Haagen Dazs Case Study

823 Words2 Pages
bulb-icon

Recommended: Theory of sales promotion

The last part and we have to focus of this segment is promotion. Promotion is including 4Ps’ in marketing. According to The Economic Times (2014), promotion is referring to whole set of activities, which communicate the service, product or brand to the consumer (The Economic Times, 2014) In Haagen Dazs’s case, notifying the consumers about the product includes persuading, informing, reinforcing and reminding the product’s image response from the consumers. The first promotional tool is advertising. Advertising is the paid form of non-individual presentation and promotion of services, goods and ideas by an identified sponsor. Haagen Dazs can start the rational appeal by relating consumers to their interest which is the health issue. The benefit of health’s Frozen Yogurt is providing good energy and healthy ice-cream provided by their other competitor. The nutritional fact of Frozen Yogurt is the yogurt’s ingredient it can let the consumers healthier. For the emotional appeal, Haagen Dazs can instigate the customer’s emotion to buy Frozen Yogurt by focusing on the reality that this product is the first product in this market between the other competitors. The next step of advertising will be selecting the right media for Frozen Yogurt will be newspaper and television. The advantage of television is to communicate with global and done it in the short time so Haagen Dazs will expose their product to television. It will let more people know the Haagen Dazs was launched the new flavour ice-cream (foxmarketing.com.au, 2014). The advantage of newspaper is flexible, easy to get and can read again and again. Newspaper will provide an article for Haagen Dazs and including all the detail information of Haagen Dazs. For television advertis... ... middle of paper ... ...les promotion such as free sample, coupons and discounts and money back offers. Sales promotion is one of the efficient promotional strategies for the new product. So, the yogurt ice-cream definitely needs it to attract customers in order to stimulate demand. Moreover, it is also a good way to improve public image of Haagen-Dazs. Actually, there are few competitors of producing yogurt ice-cream such as Moo-Cow and Tutti Frutti, so that Haagen Dazs must use sales promotion to counter the competitors. On the other hand, sampling is allows consumers to have a free testing on the product can be introduced in many shopping complex such as Sunway Pyramid, Carrefour, IOI Mall and so on. When the customers are testing the new product and they will compare to other brand of ice cream so that they can see which is the most healthy and more actual to consume the product.

Show More
Related

  • Yeti Cooler Case Study

    851 Words  | 2 Pages

    Kotler and Keller (2014) develop on what product represents in the marketing mix, as the idea centers around its design, quality and packaging. Continuing with the Four P model, price should be considered when marketing a product. The price component asks one to determine the list price, discounts, allowances, and payment period of a product (Kotler & Keller, 2014). Finally, Kotler and Keller (2014) list promotion and place as the final two variables associated with the older Four Ps. Promotion deals with how a product is advertised and what type of sales force will be utilized, while place is associated with the channels and locations for which your product will be featured (Kotler & Keller,

    Read More

  • A1 Steak Sauce Case Study

    1042 Words  | 3 Pages

    The promotional campaigns, both in store and advertisements, should reinforce A1’s history and premium quality in its messages. This would strengthen A1’s position as a premium, high quality brand in the minds of its consumers. In addition during Memorial Day weekend, a FSI promotion should be launched for the marinades line, which offers discount coupons for the marinades range (instead of the initially planned steak sauce range) to encourage consumers to try the new products.

    Read More

  • 15 Basic Appeals In Advertising

    850 Words  | 2 Pages

    People come across hundreds of advertisements daily without giving it a second thought. Advertisements are presented to people by TV commercials, magazine ads, billboards, radio commercials etc. They surround people in almost every aspect of life. These companies use consumer psychology to invoke emotions or feelings in the consumers to make them want the product being advertised. An extremely effective way to appeal to consumers emotions is the advertisement tool of short commercials. The company Johnson’s appeals to customers very well in their advertisements. They use the Nurture appeal to attract mothers/care takers to take an interest in their products.

