A proposed marketing plan for Haagen-Dazs through HD Marketing & Distribution Philippines, Inc.

• Main Authors: Coyiuto, Ma. Rosalina, Sy, Dana Iriza, Uy, Dana Clarisse
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18169
• Institution: De La Salle University

Ice cream is considered to be an essential part of the food dessert category. Aside from the juggernauts of the industry, Selecta and Nestlé, HD Marketing & Distribution Philippines, Inc., which brought the Häagen-Dazs brand to the country fifteen years ago, has settled itself in a niche market. The brand annually ranks fourth in market share after Selecta, Nestlé, and Magnolia ice cream. Identified as super premium ice cream brand, Häagen-Dazs prides itself as the best quality ice cream in the market with the finest ingredients. Over the years, the company has focused on targeting the young working professionals from class the socio-economic class AB however, in previous sales, older adults still remain to be the loyalists of the brand. In order to increase over-all sales and invite the intended target market, a marketing plan for Häagen-Dazs with the use of a P17, 000,000 budget was proposed. A Usage, Attitude, Interest survey and a Focus Group Discussion were used as basis for the research. In order to increase over-all sales and invite the intended target market, a marketing plan for Häagen-Dazs with the use of a P17, 000,000 budget was proposed. A Usage, Attitude, Interest survey and a Focus Group Discussion were used as basis for the research. Results indicated that for HD Marketing & Distribution Philippines, Inc. to connect with the market, it must become a brand that is relevant to an unpredictable market. In order to do so, a campaign highlighting the all-natural ingredients that are from all over the world will be launched to last throughout the fiscal year. Alongside, the campaign, renovation and relocation of shops will be implemented to increase foot traffic. Lastly, a corporate social responsibility program will be centered during the year-end season. In effect, these plans will help the company in achieving its goals and objectives. It was also found out that even if the company is limited to product innovations it should also consider doing a research that would address the emerging trend of healthy living. The research could help the company to combat threats and open up opportunities in the future.