16
120 Montague Street, Brooklyn, New York.
Häagen-Dazs established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961Flavors: vanilla, chocolate, and coffeeThen offered franchisesthroughout the United States and 54 other countries around the world.
History
Market Segmentation– U.S.
Bulk ice cream
Novelty ice cream
Low-fat and nonfat ice cream
Frozen yogurt
Sherbet
Flavored ice
Other
Market Segmentation– China
Bulk ice creamNovelty ice creamLow-fat and nonfat ice creamFrozen yogurtSherbetFlavored iceOther
Market Share — U.S.
private label brands
Breyer's Dreyer's/Edy's Blue Bell Haagen-Dazs Ben & Jerry's0
100
200
300
400
500
600
700
800
900
Market Share -- China
蒙牛 Mengniu
伊利 Yili
宏宝莱 Hongbaolai
雀巢 Nestlé
和路雪 Walls
八喜 Baxi
Others
Market Potential
20 L VS 2 L0.3 VS 1.3
How Does Haagen-Dazs Succeed in China?
Why does Haagen-Dazs, an ordinary brand in the United States, succeed in China?
In America
Supermarkets Auto selling machines Various US airlines
Product—U.S.
Product—U.S.
http://www.youtube.com/watch?v=lOOQaaP6318http://v.youku.com/v_show/id_XMTQzNzc1MjI4.html
http://www.tudou.com/programs/view/h-awVgeo4kU/
Product—China
Promotion– U.S.
1 Emphasize the brand is different
2 Natural ingredient
3 Lower price & Coupon
Reason Convenient product
http://www.youtube.com/watch?v=GEpenoD9-Ts
http://www.youtube.com/watch?v=0_TLWi5Cm_A
Promotion– China
http://www.youtube.com/watch?v=oxB-juz3xUQ
1 Promotion age sunshine generation
2 Promotion group Petty bourgeoisie(Dish instead of snacks)
3 Promotion channel Mouth to mouth, bill board, do not need much ads
4 psychology Balance between price and self-contentConnection with “Love ”
Price– Compare
U.S. (Income: $3000/month) China (Income: RMB3000/month)
Haagen-Dazs All Natural(473 ml)
$50.17% of income RMB1505% of income
Ice Cream Bars(266 ml)
$4.50.15% of income RMB2046.8% of income
Ice cream cake $40--$701.3%---2.33% RMB158--RMB4285.27%--14.27%
Coffee ?? RMB381.27%
Ice cream hotpot ??? RMB2337.77%
Only in the downtown area of big cities in China
Place– China
Attaches importance to the decoration of its stores.
Thank you
