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Case 3 Pillsbury’s Haagen – Dazs

Case 3 Pillsbury’s Haagen – Dazs. 9122718 陳加盛 9122735 吳柏蓉. 企業背景 1. 1920 構想產生 2. 1961 Haagen-Dazs 成立 3. 1983 轉手 Pillsbury 4. 1990 成為全球頂級冰淇淋 領導品牌. 環境變動 1. 通路 : 新進入者的通路壓力

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Case 3 Pillsbury’s Haagen – Dazs

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  1. Case 3Pillsbury’s Haagen – Dazs 9122718 陳加盛 9122735 吳柏蓉

  2. 企業背景 1. 1920 構想產生 2. 1961 Haagen-Dazs成立 3. 1983 轉手Pillsbury 4. 1990 成為全球頂級冰淇淋 領導品牌

  3. 環境變動 1.通路: 新進入者的通路壓力 2.消費者需求:人們對於健康議題的關注

  4. 市場發展 1.低脂冰淇淋 2.Frozen yougert

  5. 消費者需求被 滿足了嗎? … 低脂≠低卡路里

  6. 新產品發展策略 〜 Sorbet 、 、

  7. Why ?

  8. 我們的想法… 1. 產品定位 2. 消費者的想法 …

  9. STP 1.市場區隔：以「喜好冰品」為主要區隔 構面，再以「注重低卡、低 脂」為另一區隔構面。 2.目標市場：針對喜好冰品，且注重健康 的消費族群。 3.產品定位：高品質的美味、低脂及低卡 冰品。

  10. 方案評估 Sorbet的推出，能夠滿足顧客的需 求，並開發潛在顧客群，未來會有成長 的趨勢，但必須避免過去失敗的原因。 …

  11. Q & A

  12. Evaluate what is happening inthe ice • cream market , especially regarding the • apparent leveling off of super premium • ice cream sales and the possibilities for • growth of the sorbet market .

  13. 替代品的產生 → 既有市場被瓜分 • 2. 顧客對於健康的概念日趨重視

  14. Is Jan Phillip’s ideas about rolling • out a low-cal fruit sorbet a good • ideas ?

  15. 回應顧客 • 2. 拓展市場

  16. Would it be better to use the • Haagen-Dazs brand name or a • different brand name ? What else • , if anything , would need to be • different about the strategy ?

  17. Low fat ice creamFrozen yougert Sorbet 快速反應顧客的需求

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