Iris Chen 11307100411 Candy Sze 11340690108
Content
1. High End Food & Beverage Market Overview
2. Company & Brand Overview
3. Business Model
4. China Market Analysis
5. STP Analysis
6. Competitor Analysis
7. Marketing Mix & SWOT
8. Retailing System
9. Communication
10. Conclusion
1. High-end Food &
Beverage Market
Overview
Market overview - world
Reached US$1 trillion,
grew by 12%
Grew by 8%
Source: Bain & Company's
annual research presented
this past October to the
Altagamma Foundation
The global high-end food and beverage market has continued to soar
Overview of high-end food and beverage market :
World
Market overview - china
Overview of high-end food and beverage market :
China
The demand for luxury food in China is growing at a fast speed.
• Household disposable income grows impressively
• The trend of trading up continues
• Consumers tend to pursue consumption of enjoyment
• Recent years have seen a large import of luxury food and
a preference of foreign brands
Next
Market overview - china
Household disposable income grows impressively
Market overview - china
The trend of trading up continues.
Back
2. Company &
Brand Overview
The Rolls-Royce in the ice cream industry
Brief introduction
Founded Bronx, New York (1961)
Founder Reuben Mattus
Headquarter California, United States
Products Ice cream
Parent
Founder: Reuben Mattus A young entrepreneur with a passion for quality and a
vision for creating the finest ice cream
Company Overview
Brief introduction
We select only the highest quality, all natural ingredients to
create Häagen Dazs. Häagen Dazs contains no preservatives,
artificial flavours, stabilizers, additives or colorings.
This commitment to quality is the reason why Häagen Dazs ice
cream is the finest in the world.
Philosophy
A sweet story
products
3 Categories:
(1) Retail Products
(2) Shop Specialists
(3) Indulgence
Retail products
Frozen Yogurt
Bars
Crispy Sandwich
Retail Products
Ice Cream - Pint (473ml) - Mini Cup
(100ml)
Gelato
Sorbet
products
Smoothies
Cakes
Sorbet Sipper
Baristo
Shop Specialists
Cups and Cones
Sundaes
Dazzler
Shakes
products
Fondue
Sushi Platter
Teppanyaki
Mooncakes Indulgence
products
Exclusive to festivals:
Easter Mid-Autumn Festival
Halloween Christmas
products
Key Business figures
In the global ice cream market
Over 900 stores in over 54 countries
its sales grew by 7% in 2011
contributing US$750 million to total General Mills sales
captured 2% market share
Key Business figures
In China
More than 200 shops in
China, over 40 cities
Over 5,000 freezers, each cost
US$15,000
Revenues were estimated at
over $100 million in 2010
Annualized growth rate is 21%
over 2008-2010.
3. Business Model
Business model
Niche market: Adults who have high income and emphasize lifestyle
“Much more for much
more” ↓
Higher Quality,
Higher Price
Production cost Transportation cost Import duty
Product sales Franchising fees
Own retail stores, Partner channels
V.I.P. club – loyalty discount, Feedback on product
Branding, Production, Marketing & Sales
Raw materials, Producers, Partner & retail network
High class restaurants, Hotels, Coffee shops, Cinemas, Airlines, Entertainment companies
4. China Market
Analysis
Market overview - world
Overall characteristics of global ice cream market :
(1) The world ice cream sales rise year after year
- Sales volume exceeded $ 65 billion in 2010
- Global ice cream sales are rising 2.5% annually
- Production was about 1.6 billion gallons in 2009
- Per capital consumption of 21.5 liters
(2) The industry is dominated by two global giants: Nestle & Unilever
- Controlling more than one-third of the worldwide market
Market overview - world
Market overview - china
Overall characteristics of China’s ice cream market :
(1) Large current and potential market
- Production and sales volume hit above 3.5 million tons in 2010
- Realized sales revenue is about 33 billion RMB
(2) Market penetration rate stays high and stable (>73%)
(3) Fast developing speed and larger industrial scale
