In 1990 the US company Haagen-Dazs appeared in Britain and created something which had ne’er existed before: a mass market for luxury ice pick. These yearss British consumers spend ?130 million on luxury ice pick each twelvemonth.
“The Marketing Mix at Haagen Dazs” explores how Haagen-Dazs made themselves the market leader. It besides compares and contrasts their selling mix with Beechdean Dairies – a bantam UK ice-cream shaper with large aspirations – it wants to be the Haagen-Dazs of Britain.
Haagen-Dazs’ success has brought it a host of rivals in Britain. Mars and Cadbury are among the latest companies to do a drama for a portion of the market. But its biggest challenge remains fellow US company Ben & A ; Jerry’s. Beechdean is one of its smallest rivals. Without the immense selling budget of Haagen-Dazs or Ben & A ; Jerry’s. Beechdean relies on word of oral cavity to happen a niche within a extremely moneymaking market.
In marketing ice pick. making a trade name is really much about making a phantasy. It’s about associating the merchandise with emotions. images and values. Haagen-Dazs’ trade name is based on sexual phantasy and “shared indulgence” . Beechdean. by contrast. bases its brand’s phantasy on the farm – a sense of freshness and personal attention for the client.
Haagen-Dazs has a new advertisement run designed to appeal to consumers who. it believes. are less mercenary than in the yesteryear. Having formulated their new attack. the company are passing ?8 million on it. with ?300. 000 entirely traveling on two telecasting adverts. But the adverts. about person in hunt of therapy. have their critics.
Meanwhile. Beechdean hasn’t the financess to publicize on telecasting. They turn to guerrilla selling to advance themselves. They run two autos at motor races. which enables them to entertain their large clients. every bit good as acquiring their name known.
Where To Sell
The five major supermarkets dominate the market place for ice pick. and Haagen-Dazs has a major presence. Beechdean. on the other manus. is sold chiefly in theaters and at particular events. To acquire a topographic point on the supermarket shelves would be a immense spring for the company. And if they grow excessively large excessively fast. they fear they will lose the factor which made the company particular in the first topographic point – the passion and committedness of its proprietors.
Proof Of The Pudding
Peoples say that within the luxury ice pick market at that place truly isn’t much difference in spirit between trade names – it’s all in the selling. But when people taste three luxury ice picks without seeing the names. the consequences suggest otherwise.
“I used the picture to fix twelvemonth 11 pupils for their Business Studies GCSE tests last twelvemonth and found it really valuable. This was critical. as entree to nutrient production is really limited in our country. It besides saved clip on researching the merchandise and the market. The picture is besides in usage by the D & A ; T Food engineering section. ” Caroline Griffiths. Business Studies Dept. . Tenbury High School. Worcester sauce