What does Haagen-Dazs stand for?

Haagen-Dazs 196 1 was born in Bronx, new york. This fascinating idea stems from an ancient and simple idea of the founder: Haagen-Dazs is a "real" ice cream, made only of the best natural ingredients and cream.

After 40 years of hard work, Haagen-Dazs' dream has come true in 45 countries around the world. In new york, Paris and Tokyo, fashion cities that are at the forefront of the world trend, from yellow skin and black eyes to white skin and blue eyes, from the ancient East to the unrestrained West, Haagen-Dazs has transcended racial and geographical restrictions and become the common language of urban white-collar workers, business celebrities and successful people.

Today, Haagen-Dazs is a world-famous brand owned by General Milo, one of the world's largest food companies, with annual sales exceeding 65.438+0.5 billion US dollars, ranking first in North America, Europe and Japan. It has become synonymous with elegance, fashion and the highest quality of life, and it is also the most popular ice cream brand in the world.

The unique style of Haagen-Dazs' best style

Just like the positioning of many top quality products, Haagen-Dazs does not take the popular route, but must highlight its unique style to attract specific consumer groups-urban white-collar workers and fashionable youth. Therefore, Haagen-Dazs, as always, puts its uniqueness on novel advertisements and designs, proud quality and expensive pricing.

The dazzling theme ice cream in Haagen-Dazs menu may be more attractive than its print media advertisements.

When you have a heavy menu that is beautifully made like a high-level opera program in your hand, and the name of the ice cream in it is so cute that you can't stop to pay and surrender?

☆ Ice cream representing sweet love includes intoxicated romance, deep feeling and crisp meaning, perfect match, love for me, ecstatic romance, Aegean boat dream and Eden. ...

☆ Happy time, full of joy, happy heart and beautiful winter make your mood suddenly clear. ...

☆ Romantic dream angel, Rose Peak, Bali Flame, Black Forest, Monte Carlo and Fei Xia Dream are the most suitable people for romantic temperament.

Of course, the name of the novel can't be superficial, and the excellent ice cream made of 100% natural raw materials invested by Haagen-Dazs is the guarantee of Haagen-Dazs supporters' enthusiasm for ten years.

In order to ensure the noble quality, Haagen-Dazs tirelessly seeks the best ingredients in every corner of the world, all natural ingredients, without adding any artificial flavors, preservatives, stabilizers and pigments, and only uses the most original raw materials to make ice cream, frozen yogurt and fruit sorbet. The secret of Haagen-Dazs' impressive taste is the strict identification of whipped cream, skim milk, sucrose and fresh egg yolk. The air content in Haagen-Dazs ice cream is controlled to a minimum, just as Haagen-Dazs claims: every bite of Haagen-Dazs ice cream is more fragrant, softer and smoother than ordinary ice cream, and it feels very fragrant after tasting.

Any kind of ice cream is gorgeous and charming. It is carefully made with natural raw materials, decorated with pink strawberries or rendered with light green herbs. Rich raisins, ripe Indian mangoes and refreshing green tea have also become excellent materials for decorating snowballs. All ice creams are made locally in the United States, and the temperature is controlled by a microcomputer at MINUS 26℃, and they are shipped to various places for sale.

As Haagen-Dazs' advertisement said: "Cars have Rolls Royce and ice cream has Haagen-Dazs." Exquisite and valuable, romantic and valuable.

Behind the reputation of Rolls-Royce ice cream is the price that makes ordinary people "flinch": an ice cream ball 25 yuan, a "dream angel" 78 yuan, and the theme ice cream 100 yuan.

Different from the familiar Heluxue and Nestle, Haagen-Dazs takes the route of "the best ice cream", and the target consumers are young consumers who are at the top of the income pyramid, pay attention to the quality of life, like to pursue fashion and enjoy life.

Haagen-Dazs' pricing strategy follows two classic theories of marketing: the price of high-quality products can be increased disproportionately. For high-priced products, consumers will think that the product quality is high. Just like the pricing strategy of gourmet chocolate "Kym", the bigger the package, the higher the price, just like the spiraling consumer psychology.

Haagen-Dazs in China —— Romantic China Complex

Haagen-Dazs is an exotic product, just like Christmas and Valentine's Day, it is all imported. However, when more and more people put Christmas and Valentine's Day in a more important position than the traditional festivals in China, Haagen-Dazs brings you ancient and warm blessings on the traditional festivals that truly belong to China people, and integrates exotic customs into China complex. This is undoubtedly the most successful place of Haagen-Dazs. In the way of "emotional marketing", we will combine noble quality with local cultural traditions and firmly grasp the hearts of consumers.

On the occasion of the Millennium in 2000, Haagen-Dazs once again performed a series of "Winter Carnival Selection" for the world, including three winter selection dishes, Haagen-Dazs ice cream hot pot and the "Millennium Covenant" ice cream cake dedicated to the new millennium. "Winter Carnival Series" consists of Haagen-Dazs ice cream and various desserts with unique flavors. Haagen-Dazs has once again become the first choice gift when the people of China yearn for warmth and Millennium excitement.

