Haagen-dazs’s Smart Strategy in China
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Market Method:
The major factor leading to the success of Haagen-dazs in China is its marketing method. There are several things the company did:
1. choose a special position: the Haagen-dazs only open stores in the downtown area of big cities. This also make sure its brand position: fashion and luxury
2. decorate stores: Haagen-dazs company use a lot of luxurious elements to decorate its stores to attract consumers, especially young customers.
3. improve brand awareness: Haagen-dazs company spent a large amount of money to advertise products, and engage celebrities in its advertisement. What he company want to do is make people think the brand is worth that money.
In a conclusion, Haagen-dazs focus on one group of people to sell products.
Products: Why does Haagen-dazs use the strategy in other countries? The answer is simple. In other countries like USA and New Zealand, ice cream is cheap but taste well. However, in China, maybe Haagen-dazs has a much better taste than other cheap ice cream.
references: http://en.cbf.net.au/Item/2735.aspx
