Principles of Marketing - Haagen Dasz: Brand, Strategy, and Analysis

This report provides a comprehensive marketing analysis of Haagen Dasz, a premium ice cream brand. It begins with an introduction and methodology, followed by an examination of the existing brand and its values. The report delves into brand extension strategies, specifically the introduction of Haagen Dasz chocolates, and analyzes the brand through Kapferer's Brand Prism. It then explores segmentation, targeting, and positioning, along with a PESTEL analysis and an application of the Ansoff Grid matrix. The report further explains the new product development and brand extension using Tauber's model, providing a comparative price analysis with competitor products. The conclusion summarizes the findings, emphasizing the importance of employee-customer relationships and the delivery of high-quality products to attract and retain customers. Finally, the report provides references to support the analysis.

PRINCIPLES OF MARETING
Haagen Dasz

Table of Content
• Introduction
• Methodology
• Findings
• Existing Brand and Brand Values
• Brand extension
• Brand Prism Identity
• Segmentation, Targeting and Positioning
• PESTEL Analysis
• Ansoff Grid Matrix Analysis
• Explanation of New Product and Tauber Brand Extension
• Conclusions and Recommendations
• References

Introduction
The marketing is the process of helping the organisation
improving the performance (Palmatier and Crecelius, 2019). The
chosen organisation for the report is Haagen Dasz 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, Segmentation, targeting and positioning of the
organisation.

Methodology
The organization is in different countries and the research
methodology used is the primary research. The customers are
having reviews for the organization and they help in improving
the products and services. The organization is making products
according to the needs of customers and they will improve the
performance of the organization.

Existing Brand and Brand Values
Haagen Dasz 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. The employees are
connected with customers and giving them good products.

Brand extension
The organizations are having brand extensions to improve the
performance. Haagen Dasz is expanding with new products in the
existing market. The organization is having Haagen Dasz
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 Dasz is having good taste, quality, different products
and color of the organization.

Segmentation, Targeting and Positioning
The organizations are having the marketing mix to promote the
products. Haagen Dasz is the organization 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.

PESTEL Analysis
Political factors- Haagen Dasz 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.
Economical factors- The organizations are having different
factors and they will be important for attracting customers.
Haagen Dasz is focusing on interest rate, buying habits,
income and cost of the economy.

Ansoff Grid Matrix Analysis
Haagen Dasz is having new products in the existing market. The
organization is having Haagen Dasz chocolate for the
customers and they will give good quality products to the rich
customers who are willing to pay.

Explanation of New Product and Tauber Brand
Extension
Tauber has give 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 Dasz. The organization is having
attractive packaging and they are having luxury products.
Products Prices
Haagen Dasz chocolate Rs 2500
Vosges Haut Chocolat Rs 1400
Teuscher Choloate Rs 2000

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 are connected with the customers and they are
giving the products according to the needs. The organization
should give good quality products and help in attracting
customers.