Background:
Häagen-Dazs created the category of “super-premium” ice cream. Before Häagen-Dazs, ice cream was typicallycheaply produced and cheap to buy, largely targeted at families and children. Häagen-Dazs ushered in a new age in which ice cream could be exclusive, prestigious, sophisticated, and even sexy. Using only the purest, finest, and all–natural ingredients, Häagen-Dazs remains the best-selling brand in the “super-premium” segment, despite stiff competition from other players, most notably Ben & Jerry’s. Their products in Canada include single-serve packaged items and small take-home tubs.
Currently Häagen-Dazs has a highly loyal, but mature and aging consumer base. The younger consumer sees the brand as slightly intimidating, less approachable, and old-fashioned. Young adults, including college and university students, are heavy ice-cream consumers and are seen as future brand advocates. Häagen-Dazs wishes to build their business among this sizable younger adult segment.
Requirements – the first steps of a Marketing Plan:
Indirect competitors. (6 marks)
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