The Past and Present of an International Brand of Haagen-Dazs

Haagen-Dazs is notoriously expensive. There are hundreds of times more expensive than regular ice cream, and this expensive ice cream always attracts a large number of believers. It seems to be unreasonable, but it is reasonable. From the production of raw materials to its leisure shops and even to the positioning of its consumer groups, people think of a word - 矜 expensive. It does not sell ice cream but it is a dream for life.

Target market gap

Reubeno Mattus and his mother immigrated to New York from Poland in 1921. At the age of 17, Matas began to put on a carriage to sell homemade ice cream on the bustling streets of New York's Bronx. And fruit ice. Four generations of the Matas family made ice creams of various brands, but only one brand made this family known worldwide. It was Haagen-Dazs.

In the 1950s, the 40-year-old Martas already knew the status quo of the ice product market. He keenly discovered that the low-price ice cream market has gradually matured. It is impossible for a small workshop ice cream maker to compete in large companies. The rules have grown stronger, not to mention winning in competition. In addition, ice cream manufacturers at the time catered to the needs of consumers and sought various ways to reduce product prices, such as adding stabilizers, preservatives and increasing air content in ice products.

Ruben Matas aimed at the market gap of high-priced ice cream at that time and decided to place the bet on the high-quality, high-priced ice cream market. Martas's "high and low" route is undoubtedly risky, but at the same time he is very forward-looking. His ice cream, Haagen-Dazs, became a hit and brought an ice cream revolution around the world. Even though Häagen-Dazs could easily change his subject, his noble image has never changed. Martas' unique business insight and subsequent adherence to his noble brand allowed Haagen-Dazs to remain the top ice cream industry after decades. The CEO of General Mills, who became a member of Hagendaz in 1989, acknowledged: “In the operation of Haagen-Dazs, it should be said that there are no real competitors yet. In terms of product quality and quality, no other competitor has achieved such high quality and standards."

Make the best ice cream in the world

"Make the best ice cream!" Matas clarified his own declaration. How to prepare the best ice cream taste? Martas's aim is not to cut the cost, to give up the practice of reliving the external colors and relinquishing the taste, and to create a first-class ice cream. He strictly chooses the purest, natural ingredients, and fresh milk, eggs, and other advanced ingredients are not blended. Martas also added more milk fat to the ice cream, which greatly reduced the air content. After 10 years of continuous experimentation, in 1959, Matas finally produced a satisfactory ice cream. So far, Haagen-Dazs continues this fine tradition. The Haagen-Dazs sold worldwide are selected for the best raw materials, and each production process has a strict quality inspection.

Two years later, Matas whimpered and named his ice cream with a Danish name “Haagen-Dazs”. He believes that this name can evoke fresh, natural, healthy and high-quality feelings, just right to show the uniqueness of its ice cream. The first ice cream named after Haagen-Dazs has three flavors: vanilla, chocolate and coffee. Among them, dark chocolate is specially selected from Belgium and vanilla beans are carefully selected from Madagar in Africa. Martas, who had been pursuing high quality, soon added a fourth taste to Häagen-Dazs, strawberry-flavored.

The ice cream frenzy that launched after Haagen-Dazs's listing proved the uniqueness of Matas's vision. Haagen-Dazs's name was contested in the mouth of people. All the words of the word are used to describe this extremely delicious ice cream. This kind of verbal advertisement allowed more people to think of Häagen-Dazs quickly. In time, demand exceeds supply. Haagen-Dazs became the first all-US ice cream brand.

Dream Marketing

Good products, excellent quality, naturally easy to sell. But to make a brand, and it is an international top brand that is deeply rooted in people's minds, quality is only a springboard. Häagen-Dazs makes it difficult for his masses of believers to be addicted to drug addiction, thanks to his successful marketing strategy, especially when modern consumers increasingly see good quality as an element of merchandise. Has its brand image become more diverse? Häagen-Dazs' brand marketing strategy, like the German Volkswagen Beetle and Apple Computer, has injected a concept of life into the brand's life and become a successful model of brand marketing.

