The market for premium ice-cream pot is dominated by companies Häagen Dazs and Ben& Jerry's. Each of these brands has each assets and means to attract the consumers. Both brands hold about the same number of stores: 850 Ben & Jerry's against 800 for Häagen Dazs. However, in terms of internationals presence, we can say that Häagen Dazs is far in front compared with Ben & Jerry’s; Häagen Dazs operates in 70 countries whereas Ben & jerry’s operate only in 35. In France, Häagen Dazs has 75 shops. The more spacious shop in the world for Häagen Dazs is located on the Champs-Elysées. In addition, Ben & Jerry's own only three stores, even if the brand is present in France since 2003.
The choice is wider at Häagen Dazs than Ben & Jerry's: 24 against 18 different aromas for Ben & Jerry's. Brands are at par for innovation with about one to two new aroma per year. In France, Häagen Dazs ice dominates the segment in pots. It claimed 71.5% market share in value against 14.7% for Ben & Jerry's. However, the two rivals have excellent performance. Ben & Jerry's sales rose 12.9% in 2009 and only 9% for Häagen Dazs. To acquire new customers; the two brands hold free tastings in the street and in stores and pay television advertising campaigns and web. For sponsoring, Ben & Jerry's managers chose to sponsor the “festival de cannes”. Howver, Häagen Dazs sustain its partnership with Roland Garros for 19 years, with two shops and small mobile vending carts.
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