- Annual sales values of China’s ice cream reach about 28 billion
- Increased with annual average speed of 25% after 2005
Market overview - china
Overall characteristics of China’s ice cream market :
(4) The industry is still in its infancy compared to developed countries
per capita consumption
of ice-cream( 2008 )
America: 23 kg
Nederland: 18 kg
Australia: 17 kg
Sweden: 16 kg
Japan: 11 kg
China: 1.7 kg
Market overview - china
Overall characteristics of China’s ice cream market:
(5) Ice cream unit prices in China will continue to rise as a result of the
increasing demand for premium ice cream
(6) It is forecast to report a stable growth
in the future with increasing
demand of premium
ice cream, driving an
increase in sales
Source: China Marketing & Media Study (CMMS)
5. Segmentation,
Targeting,
Positioning
segmentation
(1) Demographic segmentation
- Income: High disposable income
- Age: Adults
- Status: Couples
(2) Socio-cultural segmentation
- Various national tastes and
preferences
(3) Psychographic segmentation
- Lifestyle: enjoy the luxury and
indulgence
targeting
Core target consumers:
- 20-35 years old young adults
- Middle- high class people in the income pyramid peak
- Pursuing leisure and self gratification
Niche Marketing Strategy
80/20 Principle
80% of the profits of enterprises are created by 20% of customers
positioning
Luxury brand positioning
To deliver “the ultimate experience” in taste and quality
- Product differentiation
Super-premium ice cream with high quality:
High cream density with no excess air
Without any artificial colorings or additives
Naturally aromatized ingredients
- Image differentiation
Specific logo
Motto: “Made like no other”
6. Competitor Analysis
Competitor analysis
Domestic Brands Foreign Brands
Competitor analysis 1
BEN&JERRY’S:
Founded: Burlington, Vermont (1978)
Founder: BEN COHEN & JERRY
GREENFIELD
Parent: Unilever NV
Feature: High quality & high price
Target: High-income customers
Outlets: In 26 countries
□ It’s Haagen Dazs’s main competitor in
America.
Competitor analysis 2
Nestle:
Founded: Nestlé and Anglo-Swiss
Condensed Milk Company
(1905)
Founder: Henri Nestlé, Charles Page,
George Page
Feature: wholesome natural ingredients
ever-changing tastes
□ The world’s largest ice cream company.
Competitor analysis 3
Wall’S:
Owner: Unilever
Country: United Kingdom
Introduced: 1922
Tagline : ICE Cream makes u
HAPPY
□ Wall’s is ranked the second in China's
ice cream market with a retail value
share of 7% in 2008.
Competitor analysis 4
Yili Ice cream:
Parent: Inner Mongolia Yili Industrial
group
Founded: China(1993)
Founder: Pan Gang
Feature: wholesome natural ingredients
Target: customers of all age
Ice cream market share: 17% in China
□ Sales volumes have been No.1
nationwide for continuous ten years.
Source:Ying, Wang, “Who Will Become Ice Cream King?" China
Business Weekly, March 20th, 2005
(China,2005)
Competitor analysis
Haagen dazs Nestle, Wall’s Yili
Ice cream category
Premium Mainstream Low-end
Positioning High life quality
and ultimate experience
Affordable well-known brand
Cheap popular products
Price High price (>30RMB)
Medium price (2- 10RMB)
Low price (1-5 RMB)
Place Exclusive shops Supermarket Supermarket
Targeting High income
groups Ordinary people Ordinary people
Levels of marketing
segmentation Niche marketing Mass marketing Mass marketing
Competitor analysis
Haagen dazs Nestle, Wall’s Yili
Channels and marketing decision
Pull strategy(High brand loyalty and high involvement in the category)
Average brand loyalty
Push strategy (low brand
loyalty)
Market share
Very low High Highest
Penetration rate
Low Ordinary High
Main attraction High quality and
enjoyable environment
Reliable quality and affordable
price
Competitive price
Competitor analysis
NO.1 46.1%
NO.2 44.9%
NO.3 33%
NO.4 27.2%
NO.5 20.7%
Rank of Ice Cream
Brands Penetration
Rate in China(2009)
Source:China Marketing & Media Study (CMMS), based on an investigation on 70000 samples in 30 cities.
