Haagen Dazs ice cream is how to market the Chinese market - Haagen Dazs, ice cream - Food Industry

Ice cream as the instant of fashion Food Consumers are more and more young people like, Unilever is the world's largest ice cream manufacturer Wall's famous Nestle The company followed. Haagen Dazs from Europe started in 1989 to more than your ordinary ice cream 5? 10 times the prices (expensive than comparable high-end products 30% -40%), through the exquisite, elegant leisure store sales model to become the top ice cream brands . Haagen Dazs entered the Chinese market 9 years, respectively in Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou and Dalian, Nanjing and other places open 25 chain stores in order to "natural Raw material Processing "to" High Quality "a high-end ice cream market brand. Although never done high-profile advertising, but each petty bourgeoisie of the Chinese people do not do not know its name, and" loved her and asked her to take Hagen Das "in the number of ads to promote the consumption power of men and women in love, to be perceived as elegant, fun, sweet representatives, is ice cream consumption in the Holy Land. Haagen Dazs ice cream really what has made the Chinese market does such a great success ?

Haagen Dazs ice cream is how to market the Chinese market
Market position Haagen-Dazs's China Strategy
completely followed the European tradition, is gourmet ice cream. Product positioning is the noble pursuit of the consumer mentality of groups such as Haagen Dazs entered the Shanghai market before the first serious analysis of the Shanghai consumers mind. To make consumers feel value for money, Haagen Dazs is taking the emotional route. Haagen Dazs ad dressed herself as "noble fashion lifestyle" voice, even hired a lot of stars, cheer for the Haagen Dazs. Initially cut into the Shanghai market in time, Haagen Dazs careful analysis of the mentality of young people in Shanghai. At that time the people of Shanghai that the lifestyle of the voice are those companies access to high-grade white-collar offices, senior executives and blonde foreigner. Haagen Dazs invited to participate in those activities of the FATF, to attract television made a "pop landscape" of the program, once defined himself as a popular synonym, caused a minor sensation. The first had finished with the "noble lifestyle" word of mouth of people, and soon more people will aspire to flock. Using the multiplier effect of word of mouth to reach tipping point which led pop.

Marketing Strategy Product: The pure natural Raw materials Manufacturing, all products entering China are flown in from the United States, the ice cream box printing produced in France, all the ice cream is packaged and then shipped to China, and to the global harmonization of fresh, natural taste to so Chinese consumers can not resist. Make America's taste, but the moral of the United States presented to the consistent focus on quality of life of your fine. You can feel the Haagen Dazs ice cream brand new design to bring the taste of the extraordinary feeling of: strawberry ice cream wrapped in a coconut white Chocolate , Milk, ice cream and cookies in Hong perfect combination of dark chocolate, as well as Belgian chocolate ice cream wrapped with pieces of foreign Almond Tablets of dark chocolate, looks delicious to the extreme. Like all top-level product, except, as always, to see to maintain the best selection, most scientific production technology and the most luxurious products with such quality of these proud, the Haagen Dazs has consistently regarded the development of more new flavors, more new ideas condensed in a series of new products which, while the advent of each new, they all reflect the Haagen Dazs brand has always been said that man: thoughtful, honorable, affinity, and the insistence on high quality.

Price: High! Very high! Haagen Dazs ice cream, take the high road, as the higher quality product, its price can be out of proportion to the increase; the other hand, higher priced products, but also make consumers feel that products of higher quality. Ice cream balls are generally about 30 yuan, some features of products such as "Green Tea" and 48? 68 yuan, "spell is food of love" like the package is usually in the 120? 160. General average consumer take-away 40-60 yuan / person, restaurant spending an average of 60-80 yuan / person.

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