sorbet marketing plan. product description super premium sorbet seven flavors – chocolate,...
TRANSCRIPT
SorbetMarketing 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