Creating An Advertising Campaign For Häagen-Dazs In The Singapore Market

Background

Construct a Creative Brief for a fast-moving consumer good (consumer packaged good) for an advertising campaign for the Singapore market.

The creative brief highlights the advertising and promoting strategy used in one of the leading company in ice cream industry, Häagen-Dazs. Established in 1961 by Mr. Reuben Mattus at New York, it was situated in one of the five boroughs named The Bronx (Haagen-dazs.eu, 2015). With the dream of creating the finest ice cream in the world, Mr. Reuben Mattus started selling Ice creams in the New York Streets. What Häagen-Dazs focused on was use of purest and supreme components for creating the ice creams.

With the progress of his business in 1961, Reuben Mattus finally decide to form a company that would only focus in making finest ad supreme ice-cream. The name Häagen-Dazs spreads an essence the classic world with a traditional first grade quality (Consumerreports.org, 2015).

Häagen-Dazs

Initially it started with three flavors coffee, chocolate and vanilla today it has achieved the position of the leading brand in ice-cream (FoodQualityNews.com, 2014). It has 850 shops in around 50 countries in the world.

The company holds the peculiarity of being the foremost commercial product in ice creams which doesn’t use Guar gum, Carrageenan and Xanthan gum Stabilizer. Häagen-Dazs ice creams presently have their headquarters in California and the business presently have many franchises in countries like United States, India, Hong Kong and many more (Franchise Mart, 2009). Due to higher brand awareness the company faces very high competition with other companies like Private Label, Blue Bell, Breyers, Ben & Jerry’s, Well’s Blue Bunny Ice cream and many more  (Market share of the leading ice cream brands in the United States in 2013, 2015).

The main objective is to encourage the larger section of middle class customers to buy the product that not only ensures the quality but also the variety of flavors. To reach these target audience the advertising agency would require certain strategies. The brand also wants the customers to focus more on product quality than price. The tagline “Made like no other,” suggests the uniqueness but the quality needs to be appreciated by the target audience.

The company believes in differentiated segmentation for their target audience, in the early stage of its development (Adbrands.net, 2015). When the industry of ice cream was considered to be a minor industry, Häagen-Dazs targeted customer’s needs to prefer luxurious flavors of ice-cream. One of the reasons for the choice of consumers is the top price strategy.

• People who are monetarily independent would willingly spend more money for good quality of ice-creams.
• It needs to grab the attention of the trendy outlook of the young adults which helped Häagen-Dazs to select their target audience aptly. T
• The second preferred target audience of Häagen-Dazs , are the people who are diet-conscious and believes in nutritious foods, who are interested in desserts made of low carbohydrate and prefers natural and pure ingredients.
• The present target consumers are the middle class families, who aim at saving more. This would be an initiative to make the audience taste the ice cream and understand the uniqueness. The advertisement also focuses on communicating the message that the brand necessarily doesn’t belongs to the higher income group. The middle class can also be a part of it.

Though Häagen-Dazs has a low potential in market yet, the profit margins are comparatively higher.

According to surveys the total sales of Häagen-Dazs is US$ 424.99 million .The present customers though considers the rate of price is high but they also consider the variety of flavors and ranges of availability of the product. There are various ranges of price for the ice-creams but the quality is very much appreciated. For the customers belonging to developed countries where Häagen-Dazs has their stores, the website itself helps to locate the store and also provides a facility of online buying.  

Target Audience

Majority of the customers belonging to the age category 20 to 35, who are working, buys the maximum number of ice-cream for Häagen-Dazs. This is because not only the population has a good digestive system and purchasing power but they also focus on healthy diet. Apart from the customers, the potential customers are more loyal to regular brands which are cheaper. This is because they are cheap and can be consumed in a daily basis.

The objective is to stimulate interest for the middle class target audience in order to make them buy the ice-cream at least weekly or occasionally. The audience must feel that quality is more important than price.

• The advertising is designed to accomplish the middle class targeted audience with its caption that describes the purity of the ice cream.
• It highlights the experiments and innovative flavors that would purely captivate the preference of the consumers.
• The advertisement must also aim to alter the idea for ice cream to be more than just a treat. It must state the fact that the ice-cream is a low calorie food item that provides benefits with the presence of vitamin D and high calcium in it.
• Increased market share and profitability by 10%.

Behavioral Outcomes:

Through the conveyed message of the advertisement the purpose will be to inculcate the sensation that the audience would feel if they taste the ice-cream. The advertisement would elevate the taste and preference for the audience which should focus on making the audience to be occasional or at least weekly buyer of Haagen-Dazs.

Generally Haagen-Dazs targets a focused market segment of higher income, but this time the challenge is for attracting the middle class audience. The positioning of the company requires having a strong differentiation to strengthen the product identity. The brand focuses on the purity and premium quality of the product (Generalmills.com, 2015). The brand and its product name are treated as same. The packaging is distinguished and can be recognized at a glance. In order to establish the packaging the visual advertisement emphasizes more on the color of the product and for that the set used hugely emphasizes the use of the color. The purpose of such strategy is to make a repetitive impression of the audiences mind. The number of flavors produced by Haagen-Dazs gives a tough competition to their competitors (Pearson, n.d.). The prices are comparatively higher in the market.

