The strength of Haagen-Dazs is they have strong brand recognition, they are known

for more than 50 years. Second, they have good position in international market like
they will introduce local flavour based on different country’s culture. They also stick
to pure and natural ingredients in their ice-cream making process. Haagen-Dazs ice
cream is also easy to find in any convenience store. Now, they have new rebranding
to make it simple and colourful while maintain luxury of the ice cream image to
attract people attention. Not only this, they still got signature flavour while keeping to
produce new flavours.

The weakness of Haagen-Dazs is they sell their ice cream with high price while some
people could not afford it. This could narrow their consumers and target. As we all
know, ice cream contain a lot of fat and it is high calories. Haagen-Dazs did not use
media channels very well as they do not have a strong followers on Facebook or
Twitter. Besides, their ice cream is without stabiliser, they should be stored at cooler
temperatures than normal ice cream.

In today’s health conscious societies, people need the introduction of lower-fat and
lower-calories product or healthy alternative ice cream and frozen yogurt products
either. The ice cream market is also growing in developing countries. Ice-cream
consumption is an impulse buying. Then, they can increase the number of shops
location. Haagen-Dazs can introduce lower calories ice cream to compete. They are
also ought to advertise others non ice cream products such as gelato to attracts more
target group.

The threats of Haagen-Dazs is that ice cream sales are lower in spring, fall and winter
than summer. Ice cream is highly competitive industry while everywhere are selling
ice cream now in the whole wide-world. Their competitors even introduce healthier
ice cream such as Breyer’s light or frozen yogurt since the awareness of healthy
become strong nowadays.

Strength :
1.Long tradition for more than 50 years,Strong brand recognition
2.good position in international market-introduce local flavour based on
different country’s culture
3.good quality products-stick to pure and natural ingredients
4.easy to find in convenience store
5.rebranding -Simple,colourful while maintain luxury of the ice cream image
to attract people attention
6.got signature flavour while keep produce new flavours

Weakness :
1. High price(maybe not)
2.high calories-high content of butterfat
3. target could be narrow
4.did not use media channels very well
5.Their Ice Cream should be stored at cooler temperatures than normal ice
creams -without stabiliser

Opportunities :
 1.In today’s health conscious societies, people need the introduction of lower-
fat and lower-calories product and healthy alternative ice cream and frozen
yogurt products. 2.Ice cream market is growing in developing countries. Ice-
cream consumption is an impulse buying.
3.Increase number of shops location.
4. Introduce lower calories ice cream to compete.
5.Advertise others non icecream products such as gelato.
Threats :
1.icecream sales are lower in spring, fall & winter than summer.
2. Highly competitive industry.
3.Competitors introduce healthier icecream such as Breyer’s light, frozen
yogurt.
4.honey bees are disappearing at an alarming rate-their quality of ingredient
depends a lot of pollination by the bees.
5.awareness of healthy become strong nowadays.

Reference
https://en.wikipedia.org/wiki/H%C3%A4agen-Dazs
http://icecream.wikia.com/wiki/H%C3%A4agen-Dazs

https://www.huffingtonpost.com/2015/05/13/haagen-dazs-comes-
from_n_7266208.html

https://zh.wikipedia.org/wiki/%E5%93%88%E6%A0%B9%E9%81%94%E6%9
6%AF

https://www.indiatoday.in/pti-feed/story/haagen-dazs-stuggles-for-all-natural-
vegetarian-ice-creams-881231-2017-02-24

http://www.homemadehints.com/all-natural-ice-cream-brands/

https://brandauditicecream.wordpress.com/3-competition/

http://articles.chicagotribune.com/1991-07-
04/business/9103160711_1_haagen-dazs-premium-ice-cream-pillsbury

In 1989 the group of Pillsbury was bought by the Grand Metropolitan, the large
British conglomerate. Thus, Häagen-Dazs become European’s control, there were
entering to the european’s market and experience an amazing success. Häagen-Dazs is
an ice cream company that produce sorbet, ice cream bars, ice cream cake, gelato and
frozen yogurt. Häagen-Dazs ice cream hold the distinction of being the only one
commercial ice cream brand that not to use stabilizer such as guar gum, xanthan gum
or carrageenan, and Häagen-Dazs struggles for all natural vegetarian ice creams.
Häagen-Dazs product are sold in different way with single-serve cup, bars and cones.
they are available in various distribution channels such as convenience stores,
Häagen-Dazs shops and supermarkets. Häagen-Dazs now has franchises throughout
the US and other many countries around the world including Malaysia. The company
has sought to innovate and bring new flavors cream to its customer such as matcha
green tea ice cream, salted caramel ice cream and other to provide to the customer the
highest quality dessert eating experience. There are few main competitor of Häagen-
Dazs which is Ben and Jerry the strongest competitor, Baskin Robbins, Magnum.

Design
included an outline map of Denmark on early labels
https://weloveicecreams.wordpress.com/2013/12/07/haagen-dazs-packaging-
a-tool-for-differentiation-2/

https://www.designweek.co.uk/issues/15-21-may-2017/haagen-dazs-
rebrands-lose-fussy-design-target-younger-audience/

http://www.storiesbylove.com/work/global-packaging-redesign

https://www.google.com/search?biw=1536&bih=710&tbm=isch&sa=1&ei=q1v-
WqKPFNWw9QO2xZ3oBQ&q=scandinavian+design+patterns&oq=scandinav
ian+design+p&gs_l=img.1.1.0l9.1302.3380.0.4997.3.3.0.0.0.0.92.239.3.3.0....
0...1c.1.64.img..0.3.238...0i67k1.0.FA5yZjGVZRI#imgrc=_

strength(my opinion based on what I found)

1.brand image
Not create based on founders name,just pronounce randomly and pick on one
he like
https://www.atlasobscura.com/articles/haagen-dazs-fake-foreign-branding

2.super-premium ice cream

The ice cream had less air mixed into it and a very high butterfat content
compared to the national brands and was made only from basic ingredients
without additives

3 high quality of ingredients

Ex ,.More than forty percent of the Häagen-Dazs ice cream, gelato, sorbet
and yogurt flavours – like Strawberry, Vanilla Swiss Almond and Mango – rely
on the good work of honey bees to pollinate fruits and nuts
https://goodcompanies1.weebly.com/haagen-dazs-and-ethics.html

4.haagen daz rebrand

Simple,colourful while maintain luxury of the ice cream image

5.got signature flavour,keep produce new flavour

6.available in supermarkets

Weakness
1.expensive
2.did not use media channels very well
(https://digitalfactoryuc3m.wordpress.com/2015/04/22/ben-jerrys-vs-haagen-
dazs-an-online-marketing-comparison/)
3..high contain butterfat,easy got fat
4.Their Ice Cream should be stored at cooler temperatures than normal ice
creams.

Opportunities
-Ice cream market is growing.
-develop in BRIC markets.(Brazil, Russia, India and China)
Threat

competitors
9 best ice cream
http://www.health.com/food/the-9-best-and-worst-ice-cream-treats

1.Ben and Jerry’s(not at malaysia)

http://www.marketingteacher.com/ben-and-jerrys-swot/

2.baskin robbin
https://www.marketing91.com/swot-analysis-baskin-robbins/

3.halo top
4.breyes
5.magnum
http://fernfortuniversity.com/term-papers/swot/nyse/4712-magnum-gas---
power-limited.php

apa format
https://owl.english.purdue.edu/owl/resource/560/01/