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Haagen-Dazs - Operational and strategic marketing

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Haagen-Dazs offers products made from high quality ingredients: 40% cream, no dyes or additives and varied ingredients. The "product strategy" of Haagen-Dazs consists in offering new products and new fragrances, which the consumers have never experienced.

In 1992 ice yogurt was invented. 1995 saw the inclusion of ice, liquor and sales development. The product also comes in its original packaging in a 500 ml pot. Haagen-Dazs offers three product families: the ice cream "classic", sorbets and extras. These three product families meet the upscale image of the brand. The originality of the products of Haagen-Dazs makes them attractive. Indeed, the innovative tastes of the ice mark encourage customers to try the latest product releases.

The French market for ice cream is booming since the early1990s, with a growth of about 30% in 6 years. This date coincides with the introduction of Haagen-Dazs in the same market. This is one of the few areas that still carry food, having a continuous and sustained annual growth of 5%.

At the level of luxury ice, Haagen-Dazs is the leader, with about 80% market share. However, this sector is experiencing difficulties with the trivialization of luxury goods, despite the arrival of new products. The introduction of Haagen-Dazs has boosted the market, thanks to its innovative products, but also thanks to its luxury image.

In terms of behavioral criteria, we can say that the market for ice is composed of two segments: ice consumed outside the home and those eaten at home. The segment of ice consumed at home has been the most successful with 74% of the market share. The growth of ice consumed outside the home remains slow.

The arrival of Haagen-Dazs in the French market has resulted in the emergence of a new segmentation that of ice in the luxury home consumption. Today, Haagen-Dazs is present in both segments, even if the brand achieves a considerably higher turnover in home consumption.

Tags: Haagen-Dazs ? the launch of the company, operational and strategic marketing of Haagen-Dazs,

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