2. 120 Montague Street, Brooklyn, New York. Häagen-Dazs established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961 Flavors: vanilla, chocolate, and coffee Then offered franchises throughout the United States and 54 other countries around the world. History

3. Market Segmentation– U.S.

4. Market Segmentation– China

5. Market Share — U.S.

6. Market Share -- China 蒙牛 Mengniu 伊利 Yili 宏宝莱 Hongbaolai 雀巢 Nestlé 和路雪 Walls 八喜 Baxi Others

7. Market Potential 20 L VS 2 L 0.3 VS 1.3

8. How Does Haagen-Dazs Succeed in China? Why does Haagen-Dazs, an ordinary brand in the United States, succeed in China? In America Supermarkets Auto selling machines Various US airlines Product—U.S.

10. http://www.youtube.com/watch?v=lOOQaaP6318 http://v.youku.com/v_show/id_XMTQzNzc1MjI4.html http://www.tudou.com/programs/view/h-awVgeo4kU/ Product—China

11. Promotion– U.S. 1Emphasize the brand is different 2Natural ingredient 3Lower price & Coupon ReasonConvenient product http://www.youtube.com/watch?v=GEpenoD9-Ts http://www.youtube.com/watch?v=0_TLWi5Cm_A

12. Promotion– China http://www.youtube.com/watch?v=oxB-juz3xUQ 1Promotion agesunshine generation 2Promotion groupPetty bourgeoisie (Dish instead of snacks) 3Promotion channelMouth to mouth, bill board, do not need much ads 4psychologyBalance between price and self-content Connection with “Love ”

13. Price– Compare U.S. (Income: $3000/month)China (Income: RMB3000/month) Haagen-Dazs All Natural (473 ml) $5  0.17% of incomeRMB150  5% of income Ice Cream Bars (266 ml) $4.5  0.15% of incomeRMB204  6.8% of income Ice cream cake$40--$70  1.3%---2.33%RMB158--RMB428  5.27%-- 14.27% Coffee??RMB38  1.27% Ice cream hotpot???RMB233  7.77%

14. Only in the downtown area of big cities in China Place– China

15. Attaches importance to the decoration of its stores.

16. Thank you