    Read More

  • The Emotional Appeal Utilized in Lebron James' PowerAde Commercial

    1433 Words  | 3 Pages

    Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way that it will have an appealing and influential role in the society or in the persons who view the commercial or ad and below is the analysis of the appeals the PowerAde has had in its advertisement as an energy drink. The emotional appeal in any advert should basically have the deep lying desire in which the individuals should be yearning for i.e. the advert should be in such a way that it attracts the attention and increases their quest to gather more knowledge thus increasing the communication.

    Read More

  • A Rhetorical Analysis Of Sunny Juice Advertising

    273 Words  | 1 Pages

    All in all, we watched the advertisement and we reduced the rhetorical strategies to be effective with respect to the sponsorship of the obvious disputes made inside both advertisements. As a women who does not drink soda or crush, we expected to find the notification most convincing develop totally in light of the methodology used without before slant toward taste. The notification that we saw to be the most inducing and effective toward our age, sexual introduction, and general establishment, was the Sunny juice promotion. We spent most by far of our youth with my people who were of the clear assembling of individuals, and being essentially raised by them, and we acquired the same mentality. We see both and identify with the trademark figures

    Read More

  • Smart Car Rhetoric

    898 Words  | 2 Pages

    In the Advertisement industry there are many different strategies used to influence an audience. Among the strategies are the use of the advertisers methodical approaches by using different types of logic appeals. There are three different types a logic commonly used to promote and sell an item. Logos is the appeal to reason and it focuses on the practicality of the object. Ethos is the appeal to authority, is the use of an authoritative figure as a promotion. Pathos is the appeal to emotion, which acts upon relating to and drawing out the emotions of the audience (Kirszer and Mandell 13). An analysis the strategies of the advertises as expressed in the commercials of the SmartCar, the Toyota Venza and

    Read More

  • The Use of Pathos, Ethos and Logos in Advertising

    681 Words  | 2 Pages

    Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.

    Read More

  • HBS Case Simla Dairy

    1320 Words  | 3 Pages

    Currently, the company lacks of focus as it has a diverse product line with too many varieties of cheese products. With so many products it cannot be sure to decide as to which market segment to target in order to take the advantage of the growing market.

    Read More

  • Kellogg Case Study

    956 Words  | 2 Pages

    The article is about a company which is called Kellogg. It produces cereals which are manufactured in 18 countries and sold in more than 180 countries (The Times 100, 2011). According to research by Kellogg’s (2011), children are usually not having breakfast nowadays. This case study investigates how Kellogg’s made a plan to transfer a message that the importance of breakfast to different audiences through different channels.

    Read More

  • Compare And Contrast 4ps And Value Approaches To Marketing

    722 Words  | 2 Pages

    Promotion. Finally comes promotion - informing the customer on the qualities and advantages of the product so that the potential buyer learns about the product, prefers it to those of the competitors, and has an opportunity to buy it at some place.

    Read More

  • Advertising and Its Impact on Children

    1554 Words  | 4 Pages

    Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).

    Read More

  • Use of Integrated Marketing Communications in the Fast Food Industry

    1698 Words  | 4 Pages

    Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.

    Read More

  • The Positive and Negative Effects of Advertising on Consumer Behavior

    1661 Words  | 4 Pages

    According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...

    Read More

  • Strategic Planning: The Four Steps In Strategic Management

    734 Words  | 2 Pages

    The four Ps of marketing are product, price, place, and promotion. Product is the physical product or service that the company is selling. Price is what the company is charging its customers for the product. Place is where the company makes the product available to consumers. Promotion is what the company is doing to promote its product to persuade customers to buy it.

    Read More

  • The Role of Advertising in Business

    1792 Words  | 4 Pages

    Advertising lies in the Promotion part of Marketing Mix, but it applies to all the other P's as well. Promoting one’s business is the key ingredient to making one’s business successful. Promotion, along with a great product, key placement, and a reasonable price, will help a marketer work his way to the top. Promoting does not mean leaving his advertising up to the word of mouth of his current customer.

    Read More

More about Haagen Dazs Case Study

Open Document