1. Sorbet Marketing Plan

2. Product Description Super Premium Sorbet Seven Flavors
Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard Peach and
Zesty Lemon
14 ounce container
One segment of Haagen-Dazs Portfolio that include ice cream, frozen yogurt, sorbet and novelties

3. Market Description North America, Asia, South America and Europe
Retail Stores : Wal-mart to Dean and Deluca
Franchise shops
900 shops in 50 countries

4. Product Review Mature stage in US, Canada and Europe
US and Canada market is controlled by Dreyers
Growth Stages in Asia and South America
Brazil
China
India

5. Features and Benefits Strong Brand Pure and All Natural Ingredients
Low or Non Fat Sorbets
Lower Calorie Alternative to Ice Cream
Great in Hot Weather
Great for Drinks and Smoothies
Good Flavor Profile

6. Competitive Review
Main competitor is Ben and Jerry’s – Strong Brand Identification
Regional competitors such as Ciao Bella
Economic Substitutes at lower price points
Shop competition
Ben and Jerry’s, Pinkberry and Yoforia

7. Distribution Review Direct to Retail Direct to Consumer through shops
Controlled by Dreyers in U.S. and Canada
Controlled by Haagen-Dazs in other countries
Direct to Consumer through shops
900 shops in 50 countries

8. Strengths and Weaknesses
Strong global brand
Distribution in High Growth areas of Asia and South America
Strong Advertising Campaign
Weakness
14 versus 16 ounce conatiner
Limited flavors that appeal to Asia and South America

9. Opportunities and Threats
Falling Commodity Prices
Obesity and Diabetes
Growing Economies in Brazil, India and China
Threats
Premium Price in Falling US and European Economy

10. Objectives To Increase sales by 10% annually of sorbet
Enhance the HD loves HB Campaign
Grow Market in China, Brazil and India
Grow flavor portfolio for Asia and South America
Grow social media presence with Net Promoters

11. Positioning Strategy Premium All Natural Product
16 ounce retail product to match competition
Direct to Retail
Direct to Consumer through Shops
Indirect to Upscale Restaurants in U.S. and Canada

12. Product Strategy Pure All Natural
Simple Flavors that meet regional needs
Lychee, Longan, Tangerine and Green Tea
16 Ounce Container
Introduction of Honey as a sweetner
New Mixes of Frozen Yogurt and Sorbet/ Similar flavor profile of Sorbet Sipper

13. Pricing Strategy Stay the course and offer a similar per ounce value
Bundling with other General Mills products
Upscale Restaurants
Value in Use
Do not have to Hire a chef or buy equipment
Get a premium product to match theirs

14. Distribution Strategy
Retail remains the same
Shops stay the same
Indirect to Upscale Restaurants
Regional Purveyors
Limit to National and Regional Restaurnats with high price point and excellent service model to not dilute brand

15. Communications Strategy
Capitalize on Social Media
HD loves HB campaign
Grassroots
Pull campaign is key to retail, shops and upscale restaurants
Create an online buzz “The Buzz”

16. References References
Beard, Caroline. (2009). Noteworthy Work: Past Campaigns that Deserve a Second Look. Retrieved from
Ben and Jerry’s. (n.d.). Ben and Jerry’s Ice Cream Flavors. Retrieved from
Bharadwaj, Neeraj and Gordon, John B. (2007). Atlantic Computer: A Bundle of Pricing Options. Boston, MA. Harvard Business Publishing
China Grill Management. (n.d.). Restaurants & Bars| China Grill Management. Retrieved from
China Town Ice Cream Factory. (n.d.). Ice Cream Flavors|China Town Ice Cream Factory. Retrieved from
Ciao Bella. (n.d.). Ciao Bella Gelato. Retrieved from
Facebook. (n.d.) Haagen-Dazs Fan Page. Retrieved from
Haagen-Dazs. (n.d.). Haagen-Dazs|Products|Haagen-Dazs Ice Cream| Details: Green Tea. Retrieved from
Haagen-Dazs. (ND). Haagen-Dazs| Shops| U.S. Franchise Info| Where we are building?. Retrieved from
Ice Cream Reporter. (2009). Haagen-Dazs shrinking its containers. Retrieved from
Kotler, Philip and Keller, Kevin Lane. (2009). A Framework for Marketing Management, Fourth Edition. Upper Saddle River, NJ. Pearson Prentice Hall
LimeShot. (2010). Haagen-Dazs Loves Honey Bees. Retrieved from
MercoPress. (2010). BRIC emerging economies will enjoy agricultural boom.Retrieved from
Mortons. (n.d.). Morton’s The Steakhouse Experience our Culture. Retrieved from
Rea, Amy C. (2004). Screaming for Ice Cream. Retrieved from
Reicheld, Fred. (2006). The Ultimate Question: Driving Good Profits and True Growth. Boston, MA. Harvard Business School Press
USDA. (2004). Dairy Yearbook: Production of All Regular Ice Cream. Retrieved from
Wong, Elaine. (2009). Why Haagen-Dazs thinks Grassroots Marketing is a Sweet Strategy. Retrieved from