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What make Haagen-Dazs so successful?

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  1. The definition of marketing orientation/Marketing versus production orientation
  2. Haagen-Dazs' marketing orientation strategy
    1. Customer strategy
    2. Brand positioning
    3. Innovation strategy
  3. Competitive advantage
  4. Marketing mix
  5. Strength and weakness analysis

Haagen-Dazs was established in Bronx, New York in 1961 by the Polish immigrants Reuben and Rose Mattus. Haagen-Dazs is the pioneer in the luxury ice cream market for manufacturing the best quality ice creams made with only purest and finest ingredients. It started with three flavours Vanila, Chocolate and Coffee. The first retail store was opened by the company in Brooklyn, New York in November 15, 1976. Haagen-Dazs has a strong brand loyalty for its high quality and premium ice cream all over the world. ?The name does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes. This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for its dairy products and had a positive image in U.S.? (Source: Haagen-Dazs mainly cater their adult customers, which is quite different from other ice cream manufacturers. The Haagen Dazs products are ice cream, ice cream bars, ice cream cakes, sorbets and frozen yogurt. The ice creams are of ?super premium? brands which, means it is quite dense and very little air has been mixed to maintain its thickness. Initially Haagen Dazs success was based on people's word of mouth and praise and nevertheless for its high quality and good taste. The most interesting part of this company's success is depended on its high quality, without much advertising.

[...] However, Haagen-Dazs tests all relevant production steps including testing the ingredient supplier and equipments, testing the taste, and finally, the way the product is being delivered to the franchise shop, in order to make sure that everything is perfect Innovation strategy Innovation strategy is based on the product innovation and reducing the cost of production. Haagen-Dazs believes that innovation can excite buyers, which is helpful for the companies to enhance more shares in the established ice cream industry. Haagen-Dazs was the pioneer in trying exotic fruit flavours like green tea and kiwi. [...]

[...] For example, Haagen-Dazs uses its strong brand image to advertise itself as a premium ice cream in China. Haagen-Dazs has flag stores in China which are luxurious decorated to maintain its luxury brand image. High Quality, Natural, Globally sourced ingredients. Compared with the other ice cream brand, Haagen-Dazs ensures high quality to the customers. Its promotion strategy is to use the natural sources which are globally sourced to make natural and high quality ice cream. Furthermore, Haagen-Dazs monitors each stage of the production, in order to ensure quality. [...]

[...] It aims to make these shops match what it offers in the first place the same indulgent, luxurious feel that its ice cream products give. The design of its cafe are critical among the factors it consider to extend the brand promise of Haagen-Dazs, that is to establish an ambience of adult indulgence, passion and love. To achieve this, it invests highly but rightly on comfortable and posh seating areas for couples, bar stools, use of dim lighting and the use of rich, indulgent colors to decorate its spaces. [...]

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