Sorbet
Marketing Plan
Product Description
• Super Premium Sorbet
• Seven Flavors
– Chocolate, Cranberry Blueberry, Mango,
Raspberry, Strawberry, Orchard Peach and
Zesty Lemon
• 14 ounce container
• One segment of Haagen-Dazs Portfolio that
include ice cream, frozen yogurt, sorbet and
novelties
Market Description
• North America, Asia, South America and
Europe
• Retail Stores : Wal-mart to Dean and Deluca
• Franchise shops
– 900 shops in 50 countries
Product Review
• Mature stage in US, Canada and Europe
– US and Canada market is controlled by Dreyers
• Growth Stages in Asia and South America
– Brazil
– China
– India
Features and Benefits
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Strong Brand
Pure and All Natural Ingredients
Low or Non Fat Sorbets
Lower Calorie Alternative to Ice Cream
Great in Hot Weather
Great for Drinks and Smoothies
Good Flavor Profile
Competitive Review
• Main competitor is Ben and Jerry’s – Strong
Brand Identification
• Regional competitors such as Ciao Bella
• Economic Substitutes at lower price points
• Shop competition
– Ben and Jerry’s, Pinkberry and Yoforia
Distribution Review
• Direct to Retail
– Controlled by Dreyers in U.S. and Canada
– Controlled by Haagen-Dazs in other countries
• Direct to Consumer through shops
– 900 shops in 50 countries
Strengths and Weaknesses
• Strengths
• Strong global brand
• Distribution in High Growth areas of Asia and South
America
• Strong Advertising Campaign
• http://www.youtube.com/watch?v=tEL2EXYa6yA
• www.helpthehoneybees.com
• Weakness
• 14 versus 16 ounce conatiner
• Limited flavors that appeal to Asia and South
America
Opportunities and Threats
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Opportunities
Falling Commodity Prices
Obesity and Diabetes
Growing Economies in Brazil, India and China
Threats
Premium Price in Falling US and European
Economy
Objectives
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To Increase sales by 10% annually of sorbet
Enhance the HD loves HB Campaign
Grow Market in China, Brazil and India
Grow flavor portfolio for Asia and South
America
• Grow social media presence with Net
Promoters
Positioning Strategy
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Premium All Natural Product
16 ounce retail product to match competition
Direct to Retail
Direct to Consumer through Shops
Indirect to Upscale Restaurants in U.S. and
Canada
Product Strategy
• Pure
• All Natural
• Simple Flavors that meet regional needs
– Lychee, Longan, Tangerine and Green Tea
• 16 Ounce Container
• Introduction of Honey as a sweetner
• New Mixes of Frozen Yogurt and Sorbet/
Similar flavor profile of Sorbet Sipper
Pricing Strategy
• Stay the course and offer a similar per ounce
value
• Bundling with other General Mills products
• Upscale Restaurants
– Value in Use
– Do not have to Hire a chef or buy equipment
– Get a premium product to match theirs
Distribution Strategy
• Retail remains the same
• Shops stay the same
• Indirect to Upscale Restaurants
– Regional Purveyors
– Limit to National and Regional Restaurnats with
high price point and excellent service model to not
dilute brand
Communications Strategy
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Capitalize on Social Media
HD loves HB campaign
Grassroots
Pull campaign is key to retail, shops and
upscale restaurants
• Create an online buzz “The Buzz”
References
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References
Beard, Caroline. (2009). Noteworthy Work: Past Campaigns that Deserve a Second Look. Retrieved from
http://www.platformmagazine.com/article.cfm?alias=Noteworthy-Work-Past-Campaigns-That-Deserve-a-Second-Look
Ben and Jerry’s. (n.d.). Ben and Jerry’s Ice Cream Flavors. Retrieved from http://www.benjerry.com/flavors/
Bharadwaj, Neeraj and Gordon, John B. (2007). Atlantic Computer: A Bundle of Pricing Options. Boston, MA. Harvard Business Publishing
China Grill Management. (n.d.). Restaurants & Bars| China Grill Management. Retrieved from http://www.chinagrillmgt.com/restaurants-and-bars
China Town Ice Cream Factory. (n.d.). Ice Cream Flavors|China Town Ice Cream Factory. Retrieved from
http://www.chinatownicecreamfactory.com/node/11
Ciao Bella. (n.d.). Ciao Bella Gelato. Retrieved from http://www.ciaobellagelato.com/#/products
Facebook. (n.d.) Haagen-Dazs Fan Page. Retrieved from http://www.facebook.com/#!/pages/Haagen-DazsR/96339900810?ref=ts
Haagen-Dazs. (n.d.). Haagen-Dazs|Products|Haagen-Dazs Ice Cream| Details: Green Tea. Retrieved from http://www.haagendazs.com/products/product.aspx?id=358
Haagen-Dazs. (ND). Haagen-Dazs| Shops| U.S. Franchise Info| Where we are building?. Retrieved from http://www.haagendazs.com/company/franchise/building.aspx
Ice Cream Reporter. (2009). Haagen-Dazs shrinking its containers. Retrieved from
http://www.entrepreneur.com/tradejournals/article/196381136.html
Kotler, Philip and Keller, Kevin Lane. (2009). A Framework for Marketing Management, Fourth Edition. Upper Saddle River, NJ. Pearson Prentice Hall
LimeShot. (2010). Haagen-Dazs Loves Honey Bees. Retrieved from http://limeshot.com/2010/haagen-dazs-loves-honey-bees-titanium-silver-lioncannes-2009
MercoPress. (2010). BRIC emerging economies will enjoy agricultural boom.Retrieved from http://en.mercopress.com/2010/06/19/bric-emergingeconomies-will-enjoy-agriculture-boom-says-un-oecd-report
Mortons. (n.d.). Morton’s The Steakhouse Experience our Culture. Retrieved from http://www.mortons.com/experience/culture/
Rea, Amy C. (2004). Screaming for Ice Cream. Retrieved from http://findarticles.com/p/articles/mi_m3289/is_4_173/ai_115490578/
Reicheld, Fred. (2006). The Ultimate Question: Driving Good Profits and True Growth. Boston, MA. Harvard Business School Press
USDA. (2004). Dairy Yearbook: Production of All Regular Ice Cream. Retrieved from
http://usda.mannlib.cornell.edu/MannUsda/viewDocumentInfo.do?documentID=1207
Wong, Elaine. (2009). Why Haagen-Dazs thinks Grassroots Marketing is a Sweet Strategy. Retrieved from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3icedfa0459d43b0755382e074b652d5d7