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Essay / Research Paper Abstract
This four-page paper examines Haagen-Dazs, the ice cream and iced sweets industry and U.S. Pillsbury's position within this industry. Also included are recommendations as to how Haagen-Dazs can increase its market share.
Page Count:
4 pages (~225 words per page)
File: D0_MTpilhag.rtf
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Unformatted sample text from the term paper:
is considered the worlds leading brand of super premium ice cream -- and it is currently available in 55 countries. Although the ice cream is certainly well-known as an
extraordinarily tasty treat (and is priced as a premium product would be priced as well), there is every indication that the product itself is entering a mature lifecycle, coupled with
an economic downturn and consumer emphasis on all things healthy. Because of these trends, the company faces certain issues that must be addressed. For one thing, overall ice cream
sales in the United States have been off a small percentage during recent years. Added to that, U.S. Pillsbury is facing some stiff competition from other new entries.
For example, Starbucks has introduced coffee ice cream that is available in a grocery store freezer section. In addition, there seems to be more availability of premium ice cream
in the grocery store than there has been in years past. As a result, although premium products continue to grow slightly as compared to the rest of the industry,
sales continue to remain flat. Adding to the problem is that Haagen-Dazs is also experiencing competition from other ice cream products that are more economical and lower in fat.
The more economical brands tend to appeal to consumers when the entire economy is in a downturn as it currently is. The low-fat brands also cater to the consumers
need to be healthy -- and as Haagen-Dazs is known for its high butterfat content, people tend to purchase it only for special occasions. However, if U.S. Pillsbury were to
introduce new products under the Haagen-Dazs name, it might delete the products appeal. As mentioned before, Haagen-Dazs is considered a premium products -- introducing a more economical version or
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