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…
