HAAGEN DAZS
Marketing Mix
Product
- Premium quality ice-cream, sorbet, frozen yogurt and bars
- Premium packaging designs
Price
- Premium Pricing
- Different prices in different countries, but still considered expensive everywhere
Place
- Its own ice cream stores all over the world
- Served in high end restaurants to impress customers
- Also available in convenience stores along with other bargain brands
Promotion
- Offer special coupon prices once in a while
- Special discounts temporarily
- TV & newspaper advertisements
SWOT analysis
Strengths : - use natural ingredients
- international brand recognition
- well adapted to diverse cultures and tastes
- one of the top brands in the premium ice-cream market
Weaknesses : - offer fewer flavors than major competitors
- contain high calorific content
- target segment relatively small
Opportunities : - increasing its target market
Threats : - increasing cost of ingredients
- consumers becoming more health-conscious
- competition from other premium ice-cream producers
Position in the Ansoff Matrix
Product development : focused on new products in the existing market.
No comments:
Post a Comment