MKTGCASESTUDY Essays - Food And Drink, Foods, Desserts, Ice Cream

Leader: Culaban . Remi Ann Group members: Bragat , Mycris Jean Capuz , Sharra Jannieca Egaran , Angel Marina, Marigold Poblete, Aipol May Sarmiento, Chresna Mae I. Executive Summary Haagen-Dazs is a North American premium ice cream company and is t he leading market during 1980's and early 1990's but because of the market change and very aggressive competition from competitors, Haagen-Dazs need to make ice cream strategy planning for the United States. Slowed down sales growth of super-premium ice cream in the United States happened because of the competition from other products, also because more and more consumers become concerned about cholesterol. In this case study, we will provide effect ive marketing strategy in order to achieve and maintain the luxury image of this product. II. Viewpoint The newly hired ice cream product Market Manager for United States super premium ice cream Ms. Carol Hodgman is the one in charge for the decision making in improving Haagen-Dazs company super premium ice cream sales. III. Central Problem The Americans are becoming more concerned with diet health because of competition from other products such as low calorie yogurt and ice milk, so the sales growth of super-premium ice cream in United States is slowing down. IV. Objectives The objective of this study is to: [1] Identify the suitable target market of premium ice cream. [2] Create alternative solution for super premium ice cream. [3] Create promotional activities that may help promote super premium ice cream to the market to compete with low calorie yogurt and ice milk. 120456183324500 31908751906270 Threats A lot of aggressive competitors Sales growth in super premium ice scream is slowing down and some prod ucers are going out of business. Americans became more and more health conscious so they avoid or eliminate fatty ice creams .00 Threats A lot of aggressive competitors Sales growth in super premium ice scream is slowing down and some prod ucers are going out of business. Americans became more and more health conscious so they avoid or eliminate fatty ice creams . -1157641908810 Opportunities innovation of super-premium ice cream will disco ver High possibi lity of producing new trends in ice cream products. New trend ice creams will help develop and to attract target market .00 Opportunities innovation of super-premium ice cream will disco ver High possibi lity of producing new trends in ice cream products. New trend ice creams will help develop and to attract target market . 3190875312174 Weaknesses T he premium ice cr eam is more fatty than ice milk. The super-premium ice cream has more cholesterol compared to the other ice cream products. Other products like ice milk is more suitable to the consumers' base on their consciousness about their health compared to the premium ice cream.00 Weaknesses T he premium ice cr eam is more fatty than ice milk. The super-premium ice cream has more cholesterol compared to the other ice cream products. Other products like ice milk is more suitable to the consumers' base on their consciousness about their health compared to the premium ice cream. 31444162363630 -121104301625 Strengths Super Premium i ce cream is a Well -known brand It has a strong market position as it is trend not just in US but to other countries . The managers are Intelligent in market targeting and segmentation. 00 Strengths Super Premium i ce cream is a Well -known brand It has a strong market position as it is trend not just in US but to other countries . The managers are Intelligent in market targeting and segmentation. V. Areas of Consideration VI. Alternative Courses of Action Plan A: Conduct a survey or study based on demographic profile in which classification of market buys more of super-premium ice cream and focus on how to maintain their trust and how to attract those market who less prefer super premium ice cream. Pros: 1. You can able to identify the specific target market. 2. It helps you to gain more information on how to improve your marketing strategies in selling super premium ice cream. 3. Identifying and focusing to the main problem of the business and finding solution for it. Cons: 1. Conducting survey may not be 100% truthful, because sometimes some of the answers of the