Case Study 7: Häagen-Dazs China: The Luxury Icing on the Cream

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Abstract

Häagen-Dazs is a brand that operates in the premium ice cream category and was the first explicitly to focus on adults rather than children. Reuben and Rose Mattus created the Häagen-Dazs brand of ice cream in 1961 in Brooklyn, NY. Since Denmark had a strong reputation for dairy products at that time, the name Häagen-Dazs was invented by the Mattuses composed of two made-up words that gave the brand Scandinavian mystique. The company began with just the three basic ice cream flavors—chocolate, vanilla and coffee. The company rapidly adopted the franchise model of business to grow exponentially throughout the 1970s. This enabled the corporation to multiply the number of flavors and expand the portfolio of retail outlets without the capital investment or risk. Since then, ownership of Häagen-Dazs Company has changed several times. The company was first acquired by Pillsbury in 1983, and then by General Mills when it acquired Pillsbury in 2001.

Keywords

Luxury Good Brand Awareness Chinese Consumer Luxury Brand General Mill 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  1. 1.IESEG School of ManagementLilleFrance

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