Market Analysis of Haagan-Dazs

1670 WordsJan 20, 20137 Pages
Haagen-Dazs Jan Phillips is the newly hired ice cream product-market manager for Canada for Häagen-Dazs—the world’s leading brand of super premium ice cream (now available in 55 countries) and the market leader in the U.S. Haagen Dazs although owned by Pillsbury, in Canada is licensed to Nestle. (http://www.nestle.ca/en/Products/Browse_by_Brand/haagen_dazs.htm) Pillsbury says Häagen-Dazs is profitable globally, with total sales of more than $900 million. The company saw its sales grow rapidly during the 1990s, but now its markets are facing significant change and very aggressive competition. Phillips is responsible for Häagen-Dazs’ ice cream strategy planning for Canada. Overall, hard ice cream sales in Canada. have stayed flat at…show more content…
(http://www.baskinrobbins.com/ ) Häagen-Dazs also offers yogurt in most of its stores. Although the flurry of consumer interest in low-fat yogurt and low-fat ice cream certainly created some new market opportunities, it is not clear how consumers will react to these products over the longer term. One reason is that many consumers who were initially excited about being able to buy a good tasting, low-fat frozen dessert have realized that low fat does not necessarily mean low calorie. In fact, Jan Phillips has been trying to identify a product that Häagen-Dazs could produce that would offer consumers great taste, low fat, and low calories all at the same time. One possibility she is seriously considering is to introduce a line of sorbets based on exotic fruits like kiwi and mango and that use low-calorie sweeteners. A sorbet is basically the same as sherbet, but European sorbets usually have an icy texture and include less milk. This is the sort of product that Jan Phillips has in mind. She thinks that it might have an upscale appeal and also be different from what is already in the premium ice cream case. On the other hand, calling a product by a different name doesn’t make it really new and different, and basic sherbet

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