Strategic marketing Case analysis Essay Example | Topics and Well Written Essays - 2000 words

Strategic marketing Case analysis - Essay Example In fact, the brand value of Haagen-Dazs has become the top-ranked ice cream all over the world. Another strong point of Haagen-Dazs is its decision to penetrate the global countries particularly in Japan, the United States, Canada, London, France, Germany, Holland, Belgium, Sweden, Taiwan, and South Korea. Reaching out for the global market contributes to a bigger global share for Haagen-Dazs. A good marketing strategy was used by the company in terms of their decision to penetrate the five-star hotels and high-class restaurants. The said marketing promotion by giving the customers who purchase at least a 500ml tub of Haagen-Dazs ice cream products would receive a free voucher which entitles them for a discounted meal for two among the participating restaurants. This strategy was effective in encourage the spread of word-of-mouth which creates a brand awareness Lastly, the company uses a massive marketing distribution such as the retail stores, supermarket chains, delicatessen, cinemas, convenience stores, bakeries up to video stores, etc. Considering the good quality product, store outlets were carefully chosen by the marketers. Unlike in other multi-national companies that manufacture ice-cream products, Haagen-Dazs is focused only in producing luxury ice-cream. This makes Haagen-Dazs lose some market shares who prefers product that ranges between economy to standard quality ice-cream. When other competitors started to follow the foot-step of Haagen-Dazs in terms of producing an extra luxury ice cream at a much lower price, Haagen-Dazs was no where to go but to shred of some of their market shares with the competitors. The only way for Haagen-Dazs to be able to win back its market share is by producing a much better quality ice cream at the same price or produce a lower quality ice cream at a much lower price. I believe that the strongest quality that Haagen-Dazs was able to create is