哈根達(dá)斯?fàn)I銷案例分析

哈根達(dá)斯產(chǎn)品定位

HistoryHaagen-DazsfromEuropestartingin1989toexpensivethanregularicecream5-10timestheprice,weshouldOnprices,HaagenDazsThereisnoadvantageatall.哈根達(dá)斯1989年從歐洲起步，以比普通冰淇淋貴5—10倍的價格，要論價格，哈根達(dá)斯毫無優(yōu)勢可言。

However,itadoptedauniquemarketingstrategy,andquicklyoccupiedthemarket,atopicecreambrand.但它通過獨特的營銷策略，迅速占領(lǐng)市場，成為頂級冰淇淋品牌。IcecreamComparedtoothericecreamfood,HaagenDazsconsumergroupstobemuchsmaller.相比其他冰淇淋食品，哈根達(dá)斯的消費群體要小得多

Itisunderstoodthatthe"H?agenDazsalmostdotelevisionadvertising,"themajorityofadsarehighlyvisualimpactoftheprintads,inparticularsomeofthemediarelease,lockthosepyramidtipconsumers.據(jù)了解，“哈根達(dá)斯幾乎不做電視廣告”，大部分廣告都是極富視覺沖擊力的平面廣告，在特定的一些媒體上發(fā)布，鎖定那些金字塔尖的消費者。

HaagenDazsadvertisingwords,therearealwaysmanycreativeingenuity,soitisfamiliarwithrelishbythepeople.

哈根達(dá)斯的廣告詞，總是有許多別出心裁的創(chuàng)意，因此為熟悉它的人們所津津樂道。

initialadvertisementssuchas:"deliciousHaagenDazs,likegoldinthe24-K24K,JapanKobebeef,inparticulartheoriginalpalmoil,andtheordinarymushroomtruffles,andChina'sceramics,TiffanyAfrica……'icecreamareas'intheNeedfor."

最初的廣告詞如:“美味的哈根達(dá)斯，就像黃金里的24K足金，日本神戶的牛肉，特別原始的棕欖油，平凡蘑菇的塊菌，中國的陶瓷，非洲的人妖……是‘冰淇淋領(lǐng)域’中的極品之作。”

"loveher,lethereatHaagenDazs"ThisclassicsensationaladvertisementstoattractmorenumerousHaagenDazsloversbecomeregulars.LovetheproductlabelaffixedtoHaagenDazshasbecomeanintelligencepeople'sfeelingsandloveTokenwitnesses.

而“愛她,就請她吃哈根達(dá)斯”這句經(jīng)典的煽情廣告詞更是吸引了無數(shù)情侶成為哈根達(dá)斯?？?。將產(chǎn)品貼上愛情標(biāo)簽,使哈根達(dá)斯儼然成為情人們的愛情信物和感情見證人.

Somenosheg.thinpancake,cookies,Icecreamcakes2.湯底是以純巧克力煮溶，再加上牛奶、少許桔子甜酒熬成濃稠的巧克力濃漿3.3tiersofBritish-styledelightsfeaturingdelectableicecreamtarls,mouth-wateringfreshfruittastesandflavorfuldessertofferings,allcomplimentedwithBlackTeatocompleteamuch-lovedEnglishnitual.AvividDimSumstyleselectionofVanillaandchocolateicecreamtreatsdelightfullyaccentedwithdicedamond,cookiescrunch,custardcream,yellowpeach,bananaandachocolatecoatingcapturingtheessenceofChinesetradition.Piledhightotheheavens,goldenChouxpastystuffedwithicecreamanddrapedintastytoppings,isaFrenchCroquembouche-"runchinthemouth"-dreamcomestrue.DeliciouslycalmGreenTea,AzukibeanandmelonicecreamservedwithassortedtreatsincreativeJapanesesushi-style,KaisekifashioncreatingapureZenexperience.Vodka,chocol-ateandstrawberry,kiwiicecreamsweetlycomealivewithatouchofvodkainflames.BelgianchocolateandBrandiedBlackCherryicecreamareservedwithfabulauslyflavourfuldarkcherriesformaperfectGermandessertmasterpiece..BelgianchocolateandBrandiedBlackCherryicecreamareservedwithfabulauslyflavourfuldarkcherriesformaperfectGermandessertmasterpiece.牛奶冰淇淋的制作方法制作方法:將稱好的白砂糖放入小盆內(nèi)；然后加入蛋黃，并充分?jǐn)嚢?一個方向)約10分鐘;將牛奶慢慢倒入糖與蛋黃的混合液中，邊加入邊攪拌,最后攪拌均勻;將混勻的混合液慢慢加熱，使溫度保持在70