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Sorbet Marketing Plan

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Page 1: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

SorbetMarketing Plan

Page 2: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 3: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

Market Description

• North America, Asia, South America and Europe

• Retail Stores : Wal-mart to Dean and Deluca• Franchise shops– 900 shops in 50 countries

Page 4: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 5: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 6: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 7: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 8: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 9: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 10: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 11: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 12: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 13: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 14: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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

Page 15: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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”

Page 16: Sorbet Marketing Plan. Product Description Super Premium Sorbet Seven Flavors – Chocolate, Cranberry Blueberry, Mango, Raspberry, Strawberry, Orchard

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