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

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