Success in China – Analysis
Prof. Dr. Tomas Casas - Doing Business in China Joachim Kayser - Pre-Assignment Essec & Mannheim EMBA WE 14 - April 6 2014
"It's a lack of understanding of the legal and cultural environment that leads to most failures. The only difference between a success and failure in my experience is that people who are successful are more willing to talk and learn about how things work on the ground."
Shawn Mahoney, