Häagen Dazs premium brand ice cream

The $1.9 billion super-premium ice cream market is the fastest growing segment of the $4.1 billion ice cream market, with sales doubling between 1980 and 1987 Häagen-Dazs offers an abundance of flavors Häagen-Dazs has 41.7% of the premium ice cream market share

Frusen Gladje is the second largest selling brand in the premium ice cream business. Other competitors include Ben & Jerry’s and Steve’s brand ice cream Häagen-Dazs also has to compete in the frozen desserts market against products such as yogurt, sorbet and toffuti Häagen-Dazs has little difficulty maintaining a price that, on average, is 75 percent higher than the price of the most expensive regular ice cream

Recommended Alternative A. Married food lovers with children One of the largest sub-markets Pint sizes mean everyone can have their own Healthy for the whole family Increase couponing Include fun facts to encourage kids to ask parents for HD Lite specifically Creating a new consumer market Risk: Price may deter mom’s wanting to buy this, even if coupons are available.

Recommended Alternative B. Market to the young urban professionals Just highlighting health benefits isn’t enough in this competitive market Catchy tag lines in a print medium Give health facts such as, “It takes a 150lb person 30 minutes of bicycling to burn 297 calories” Don’t feel guilty for indulging in this healthier treat or get on the treadmill and exercise immediately Risk: Even though yuppies occasionally go on sweet binges, this may not be enough incentive to encourage them to buy or buy more HD Lite.

Recommended Alternative C. Focus on increasing the buy rate by addressing the three largest sub-markets Nutrition, appearance and socially conscious Product demands a premium price Create a highly formal campaign show casing ritzy venues Make the consumer think that everyone they are like or want to be like, is eating Häagen-Dazs Lite Risk: Trying to target the three markets as a whole under one blanket of social class standing is a risk.

Recommended Alternative is… Alternative A. I believe by focusing on this already booming market of consumers there is a very good chance of increasing the buy rate, especially if we also target kids. Mom’s will like HD Lite for the nutritional value and availability of coupons and kids will like the fact they can pick out their own flavor of ice cream and read cool fun facts printed on the inside of the lid.

Fun Facts: Legend has it that the Roman emperor Nero used to send his slaves scurrying to the mountains to collect snow and ice to make flavored ices, the precursors to ice cream, in the first century. The most avid ice cream eaters in the U.S. don’t live in Hawaii, the south, California or any other hot climate. Instead, it was reported in 1999 that the good citizens of ____________ ate more ice cream per person than any other Americans.

Positioning Statement: To active mom’s and dad’s with kids on the move, Häagen-Dazs’ new HD Lite is the brand of premium ice cream that gives you and your children nutritional value without sacrificing taste because HD Lite has differentiated the concentration of milk, cream, sugar and calorie-rich additives found in the parent brand. The brand personality is smooth, flavorful, reliable and energetic.

Who are these people? Charlotte and Reid, 31 and 33 respectively, are both college educated and earn above average incomes. Both have worked very hard to achieve the positions they have and are proud of their growing social status. This couple doesn’t always agree on flavor, but they do agree that they love ice cream. They have one 7-year-old son, Stuart, who they are trying to teach healthy eating habits, but it’s hard due to their hectic work schedules and Stuart’s extracurricular activities. After dinner they like to set some time aside for family by watching movies, playing outside or reading books together. One thing they always have during their family time is a healthy dessert, usually fruit salad or yogurt.

Execution I would work predominately in the print medium and out door, with mostly magazines and billboards. We need to capture the sophistication of this quality product and it’s health benefits, but stress not only the fact it’s a treat the whole family can enjoy, but also that it comes in a convenient pint size so everyone in the family can pick their own flavor. Fun facts could be printed on the insides of the lids to entice kids also.