Haagen-Dazs: Repositioning a Cult Brand |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background Note
By the late 1950s, the off-take of ice creams at the shops that bought from the Mattus family dropped drastically, bringing the business close to bankruptcy. In 1960, Reuben decided it was time to introduce his new ice cream. He launched it under the Haagen-Dazs brand -a meaningless but exotic-sounding name -priced at 75 cents for a single pint8. The new ice cream quickly became popular. The strange-sounding name also contributed to the craze for the ice cream, with many people assuming that it was imported from Denmark or some other North European country -a misconception that has endured to the present day. Mattus even printed a map of Denmark on the outer pack to build on the myth. In 1961, with the business growing, Rueben decided to form a new company. Thus, the Haagen-Dazs Co. Inc. came into existence with the vision of producing "the finest ice cream using the purest ingredients" (Refer Exhibit III for the Haagen-Dazs logo).
6] Fruit ice is made by blending fresh fruit with sweeteners and then freezing the mixture. |
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