The Ice cream wars
Description
This program examines how luxury ice cream companies are vying for their European market shares. A variety of strategies used by Haagen-Dazs are discussed. In Britain, a Haagen-Dazs executive explains how the company appealed to adult consumers by presenting ice cream as a sensual gourmet specialty, rather than a child's treat. Advertisements in Vogue and other upscale publications use sex and celebrities to boost sales. In France, stores selling the product are located in exclusive areas, such as the Champs-Elysees. But Haagen-Dazs's quest for classic brand status is now being threatened by American competitor Ben & Jerry's, England's Rocombe Farms, and other European premium brands. Executives from those companies discuss competitive marketing strategies that appeal to more traditional values.
Runtime
30 min
Subjects
Genre
Date of Publication
[2007], c1994
Database
Films on Demand
Direct Link
Similar Films
Deborah Arrindell Discusses Importance of Striving For Excellence
Mac Bishop Discusses Long Term Planning Process
Karim Abouelnaga Discusses Work Life Balance
Eric Young Discusses Transitioning From Startup To Growing Company
Erica Nicole Shares Thoughts on the Concept That You Only Live Once (YOLO)
A CEO goes back to the classroom
Roger Ferguson Shares Thoughts on Financial Literacy
Alejandro Crawford Discusses Herd Mentality And Bubble Mentality
Brian Bauer Discusses Low Emotional Intelligence
The World's Greatest Moneymaker. Warren Buffett
Stitch People
JB Osborne States Importance of Understanding the Company's Value Proposition
A video series to introduce giving voice to values. The Three A's
Innovators of Silicon Valley
Divya Gugnani Discusses Value Proposition Of Beauty