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Semelhante a Haagen Dazs Brand Audit Project
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Haagen Dazs Brand Audit Project
- 2. Haagen-Daaz
- 4. Häagendazsphilosophy Find the purest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. It's the reason why the brand has epitomized fine ice cream for nearly half a century
- 6. packaging
- 12. Then in 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs® shop in Brooklyn New York.
- 13. It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs shops across the country.
- 15. Retail distribution channels.grocery stores, delicatessens, convenience stores, vending carts restaurants and other types of retail outlets.
- 16. Häagendazscafes
- 19. Retail distribution To prevent channel conflict, Haagen-Dazs ice cream sold through outlets other than franchised or licensed retail dipping shops is ordinarily confined to prepackaged pints and quarts, bars and other manufactured novelties, and single servings for on-premises consumption at restaurants.
- 21. Promotion Decisions Mass Selling Advertising &PR Personal Selling & Customer Service Sales Promotions PRINT TELEVISION OUTDOOR RADIO INTERNET
- 22. PRINT Haagen-Dazs Ingredients Inspiration
- 23. PRINT
- 24. print
- 25. print
- 26. print
- 27. Outdoor HAAGEN –DAZS VANILLA ICECREAM
- 28. HAAGEN-DAZS ICE-CREAM: STRAWBERRY HAAGEN -DAZS ICE-CREAM: CHOCOLATE
- 29. TELEVISION TYPES OF ADVERTISING INSTITUTIONAL ADVERTISING PRODUCT ADVERTISING PIONEERING ADVERTISING COMPETITIVE ADVERTISING REMINDER ADVERTISING
- 30. TELEVISION PIONEERING ADVERTISING Haagen-Dazs Ingredients Campaign COMPETITIVE ADVERTISING Haagen-Dazs Valentines Day 2009 REMINDER ADVERTISING Make any day a Haagen-Dazs day
- 35. A brand new flavor, Vanilla Honey Bee, profits from which will be used to fund research at Pennsylvania State University and University of California at Davis
- 36. First plantable, seed-embedded paper-insert ads, which readers could crumple up and plant in the ground
- 37. Haagen-Daz partnered with social networking site Experience Project-where users can share life experiences, and connect with others who share their same passions
- 38. Haagen-Dazs, together with a coalition of national beekeepers, urged Congress to allocate funding for additional honey bee research
- 39. Grocery retailer, Whole Foods, was so inspired by the promotion that in an effort to raise more awareness of the plight of the bees, they removed every bee-dependent product from its shelves for a daySource:PRWeek sister publication DMNewsreports,Aadvertising age, Reuters
- 40. Public RELATIONS
- 42. In the company's first on-line opinion poll Customers will be rewarded with $5.00 worth of Haagen-Dazs Shops gift certificates for providing personal feedback on the popular products
- 44. Contests on social networking sites (Facebook, Twitter, Bloggs)
- 45. Haagen-Dazs Ice Cream Mooncake Early Bird Special- complimentary online coupons, discount coupons
- 48. Enduring Sensual image & advertising
- 49. Brand Communication – Less is More, Elegance is Simplicity, Simple can be Beautiful
- 51. From being something to be eaten at the café to something in all family fridges
- 53. It establishes a strong connect, recall value and the campaign gets the maximum coverage and response
- 55. THANK YOU SANGHITA MAJUMDER
Notas do Editor
- Produces a range offlavors and introduces new ones, seasonally, havelimitededitionsUsing the finest ingredients to deliver product excellence1991, Haagen-Dazs unveiled the results of its first comprehensive packaging update in the company's 30-year history. The new graphics on all Haagen-Dazs pints, quarts and novelties are designed to strengthen brand identity and unify the entire product line. The company also improved flavor identification on the packages.
- flavor color-coded, clean, Haagendazsproducts come in differentforms. Packagingisfairly simple, simple color palette. ReflectingtheimagetheywantcustomerstoidentifyProduct: ice cream and cafe’, highquality, foradults, has severallines,ice cream, veryserioussoundingnames, communicatingqualityEmphasisonqualityThe website and packaging provides information on ingredients and nutrition factssuper-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of qualityinvented the category of luxury ice cream for adults. Before Haagen-Dazs, ice cream was almost always cheaply produced and cheap to buy, largely targeted at a family or kids' market. Haagen-Dazs ushered in a new age in which ice cream could be exclusive, prestigious, sophisticated and even sexy. It remains the best-selling brand in the super-premium segment despite stiff competition from other players, most notably Ben & Jerry's
- Our products are found in stores worldwide, and we develop flavors for local tastes. Green Tea ice cream in Japan and the Dulce de Leche flavor so popular in Latin America are just two examples.Differentcolorseasilyidentifiable, emphasisonsimplicity, qualityThereis no excessivepackaging
- All of theHäagen-Dazs® Sorbetproducts are nonfatwiththeexception of chocolate sorbetand coconutsorbet. RaspberrySorbet and VanillaFrozen Yogurt Bars are alsofat free. AllotherHäagen-Dazs® Frozen Yogurt flavors are lowfat.
- Uses twitter,Ciao bella gelato tours in shops over the summer to hand out free samples, haagendaz has a ice cream smoothie sampling tour
- Buy HD, Plant a flower- every purchase at the campus convenient store helps to plant flowers at the Honey Bee Heaven (garden)You can share this with friendsHD has created the Häagen-Dazs® Ice Cream Bee Board—a group of leading bee researchers and beekeepers who can provide with insights into the honey bee issue.Häagen-Dazs® employees participated in the annual Jimmy Fund Scooperbowl-Some employees dressed up as honey bees and helped hand out packets of bee-friendly flower seeds.Bee store -Profits from our bee storemerchandising goes towards funding bee research
- Web conference where I introduce the product to them and we had someone who develops recipes for us talk about how to use the ice cream and it allows [consumers] to ask questions directly and a lot of them are on Twitter fielding questions from their family and colleagues. It was a good, candid dialogue between the consumer and us.
- http://wwwhttp://www.youtube.com/watch?v=OPpLUQEObhA&feature=PlayList&p=4FBF6A7E8071A715&playnext=1&playnext_from=PL&index=27.qsrmagazine.com/articles/news/story.phtml?id=8853http://www.youtube.com/watch?v=VQP0GGjhoOM http://www.youtube.com/watch?v=13Dej7Nz7Ikhttp://www.youtube.com/watch?v=orprpG9zsg4Http://www.youtube.com/watch?v=jZ5UiOkgclQsuper-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of qualityinvented the category of luxury ice cream for adults. Before Haagen-Dazs, ice cream was almost always cheaply produced and cheap to buy, largely targeted at a family or kids' market. Haagen-Dazs ushered in a new age in which ice cream could be exclusive, prestigious, sophisticated and even sexy. It remains the best-selling brand in the super-premium segment despite stiff competition from other players, most notably Ben & Jerry'sThe ice cream is available in around 80 countries worldwide. Although it is actually owned by General Mills. Nestle'sDreyer's division has an exclusive long-term license to manufacture and distribute Haagen-Dazs in the US.