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Essay / Research Paper Abstract
An 8 page paper. While most ice cream companies market their product to children, Haagen-Dazs has always targeted the adult market. As one writer said: "Haagen-Dazs transformed a stagnant and declining market dominated by established brands with little or no interest in innovation by extending the appeal of a product that was once just a children's treat to become an adult indulgence." This essay provides a short background discussion of the company, including the recent sale to Nestle. The essay includes discussions about Haagen-Dazs use of the 4Ps, market segmentation, competitive advantage and innovative marketing techniques. Bibliography lists 11 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGhaadaz.rtf
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Unformatted sample text from the term paper:
from a horse-drawn wagon in the Bronx (Haagen-Dazs, 2002). Young Mattus insisted that the only way to make the best ice cream was to use the purist, finest ingredients they
could find (Haagen-Dazs, 2002). The business grew during the next decades and by 1961, Mattus decided it was time for him to establish a new company that would make only
ice cream (Haagen-Dazs, 2002). He chose the name Haagen-Dazs because, to him, it conveyed "an aura of the old-world traditions and craftsmanship to which he remained dedicated" (Haagen-Dazs, 2002). When
Mattus started the business, there were only three flavors - vanilla, chocolate and coffee (Haagen-Dazs, 2002). Mattus traveled around the world and came back with new flavors and unique recipes,
such as using hand-picked vanilla beans from Madagascar and dark chocolate from Belgium (Haagen-Dazs, 2002). The quality of the product gained a loyal following very quickly, much of which was
gained through word-of-mouth advertising (Haagen-Dazs, 2002). Word spread that this was a rich and creamy ice cream (Haagen-Dazs, 2002). It was not long before distribution expanded beyond the gourmet shops
in Manhattan across the country (Haagen-Dazs, 2002). In 1975, Mattus daughter opened the first Haagen-Dazs shop, an idea that also took off quickly (Haagen-Dazs, 2002). Haagen-Dazs was sold to The
Pillsbury Company in 1983 and the brand has now expanded into nearly 60 other countries (Haagen-Dazs, 2002). Not only have new and different flavors been added to the line, the
Haagen-Dazs brand offers sorbet, Gelato and yogurt as well as a low-fat ice cream (Haagen-Dazs, 2002). In December 2001, Nestle, the Swiss food group, bought General Mills fifty percent ownership
stake in Ice Cream Partners USA (Nestle, 2001). Nestle has a 99 year license to use the H?agen-Dazs brand in the United States; they also bought the existing licensing arrangement
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