Haagen Dazs' marketing strategy and development suggestions

Abstract

Haagen Dazs is a famous high-end ice cream brand in China. After entering the Chinese market, Haagen Dazs has been selling well. However, in recent years, Haagen Dazs' ice cream sales are much lower than before. Some researchers believe that Haagen Dazs' marketing strategy and market environment have a great impact on its sales changes. However, the specific reasons for this change still lack a unified explanation. The aim of this paper was to explore the advantages and disadvantages of Haagen Dazs' marketing strategy, so as to give suggestions to increase Haagen Dazs' sales. Therefore, this article analyzes the marketing strategy of Haagen Dazs by collecting the data of Haagen Dazs' official website and McKinsey Research Institute, as well as the advertising and publicity of Haagen Dazs in various media, sorting and analyzing this information. Research shows that Haagen Dazs' marketing strategy increases sales by bringing social currency to customers, but sales are too dependent on word-of-mouth. With the changes in the market, Haagen Dazs' marketing strategy is lack innovation, so it is suggested that Haagen Dazs comply with the consumer market and innovate products.