2024年4月10日发(作者：伊江雪)

Case3: Pillsbury’s Haagen-Dazs

Jan Phillips is the newly hired ice cream product-market manager for the

United States for Haagen-Dazes—the world’s leading brand of super premium

ice cream (now available in 55countries) and the market leader in the U.S. Pillsbury

says Haagen-Dazs is profitable globally, with total sales of more than $900 million.

The company saw its sales grow rapidly during the 1990s, but now its markets are

facing significant change and very aggressive competition. Phillips is responsible

for Haagen-Dazes’’ ice-cream strategy planning for the United States.

Other product-market managers are responsible for Europe, Japan, and other

global markets. Therefore, Phillips will be expected to focus only on the United

States while knowing that” everyone” will be watching her (and the United

States) for clues about what may happen elsewhere.

Overall, ice cream sales in the U.S. have been off 1 to 2percent in recent years.

Still, some new entries have made a big splash. Starbucks, the coffee king, is one

such brand. In its first year in grocery-store freezer sections, its Frappuccino

bars—in several flavors—were a big hit. In addition, the Starbucks brand quickly

became the nation’s top-selling premium coffee ice cream. Haagen-Dazes, along

with a few other super premium producers, are continuing to grow at rates of 2to 3

percent. But most other U.S. super premium producers are reporting flat

sales—and some are going out of business. The easy availability of super premium

ice cream in supermarkets has hurt some of these producers who sell through ice

cream stores, which specialize in take-out cones, sundaes, and small containers of

ice cream. It is also thought that, at least in part, the decline in sales growth of

super premium ice cream in the U.S. since the early 1990s is due to competition

1

from other products such as lower-calorie yogurts and low-factice cream.

Despite a real concern about healthy diets, Americans seem to swing back and

forth in their yearnings for low fat and rich taste. There is some evidence that

“dessert junkies” who want to indulge without too much guilt are turning to

low-fat frozen yogurt and low-fat ice cream. This has encouraged a number of

super premium ice cream competitors to offer these products too. Pillsbury’s

Haagen-Dazs, International Dairy Queen, and Baskin Robbins are selling frozen

yogurt. And Kraft—which makes Frusen Glaaj, Edy’s, and Dreyer’s Grand Ice

Cream—is among many other ice cream makers who are promoting gourmet

versions of low-fat ice cream.

Because of the competition from low-fat products, Haagen-Dazs recently

introduced a line of low-fat super premium ice cream. The new low-fat line

contains no more than three grams of fat per serving. That compares with six times

that or more grams of fat in a half-cup serving of its full-fat version. Haagen-Dazs

believes that its low-fat super premium ice cream is better tasting than other

alternatives. Its belief is that “people like to make every calorie count.” Having

worked on the low-fat item for more than two years, it developed a process

whereby a concentration of dairy proteins from lactose-reduced skim milk gave a

mouth-feel that approximates that of higher-fat product. Haagen-Dazs sells its

low-fat products in a variety of flavors.

Most ice cream products are considered economy and regular brands—priced

at $2 to $5 a half gallon. Super premium ice cream retails for $2.50 to $3.50 a

pint,

or $8 to $10 a half gallon. The retail price for a pint of Haagen-Dazs is usually over

$3.00. The low-fat version is comparably priced to the full-fat product.

2

2024年4月10日发(作者：伊江雪)

Case3: Pillsbury’s Haagen-Dazs

Jan Phillips is the newly hired ice cream product-market manager for the

United States for Haagen-Dazes—the world’s leading brand of super premium

ice cream (now available in 55countries) and the market leader in the U.S. Pillsbury

says Haagen-Dazs is profitable globally, with total sales of more than $900 million.

The company saw its sales grow rapidly during the 1990s, but now its markets are

facing significant change and very aggressive competition. Phillips is responsible

for Haagen-Dazes’’ ice-cream strategy planning for the United States.

Other product-market managers are responsible for Europe, Japan, and other

global markets. Therefore, Phillips will be expected to focus only on the United

States while knowing that” everyone” will be watching her (and the United

States) for clues about what may happen elsewhere.

Overall, ice cream sales in the U.S. have been off 1 to 2percent in recent years.

Still, some new entries have made a big splash. Starbucks, the coffee king, is one

such brand. In its first year in grocery-store freezer sections, its Frappuccino

bars—in several flavors—were a big hit. In addition, the Starbucks brand quickly

became the nation’s top-selling premium coffee ice cream. Haagen-Dazes, along

with a few other super premium producers, are continuing to grow at rates of 2to 3

percent. But most other U.S. super premium producers are reporting flat

sales—and some are going out of business. The easy availability of super premium

ice cream in supermarkets has hurt some of these producers who sell through ice

cream stores, which specialize in take-out cones, sundaes, and small containers of

ice cream. It is also thought that, at least in part, the decline in sales growth of

super premium ice cream in the U.S. since the early 1990s is due to competition

1

from other products such as lower-calorie yogurts and low-factice cream.

Despite a real concern about healthy diets, Americans seem to swing back and

forth in their yearnings for low fat and rich taste. There is some evidence that

“dessert junkies” who want to indulge without too much guilt are turning to

low-fat frozen yogurt and low-fat ice cream. This has encouraged a number of

super premium ice cream competitors to offer these products too. Pillsbury’s

Haagen-Dazs, International Dairy Queen, and Baskin Robbins are selling frozen

yogurt. And Kraft—which makes Frusen Glaaj, Edy’s, and Dreyer’s Grand Ice

Cream—is among many other ice cream makers who are promoting gourmet

versions of low-fat ice cream.

Because of the competition from low-fat products, Haagen-Dazs recently

introduced a line of low-fat super premium ice cream. The new low-fat line

contains no more than three grams of fat per serving. That compares with six times

that or more grams of fat in a half-cup serving of its full-fat version. Haagen-Dazs

believes that its low-fat super premium ice cream is better tasting than other

alternatives. Its belief is that “people like to make every calorie count.” Having

worked on the low-fat item for more than two years, it developed a process

whereby a concentration of dairy proteins from lactose-reduced skim milk gave a

mouth-feel that approximates that of higher-fat product. Haagen-Dazs sells its

low-fat products in a variety of flavors.

Most ice cream products are considered economy and regular brands—priced

at $2 to $5 a half gallon. Super premium ice cream retails for $2.50 to $3.50 a

pint,

or $8 to $10 a half gallon. The retail price for a pint of Haagen-Dazs is usually over

$3.00. The low-fat version is comparably priced to the full-fat product.

2