Presentation on theme: "120 Montague Street, Brooklyn, New York. Häagen-Dazs established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961 Flavors:"— Presentation transcript:
120 Montague Street, Brooklyn, New York. Häagen-Dazs established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961 Flavors: vanilla, chocolate, and coffee Then offered franchises throughout the United States and 54 other countries around the world. History
Market Segmentation– U.S.
Market Segmentation– China
Market Share — U.S.
Market Share -- China 蒙牛 Mengniu 伊利 Yili 宏宝莱 Hongbaolai 雀巢 Nestlé 和路雪 Walls 八喜 Baxi Others
Market Potential 20 L VS 2 L 0.3 VS 1.3
How Does Haagen-Dazs Succeed in China? Why does Haagen-Dazs, an ordinary brand in the United States, succeed in China? In America Supermarkets Auto selling machines Various US airlines Product—U.S.
Promotion– U.S. 1Emphasize the brand is different 2Natural ingredient 3Lower price & Coupon ReasonConvenient product
Promotion– China 1Promotion agesunshine generation 2Promotion groupPetty bourgeoisie (Dish instead of snacks) 3Promotion channelMouth to mouth, bill board, do not need much ads 4psychologyBalance between price and self-content Connection with “Love ”
Price– Compare U.S. (Income: $3000/month)China (Income: RMB3000/month) Haagen-Dazs All Natural (473 ml) $5 0.17% of incomeRMB150 5% of income Ice Cream Bars (266 ml) $4.5 0.15% of incomeRMB204 6.8% of income Ice cream cake$40--$70 1.3% %RMB158--RMB428 5.27% % Coffee??RMB38 1.27% Ice cream hotpot???RMB233 7.77%
Only in the downtown area of big cities in China Place– China
Attaches importance to the decoration of its stores.