Taking Into Consideration That One of the Major Competitors of Haagen-Dazs Is Baskin Robbins, What Would You Recommend to Your Management Inorder to Ensure Sustainability of the Company.
ASSIGNMENT
PRINCIPLES OF MARKETING
INTRODUCTION
As the Marketing Manager of the organization, I am going to analyze the Haagen Dazs® brand and the strategy that they’re adapting, in order to achieve and maintain the luxury image of this product. The interesting thing with this brand is that it belongs in one of the most valuable brands, despite the fact that it belongs in a very difficult industry for luxury brands, as the ice cream industry which is considered as a low cost industry. But Haagen Dazs, by continuing its excellent job in quality and launching of new unique flavors, is still enjoying its premium brand position as well as high price and profit margins.
Profile of Haagen Dazs
Haagen Dazs started its history in early 1920s, thanks to the dream of the young Reuben Mattus. Mr. Mattus was working in a family business, transferring with his bicycle ice creams to their customers in the streets of Bronx in New York. This small family business was developing business in the same local way until 1960. It was then that Mr. Mattus took the big decision, supported also from his wife, to change the function of the business and targeting in further development of their products. He set up the brand name Haagen Dazs and the company begun with three basic flavors, focusing always in premium quality production. This was the reason that the ingredients were only coming from their country of physical production. Dark chocolate from Belgium, vanilla beans from Madagascar, macadamia nuts from Hawaii. In contrast with other ice cream producers, Haagen Dazs is using a high percentage of milk and cream, to create an original and more dense ice cream. “Fresh cream and egg yolk were used to give the ice creams a rich creamy flavor and fresh skimmed milk was used for the body and texture of the ice cream”. Profile of Baskins Robbins
Baskin Robbins is an invention by two brothers-in-law; they are Mr. Burt Baskin and Mr. Irv Robbins. The main reasons motivate them to create
PRINCIPLES OF MARKETING
INTRODUCTION
As the Marketing Manager of the organization, I am going to analyze the Haagen Dazs® brand and the strategy that they’re adapting, in order to achieve and maintain the luxury image of this product. The interesting thing with this brand is that it belongs in one of the most valuable brands, despite the fact that it belongs in a very difficult industry for luxury brands, as the ice cream industry which is considered as a low cost industry. But Haagen Dazs, by continuing its excellent job in quality and launching of new unique flavors, is still enjoying its premium brand position as well as high price and profit margins.
Profile of Haagen Dazs
Haagen Dazs started its history in early 1920s, thanks to the dream of the young Reuben Mattus. Mr. Mattus was working in a family business, transferring with his bicycle ice creams to their customers in the streets of Bronx in New York. This small family business was developing business in the same local way until 1960. It was then that Mr. Mattus took the big decision, supported also from his wife, to change the function of the business and targeting in further development of their products. He set up the brand name Haagen Dazs and the company begun with three basic flavors, focusing always in premium quality production. This was the reason that the ingredients were only coming from their country of physical production. Dark chocolate from Belgium, vanilla beans from Madagascar, macadamia nuts from Hawaii. In contrast with other ice cream producers, Haagen Dazs is using a high percentage of milk and cream, to create an original and more dense ice cream. “Fresh cream and egg yolk were used to give the ice creams a rich creamy flavor and fresh skimmed milk was used for the body and texture of the ice cream”. Profile of Baskins Robbins
Baskin Robbins is an invention by two brothers-in-law; they are Mr. Burt Baskin and Mr. Irv Robbins. The main reasons motivate them to create