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San Telmo Research is the San Telmo Business School’s teaching resources website. Its objective is to provide the academic world with knowledge and access to our teaching resources and promote its use by other professors and business schools.

We have significant case studies and teaching notes at your disposal in Spanish and English, including all types of Spanish and international leading companies.


HÄAGEN- DAZS

24/11/2023
José Luis García del Pueyo
Häagen-Dazs is an international ice cream brand that competes in the premium segment boasting a perceived image renowned for its quality and sophistication. In 2019, the company embarked on a journey to reposition the brand in an effort to broaden its consumer base. Häagen-Dazs held a strong position in the senior segment, offering a value proposition centered on Luxury & pleasure and began to evolve towards the concept of Everyday made extraordinary, focusing on attracting millennials and the Z generation. This involved changing the design of its franchised ice cream parlor chain, redesigning its packaging, boosting its Instagram presence, etc. Some doubts arose about certain innovations, the brand’s acceptance by the Zs, and the distribution strategy.

Topics

Customer orientation Premium food Repositioning Ice cream market Millennials & Z Packaging redesign

Areas

Sales Management

Language

Inglés

Type

Caso

Pages

22

Code

MI-224-E

Resources

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