Häagen-Dazs Brand Relaunch Strategy
- Client relationships management efficiency
- Marketing and communication strategy
- Sales, Value creation & Marketing
- Agro-food
Client problem
After explosive growth at launch period, sales and margins were fadind, and distibution was challenged, both in supermarkets and in franchise network.
What was delivered
I developed with my team a full relaunch of the brand, with re-premiumisation driven by innovation, new communication, funded by major price repositioning (assuming conflict with some key customer for a few years, in order to protect margins and then marketing support).
Client Benefits
Brand value share raised from 3,5% to 8% in 7 years of sustained growth, and HD retail channel regained margins and proper relevance for the brand positioning and experience.
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