Mr Abhi Essay

Haagen-Dazs target consumers be the younger coevals which ar fashionable and in the income pyramid peak which looking for the excellent codswallop skip. . In positioning the target market, for example, Haagen-Dazss China Road continued its inception marketing strategies. In the prison term when numerous competitors considered that Chinas domestic market is caught in a pr trash war, Haagen-Dazs entrust on its excellent sensitivity and marketing tools, opened up a naughty-end market. Thereafter, a precise understanding of consumers psychology is indispensable.Before Haagen-Dazs entering into new market aras, Haagen-Dazs does cargonful analysis of the domestic consumers this eventually provides go against assistance for marketing and branding. Haagen-Dazs apportion to retain key nodes. Protects is customers and win the consumers equally important, Haagen-Dazs leave its noble-end customers to a small target consumer crowd. Therefore, most of their marketing and advertising is print ads, and published within certain media. It do non only save costs, or enhance advertising effects.Simultaneously, Haagen-Dazs to a fault selectively cut the an new(prenominal)(prenominal) sell channels to expand their retail side and reach the home ice batter market. Haagen-Dazs advertise the lifestyle of enjoy the perfect, to inspire people to buy high bore of life. While in scheme of ice skim off, Haagen-Dazs join importance to make an environment in which the taste of Haagen-Dazs ice cream has get under ones skin a memorable experience this is the so called Haagen-Daz moment. Haagen-Dazs propose various flavors of ice cream, which is designed to snuggle the need of dissimilar tastes and every with a intention to give to costumer to enjoy the amazing taste. transnational Environment Internal Environment This refers to factors existing within a marketing dissolute. They are also called as controllable factors, because the play along has control every tail en d these factors a) it can alter or modify factors as its personnel, physiological facilities, organization and function means, such as marketing mix, to suit the environment. The factors the affect Haagen-Dazs are Top focussing The organizational structure, control panel of Director, professionalization of management.. etc..Factors like the amount of support the top management enjoys from divers(prenominal) levels of employees, shareholders and Board of Directors have important influence on the marketing decisions and their implementation. Finance and Accounting Accountingrefers to measure of tax and costs to help the marketing and to know how well it is achieving its objectives. Finance refers to funding and using funds to buy in out the marketing plan. Financial factors are monetary polices, financial position and capital structure.Research and victimization Research and Development refers to designing the product safe and attractive. They are technological capabilities , determine a company ability to innovate and compete. Manufacturing It is responsible for producing the desired quality and quantity of products. Factors which influence the competitiveness of a firm are production capacity technology and efficiency of the productive apparatus, distribution logistics etc. , purchasing Purchasing refers to procurement of adepts and services from some external agencies. It is the strategic activity of the business.Company Image and Brand candour The image of the company refers in raising finance, forming joint ventures or opposite alliances soliciting marketing intermediaries, entering acquire or sales contract, launching new products etc. External Environment External factors are beyond the control of a firm, its success depends to a cock-a-hoop extent on its adaptability to the environment. The environmental factors that are in its proximity. The factors influence the companys non-capacity to produce and serve the market. The factors are 1) Suppliers The suppliers to a firm can also alter its competitive position and arketing capabilities. These are raw material suppliers, energy suppliers, suppliers of labor and capital. According to michael Porter, the race between suppliers and the firm epitomizes a power equation between them. This equation is based on the indus try on condition and the extent to which each of them is dependent on the early(a). The bargaining power of the supplier gets maximized in the pastime situations a) The seller firm is a monopoly or an oligopoly firm. b) The supplier is not obliged to contend with different respite products for sale to the buyer group. c) The buyer is not an important customer. ) The suppliers product is an important input to the buyers business and finished product. e) The supplier poses a real threat of forward integration. 2) Market Intermediaries Every manufacturer has to have a number of intermediaries for promoting, selling and distributing the goods and ser vice to ultimate consumers. These intermediaries whitethorn be individual or business firms. These intermediaries are middleman (wholesalers, retailers, agents etc. ), distributing agency market service agencies and financial institutions. 3) Customers The customers may be classified as ) Ultimate customers These customers may be individual and householders. b) Industrial customers These customers are organization which buy goods and services for producing another(prenominal) goods and services for the purpose of other earning profits or fulfilling other objectives. c) ResellersThey are the intermediaries who purchase goods with a view to resell them at a profit. They can be wholesalers, retailers, distributors, etc. d) Government and other non-profit customers These customers purchase goods and services to those for whom they are produced, for their consumption in most of the cases. ) International customers These customers are individual and organizations of other countries who buy goods and services either for consumption or for industrial use. Such buyers may be consumers, producers, resellers, and governments. f )Competitors Competitors are those who sell the goods and services of the same and similar description, in the same market. asunder from competition on price, there are like product differentiation. Therefore, it is necessary to build an efficient dodging of marketing. This allow bring confidence and better results. g) universeIt is uty of the company to satisfy the people at large along with its competitors and the consumers. It is necessary for future growth. The action of the company do influence the other groups forming the general world for the company. A public is defined as any group that has an actual or potential come to in or impact on a companys ability to achieve its objective. Public relations are certainly a broad marketing operation which must be to the full occupyn care of. International Market Entry Mode Haagen Dazs ha s franchises throughout US and many a(prenominal) other countries around the world.Haagen Dazs is using Franchise mode to enter the market across oversea by particularize up Haagen Dazs shop in many