Haagen Dazs Case Study

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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.

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