Competitor analysis
Competitor analysis
Source:http://justhaagendazs.wordpress.com/competitors/
Haagen-Dazs as a leader in high-priced ice cream market, its competitive advantages are due to its ingredients and accurate market positioning:
7. Marketing Mix,
SWOT
Marketing mix - product
High quality
• Finest ingredients & Rich creamy taste
Diversification
• Different products, sizes and up to 90 flavors !
Marketing mix - product
Adaptation from flavours to products: • Green Tea flavor • Perfume shaped ice-cream cakes • Fondue • Teppanyaki • Ice cream mooncake
• Represent 28% of Haagen Dazs revenue in China
• 25% annual growth in sales since its launch in 1997
2 classical marketing principles
(1) As for the high quality products, the price can be disproportionately
increased.
(2) Higher price and a respected brand name corresponds to high quality
Marketing mix - price
Pricing Strategy:Premium price
- Price in China is 5 times the US price:
(Mini Cup; US$1 vs 33RMB)
(Pint: US$4 vs 88RMB)
- Price 3-4 times more expensive than general competitors
- Price varies (normal vs limited flavors)
Marketing mix - place
• Flagships & Exclusive shops
• Supermarkets
• Partnerships:
High class restaurants
& Coffee shops
Airlines, Cinemas,
Five star hotels,
• Entertainment companies:
Disneyland
• E-business: Official Website,
Tmall, Amazonfresh
Marketing mix - Place
Marketing mix - promotion
• Word of mouth
• Free degustation in shops
• Advertisements (posters,
magazines)
• Social networking
(e.g. facebook, wechat)
• Events (e.g. product launch
events)
• Sponsorship (e.g. the open
air cinema, Luna Cinema, in UK)
Marketing mix - promotion
Sweet Love Romantic
Warm Friendship
Marketing mix - promotion
Localization/Adaptation
• Using Chinese Celebrity
Endorsements
• Changing the slogan from
“dedicated to pleasure” to “Love
her, treat her Haagen Dazs.”
Swot analysis
Weaknesses
• Seasonal Product • Super Premium Price • Narrow Target Customers • High Calorie Products
Strengths
• Pioneer • Excellent Brand Image • Good Product Quality • Continous Extensive Research • International Brand Recognition
Opportunities
• Global Warming • Increased Demand in Exotic Products • Increased Range of Low Fat Products
Threats
• Keen Competition • Healthy Lifestyle • Increased Cost of Ingredients
8. Retailing System
retail system
Specialty Store:
•Narrow product line with a deep assortment
Retailing Positioning Strategy:
•Narrow product assortment + High value added
Levels of Retail Service:
Self-service
Self-selection
Limited service
Full service
retail system
Procurement:
• Extremely careful in selecting products and suppliers
• Close links are maintained with suppliers
• Train farmers & familiarized them with Haagen Dazs’
manufacturing process
Inventory & Logistics
• Distribution network’s capillarity increased
• Extend business to other countries
• Built various plants and distribution centres all around the
world
retail system
Retailers’ Marketing Decisions
• High income adults who emphasize lifestyle Target Market
• Ice Cream Products Product
Assortment
• Fancy and cozy Store
Atmosphere
• Premium Price
• Word of mouth
• Advertisements Communication
• Central Business Districts
• Regional Shopping Centres Location
9. Communication
communication
Customer Resource Management
Membership System: Häagen-Dazs Club
Requirement:a cumulative 500RMB
consumption
Service:
•Purchasing privilege (10% off!)
•Redeem points
•Birthday discount
•Direct-mail brochures
•Occasional fashion parties
communication
Customer Resource Management
•Hold fashion party from time to time
•Get feedback on products
•Two-way communication
communication
Integrated Marketing Communications Campaign
•Launched the “Haagen-Dazs loves honey bees” campaign
•Employed a rich mix of promotional elements
•Helped make it into “a brand with a heart
and a soul”
•Enhance the brand’s essence by creating
shared value messages
•A part of strategic, long-term approach
10. Conclusion
Thank You