Super Premium Sorbet Marketing Plan
Product Description: Super Premium Sorbet offering seven flavors including Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard Peach, and Zesty Lemon in a 14-ounce container. Marketed as part of the Haagen-Dazs portfolio, available in North America, Asia, South America, and Europe. Competitive review highlights main competitor as Ben and Jerry's with strong brand identification. Distribution channels include retail stores and direct-to-consumer markets. Strengths lie in global brand recognition and distribution in high-growth regions, while weaknesses include limited flavor offerings for certain markets. Opportunities include falling commodity prices and growing economies in Brazil, India, and China, while premium pricing poses a threat in the US and European economies.
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Sorbet Marketing Plan
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
Market Description North America, Asia, South America and Europe Retail Stores : Wal-mart to Dean and Deluca Franchise shops 900 shops in 50 countries
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
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
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
Distribution Review Direct to Retail 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
Strengths and Weaknesses Strengths Strong global brand Distribution in High Growth areas of Asia and South America Strong Advertising Campaign http://www.youtube.com/watch?v=tEL2EXYa6yA www.helpthehoneybees.com Weakness 14 versus 16 ounce conatiner Limited flavors that appeal to Asia and South America
Opportunities and Threats Opportunities Falling Commodity Prices Obesity and Diabetes Growing Economies in Brazil, India and China Threats Premium Price in Falling US and European Economy
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
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
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
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
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
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
References References Beard, Caroline. (2009). Noteworthy Work: Past Campaigns that Deserve a Second Look. Retrieved from http://www.platformmagazine.com/article.cfm?alias=Noteworthy-Work-Past-Campaigns-That-Deserve-a-Second-Look Ben and Jerry s. (n.d.). Ben and Jerry s Ice Cream Flavors. Retrieved from http://www.benjerry.com/flavors/ 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 http://www.chinagrillmgt.com/restaurants-and-bars China Town Ice Cream Factory. (n.d.). Ice Cream Flavors|China Town Ice Cream Factory. Retrieved from http://www.chinatownicecreamfactory.com/node/11 Ciao Bella. (n.d.). Ciao Bella Gelato. Retrieved from http://www.ciaobellagelato.com/#/products Facebook. (n.d.) Haagen-Dazs Fan Page. Retrieved from http://www.facebook.com/#!/pages/Haagen-DazsR/96339900810?ref=ts Haagen-Dazs. (n.d.). Haagen-Dazs|Products|Haagen-Dazs Ice Cream| Details: Green Tea. Retrieved from http://www.haagen- dazs.com/products/product.aspx?id=358 Haagen-Dazs. (ND). Haagen-Dazs| Shops| U.S. Franchise Info| Where we are building?. Retrieved from http://www.haagen- dazs.com/company/franchise/building.aspx Ice Cream Reporter. (2009). Haagen-Dazs shrinking its containers. Retrieved from http://www.entrepreneur.com/tradejournals/article/196381136.html 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 http://limeshot.com/2010/haagen-dazs-loves-honey-bees-titanium-silver-lion- cannes-2009 MercoPress. (2010). BRIC emerging economies will enjoy agricultural boom.Retrieved from http://en.mercopress.com/2010/06/19/bric-emerging- economies-will-enjoy-agriculture-boom-says-un-oecd-report Mortons. (n.d.). Morton s The Steakhouse Experience our Culture. Retrieved from http://www.mortons.com/experience/culture/ Rea, Amy C. (2004). Screaming for Ice Cream. Retrieved from http://findarticles.com/p/articles/mi_m3289/is_4_173/ai_115490578/ 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 http://usda.mannlib.cornell.edu/MannUsda/viewDocumentInfo.do?documentID=1207 Wong, Elaine. (2009). Why Haagen-Dazs thinks Grassroots Marketing is a Sweet Strategy. Retrieved from http://www.brandweek.com/bw/content_display/news-and-features/direct/e3icedfa0459d43b0755382e074b652d5d7
