>
The World s First Shop
of Häagen-Dazs
established in 1976.

4. I. Introduction of Häagen-Dazs and Product Category
- In 1989, Häagen-Dazs e a e u der the Europea s o trol, he
the group Pillsbury was bought by the Grand Metropolitan, the
large British conglomerate. Thus, in 1990, Häagen-Dazs enter in the
European market and experiencing an amazing success.
- Although the Haagen-Dazs i e rea as the orld s leadi g forest
brand, it also faces intense competition in the market.
- Regarding to the competitors, Hägen-Dazs main competitor is Ben
& Jerry, which has a totally opposed communication campaign
compared to Häagen-Dazs.
- Häagen-Dazs products are sold in different types: single-serve cups,
bars and cones. They are available in various distribution channels
such as supermarkets, convenience stores and Häagen-Dazs shops
(flagships). There are also some distribution partnerships like
restaurants (Bistrot Romain), airports (French Airlines),
entertainment (cinema such as Gaumont-Pathé, Dis eyla d …)
- Häagen-Dazs now has franchises throughout the United States and
many other countries around the world.

5. I. Introduction of Häagen-Dazs and Product Category
- Häagen-Dazs ice cream holds the distinction of being one of the
only commercial ice cream brands not to use stabilizers such as
guar gum, xanthan gum, or carrageenan.
- The company has sought to innovate and bring new flavors ice
cream to its customer by providing the highest quality dessert
eating experience.
- The company produces ice cream bars, ice cream cakes, sorbet,
frozen yogurt, and gelato.

6. II. Analysis of Häagen-Dazs’s Facebook Fanpage
-
-
Häagen-Dazs uses its Facebook Fanpage to personally interact with its customers; through
Facebook analysis function to tack the amount of views a post receives, identify the
audience; promote posts to the fan and friends of fans so get more views and likes; and
entertain fans with interesting posts. There are actually a number of Häagen-Dazs fanpages
that related to different locations and areas where Häagen-Dazs is open. I decided to analyze
the official Häagen-Dazs Fan Page.
Häagen-Dazs has 1,042,344 Likes and about 8,836 talking about it. They updates frequently
and at least 5 times a week.
<Source>
http://www.socialbakers.com/faceboo
k-pages/96339900810-haagendazs/last-month

7. II. Analysis of Häagen-Dazs’s Facebook Fanpage
- I have categorized its content by mean of:
• Personal – post that are made by Häagen-Dazs including ice cream photos and the like
• Informative – posts that include the facts, how-to-make special recipes with Chef Christina
•
•
Tosi (Chef Partnership Series)
Interactive – post that ask consumer about the favorite flavors, require customer responses
like Get creative with your pie rusts , Quiz a out history of Häagen-Dazs, and etc.
Promotional – posts that advertise Häagen-Dazs goods and service such as introducing
The New Yorker festival with looking out for our gelato carts handing out samples to
attendees at several locations throughout New York City, Che k out our Million Fans Tab to
join us for a special celebration on 9/17 in participating Häagen-Dazs Shops , a d ore.

8. II. Analysis of Häagen-Dazs’s Facebook Fanpage
2. Analysis of Häagen-Dazs’s Facebook contents
Personal
We are loving the pretty changing autumn leaves.
Are you enjoying the changing colors?
367 likes, 16 shares
The bad: Facebook users can see content about this seasonal transition on other facebook pages. The same
content appearing much in the same time can make people feel bored . It is not unique and refined color
elements of the brand to post.
In addition, the photo is not enough beautiful and amazing.

9. II. Analysis of Häagen-Dazs’s Facebook Fanpage
Informative
25,902 likes
1,545 shares
Did you know that the world's first white chocolate
bar was produced in the 1930s?
Our version is White Chocolate Raspberry Truffle ice
cream – dreamy white chocolate ice cream swirled
with fudge truffles and tangy raspberry ribbons.
The good: In this screenshot, Häagen-Dazs posted a questions about the history of ice cream and give customer
the answer to stress its existence.
This information to make customers know more about the brand. At the same time, encouraging interest in
customers who prefer this flavor and provocative for customers who do not have the opportunity to try it.

10. III. Analysis of Two Competitors’s Facebook Fanpage
Interactive
The bad: This post did not make
people care. No one wants to
comment or share it.

11. III. Analysis of Two Competitors’s Facebook Fanpage
Promotional
The good: The post mentioned to the benefits of customers. It make people hope
some
lu k for the sel es. Video o te t s purpose is also to tha k usto ers ho use a d
love brand.

