Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice
cream.n price there is no real advantage. However, it adopted a unique marketing strategy, and quickly

occupiedthe market, a top ice cream brand.                                                         
     Haagen Dazs did not set up shops in ordinary supermarkets or grocery stores. Haagen Dazs leisure
fashion shops are in busy sections of malls. Thelayout is carefully planned to create an elegant atmosphere, and sometimes, a flagship(旗舰) store layout will cost several million dollars.
     Compared to other ice cream brands, Haagen Dazs consumers are tightly grouped. It is understood
that Haagen Dazs seldom does television advertising. The majority of ads are highly visual impact of the
print ads. In particular many advertisements lock those pyramid tip consumers. Moreover, as long as the
consumer spending 500 yuan to fill in a small form can become their members, these members will be
regularly sent advertisements by direct mail. Praise of customers is a powerful weapon for Haagen Dazs.
     There is always much creative ingenuity (独创性) in Haagen Dazs advertising, so it is remembered by
the people.
    ☆initial advertisements such as: "Delicious Haagen Dazs, like 24K gold, Japan Kobe beef, original
palm oil, mushroom truffles and Chinese ceramics, Tiffany Africa …what 'ice cream' was waiting for".
    ☆ "love her, let her eat Haagen Dazs" This classic sensational advertisement attracted more numerous Haagen Dazs lovers who become regulars.
    Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of
more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs has become the world's most
popular top ice cream brand. In the United States, its market share is 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore and 5% in Hong Kong.
      Determined to take the "Qugaohegua" line, Haagen Dazs has combined accurate positioning in the
marketplace with dedicated brand goals. This is the real secret of success.