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指導老師 : 徐玉瓊 組員 :4980M012 黃嘉慶 4980M111 朱婉淋 4991M024 賴婕宇.
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Transcript of 指導老師 : 徐玉瓊 組員 :4980M012 黃嘉慶 4980M111 朱婉淋 4991M024 賴婕宇.
指導老師 : 徐玉瓊組 員 : 4980M012 黃嘉慶 4980M111 朱婉淋 4991M024 賴婕宇
1.Prefacea. Story of ice creamb. Story of Haagen-Dazs2.History of Haagen-Dazsa. Brand development b. Brand philosophy3. Marketing Analysisa. 4Pb. Activity4. Conclusiona. Experience
Early before Christ, there was the most
primitive ice cream, when Chinese stirred
ice and juice to cold drinks, then the
drinks were spreader to Europe from the
south of Italy.
At that time, it was not an easy job to make
ice cream: In addition to ice and snow, it
also needed to keep them at the low
temperature. Owing to the limited amount
of ice cream, the nobles were the only
people to enjoy it, but the ordinary people
weren’t.
Until the mid-nineteenth century, the U.S.
started to manufacture ice cream by
industrial production, that made ice cream
popular in the dessert; and later, ice cream
was more and more delicious with the
invention of the refrigeration system.
In the late twentieth century, when
speaking of ice cream in Taiwan, we would
definitely think of Haagen-Dazs. The New
York Times also highly praised it as the Rolls
Royce in ice cream industry; thus it was
common to see how popular Haagen-Dazs
was in the world.
Haagen Dazs was from Danish; the founder
of it was a Polish called Reuben Matas.
Matas took a Danish name as Haagen-Dazs
for his ice cream; he thought the name of
the Scandinavian Slovenia could arouse the
feelings of draw fresh, natural, healthy and
high quality.
Haagen-Dazs ice cream production has three insist,
as follows:
(A) 2 times the material: to double the amount
required to enjoy the rich taste, or even choose to
use the best materials origin.
(b) 1.4 times the weight: the same volume of ice
cream, 1.4 times the weight of others, so one of
the texture of thick, dense taste is unparalleled.
(c) -26 degrees ultra low temperature: In order to
present the most perfect taste, whether in production,
transportation, selling point is maintained at -26 degrees
c, to ensure that the natural taste.
Haagen-Dazs ice cream by the General Mill operated by
the company's four business philosophy for the T
( a ) Champions People
( b ) Champions Brand
( c ) Champions performance
( d ) Champions Innovation
These four ideas is General Mill on the definition of the
identity of every employee, but also to consumers,
customers, investors and employees to ensure that he has
done.
With the various kinds of products, it is one of the attractive
selling points to Haagen-Dazs; the quality of products is also
requested to be flawless before supplying to the public. In
addition to ice cream, Haagen-Dazs has developed a
number of special products, it is worth to recommend as
the moon cake ice cream moon cakes. They are not only
special but unusually innovative. During the time of Moon
Festival, having a bite of cake makes a really
memorable and new experience to us.
(a) Product Strategy(a) Product Strategy
(B) Price policy
The price of Haagen-Dazs is 20 times more
expensive than the other local ice cream, but
its quality and fashion sense is no one to be
competitive. That’s why there are many people
on top of the M society eager to taste it.
Besides, the people of middle class can’t also
resist its fascination.
(b)The price strategy(b)The price strategy
(C) Pathway (Place) strategy
In order to satisfy the public's desire of taste,
there are many refrigerators of Haagen-Dazs
established for numerous sales opportunity in
shopping malls, 7-11 convenience stores,
department stores, and Blockbusters. The
demands of quality and hygiene are also
unexceptionable, including the cleanliness of the
refrigerators.
(c) The location strategy(c) The location strategy
Haagen-Dazs didn’t use the bigger advertisement and
the boards to promote it. However, everyone is known
about it. There is no reason provided. For Haagen-Dazs,
they don’t need a bigger board or advertisements also
can help them to promote the ice-cream. The customers
see the sign of the shop; they will automatically enter
into the store. So now you can imagine that everywhere
also can find it.
(d) Promotion strategy(d) Promotion strategy
ActivityActivity
Generally, Haagen-Dazs is a luxury as one small
scoop already costs more than one hundred. But
after tasting it, you will realize that it’s worth. It
is very delicious. It would not too sweet, and also
there are different tastes to choose.
One of my favorites taste is strawberry taste.
The sweetness is just right, eating up with the
happiness feeling. I only can say that Haagen-
Dazs is the champion in the ice-cream industry
even the selling price is high, but it still loved by
public.
http://haagen-dazs.com.tw/#quality_2哈根達斯官方網站http://www.sheeee.com/sheee/19/n-364319.html 趨勢報告http://www.pollster.com.tw/report/457/index.htm Pollster 波仕特線上市調http://www.google.com.tw/search?um=1&hl=zh-TW&rlz=1T4PRFA_zh-TWTW422&biw=1088&bih=647&tbm=isch&sa=1&q=%E5%93%88%E6%A0%B9%E9%81%94%E6%96%AF&btnG=%E6%90%9C%E5%B0%8B&aq=f&aqi=g2&aql=&oq= 哈根達斯圖片集
台灣 Haagen-Dazs 消費者之顧客滿意度研究,周美力、林政憲、蔣丞哲,( 民 97 年 )
世新大學傳播管理學系,洪淑秋,結合方法目的鏈與隱喻誘引技術的新產品開發與行銷策略之研究, ( 民 92 年 )