Haagen-Dazs: Selling a dream
Haagen-Dazs's "extraordinary" is world-famous. The price of hundreds of dollars makes the ordinary ice cream self-defeating, and it also enjoys the reputation of "Rolls Royce in ice cream." After more than 40 years of hard work, Haagen-Dazs has opened more than 700 specialty stores and tens of thousands of retail outlets in 55 countries around the world, from the west to the east, from blue eyes to yellow skin, which spans geography and ethnicity. The restrictions have become the common language for those who pursue an elegant and fashionable life. In the hearts of many people, Haagen-Dazs is not selling ice cream, but a dream of life!
Insight into the market, Haagen-Dazs became popular
In 1961, Haagen-Dazs was born in Bronx, New York, and its founder was Reubeno Mattus. In 1921, the Polish immigrant Matas began selling home-made ice cream and fruit ice on the Bronx Street in New York, and gradually gained some fame in the local area.
In the 1950s, the competition in the American ice cream market became more and more fierce. Matas, in his 40s, was keenly aware that the low-priced ice cream market has matured, and small-scale ice cream production is unlikely to have a big impact. In addition, due to the development of refrigeration technology, many manufacturers have added more air, stabilizers and preservatives to the ice cream to extend the shelf life of the product and reduce the cost, so that the quality of the ice cream is not as good as before. Therefore, Matas decided to produce ice cream products with pure natural quality, high quality and excellent flavor, and seize the market space of high quality ice cream. He launched three flavors of high-end ice cream: vanilla, chocolate and coffee, mainly for some high-end restaurants and shops. In 1961, the product was officially named “Haagen-Dazs”.
Matas's high-priced business strategy is undoubtedly risky, but ultimately he has achieved great success. After the listing of Haagen-Dazs, it quickly became popular and brought an ice cream revolution around the world. In the following decades, Haagen-Dazs has never changed its brand image, but its brand image has never changed. Matas’s unique business vision and subsequent brand image of “矜贵” Maintenance, so that Haagen-Dazs still ranks among the top ice creams, becoming a symbol of quality life and taste. The American magazine Time has given Haagen-Dazs the reputation of "Rolls Royce in Ice Cream."
Perfect, Haagen-Dazs is very expensive
Like many top luxury brands, Haagen-Dazs is taking the business path of “high and low”, which must highlight its own brand personality. At the beginning of the creation of Haagen-Dazs, Matas clearly shouted his declaration “to make the best ice cream”. In the subsequent development process, whether it is making materials, pricing products, or setting up stores. Haagen-Dazs is perfect, reflecting the utmost quality of “Golden” and making the Haagen-Dazs ice cream an unforgettable experience.
In the production of the product, Matas abandoned the practice of ignoring the appearance at the time and neglecting the taste. The cost was strictly selected and 100% natural raw materials were strictly selected. To ensure a proud quality, Haagen-Dazs is constantly looking for the world's finest ingredients, without any preservatives, artificial flavors, stabilizing and pigmentation, adding more fresh cream to the ice cream, and working to reduce the air content of the ice cream. . The use of skimmed milk, fresh cream, sucrose and rigorously certified fresh egg yolks is the secret of Haagen-Dazs's taste, as Haagen-Dazs claims: every Haagen-Dazs ice cream is more than average ice cream. The scent is soft and smooth, and after the tasting, I feel the scent of the cheeks. To date, Haagen-Dazs has continued this fine tradition, and Haagen-Dazs, which sells all over the world, uses 100% natural raw materials, and each production process has strict quality inspection guarantees.
In terms of product pricing, Haagen-Dazs is different from Helu Snow and Nestle. It is a high-priced route. The target consumer group is a young man who is at the top of the income pyramid and pays attention to the quality of life and pursues fashion. The price of Haagen-Dazs ice cream makes ordinary people "depreciate the price", a "dream angel" 78 yuan, an ice cream ball 25 yuan, a theme ice cream is more than 100 yuan. However, the high price of Haagen-Dazs still attracts a large number of believers, and advocates have regarded Haagen-Dazs as a symbol of high-quality life.