Häagen-Dazs has implemented its expensive strategy. First of all, Haagen-Dazs set up his own store, not to appear in the crowded ordinary supermarkets and grocery stores, and mixed with cheap ice cream. Haagen-Dazs casual shops are located in the busy streets. Shops are carefully decorated by designers and strive to create a sophisticated atmosphere. Sometimes, the layout of a flagship store can cost millions of dollars.

Häagen-Dazs has almost no TV advertising with a large audience, which is not only a waste of resources, but also undermines the noble image of Haagen-Dazs painstakingly operating. Therefore, in advertising, Haagen-Dazs is relatively embarrassed, and most of its advertisements are very visually-impressive print ads. Of course, numerous verbal promotions by customers are also powerful weapons of Haagen-Dazs.

Another of Haagen-Dazs's handkerchiefs is affixing the product to a love tag, saying “I love her to invite her to eat Haagen-Dazs”. Almost all girls have derived from Haagen-Dazs beyond the ice cream. Beautiful dreams. Haagen-Dazs became a lover's love token and emotional witness.

Today, Haagen-Dazs has about 700 stores in 55 countries and annual sales of more than 1 billion US dollars (about 8.28 billion yuan). Haagen-Dazs deserves to be the world's most popular top ice cream brand. In the United States, Haagen-Dazs has a market share of 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore, and 5% in Hong Kong.

Hagendas, who is determined to follow the “high and low” route, has won the follow-up of the majority of customers. Accurate market positioning, persistent brand goals, and the use of markets that are just right for the dream are the real secrets of its success.

Ice cream was once a royal recipe

The ice cream in the true modern sense originated in Renaissance Italy. It was an era of creativity. The Italian chef made a simple ice cream by putting the stirred dairy product into ice cubes. However, ice cream was only available to nobles at that time. Afterwards, the secrets of the ice-cream making process passed down to the French and British imperial kitchens, and the royal family of both countries kept this secret strictly invariably. Until later, a British chef smuggled secret recipes to wealthy businessmen, and ice cream began to flourish in Britain and France.

As soon as ice cream entered the United States, it gained popularity. According to reports, even Georgeo Washington and Thomaso Jefferson like their taste. In 1904, at the St.o Louiso Exposition, a bowl of ice cream peddler used to hold the ice cream was run out, and the next hawker selling the pancakes proposed to pour the ice cream on crispy pancakes. The ice cream in a pancake is more fragrant. This is the birth of ice cream cones.

The first major ice cream deal took place in Baltimore, Maryland, in 1851. By 1899, the global sales of ice cream was about 5 million gallons (approximately 22.7 million liters). In years, it rose to 30 million gallons (about 137 million liters), while in 1919 it reached 150 million gallons (about 6.8 million liters). At the end of the 1990s, the assets of the ice cream industry in the world reached 2.2 billion pounds (about 32.67 billion yuan), which truly became a major industry.

Häagen-Dazs Events

In 1961 Matas formally established the Haagen-Dazs company.

In 1973, Haagen-Dazs has swept the entire United States.

In 1976 Rubens Matas's daughter, Doris Mattus, opened the first Haagen-Dazs store and its elegant design immediately achieved great success. Afterwards, Haagen-Dazs stores sprang up like mushrooms in the United States.

In 1983, the famous American food company Pillsbury bought Haagen-Dazs. The Matas family members served as consultants for the company's R&D department.

In 1987, Haagen-Dazs became popular in European countries such as Britain, France, Germany and Spain.

In 1994, Ruben Matas died at the age of 81.

In 1989, Pinel was acquired by General Mills in the UK, and Haagen-Dazs became a member of General Mills.

In 2001, Nestlé acquired the exclusive distribution rights of Haagen-Dazs in the United States and Canada from General Mills.