Knowing China people's way of tasting tea, Haagen-Dazs deliberately blended "matcha" from Kyoto and Nagoya, both of which belong to the East, into the sweetness of ice cream. The "matcha" ice cream launched in April 2006 set off a "green storm". "Green Storm" includes the story of tea (green envy) and matcha hand roll (green tea). The story of tea is a fragrant matcha ice cream mixed with fresh milk, condensed milk and honey red beans, which makes you find a cool sweetness in the rich matcha fragrance. "Matcha hand roll" is accompanied by a cup of matcha milkshake with the same taste, which keeps going, making you feel the temptation of completely matcha taste.

"The taste of tea, the fragrance of tea", Haagen-Dazs integrated traditional oriental culture into ice cream, and it still won a great victory in China.

As 200 1 Mid-Autumn Festival approaches, Haagen-Dazs has launched a unique "moon cake ice cream", which is a perfect combination of ancient oriental traditional culture and western classic romance.

In the exquisite mooncake ice cream gift box, there are four different flavors of ice cream, two kinds of Haagen-Dazs fruit ice cream made of strawberries and mangoes, and chocolate and macadamia nuts. Inside is mango sherbet, and outside is crispy and smooth chocolate, which is smooth and fragrant.

When we raise our glasses to enjoy the moon, how can we imagine that an ice cream brand in a foreign country has brought us as sweet memories as in the past? This is the pinnacle of Haagen-Dazs.

Haagen-Dazs' Shop —— The present continuous tense of petty bourgeoisie feelings

Haagen-Dazs flagship store is located in the most prosperous area of the city, with a large flow of people and obvious advertising effect. However, Haagen-Dazs unexpectedly chose the gold rush road in Guangzhou, which is not the most prosperous. Personally, I think it is because the name "Gold Rush Road" highlights the artistic conception of an absolute petty bourgeoisie, which is very consistent with the "gold content" of Haagen-Dazs in both quality and price. Located on the first floor of the top shopping mall "Friendship Store", it sets off the distinguished position of Haagen-Dazs "Gold Rush Store".

The "Taojindian" on Tao Jin Road in Guangzhou is full of "conceptual" design, noble, leisurely and petty bourgeoisie, which attracts many young people.

In contrast, Shanghai's "Haagen-Dazs fans" are much luckier. They can own seven "flagship stores" in Shanghai: Hongqiao Store, Meilong Town Store, Huaihai Store, Ganghui Store, Pudong Airport Store, Nandong Store and Gubei Store ... These most prosperous areas have not escaped Haagen-Dazs' "eyes".

In July, 2000, "Nanjing East Road Store" settled in the bustling First Street of China, which is the sixth "treasure" of Haagen-Dazs in Shanghai. When opening the store, Haagen-Dazs also invited China Red Star Hu Bing to attend the opening ceremony, and Hu Bing was also invited to become the first member of Haagen-Dazs Star Club. The design of "Nanjing East Road Store" takes the interpretation of "ship" as the core, giving new meanings to each component of the ship and designing it as a part of the store. The transparent high table symbolizes the bright lights on the water, the soft ceiling symbolizes the sails fluttering in the breeze, and the surrounding scenery is extremely dreamy. ...

1999165438+10. In October, the second branch of Haagen-Dazs in Beijing settled in Beijing International Trade Center.

The design of "Guomao Store" once again surprises people-imitating the underwater world. Because modern people are in a noisy and busy city every day, a quiet and relaxing leisure place has become a necessity for modern people to relax their nerves, and Haagen-Dazs has seized people's psychology. Pushing open the round glass door, a copper column covered with moss stands on the left, and a silver-gray seaweed fence separates the dining area from the front desk in the frosted glass plate on the right.

Such an elegant dessert house, silver tables and chairs, quiet corners, warm music, soft lighting, and sweet ice cream you share with her (him). ...

At this moment, the real "everything is worth remembering" ...

"Who is eating Haagen-Dazs?" -Haagen-Dazs is more than ice cream

Is Haagen-Dazs just ice cream?

☆ Haagen-Dazs is at least the chief representative of "noble quality of life".

Haagen-Dazs targets customers who spend more than 500 yuan in Haagen-Dazs stores at one time. All of them automatically become members of Haagen-Dazs, and they can receive product catalogues mailed by Haagen-Dazs regularly, attend fashion parties held by Haagen-Dazs irregularly, and have discount coupons for specific products in different seasons. These "loyal consumers" publicize "the wonderful discovery of Haagen-Dazs" in their own small circles, so a group of new white-collar and fashionable young people will come to Haagen-Dazs' small dessert house again.

☆ Haagen-Dazs is also a romantic token of "petty bourgeoisie men and women" love.

Haagen-Dazs always uses romantic promotion methods on Valentine's Day, such as special "couple ice cream" to take photos for couples for free. But you have to pay a lot of RMB for these romances first.