Marketing Case Study: Haagen-Dazs's Artisan Collection

Great Essays
Haagen-Dazs Artisan Collection
Vanda Mallo
Keiser University

INTRODUCTION
The name Haagen-Dazs offers people the notion of super premium ice cream valued at premium prices. The company’s philosophy of providing ice cream of non-compromising quality was devised by Reuben Mattus, the founder of Haagen-Dazs. Reuben Mattus had a vision for changing the world of ice cream. At a time when others were cutting corners and inflating their ice cream with air, Mattus set out to do something better.
Haagen-Dazs targets a high income niche market segment, with a strong differentiation concerning its competitors, especially with the identification of the product in the category of luxury items. Using only the finest ingredients, Haagen-Dazs created a category all of its own. The brand is categorized in the premium quality ice cream without coloring agents nor additives, and with ingredients flavored naturally, with vanilla of Madagascar, Belgian chocolate, organic strawberries, pecan nut, fresh grilled almonds, and cookies of California to name a few.
In the summer of 2015, Haagen-Dazs launched the Artisan Collection of six new ice creams: Tres Leches Brigadeiro, Banana Rum Jam, Chocolate Caramelized Oat, Spiced
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The Häagen-Dazs brand collaborated with prominent culinary artisans from around the country to introduce a line of six indulgent ice cream flavors. The new flavors, available for a limited time, keep the taste of the artisans ' original creations and include Tres Leches Brigadeiro, Banana Rum Jam, Chocolate Caramelized Oat, Spiced Pecan Turtle, Ginger Molasses Cookie, and Applewood Smoked Caramel Almond ice creams. Haagen-Dazs realized that superior and consistent quality would ensure positive word-of-mouth publicity and help build the brand. Therefore, quality was prominence right from the launch of the

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