1. Häagen-Dazs Alice Angela Kate Mandy Neko Rai Rebecca Group 4

2. About Häagen-Dazs The philosophy of Häagen-Dazs is simple: find the purest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon, and it is the reason why the brand has epitomized fine ice cream for half a century.

3. Various Slogans Made like no other Make someone melt The longer lasting mood Like sex only better Gifts from the gods Love me, love Häagen-Dazs Do not disturb, slow melting in progress If you love her, take her to Haagen-Dazs Just like true love without the constant nagging and need for approval 隨時隨地寵愛自己

4. Slogan Analysis Eating Häagen-Dazs just like having sex, the enjoyable process can brings you better feeling and better taste. You just cannot resist it.

5. If want to move someone’s heart, just give her Haagen-Dazs. It was the taste and enjoyment that Haagen-Dazs brings the true moment of closeness between a couple The ice cream not only melt in your mouth but the wonderful taste also melt your heart. The moment you taste is extraordinary special. Slogan Analysis

6. The enjoyable taste of Häagen-Dazs last longer than other ice cream, for its high quality brings you the excellent mood and classic flavor in your mouth and heart.

7. Commercial Film The longer Lasting Pleasure

8. Slogan Analysis Introducing the new flavor--Mayan chocolate by state that the world’s very recipe for chocolate over 2,000 years age. It was a Mayan offering to the gods. And now, Häagen-Dazs offering the chocolate and cinnamon delicacy to us.

9. “Do not disturb” emphasize on eating Häagen-Dazs could be very enjoyable. Nothing is important then enjoy Häagen-Dazs right now. “slow melting in progress” remind us the excellent taste in our mouth, as if ourselves are melting like ice cream. Slogan Analysis

10. If you love me, then give me the best. Häagen- Dazs and me, love us both for it is the best choice

11. Slogan Analysis Enjoy Häagen-Dazs is like falling in love, its original noble taste is somewhat incomparable. “without the constant nagging and need for approval” suggest women that it’s time to enjoy by yourself, only you and Häagen-Dazs, no trivial things or people asking you to do better.

12. SWOT Analysis

13. Internal Strengths Internal Factors S1: Luxurious and passionate enjoyment S2: Addiction of creamy taste and classic flavor S3: Selected ingredients S4: Delicate & elegant package design S5: Well-controlled quality

14. Internal Weaknesses Internal Factors W1: High price W2: High calorie W3: inflexible flavors

15. External Factors External Opportunities O1: Well-designed retail products and shop specialties (Pint, Family Pack, moon cake, and crispy sandwich) O2: Well-organized Chain stores (Dine-in Creations) O3: High market popular rate O4: Target market: woman

16. External Threats External Factors T1: Lacking of seasonal specialties and customized service T2: Lacking of childishness and childlike (colorful and dazzling ice cream image) T3: Numerous competitors (Meiji, Movenpick, Duroyal, or Baskin Ribbons)

17. Competitors Ben & Jerry’s Colorful and Dazzling ice cream image

18. Cheerful and Childlike image Seasonal Specialties Competitors Baskin Ribbons

19. Competitors Cold Stone Customized ice cream Fun and Creative

20. Reference http://www.haagendazs.com/compa ny/terms.aspxhttp://www.haagendazs.com/compa ny/terms.aspx http://www.wretch.cc/blog/caie/271 20089http://www.wretch.cc/blog/caie/271 20089