Haagen-Dazs from Europe starting in 1989 to expensive than regular ice cream 5-10 times the price, we should On prices, H?agen Dazs There is no advantage at all. However, it adopted a unique marketing strategy, and quickly occupied the market, a top ice cream brand. H?agen Dazs Jingui implement its strategy. First, Haagen Dazs set up shop not in the ordinary flow Xining supermarkets and grocery stores, show their faces in public, and a bunch of cheap ice cream mix. Haagen Dazs leisure fashion shops are located in bustling section of the shop by shop layout designers carefully, strongly create elegant atmosphere, and sometimes, a flagship store layout will cost several million dollars.
Compared to other ice cream food, Haagen Dazs consumer groups to be much smaller. It is understood that the "Haagen Dazs almost do television advertising," the majority of ads are highly visual impact of the print ads, in particular some of the media release, lock those pyramid tip consumers. Moreover, as long as the cumulative consumer spending 500 yuan to fill in a small form can become their members, these members will be regularly sent to direct mail advertisements. Of course, customers were numerous verbal propaganda Haagen Dazs is a powerful weapon.
Haagen Dazs advertising words, there are always many creative ingenuity, so it is familiar with relish by the people.
initial advertisements such as: "delicious Haagen Dazs, like gold in the 24-K 24K, Japan Kobe beef, in particular the original palm oil, and the ordinary mushroom truffles, and China's ceramics, Tiffany Africa '' 'ice cream areas' in the Need for. "
"New York Times" to the domineering full advertising words: "a Rolls-Royce automobile, a Haagen Dazs ice cream."
warmth of advertisements, such as: "Always in inadvertently, to bring you a most meticulous and considerate care."
"love her, let her eat Haagen Dazs" This classic sensational advertisements to attract more numerous Haagen Dazs lovers become regulars. Love the product label affixed to Haagen Dazs has become an intelligence people's feelings and love Token witnesses.
Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs deservedly become the world's most popular top ice cream brand. In the United States, H?agen Dazs market share of 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore, in Hong Kong for 5 per cent.
Determined to take the "Qugaohegua" line Haagen Dazs or won the majority of the customers follow, accurate positioning in the marketplace dedicated brand goals and dreams right to the use of markets, it is the real secret of success.