How Haagen Dazs is Helping the Bees

Haagen-Dazs is a U.S based premium-brand ice cream company. Its was started by Reuben Mattus who made it up to capture a feeling of old world traditions, craftsmanship, natural ingredients, and quality production. It produces different types/flavors of ice creams to satisfy consumer with its high quality, good tastes, and all-natural finest ingredients from all over the world. This case describes lack of relevance with consumers and with historically low or no growth in sales, (Haagen-Dazs Loves Honey Bees, page 312,) Haagen-Dazs tapped Ketchum PR to create Haagen-Dazs loves Honey Bee (HD_HB) campaign to connect with consumers in authentic way, while maintaining HD’s philosophy and raising awareness of under-reported yet critical cause Colony Collapse Disorder (CCD).

With decline in honeybee population - mysteriously abandoning their hives and a third of U.S bees’ dead and putting one third of the food supply at risk due to decrease in pollination -- the crisis was termed Colony Collapse Disorder (CCD). The cause was unknown. Malnutrition, Mites, toxic chemical, etc (Haagen-Dazs Loves Honey Bees, page 316.) HD, a brand that was famous for using all natural ingredients and a critical issue that directly relates to its products saw this as an opportunity to reignite consumer passion, boost annual sales growth and to tie HD’s to a environmental cause by choosing to join the fight to help restore the honeybee colonies.

SWOT Analysis for Haagen Dazs.

The strengths of Haagen-Dazs are distinctive products and reputational brand. It uses all natural high-quality ingredients. (For example: the case mentions, HD took six years to find good, best quality strawberries in Oregon to use it their ice cream. Also, first one to provide supe...

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... “best ingredients” instead of promoting it is “organic”. This might help build trust with the public, and maintain a positive brand reputation. Also, use social media campaigns to attract people’s attention and manage these channels to strengthen target customers’ loyalty and reduce PR crisis.

In conclusion, Haagen-Dazs is a successful brand in the super-premium ice cream market. It needs to maximize its advantages with an opportunity such the CCD and minimize its disadvantages by understanding and listening to its customers. There are some challenges to Haagen-Dazs’ business such as the seasonal sales, consumers purchasing another any brand of ice cream in a pinch; to entice consumers to choose HD brand, Haagen-Dazs’ management need to adjust their strategies based on lesions that they learned from the bee crisis and retaining the authenticity of HD_HB campaign.