The preferred medium needs to be accessible for the target audience. Haagen-Dazs travels the world in search of quality and pure ingredients such as fresh cream available from the diary. They collects Belgium chocolate for its flavor, vanilla flavor from Madagascar they borrow vanilla and from Hawaii they borrow nuts (Tori Avey, 2013). During 1990 in China, the people became very health conscious to allow fat in their diet (Businesstoday.intoday.in, 2015). Moreover they realized the fact that buying fat filled food items which are costly is a simple waste of money. Keeping that in mind Haagen-Dazs made a successful journey in the Chinese market.

The company uses digital and online marketing media for the promotion (Sampson, 2013). The advertisement must portray pure and good quality of natural ingredients. The advertisement needs to be visually attractive. The target audience presently can access technologies like internet, television advertisement and posters in Shopping malls where the larger number of crowd often visits. The jingle or the background scores need to be classy and a personality like Bradley Cooper would attract both the male and female categories of target consumers. It is because the brand embassy requires being sophisticated and trustworthy for the consumers.

Thoughts and Feelings

The market strategies for Haagen-Dazs are that it focuses on market segments. The Haagen-Dazs company targets three major segments they are

• Socio-cultural
• Psychographic and

The required advertisement provides a brief on the variety of available flavors. It also highlights how these flavors would build up a strong relationship with the customers (Schmitt, 2014). The Haagen-Dazs emphasizes more on adult couples in respect to the demographic segment. With various flavor of ice-cream they convince their consumer that flavors helps in makes the romantic bond between couples stronger. The intercultural perspective of Haagen-Dazs has achieved to receive their targets. With huge varieties being offered by the company, the flavors tend to impress people in cultural perspective. Where the western part of the world prefers to have flavors of alcohol, there in the eastern part the flavors of fruits and yogurts are mostly acceptable.

According to the psychographic segmentation of Haagen-Dazs they focuses on people who loves everything is classic, trendy and luxurious way. The product targets their lifestyles.

The required deadline is minimum 2 months

Key message: “flavors for occasions, flavors for emotions and flavors to elevate your feelings.”

Tone: drama, emotional, use of red brown and golden colors.

Competitors: Kwality, Baskin Robbins, Ice Cream Kingdom, Blue Bell.

Mandatory: the advertisement should focus on the product, the packaging, natural ingredients used, and the efforts of making the product and the brand embassy’s preference over the product.

Budget: $ 2, 00,000.

Conclusion

The brief supposes to attract a larger crowd with its aim of targeting the middle class. With the premium quality of ice cream the brand tends to make their target audience feel different, belonging to a higher status and more special. The target is to make their customers emotionally attached to the product. In order to catch the attention of the customers the advertisement at first needs to target their emotions. There has been several advertisements focusing on couples but there is a strong recommendation of the product to focus on targeting families as well. Along with the competition in the market Haagen-Dazs definitely makes an effort to increase the tasting sensations of their target customers.

References

Adbrands.net, (2015). Haagen-Dazs : advertising and marketing profile at Adbrands.net. [online] Available at: https://www.adbrands.net/us/haagendazs_us.htm [Accessed 25 Feb. 2015].

Businesstoday.intoday.in, (2015). Haagen-Dazs had done its homework well for China – Business Today- Business News. [online] Available at: https://businesstoday.intoday.in/story/case-study-haagen-dazs-in-china/1/184779.html [Accessed 25 Feb. 2015].

Consumerreports.org, (2015). The Best Vanilla Ice Cream – Consumer Reports News. [online] Available at: https://www.consumerreports.org/cro/magazine/2014/06/best-vanilla-ice-cream/index.htm [Accessed 25 Feb. 2015].

FoodQualityNews.com, (2014). Nestlé USA recalls 10,000 packages of ice cream. [online] Available at: https://www.foodqualitynews.com/Regulation-and-safety/Nestle-USA-recalls-Haeagen-Dazs-ice-cream [Accessed 25 Feb. 2015].

Franchise Mart, (2009). Haagen-Dazs ice-cream enters India – Franchise Mart. [online] Available at: https://www.franchisemart.in/franchise/haagen-dazs-ice-cream-enters-india/ [Accessed 25 Feb. 2015].

Generalmills.com, (2015). Häagen-Dazs Product List. [online] Available at: https://www.generalmills.com/en/Brands/ice-cream/haagen-dazs/brand-product-list [Accessed 25 Feb. 2015].

Haagen-dazs.eu, (2015). Häagen-Dazs. [online] Available at: https://haagen-dazs.eu/our-story.html [Accessed 25 Feb. 2015].

Market share of the leading ice cream brands in the United States in 2013, b. (2015). Market share of the leading ice cream brands in the U.S., 2013 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/255060/market-share-of-the-leading-ice-cream-brands-in-the-united-states/ [Accessed 25 Feb. 2015].

Pearson, D. (n.d.). The 20 Ps of marketing.

Sampson, I. (2013). The new Haagen Dazs advert. [online] the Guardian. Available at: https://www.theguardian.com/tv-and-radio/2013/jun/15/new-haagen-dazs-advert [Accessed 25 Feb. 2015].

Schmitt, B. (2014). Experiential marketing. [S.l.]: Free Press.

Tori Avey, (2013). Banking on Butterfat – The True Story Behind Häagen Dazs. [online] Available at: https://toriavey.com/history-kitchen/2013/07/banking-on-butterfat-the-history-of-haagen-dazs/ [Accessed 25 Feb. 2015].