Principles of Marketing: Haagen Dazs Brand Analysis

This report analyzes the brand identity, brand extension, segmentation, targeting, and positioning of Haagen Dazs in the context of principles of marketing. It also includes a PESTEL analysis and recommendations for the organization.

MODULE: (MG12)
PRINCIPLES OF
MARKETING
WORD COUNT: 1427
EXECUTIVE SUMMARY
The organisations have many employees who will help them in achieving success. The
employees will help the organisations in attracting customer by connecting with them according
to the needs. The organisation is focusing on the brand and increasing the performance. The
factors that are impacting the brand are helping in expanding the organisation.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................4
Methodology..........................................................................................................................4
Existing Brand and Brand Values......................................................................................4
Brand extension....................................................................................................................5
Brand Prism Identity...........................................................................................................5
Segmentation, Targeting and Positioning..........................................................................6
PESTEL Analysis.................................................................................................................6
Ansoff’s Grid Matrix Analysis............................................................................................7
Explanation of New Product and Tauber’s Brand Extension..........................................7
Conclusions and Recommendations................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
The marketing is the process of helping the organisation improving the performance
(Palmatier and Crecelius, 2019). The organisation is having different customers in many
countries and they want to attract the needs by giving them products. The organisations are
having promotions for attracting the needs of customers. The chosen organisation for the report
is Haagen Dazs which was founded in 1961 in US. They are one of the largest organisations with
the market share is 16% and they are having premium products. The report includes components
of the marketing environment, Existing Brand and Brand Values, Brand extension, PESTEL
Analysis, Ansoff’s Grid Matrix Analysis, Tauber’s Brand Extension, Segmentation, targeting
and positioning of the organisation.
Methodology
The research methodology used by the organization is primary research. The organization
is making products according to the needs of customers and they will improve the performance.
The organization is having the primary research because they are having customers in different
countries and it will be easy to communicate with customers and reviews are helping them in
improving the products and services.
Findings
Existing Brand and Brand Values
Haagen Dazs is the organization which is focusing on increasing the trust and they are
giving good products to the people. The organization is increasing the excitement in the people
and attracting the products to customers (Kotler, 2017). They are having luxury products with the
focus on quality and the customers of the organizations are rich. Company provides several
traditional flavors and esoteric flavors such as vanilla Swiss almond and banana foster. It is a
'super-premium' brand. And is quite dense has high butterfat content.
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Brand extension
The organizations are having brand extensions to improve the performance. Haagen Dazs
is expanding with new products in the existing market. The organization is having Haagen Dazs
chocolates. The customers of the organization are attracted to the products and they will have
luxury chocolates for the rich people. The organization will focus on the quality and they are
giving good products to customers.
Brand Prism Identity
The Brand Prism Identity is the method used by the organization to analyze the brand and
the USP and it is given by Kapferer and it is used by large companies. The six factors of Brand
Prism Identity will help the organization.
 Physique- The organization is giving, any factors to the brand which are attracting
customers and they are logo, color, etc. and they are making the brand identifies by
customers. Haagen Dazs is having good taste, quality, different products and color of the
organization.
 Personality- The organizations are having personality of the brand which is helping them
to communicate with the customers. Haagen Dazs is the luxury brand and they are having
products which are prestige and attracting the needs customers (Wanjiku Ndungu and
Wacuka Gikandi, 2018).
 Culture- The organizations are from different countries and they relate to customers.
Haagen Dazs is the urban brand with rich customers. They are giving good products
according to the needs of customers.
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 Relationship- The customers are important for the organization and they help in giving
good products. The organization should have good communication because this helps
them in building good relationship with customers. Haagen Dazs is the social brand with
trust in the organization and they are sensual with good quality products.
 Reflection- The organizations want the customers to be attracted to the products and
helping the organization to achieve success (McDonald and Wilson, 2016). Haagen Dazs
is a trustworthy brand and they are performing better and giving good products to
customers.
 Self-Image- The customers of the organization wants them to improve the performance
and give them quality products. The organizations will monitor the performance and
giving good products to customers. Haagen Dazs is having products for rich customers.
Segmentation, Targeting and Positioning
The organizations are having the marketing mix to promote the products. The
segmentation of the Haagen Dazs is that they are having demographic of customers where they
are focusing on rich people because they have luxury products. The customers are from 7-65
years of age and they are focusing on males and females. The organization is making products
for customers who want to have good products and are willing to pay. The customers have trust
on the brand, and they are helping them to achieve success (Moorthy, 2019). The positioning of
Haagen Dasz is that the customers feel that the organization is giving premium quality products.
Segmentation is choosing a market and applying segmenting variables to customers. Targeting is
determining of target market coverage. It is to identify threat and opportunities for the company.
Then market positioning is the deciding on point differentiation.
PESTEL Analysis
 Political factors- Haagen Dazs is affected by the government of the organization. The
factors which the organization should focus on are tax, laws, political stability and the
trade of the countries.
 Economic factors- The organizations are having different factors and they will be
important for attracting customers. Haagen Dazs is focusing on interest rate, buying
habits, income and cost of the economy.
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 Social factors- Haagen Dazs is having customers which want healthy products and they
are from different countries. The organizations should give products according to
customers.
 Technological factors- Haagen Dazs is having good products which are helping in
achieving the needs of customers (Lovelock and Patterson, 2015).
 Environmental factors- The organization should focus on the environment of the
countries they have customers.
 Legal factors- Haagen Dazs is having legal factors that will help them in improving the
performance of the organization.
Ansoff’s Grid Matrix Analysis
Haagen Dazs is having new products in the existing market. The organization is having
Haagen Dazs chocolate for the customers and they will give good quality products to the rich
customers who are willing to pay (Ntanos and Ntanos, 2015).
Explanation of New Product and Tauber’s Brand Extension
Tauber has given 276 brand extensions and they are in 7 factors. Haagen Dasz is
extending the brand and they are increasing the products. The organization is having chocolates
in the brand name Haagen Dazs. The organization is having attractive packaging and they are
having luxury products.
Products Prices
Haagen Dazs chocolate £ 2500
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Vosges Haut Chocolate £ 1400
Teuscher Chocolate £ 2000
Competitive analysis
Ben & Jerry's is the home-made natural ice cream brand which can give competition to the
Haagen dazs. Its headquartered is situated in South Burlington, Vermont. It is the biggest
competitive edge for the Haagen dazs company as it uses natural flavours not any added
flavours. But Haagen dazs uses many added flavours in their ice cream. Ben and Jerry generate
62% revenue of Haagen dazs.
Conclusions and Recommendations
From the above report it is concluded that the organization should help in achieving
success. The employees of the organization are important for attracting customers. The
employees relate to the customers and they are giving the products according to the needs. The
organization should give good quality products and help in attracting customers.
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REFERENCES
Books and Journals
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review. 9(1-2). pp.5-26.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Wanjiku Ndungu, M. and Wacuka Gikandi, J., 2018. Strategic marketing of electronic resources
in academic libraries in Kenya. Journal of Scholarly Publishing. 49(4). pp.435-452.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Moorthy, S., 2019. On marketing strategy in electoral politics. Customer Needs and Solutions.
6(3). pp.57-62.
Ntanos, A. and Ntanos, S., 2015. The Impact of Marketing Strategy in Small Family Businesses.
In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and
Applications (pp. 1695-1707). IGI Global.
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Date of Meeting Student Name’s Activities Communication
over the phone
Creating the
power point slide
and Report writing
We had a very
reasonable
communication
between us.
Executive
Summary, Table of
contents and
Pestle Analysis
List of References
Conclusion of the
Report Project
All work
completes on
12/12/2020
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