Brand Extension Process of Haagen-Dazs

This presentation discusses the brand extension process of Haagen-Dazs and the role of marketing function in extension. Haagen-Dazs is a famous American brand of Ice cream, headquartered in Minnesota, United States.

PRINCIPLES OF MARKETING
Haagen-Dazs

TABLE OF CONTENTS
Introduction
Background of Haagen-Dazs
Existing brand and Brand Values
Description of the New Product
Target Market of new product
PESTLE Analysis
Market Competition
About the New Product
CONCLUSION
REFERENCES

INTRODUCTION
 Marketing is the key function for different companies and
venture, and this function plays an excellent role during the brand
extension.
 This presentation discusses brand extension process of Haagen-
Dazs with the role of marketing function in extension. Haagen-
Dazs is a famous American brand of Ice cream, headquartered in
Minnesota, United States.

Background of Haagen-Dazs
 Haagen-Dazs is an American leading brand of ice cream, founded
in 1960 by Ruben Mattus in the Bronx, New York.
 As per a research the market share captured by the company in
2017 accounts for 8.4% in US and generated sales of around
461.3 million US dollars in the same year.

Existing brand and Brand Values
 Haagen-Dazs has a slogan which is “Made like no
other” that shows the brand value of the company as
they are offering the best product with finest
ingredients and they also focus on people which are
health conscious.
 The company usually selects prime streets, high
traffic area or malls for their shops as it have a good
footfall and increases their chances of visibility

Description of the New Product
 The company decided to launch a new product which is a mango
flavoured ice-cream.
 The ice cream is exclusively for the people who are mango lovers
and also the people who like summer flavours. The ice cream is
made from condense milk and real mangoes and has a touch of
rich cream.

Target Market of new product
 The target market of the new product which is a mango
flavoured ice cream are the adults and children and old
age people and the people who are mango lovers.
 Adults which come in the age group of 18 to 55, children
who come in the age of group of 6 to 12 and the old age
people who are in the age of 60 and above as they all
like sober flavours and this is the flavour that
compliments their taste.

PESTLE Analysis
 It is a very important and useful tool to
different companies and businesses for
analysing about key external factors of
their business environment. This tool
generally projects six major factors
which has been discussed in the further
slides.

Cont.
 Political factors: These factors will affect to Haagen-Dazs in
both ways, negatively or positively, because government of some
countries has imposed strict guidelines on MNCs and government
within some countries has imposed very favourable guidelines.
For example; the UK government charges very low rate of
taxation from all the companies.
 Economic factors: When Haagen-Dazs extent its brand in such
countries which has well-developed economic conditions, then it
will gain better outcomes. On the other side, poor economic
conditions will impact company in very negative way.

Market Competition
 Currently there is huge competition in the market place, and it is
increasing day to day, because there are many new entrants
comes in the global Ice Cream sector, so this factor become very
big challenge or threat to Haagen-Dazs.
 For example; Dreyer's, Perry's Ice Cream, Sweet Rose Creamery,
Deliciously Ella, Scoop Sights, Turkey Hill etc. are key
competitors to Haagen-Dazs in new market place, and these are
giving very tough competition to existing brand of Ice Cream.

About the New Product
 Recently upper management has decided to launch its new ice
cream product, named; mango flavoured ice cream in various
new market places of the United Kingdom. According to
management, this new product will give an excellent experience
to all the customers.

CONCLUSION
 It can be concluded that the consideration of marketing function
while extending own brand in the new market place is very
necessary, because it contributes in effectively promoting own
brand in the market place. Haagen-Dazs should develop some
effective marketing strategies for successfully extending own
brand in new decided market place.

REFERENCES
 Books and Journals
 Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
 Gyan, A.K., Brahmana, R. and Bakri, A.K., 2017. Diversification strategy, efficiency, and
firm performance: Insight from emerging market. Research in International Business and
Finance, 42, pp.1103-1114.
 Shahibi, M.S., Mazlan, M. and Dollah, W.A.K.W., 2017. Information Content Effectiveness
Strategy in Print Advertisement. Malaysia: University Technology MARA, pp.1-12.
 Kang, H., 2019. AN APPLICATION OF ‘BUILDING BLOCKS OF COMPETITIVE
ADVANTAGE’APPROACH TO THE US CEREAL MARKET LEADERS. International
Journal of Management Studies. 25(2). pp.1-17.
 McCosh, J. G. and Wayne, K. T., 2017. Challenging the Maxim: A Paradigm Shift on the
Role of the Customer. Proceedings of the Northeast Business & Economics Association.
 Stone, G., 2018. Branding with powerful stories: The villains, victims, and heroes model.
ABC-CLIO.