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Haagen-Daz

Module MARKETING COMMUNICATION

Title Exam Project (60%)

The Haagen-Daz brand was launched in 1961, yet remained relatively unknown before its sensual advertising repositioned the brand as an Adult Ice Cream. Within five months of the advertising launch, Haagen-Dazs became the best selling premium ice cream in Britain with a market share twice that of its nearest rival.

Your remit is to investigate how the ice cream was repositioned so successfully from a little know niche product to a global brand (now available in 54 countries.) Your project should be both theoretical and applied and should include the following elements:

- identification and application of relevant marketing models which help to explain the company’s positioning strategy,
- identification and application of relevant communications models to clarify its advertising strategy,
- understanding (from a theoretical perspective) how attitudes are formed and changed and how this was so successfully......


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Approximate Word Count: 5306
Approximate Pages: 22 (250 words per double-spaced page)

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