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Haagen-Dazs (哈根达斯雪糕) from Europe started in 1989 and is 5-10 times more expensive than regular ice cream. There is no real advantage. However, it adopted a unique marketing strategy, and quickly occupied the market as a top ice cream brand.
Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores. Haggen-Dazs leisure fashion shops are located in busy sections of malls. The layout is carefully planned to create an elegant atmosphere, and sometimes, a flagship (旗舰) store will cost several million dollars.
Compared to other ice cream brands, Haagen-Dazs consumers are tightly grouped. It is understood that Haagen-Dazs seldom does television advertising. The majority of ads have the highly visual impact of the print medium. In particular many advertisements look for those pyramid tip consumers. Moreover, as long as the consumer who spends 500 Yuan to fill in a small form can become their members, these members will be regularly sent advertisements by direct mail. Praise of customers is a powerful weapon for Haagen Dazs.
There is always much creative ingenuity (独出心裁) in Haagen-Dazs advertising, so it is remembered by the public. Initial advertisements such as: ''Delicious Haagen-Dazs, like 24K gold, Kobe beef from Japan, original palm oil, mushroom truffles and Chinese ceramics…'' and ''Love her, let her eat Haagen-Dazs. '' attracted numerous Haagen-Dazs lovers who became regulars.
Today, Haggen Dazs has about 700 stores in 55 countries with annual sales of more than 1 billion US dollars. Haagen-Dazs has become the world’s most popular ice cream brand. In the United States, its market share is 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore, and 5% in Hong Kong.
Determined to win the majority of wealthy customers, they combined positioning in the marketplace with dedicated brand goals. This is the real secret of success.