countries. Franchising mode is form of licensing whereby the franchisor ( the seller ) gives the franchisee ( the overseas buyer ) the heavy right to undertake business in a specified manner under the franchisors number as Haagen Dazs brand in return for royalty payment usually in the form of voice of sales ( IM study guide, 2011 ). Haagen Dazs franchising spread to North and South America, Europe, Asia, Africa, Middle East .It also provides franchising in many local locations in each country. Likewise, Haagen Dazs franchisee is also parcel out Haagen Dazs ice cream product in the retail store, convenience store and supermarket. In my opinion, Haagen Dazs is choosing the correct entry mode to expose Haagen Dazs ice cream over many countries around the world. Franchise is the best w ay for Haagen Dazs to enter the international market because ice cream is like food or beverage product that it taste need to be standard as it original company like it own Haagen Dazs.By using Franchise, Franchisor teaches Franchisee on how to make Haagen Dazs ice cream, fortune service and run the business to be the same as its original Haagen Dazs in the US. Additionally, ice cream product has short shelf life, not even in 1 day which needs to donjon the product only in the cold place otherwise it is melting very easily. To compare with other product that has long shelf life upon 6 months 1 year or above 1 year such as beer product, this kind of product is appropriate to use direct exporting. International agonistic Strategy And finally the stratergy of Haagen Dazs marketingPositioning and Target Haagen-Dazs tagets a niche market segment with high income. Haagen-Dazs is positionned with a strong differentiation regarding its competitors, and this was strengthened by the identi fication of the product in the category of highlife items. The brand is classified in the premium quality ice cream without coloring agents nor additives, with ingredients flavored naturally (Vanilla of Madagascar, Belgian chocolate, strawberries), selected inclusions (pecan nut, fresh grilled almonds, cookies of California), specific know-how and obsession of the quality.Product policy * brand abduce and product name are the same * packaging easily recognizable * Haagen Dazs acts on three segments the jars of 500ml, the mini-jars of 100ml and the huge sticks. * Haagen Dazs has introduced innovation into its products policy flavors that differentiate the brand from its competitors. Price policy * Coherent with its positioning as a extravagance ice cream * Price 2 3 times more expensive than competitors * Price in France in two ways the one of the USA Distribution policy * Exclusive shops Stores, tea lounge * Hypermarkets Partnerships Restaurants, coffee shops, airlines, entert ainment companies (Disneyland) communion policy * Sponsorship in big events Roland Garros, Cannes festival, Trophy Lancome * Use of fashion principles in advertisements (collection spring and summer) coherence with luxury brand positioning The International Marketing Mix Haagen Danz launched with the aim of creating a super -premium ice cream so they achieved it by using marketing with the 4Ps Product, Price, Promotion, Place. Marketing mix of Haagen Danz Product High quality Most people see the product with good package and good quality. There are many kinds of flavor and customer can choose what they like with different taste and different package. There are types of product like classic flavors, limited editions, gelato,sorbet,frozen yogurt,cups,bars. -Finest Ingredients The ingredients was fine that round of people can taste the different flavor on what they choose. They also include special ingredients in the menu like banana divorce ice cream. so they put extra banana with ice cream and other toppings.It leave alone good to let the customer try the new ingredients. Price -Set high to give exlusive image It includes with goods image with high quality of product. They also pay for the package which has been offered in good shape when customer want to take away. So the seller must set a high price and also match with the other competitors. Promotion -Glossy magazines Usually most teenagers buy magazines. So the seller of haagen danz can promote it by position some small brochure so everyone know more about haagen Danz and new type of flavour. forge of mouth After customer eat haagen danz and they like it, he/she will tell to his/her friend that the ice cream is nice. So it spreads to other people and to the other country. It will help to make haagen danz more popular. -Free Samples When customer do not know what flavour they want to choose, the seller can give free samples so that the customer know which taste is good and they will buy it. It the bes t way for them to try and it will satisfy them. -Adverts next to exclusive brands They can promote or advertise in the TV to press out large audiences about haagen danz.So many people can see why they like it and it will be useful to let them know. Place -Only in exclusive locations They put in a place where lot of people are around. For example, inside the mall or popular place. Because when customer pass by the store of haagen danz, they can buy it. It also can put in the store so that customer can easily buy what they like. The distribution of haagen danz First, they need to make an arragement to come up with an agreement with other countres for their product to be distributed internationally.They need to discuss about the marketing mix( product, price, promotion,place). Second, they produce the ice cream from the factory. They will divide different flavor in different factories. The workers need to design the package of the product. There are different types of shape for the pa ckage( small size, large size). Then, they put the ice cream inside the package. Third, they need to distribute specific packages to specific destination. Then the retailer(distributor) of the country in which the product is being exported to, must pay for the payload and supply into which the entire hipment of the product will be stored or delivered into a storage house, where it will be distributed again to other retailers in different locations in that specific country Fourth, the retailer can choke to sale the product to the customer. They retailer can be place in popular place where lot of people are around. They can promote to the customer so that it will help to attract other people. Last, the customer can choose whether they buy the product or not. It according to the customer mood,taste and loyalty.They can try the flavor before they buy the products like free samples. So if they like it, they will buy the ice-cream. Customers are interested to the product of design and i mages. References Justhaagendasz (2012) market strategies available from http//justhaagendazs. wordpress. com/market-strategies/ Justhaagendasz (2012) Products by Kapferer (1997) available from http//justhaagendazs. wordpress. com/products/ HAAGEN-DASZ. COM (2011) SHOPS AVAILABLE FROM http//shops. haagen-dazs. com/ http//brand-audit. blogspot. sg Wikipedia of Haagen Dazs