Contents
Business mission 3 Häagen-dazs, a successful company 3 Ice Cream Market in the United States 4 The Portfolio Matrix (BCG) 8 Strategic development 10
Market opportunity analysis 12 PEST Analysis 12 Political 12 Economics 12 Social 12 Technology 12 Environmental 13 Legal 13 Porter’s analysis 14 SWOT analysis for Haagen-Dazs 16 Internal 16 External 19 TOWS Analysis 21 Competitors’ analysis 22
Setting marketing plan objectives and goals 25
What is our competitive advantage? 26
Segmentation 28 Wants and needs of the ice cream market 30 Positioning 31
Product 32 Our New Product 32 The Design Framework 32 Packaging 34 Branding 35
Pricing 36 Establishing pricing goals 36 Price positioning 38 Estimate demand cost and profits 39 Demand 39 Price Elasticity of Demand 40 Cost 41 Chose a price strategy to help determine a base price 43 Fine-tune the base with pricing tactics 44 Right price 44
Distribution 45
Promotion 48 Advertising 48 TV commercials 48 Radio 49 Magazines and Billboard 49 Web Site 49 Public Relation 50 Personal Selling 50 Sales Promotion 50
Implementation, Control & Evaluation 53
Sources 55

Business mission
Häagen-dazs, a successful company
Häagen-Dazs is a luxury ice cream brand owned by Nestlé (in Canada and United States) and General Mills (everywhere else in the world). Häagen-Dazs has a tradition of superior quality and innovation since 1961. Ice cream consumers recognize its logo as synonymous of super-premium ice cream.
It was created in 1961 by Reuben Mattus, a Polish immigrant, in the United States. He was looking for a name for his company, in order to evoke tradition and quality with a European/Scandinavian sound, two “a” with “ä”, creating the brand “Häagen-Dazs”.
Names of flavors are specific to Häagen-Dazs, as “Dulce de Leche” or “Midnight cookies & cream”. At the beginning, in the 1960s, the company was producing only three flavors: