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 http://www.youtube.com/watch?v=GEpenoD9-Ts http://www.youtube.com/watch?v=0_TLWi5Cm_A
Promotion– China http://www.youtube.com/watch?v=oxB-juz3xUQ 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%---2.33%RMB158--RMB428 5.27%-- 14.27% 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.