Haagen-Dazs from Europe starting in 1989 to expensive than regular ice cream 5-10 times the price, we should On prices, H?agen Dazs There is no advantage at all. However, it adopted a unique marketing strategy, and quickly occupied the market, a top ice cream brand. H?agen Dazs Jingui implement its strategy. First, Haagen Dazs set up shop not in the ordinary flow Xining supermarkets and grocery stores, show their faces in public, and a bunch of cheap ice cream mix. Haagen Dazs leisure fashion shops are located in bustling section of the shop by shop layout designers carefully, strongly create elegant atmosphere, and sometimes, a flagship store layout will cost several million dollars.
Compared to other ice cream food, Haagen Dazs consumer groups to be much smaller. It is understood that the "Haagen Dazs almost do television advertising," the majority of ads are highly visual impact of the print ads, in particular some of the media release, lock those pyramid tip consumers. Moreover, as long as the cumulative consumer spending 500 yuan to fill in a small form can become their members, these members will be regularly sent to direct mail advertisements. Of course, customers were numerous verbal propaganda Haagen Dazs is a powerful weapon.
Haagen Dazs advertising words, there are always many creative ingenuity, so it is familiar with relish by the people.
☆ initial advertisements such as: "delicious Haagen Dazs, like gold in the 24-K 24K, Japan Kobe beef, in particular the original palm oil, and the ordinary mushroom truffles, and China's ceramics, Tiffany Africa …… 'ice cream areas' in the Need for. "
☆ "New York Times" to the domineering full advertising words: "a Rolls-Royce automobile, a Haagen Dazs ice cream."
☆ warmth of advertisements, such as: "Always in inadvertently, to bring you a most meticulous and considerate care."
☆ "love her, let her eat Haagen Dazs" This classic sensational advertisements to attract more numerous Haagen Dazs lovers become regulars. Love the product label affixed to Haagen Dazs has become an intelligence people's feelings and love Token witnesses.
Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs deservedly become the world's most popular top ice cream brand. In the United States, H?agen Dazs market share of 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore, in Hong Kong for 5 per cent.
Determined to take the "Qugaohegua" line Haagen Dazs or won the majority of the customers follow, accurate positioning in the marketplace dedicated brand goals and dreams right to the use of markets, it is the real secret of success.
哈根达斯1989年从欧洲起步，以比普通冰淇淋贵5—10倍的价格，要论价格，哈根达斯毫无优势可言。但它通过独特的营销策略，迅速占领市场，成为顶级冰淇淋品牌。哈根达斯贯彻了其矜贵策略。首先，哈根达斯自设专卖店，绝不在人流熙攘的普通超市和杂货店里抛头露面，与廉价冰淇淋混成一堆。哈根达斯休闲小店均设于时尚繁华路段，店里店外由设计师精心布置，极力营造高雅情调，有时，一间旗舰店的布置会耗资数百万美元。
相比其他冰淇淋食品，哈根达斯的消费群体要小得多。据了解，“哈根达斯几乎不做电视广告”， 大部分广告都是极富视觉冲击力的平面广告，在特定的一些媒体上发布，锁定那些金字塔尖的消费者。而且，只要消费者累积消费了500元，填写一张小表格就可以成为他们的会员，会定期给这些会员寄直邮广告等。当然，顾客们无数的口头宣传也是哈根达斯的有力武器。
哈根达斯的广告词，总是有许多别出心裁的创意，因此为熟悉它的人们所津津乐道。
☆最初的广告词如:“美味的哈根达斯，就像黄金里的24K足金，日本神户的牛肉，特别原始的棕榄油，平凡蘑菇的块菌，中国的陶瓷，非洲的人妖……是‘冰淇淋领域’中的极品之作。”
☆《纽约时报》给予的霸气十足的广告词:“汽车有劳斯莱斯，冰淇淋有哈根达斯。”
☆ 温情的广告词，如:“总是在不经意的时候，给你带来一份最细致体贴的关怀。”
☆ 而“爱她,就请她吃哈根达斯”这句经典的煽情广告词更是吸引了无数情侣成为哈根达斯常客。 将产品贴上爱情标签,使哈根达斯俨然成为情人们的爱情信物和感情见证人.
在今天，哈根达斯已在全球55个国家拥有约700个专卖店，年销售额逾10亿美元（约合82.8亿元人民币）。哈根达斯当之无愧地成为全球最具人气的顶 级冰淇淋品牌。在美国本土，哈根达斯的市场占有率为6.1%，在法国为1%，在日本为4.6%，在新加坡为4%，在香港为5%。
矢志走“曲高和寡”路线的哈根达斯还是赢来了广大顾客的追随，准确的市场定位、执着的品牌目标和对梦想恰到好处的市场运用，才是它成功的真正秘诀。 |
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