Haagen-Dazs China Strategy

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PowerPoint Presentation:

China Strategy

PowerPoint Presentation:

Sameer Mathur Asst. Professor (Marketing) 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009

SUMMARY:

SUMMARY USA China Eat 19.8 pounds of ice cream per capita per year Little dairy in traditional diet Quality, superior ingredients Western l uxury brand Targeting upscale working class market Targeting the Chinese upper class Reasonably expensive 5 times the American prices Convenience store / grocery stores: product leadership High-end cafés: customer intimacy “Dedicated to pleasure” “If you love her, bring her to Häagen-Dazs ”

The Company:

The Company Mattus started out selling fruit ice and ice cream pops from a horse-drawn wagon in the Bronx NY First store open in 1961 Danish name to convey world tradition and craftsmanship

THE COMPANY:

THE COMPANY Today, Haagen-Dazs is sold in more than 80 countries with net sales reaching 750 million dollars Acquired by General Mills in 2001 In USA and Canada, HD brand licensed to Dreyers, Nestl é subsidiary

Positioning:

Positioning Success based on quality, Superior ingredients “Find the purest and finest ingredients in the world” Belgium Chocolate Vanilla beans from Madagascar

Domestic strategy:

Domestic strategy Differentiation  aura of sophistication From a typical family-oriented market segment to a treat of decadence & indulgence

Domestic strategy:

Domestic strategy

Domestic strategy:

Domestic strategy Targeting upscale, working class market  Competition

DOMESTIC STRATEGY:

DOMESTIC STRATEGY Small pint sold at same price (around $5) as traditional 1.4 liter tubs Sold in grocery and convenience stores US’s #1 brand share of impulse ice cream since 2007 with 18.4% in 2010

DOMESTIC STRATEGY:

DOMESTIC STRATEGY

SUMMARY:

SUMMARY Haagen Dazs’ domestic strategy : Image of a luxury brand Product leadership

SUMMARY:

SUMMARY

Entering china:

Entering china Fan Binbing

Entering china:

Entering china The risks: offering a premium product to a price sensitive population  societal and cultural risk traditional C hinese diet has very little dairy v s. USA where consumption of ice cream is 19.8 pounds per capita per year !

Entering china:

Entering china The strategy: Repositioning as a luxury brand targeting the vast pool of the Chinese wealthy upper class « What Rolls Royce is to cars, and Cartier is to jewelry, Häagen-Dazs is to ice- cream »

PowerPoint Presentation:

Fan Binbing

ENTERING CHINA:

ENTERING CHINA The market: extensive market research (surveys) adapted distribution strategy : fancy cafes in high end real estate areas with five star hotel service  customer intimacy

western Brand image:

western Brand image handling every component of the supply chain internally by importing ingredients . «Made in France» on their packages: luxury status symbol of higher quality and premium pricing  cultural arbitrage

adaptation:

adaptation New products specific to the Chinese market Green Tea flavor Perfume shaped ice-cream cakes

MOON CAKES:

MOON CAKES The company’s biggest success Traditional gifts to friends, family and clients during the C hinese mid-autumn festival 25% annual growth in sales since 1997 R epresent 28% of Häagen-dazs revenue in China

BRANDING STRATEGY:

BRANDING STRATEGY Premium brand image which values love , fashion and luxury Celebrity endorsement By 2009, 50% of Chinese population had heard of Haagen Dazs Li Na

ADAPTATION:

ADAPTATION From the more sensual A merican slogan « Dedicated to pleasure » To the more sensitive Chinese one « If you love her, bring her to Häagen Dazs »

SUMMARY:

SUMMARY Adaptation as a global strategy; simultaneously taking advantage of cultural arbitrage Revenue in China reached $100 million with a 21% growth rate in the last 3 years General mills plans to open 50 new shops in China in the coming year, to achieve a total of 255 stores

SUMMARY:

SUMMARY USA China Eat 19.8 pounds of ice cream per capita per year Little dairy in traditional diet Quality, superior ingredients Western l uxury brand Targeting upscale working class market Targeting the Chinese upper class Reasonably expensive 5 times the American prices Convenience store / grocery stores: product leadership High-end cafés: customer intimacy “Dedicated to pleasure” “If you love her, bring her to Häagen-Dazs ”

PowerPoint Presentation:

Over 500,000 views from more than 95 countries Sameer Mathur

PowerPoint Presentation:

Please Visit my Website Sameer Mathur

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