Developing Launch Marketing Strategy for Haagen-Dazs Premium Ice-Cream in Iranian Market

LITERATURE REVIEW ON
Develop launch marketing strategy for Haagen-Dazs
premium Ice-Cream to enter the Iranian market after
35 years of sanctions
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Table of Contents
Introduction..........................................................................................................................................3
Brand Strategy and Equity...................................................................................................................3
Impact of brand image......................................................................................................................3
Customer Segmentation...................................................................................................................4
Consumer buying decision framework.............................................................................................4
Market Entry Strategy Modes..............................................................................................................5
Transaction Cost Analysis................................................................................................................5
The OLI model (The ownership, location and internationalization)................................................6
The Organization Capacity Model...................................................................................................7
The DMP model...............................................................................................................................8
Conclusion............................................................................................................................................9
References..........................................................................................................................................10
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INTRODUCTION
The present study has been made on marketing concepts and plans that can be adopted at the
time of developing new products and while entering into new market place. In the study, researcher
has discussed market scenario of Iranian market as Haagen Dazs Premium Ice cream has been
entering into the same market place. In Spite of having many competitors, Haagen Dazs ice cream
has made a plan to enter in Iran for enhancing the brand value of ice cream products that the cited
has in its product line. In such respect, customer segmentation and consumer buying decision
framework has been discussed in the present research report. Several models have also been applied
in the research report for the purpose of assisting Haagen Dazs to manage business in Iranian
market in effectual manner. After 35 years of sanction, the business entity got the opportunity to
enter into Iranian market; therefore effective marketing strategy has been developed for the same.
BRAND STRATEGY AND EQUITY
In the present era, the recent globalization has led to increased international market activities
with various foreign brands who competes with local brands in host countries. Entering into Iranian
market will assist Haagen Dazs to get more customer satisfaction because consumers of Iran highly
prefer to consume foreign based products (Hennessey and Jeannet, 2005). End users have different
perception towards foreign products even in the same product category. Iran is one of the fastest
growing developing economies in the world and there consumer prefer foreign based products
because of their symbolic importance.
Impact of brand image
The success of foreign and local brands in the Iranian market is dependent largely on
perception of consumers towards these branded products. Brand is a powerful tool that attract more
consumers towards specific products and services and understanding a brand image of the company
is vital in terms of retaining more customers towards the products and services. The conception of
brand image combines the identification of brand image with intangible assets of the company that
needs to be managed in order to use it efficiently (Ogunsola and Ahmad, 2011). Iranian customers
are highly emphasized towards branded products because of their purchase power and brand
consciousness nature. Impact of brand image would assist Haagen Dazs to acquire more attention
from the customers and this would also increase product selling opportunities. Consumers of Iran
generally believe in making a satisfying purchase by choosing well-known brands.
In Iran, market image of Haagen Dazs should be well associated with quality aspects so that
large pool of customers can get the products. In terms of specifying the impact of brand image, it
can be said that the marketing strategies of Haagen Dazs must have enticing elements for grabbing
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