Häagen-Dazs

AliceAngela

KateMandyNekoRai

Rebecca

Group 4

About Häagen-Dazs• The philosophy of Häagen-Dazs is simple: find the p

urest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available.

• It is a way of doing business that is as demanding as it is uncommon, and it is the reason why the brand has epitomized fine ice cream for half a century.

Various Slogans

• Made like no other • Make someone melt• The longer lasting mood• Like sex only better• Gifts from the gods• Love me, love Häagen-Dazs• Do not disturb, slow melting in progress• If you love her, take her to Haagen-Dazs• Just like true love without the constant nagging and need for approval • 隨時隨地寵愛自己

Slogan Analysis

Eating Häagen-Dazs just like having sex, the enjoyable process can brings you better feeling and better taste. You just cannot resist it.

• If want to move someone’s heart, just give her Haagen-Dazs.• It was the taste and enjoyment that Haagen-Dazs brings the true

moment of closeness between a couple• The ice cream not only melt in your mouth but the wonderful taste

also melt your heart. The moment you taste is extraordinary special.

Slogan Analysis

Slogan Analysis

• The enjoyable taste of Häagen-Dazs last longer than other ice cream, for its high quality brings you the excellent mood and classic flavor in your mouth and heart.

Commercial FilmThe longer Lasting Pleasure

Slogan Analysis

• Introducing the new flavor--Mayan chocolate by state that the world’s very recipe for chocolate over 2,000 years age.

• It was a Mayan offering to the gods. And now, Häagen-Dazs offering the chocolate and cinnamon delicacy to us.

• “Do not disturb” emphasize on eating Häagen-Dazs could be very enjoyable. Nothing is important then enjoy Häagen-Dazs right now.

• “slow melting in progress” remind us the excellent taste in our mouth, as if ourselves are melting like ice cream.

Slogan Analysis

Slogan Analysis

• If you love me, then give me the best.

• Häagen-Dazs and me, love us both for it is the best choice

Slogan Analysis• Enjoy Häagen-Dazs is like falling in love, its original no

ble taste is somewhat incomparable.• “without the constant nagging and need for approval” su

ggest women that it’s time to enjoy by yourself, only you and Häagen-Dazs, no trivial things or people asking you to do better.

SWOT Analysis

Internal Strengths

Internal Factors

• S1: Luxurious and passionate enjoyment• S2: Addiction of creamy taste and classic flavor• S3: Selected ingredients• S4: Delicate & elegant package design• S5: Well-controlled quality

Internal Weaknesses

Internal Factors

• W1: High price• W2: High calorie • W3: inflexible flavors

External Factors

External Opportunities• O1: Well-designed retail products and shop specialties (Pint, Family Pack, moon cake, and crispy sandwich)• O2: Well-organized Chain stores (Dine-in Creations)• O3: High market popular rate• O4: Target market: woman

External Threats External Factors

• T1: Lacking of seasonal specialties and customized service• T2: Lacking of childishness and childlike (colorful and dazzling ice cream image)• T3: Numerous competitors (Meiji, Movenpick, Duroyal, or Baskin Ribbons)

CompetitorsBen & Jerry’s

Colorful and Dazzling ice cream image

• Cheerful and Childlike image• Seasonal Specialties

Competitors Baskin Ribbons

Competitors Cold Stone• Customized ice cream• Fun and Creative

Reference

• http://www.haagendazs.com/company/terms.aspx

• http://www.wretch.cc/blog/caie/27120089