Häagen Dazs
premium brand ice cream
The $1.9 billion super-premium ice
cream market is the fastest growing
segment of the $4.1 billion ice cream
market, with sales doubling between
1980 and 1987
Häagen-Dazs offers an abundance of
flavors
Häagen-Dazs has 41.7% of the
premium ice cream market share
Frusen Gladje is the second largest selling
brand in the premium ice cream business.
Other competitors include Ben & Jerry’s and
Steve’s brand ice cream
Häagen-Dazs also has to compete in the
frozen desserts market against products
such as yogurt, sorbet and toffuti
Häagen-Dazs has little difficulty
maintaining a price that, on average, is 75
percent higher than the price of the most
expensive regular ice cream
Recommended Alternative
A.
Married food lovers with children
 One of the largest sub-markets
 Pint sizes mean everyone can have their own
 Healthy for the whole family
 Increase couponing
 Include fun facts to encourage kids to ask
parents for HD Lite specifically
 Creating a new consumer market
Risk: Price may deter mom’s wanting to buy this,
even if coupons are available.

Recommended Alternative
B.
Market to the young urban professionals
 Just highlighting health benefits isn’t enough in
this competitive market
 Catchy tag lines in a print medium
 Give health facts such as, “It takes a 150lb person
30 minutes of bicycling to burn 297 calories”
 Don’t feel guilty for indulging in this healthier
treat or get on the treadmill and exercise
immediately
Risk: Even though yuppies occasionally go on sweet
binges, this may not be enough incentive to
encourage them to buy or buy more HD Lite.

Recommended Alternative
C.
Focus on increasing the buy rate by addressing the three
largest sub-markets
 Nutrition, appearance and socially conscious
 Product demands a premium price
 Create a highly formal campaign show casing ritzy
venues
 Make the consumer think that everyone they are like or
want to be like, is eating Häagen-Dazs Lite
Risk: Trying to target the three markets as a whole under
one blanket of social class standing is a risk.

Recommended Alternative
is…
Alternative A. I believe by focusing on this
already booming market of consumers there is a
very good chance of increasing the buy rate,
especially if we also target kids. Mom’s will like
HD Lite for the nutritional value and
availability of coupons and kids will like the
fact they can pick out their own flavor of ice
cream and read cool fun facts printed on the
inside of the lid.
Fun Facts:

Legend has it that the Roman
emperor Nero used to send his slaves
scurrying to the mountains to collect
snow and ice to make flavored ices,
the precursors to ice cream, in the
first century.

The most avid ice cream eaters in the
U.S. don’t live in Hawaii, the south,
California or any other hot climate.
Instead, it was reported in 1999 that
the good citizens of ____________ ate
more ice cream per person than any
other Americans.
Positioning Statement:
To active mom’s and dad’s with
kids on the move, Häagen-Dazs’
new HD Lite is the brand of
premium ice cream that gives you
and your children nutritional
value without sacrificing taste
because HD Lite has differentiated
the concentration of milk, cream,
sugar and calorie-rich additives
found in the parent brand. The
brand personality is smooth,
flavorful, reliable and energetic.
Who are these people?
Charlotte and Reid, 31 and 33 respectively, are both
college educated and earn above average incomes. Both
have worked very hard to achieve the positions they have
and are proud of their growing social status. This couple
doesn’t always agree on flavor, but they do agree that
they love ice cream. They have one 7-year-old son,
Stuart, who they are trying to teach healthy eating
habits, but it’s hard due to their hectic work schedules
and Stuart’s extracurricular activities. After dinner
they like to set some time aside for family by watching
movies, playing outside or reading books together. One
thing they always have during their family time is a
healthy dessert, usually fruit salad or yogurt.
Execution
I would work predominately in the print medium
and out door, with mostly magazines and
billboards. We need to capture the sophistication of
this quality product and it’s health benefits, but
stress not only the fact it’s a treat the whole family
can enjoy, but also that it comes in a convenient
pint size so everyone in the family can pick their
own flavor. Fun facts could be printed on the
insides of the lids to entice kids also.