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  • The Marketing Mix At Haagen-Dazs - and Beechdean Dairies"

     

    Essays1 Management

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ID number:677072
Evaluation:
Published: 01.12.1996.
Language: English
Level: Secondary school
Literature: n/a
References: Not used
Extract

In 1990 the US company Haagen-Dazs appeared in Britain and created something which had never existed before: a mass market for luxury ice cream. These days British consumers spend £130 million on luxury ice cream each year.
"The Marketing Mix at Haagen Dazs" explores how Haagen-Dazs made themselves the market leader. It also compares and contrasts their marketing mix with Beechdean Dairies - a tiny UK ice-cream maker with big ambitions - it wants to be the Haagen-Dazs of Britain.
The Competition
Haagen-Dazs' success has brought it a horde of competitors in Britain. Mars and Cadbury…

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