哈根达斯的中国策略 热（Haagen Dazss China strategy fever）.docVIP

哈根达斯的中国策略 热（Haagen Dazss China strategy fever） Haagen Dazs China strategy Author: anonymous update: 2003-6-13 [] [big baby collection] Ready to eat ice cream as a fashion food by more and more young consumers, Unilever is the worlds largest ice cream maker, walls is famous, followed by Nestle. Haagen Dazs from Europe starting in 1989 to 5-10 times more than ordinary ice-cream prices (30%-40% than similar high-grade products, through the sale of expensive) model of leisure shop delicate and elegant, become a top ice cream brand, December 2001, Nestle company bought the trademark right to use the United States Hagendasi, and plans to acquire the world (mainly in Europe) brand the right to use. Hagendasi (China) has gone through 7 years, open chain stores in Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou, Dalian and other places, with natural raw materials, high quality has become the high-end brand ice cream market. Although never did put up a pageantry of advertising, but every petty Chinese did not know its name, love her, let her eat Haagen Dazs advertising to the power consumption of men and women how much love, become elegant, sweet taste, peoples consumption of ice cream, is holy. The marketing analysis of Haagen Dazs Haagen Dazs Haagen Dazs Chinese strategy: positioning completely followed the European tradition, is the best ice cream products Products: YISHION claimed manufacturing natural raw material, just enter the Chinese time, known as the all products are transported from the United States, with fresh, natural taste of the global hospitality Chinese to consumers, let consumers could not resist China. Price: high! Very high! It is said that the same family pack 2.99 dollars / barrel barrels in China to buy 100 yuan. The ice cream balls are 30 yuan 48-68 yuan, some of the characteristics of the products such as green tea, love addict package generally in 120 yuan -160 yuan. With the average consumption in 40-60 yuan / person, the average restaurant con