Haagan Daz

 Haagan Daz Essay

Case Study – Pillsbury's Haagen-Dazs Your favorite ice cream

Case Study – Pillsbury's Haagen-Dazs Ice Cream

Issue Statement:

January Phillips must create a ideal plan for Haagen-Dazs ice cream products for its United states market to be able to respond to competition and enhance market share.

Scenario Analysis:


Why carry out Consumers buy ice cream?

Goodies is a discretionary food. Customers buy it not because they want it but because they want it. Purchase situations could be during events (birthdays, anniversaries) and periodic demand routine (summer). Goodies is dished up to captivate guests or is enjoyed as ease and comfort food. The rand name of ice cream chosen is influenced by past experience, through reliable endorsers. Most often, conditions that buyers set in obtaining ice cream are price, top quality and nutritional value. The decision of purchase depend upon which individualities from the consumers. Cost is the primary component for economic-conscious; quality and brand for status-conscious; and nutritional value to get health-conscious.

Company and Merchandise

Pillsbury Haagen-Dazs is one of the leading brands reputed for its extremely premium ice cream. The market has now expanded to 55 countries and with over nine hundred shops. Because of health concerns of shoppers nowadays, many competitive brands have started producing less fat products. Haagen-Dazs also launched a distinctive line of low-fat extremely premium your favorite ice cream and frozen yogourt. Yet , the competition under no circumstances ends right now there. New products, just like sherbet, include emerged and new brands have joined the market. Jan Phillips, Merchandise Manager to get the United states market was given a task of making a strategy to countertop competition and increase business of Haagen-Dazs.


* To develop a new product in order to counter the increasing competition from other less fat and low calorie ice cream products as well as the fresh entrants towards the super high quality category

SWOT Analysis:

Advantages * Established brand...

Referrals: Central Brains Agency, The World Factbook, September 2011, https://www.cia.gov/library/publications/the-world-factbook/wfbExt/region_noa.html

World Franchising, http://www.worldfranchising.com

Wear Dazskowski, Dairy Queen Operation Review, http://franchises.about.com/od/foodrestaurant/fr/dairy-queen-franchise-review.htm


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