This is the prices of Haagen-dazs in different countries.

Haagen-dazs is a US ice cream brand established by Polish immigrants Reuben and Rose Mattus in 1961, after forty years development, it continues to be an ordinary ice cream brand in the US with its products being available in supermarkets and auto selling machine.

However, the US brand ice cream gained unmatched success in China. It turns into a high-end brand and stands for luxury in the world’s most populated country.

There are several aspects we can analyze: Brand Position, Marketing and Products.

Brand position: before the company entering into China, Haggen-dazs made a complete survey of mindset of consumers, especially young ones. In order to make consumers pay for its high-price ice cream, Haagen-dazs established itself as the representative luxury and fashion. Thanks to the survey, people believe that  eating Haagen-dazs is fashionable.

in the next post, I will analyze Marketing and Products.

Strategies are vital to develop a business. I have learnt another interesting business model from Claudia Pisarek’s Blog.  EcoATM is an interesting and innovative idea. The company has identified the current market of cell phones increasing and wondered the question: what happens to the old phone or mp3 players(since most smartphones currently contain one)? Obviously, this company has a unique view towards and is leading a new market.

preferences: http://en.cbf.net.au/Item/2735.aspx

http://www.ce.cn/cysc/sp/info/201211/12/t20121112_21281512.shtml

Posted: 11|13|12 at 5:35 pm. Filed under: Marketing.
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