12. III. Analysis of Two Competitors’s Facebook Fanpage
* Ben & Jerry's is an American ice cream company, a division of the Anglo-Dutch Unilever
conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty
products. These are manufactured by Ben & Jerry's Homemade Holdings, Inc., headquartered in
Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best
known as a premium ice cream brand, founded in 1978 in Burlington, Vermont.
Two competitors are strong with using social media to improve their image
brand, especially by facebook fanpage. They are also successful brands in
over the world in advertising through social media.
** Baskin-Robbins is an American global ice cream parlor based in Canton, Massachusetts. It
was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California.
The company is known for its "31 flavors" slogan, more than the 28 flavors then famously offered
at Howard Johnson's restaurants, with the idea that a customer could have a different flavor
every day of any month. The slogan came from the Carson-Roberts advertising agency (which
later merged into Ogilvy & Mather) in 1953. Baskin and Robbins believed that people should be
able to sample flavors until they found one they wanted to buy, hence their famous small pink
spoons. The company has introduced more than 1,000 flavors since 1945.

13. III. Analysis of Two Competitors’s Facebook Fanpage
2. Ben & Jerry’s
We believe that using business as a tool for social and environmental change is just as
important as using the finest ingredients to make our ice cream.
It has 7,205,754 likes and 68,215 talking about this · 111,256 tag it on personal facebook
page.
Where in the World is Ben & Jerry's? Use our World Map to see if your
country has its own Facebook page! http://benjerrys.co/BJWorldMap
The good: People like and share it because of the useful content. It mentioned about an application which
a help people lo i g Be & Jerry s easily fi d i e rea store s lo atio ear the a y here. The desig
is interesting and funny. The people see it and mood is up.

14. III. Analysis of Two Competitors’s Facebook Fanpage
3. Baskin Robbins
*Official International Page of Baskin-‘o i s* The orld s largest
chain of ice cream shops with nearly 7,000 locations in nearly 50
countries.
The good:
People like
Baskin Robbins
can make the
name of new
ki d s i e
cream
together with
brand.

15. IV.
SWOT & Insights
- STRONG: The brand has a long tradition, strong brand recognition, excellent
image for brand providing good quality products and good position on
international market. So, building great image on Facebook fanpage is not too
difficult to do.
- WEAK: It has a few of advertising campaigns to support for Facebook page.
- OPPORTUNITY: It can refresh brand image on Facebook and use Facebook
functions to brings new customers.
- THREAT: Other ice cream brands have achieved success through the use of
Facebook. Using social networking without effectiveness can lower brand and
its popularity. Conversely, if only focus on the benefits of exploiting social
networks, do not develop other advertising campaigns, it can reduce the
amount of customers.

16. IV.
SWOT & Insights
2. Insights
- Similarities that they use Facebook Fanpage to bridge communication with
customers, introduction of the brand and product, a form of online customer
management by social media. It also increase customers' knowledge of the
brand as well as increasing brand value, closeness to customers.
- Differences among the pages seemed to be that the pages leading the amount
of likes use multimedia to post their content more variety than other. Ben &
Jerry s or Baski ‘o i s s post related ith usto ers ore tha Häagen-Dazs.

17. V.
Recommendation for Häagen-Dazs
Design Facebook Fanpage
* Image to be carefully selected before personal
posting.
- Image needs to pay attention to color, bright.
- Use of the images that represents the relationship
between brands and consumers.(people eating
ice cream, standing after ice cream store instead
of o ly i e rea s photo)
- Use graphics to design or create comic stories for
entertaining.

18. V.
Recommendation for Häagen-Dazs
Making Quiz or Competition
-
It should post with interactive contents
such as quiz, ice cream sudoku,
predicting the most popular ice cream
flavor of the month by binggo game
instead of asking and answering itself.
It is able to make a photo competition.
Customers can take part in, vote for
themelves or vote for others to take
price, coupon. (Target can be children
a d pare ts joi y taki g hild s
photo.)
- The promotional contents should take attention to location to notice customer to join. New products
needs an appealing introduction. (Haagen-Dazs has many stores with strategic position each area.

19. V.
Recommendation for Häagen-Dazs
Connect with other social media
-
-
-
When it posts links to link to other social
networks, it will make consumers feel the widely
influence and the development of the product.
Haagen-Dazs has everywhere and people of each
other social media also knows it, talk about it and
eat it every day. It makes belief for customers and
they can compare it with other ice cream brand.
It can make, who are using only twitter, also use
facebook to get more information about brand.