复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Haagen-Dazs（Iris&Candy）

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Iris Chen 11307100411 Candy Sze 11340690108

agenDas CONTENYI 1. High End Food Beverage Marketavefiew 2. Company Brand Overview 3. Business model 4. China Market Analysis 5. STP Analysis 6. Competitor Analysis 7. Marketing Mix SwOT 8. Retailing System Dan 9. Communication 10. Conclusion Make Someone Melt Copeght G 2010 General Ma Alwgh

Content 1. High End Food & Beverage Market Overview 2. Company & Brand Overview 3. Business Model 4. China Market Analysis 5. STP Analysis 6. Competitor Analysis 7. Marketing Mix & SWOT 8. Retailing System 9. Communication 10. Conclusion

1. Higk-end Food Beverage Market Overview -Dazs Make Someone Melt ppant o aclo Gered MDs AI Bha Peen

1. High-end Food & Beverage Market Overview

agenDas MARKETOVERVIEY-WORAD Overview of high -end food and beverage market Wored The global high -end food and beverage market has continued to soar Grew by 8% Reached USS1 trillion grew by 12% luxury food luxury wine&spirit Source: bain company' annual research presented this past October to the Altagamma Foundation 2011 2012

Market overview - world Reached US$1 trillion, grew by 12% Grew by 8% Source: Bain & Company's annual research presented this past October to the Altagamma Foundation The global high-end food and beverage market has continued to soar Overview of high-end food and beverage market ： World

agenDas MABKETOVERVIEW-CHIINA Overview of high -end food and beverage market: 黑龙江 The demand for luxury food in China is growing at a fast speed Household disposable income grows impressive The trend of trading up. continues Consumers tend to pursue consumption of enjoyment Recent years have seen a large import of luxury food and a preference of foreign brands Next

Market overview - china Overview of high-end food and beverage market ： China The demand for luxury food in China is growing at a fast speed. • Household disposable income grows impressively • The trend of trading up continues • Consumers tend to pursue consumption of enjoyment • Recent years have seen a large import of luxury food and a preference of foreign brands Next

agenDas MABKETOVERVIEW-CHIINA Household disposable income grows impressively Exhibit 2. Growth in household disposable income, 2000-2009 1600 14.00 1200 10.00 800 600 4.00 200 Source: National Bureau of 000 Statistics of China(NBS Lowest Lower Middle of

Market overview - china Household disposable income grows impressively

agenDas MABKETOVERVIEW-CHIINA The trend of trading up continues Exhibit 3: Top 6 reasons for purchasing luxury goods, 2009 Overall Female % To reward myself 54 46 To pamper myself, treat myself well 44 27 %2肥3 For formal occasions 42 41 To reflect my personality 40 37 To enhance my self-confidence 36 37 35 To enjoy luxurious, high quality lifestyle 35 38 31 Source: KPMG, May 2010 Back

Market overview - china The trend of trading up continues. Back

agenDas 2. Company Brand Overview -Dazs Make Someone Melt ppant o aclo Gered MDs AI Bha Peen

2. Company & Brand Overview

agenDas The Rolls-Royce in the ice cream industry 这,就是哈根达斯一刻 此时此刻,为您开启。 Haagen-Dazs strawberry

The Rolls-Royce in the ice cream industry

iogen-Das BRIEF INTRODUCTION Company overview ounde d Bronx, New york( 1961) Founder Reuben Mattes Headquarter California, United States Products Ice cream Founder: reuben mattus Parent General a young entrepreneur with Mills a passion for quality and a vision for creating the finest ice cream

Brief introduction Founded Bronx, New York (1961) Founder Reuben Mattus Headquarter California, United States Products Ice cream Parent Founder: Reuben Mattus A young entrepreneur with a passion for quality and a vision for creating the finest ice cream Company Overview