In the China market, Haagen-Dazs has no advantage in terms of price. The ice cream balls in Haagen-Dazs are all around 30 yuan, and the hot pot of "Ice and Fire Love" is generally in120-160 yuan, and the drinks range from 60-70 yuan. However, Haagen-Dazs has become a top ice cream brand in China through unique marketing methods, which has been deeply rooted in people's hearts and even become a symbol of fashion life. High-end consumers are its loyal customers, and low-end consumers are also attracted by it. Once they have spare money, they will also be extravagant. Haagen-Dazs forcefully dug a piece of land in the mature ice cream market, and the success of its "luxury" marketing method has become a classic case in the industry.
Positioning-pursuing noble consumption mentality
Haagen-Dazs carefully analyzed the mentality of Shanghai consumers before he first entered the Shanghai market. At that time, Shanghainese thought: white-collar workers and blond foreigners in high-end offices were fashion spokespersons. Therefore, Haagen-Dazs invited these people to participate in special activities, attracting the attention of TV stations and newspapers, scrambling to report, and defining Haagen-Dazs as synonymous with fashion life in one fell swoop. A group of people who had a "noble and fashionable life" in Haagen-Dazs became its word-of-mouth propagandists, and soon more people flocked to it. Let consumers feel value for money. This method of analyzing consumers' mentality and word-of-mouth propaganda is considered by the industry to be Haagen-Dazs' specialty, and it is extremely effective. Every time it enters a new city, it does the same thing and never misses.
Strategy-retain core customers
Retaining consumers is as important as winning them, and Haagen-Dazs has made great efforts to this end. Haagen-Dazs' high-end consumption positioning makes its target consumer group small and refined. For this reason, Haagen-Dazs almost never makes TV advertisements in a big way, because the coverage of TV is too wide and scattered, which is unnecessary for Haagen-Dazs. Most of Haagen-Dazs' advertisements are print advertisements, and large-scale advertisements are published in some specific media. This not only saves the advertising fee, but also increases the advertising effect, so as to lock the consumers at the top of the pyramid. At the same time, Haagen-Dazs also selectively cut into other retail channels to expand its retail market. For example, in Shanghai, it carefully chose five or six hundred supermarkets to enter the family ice cream market.
In order to retain consumers, Haagen-Dazs has adopted the membership system. A customer can fill out a form and become their member after spending 500 yuan. So far, Haagen-Dazs has tens of thousands of core members in its database. Haagen-Dazs takes good care of every key member. As a result, these consumers are loyal to its brand for a long time in the China market, which few other brands can match.
Its specific strategies include:
■ Send direct mail advertisements regularly and run "Cool" magazines to promote new products.
■ Hold fashion PARTY for core consumer groups from time to time to listen to their opinions on products.
■ Issue discount coupons for different consumption seasons, members' consumption and specific products.
Extension-increase brand affinity
When the Olympic bid was successful, Haagen-Dazs invited Liu Xuan, ambassador of the Olympic bid, to attend and hold public welfare activities. At the same time, in Shanghai's high-end office buildings such as Ruian Plaza and CITIC Pacific, cards are distributed to passers-by, and there is a beautifully printed bookmark of Haagen-Dazs ice cream in the card, because this little thing can often be taken home by consumers and preserved for a long time, and consumers unconsciously have the concept of this product brand.
One of the most classic movements of Haagen-Dazs is to label himself with love, thus attracting the attention of lovers. On Valentine's Day in a certain year, Haagen-Dazs decorated the outside of the store with tenderness, not only specially introduced ice cream products shared by lovers, but also gave free group photos to couples who came here for consumption, so that they had a "soft spot" for Haagen-Dazs from now on.
Mode-Close contact with target customers
China's huge enterprise purchase market has also attracted Haagen-Dazs' attention. In view of the Mid-Autumn Festival gift market, Haagen-Dazs specially developed high-quality ice cream moon cakes, which were sold to major companies in the city. Many companies took this moon cake as a holiday gift for ordinary employees, which really made Haagen-Dazs make a fortune.
The salesmen of Haagen-Dazs also specially brought fresh ice cream samples to major companies for those executives to taste on the spot. This new method of close marketing has also attracted some big customers. One year, Shanghai Foreign Service Company, a company with relations with all foreign companies, ordered more than 20,000 products from Haagen-Dazs as gifts. In fact, this part of sales is still a small profit. The biggest gain of Haagen-Dazs is that it has reached these target groups and once again extended its tentacles to target consumers.