Marketing Mix at Haagen Dazs

Synopsis

In 1990 the US company Haagen-Dazs appeared in Britain and created something which had never existed before: a mass market for luxury ice cream. This video explores how Haagen-Dazs made themselves the market leader. It also compares and contrasts their marketing mix with Beechdean Dairies - a tiny UK ice-cream maker with big ambitions.
In marketing ice cream, creating a brand is very much about creating a fantasy. It’s about linking the product with emotions, images and values. Haagen-Dazs’ brand is based on sexual fantasy and "shared indulgence". Beechdean, by contrast, bases its brand’s fantasy on the farm - a sense of freshness and personal care for the customer.
Haagen Dazs has launched a new marketing campaign costing £8 million, with £300,000 alone going on two television adverts. But the adverts, about someone in search of therapy, have their critics. Beechdean hasn’t the funds to advertise on television. They turn to guerrilla marketing to promote themselves - running two cars at motor races, which enables them to entertain their big customers as well as getting their name known.

The five major supermarkets dominate the marketplace for ice cream, and Haagen-Dazs has a major presence. Beechdean, on the other hand, is sold mainly in theatres and at special events. To get a place on the supermarket shelves would be a huge leap for the company. And if they grow too big too fast, they fear they will lose the factor which made the company special in the first place - the passion and commitment of its owners.

Language

English

Country

Great Britain

Year of release

2002

Year of production

2002

Documentation

Support booklet available.

Subjects

Business studies

Keywords

advertising; ice cream; marketing

Distribution Formats

Type

VHS

Format

PAL

Price

£120.00 +VAT +p&p

Availability

Sale

Duration/Size

30 min

Year

2005

Production Company

Name

TV Choice Ltd

Distributor

Name

TV Choice Ltd

Email

tvchoiceuk@aol.com

Web

http://www.tvchoice.uk.com External site opens in new window

Phone

020 8464 7402

Fax

020 8464 7845

Address

PO Box 597
Bromley
Kent
BR2 0YB

Notes

Producer and distributor of over 100 educational videos and DVDs, most with support materials, designed for use in UK schools, colleges and universities. Wide coverage across the curriculum, but particularly strong in the areas of business/management, ICT, geography, DT/manufacturing, history, English/media studies, PSHE, and leisure/tourism.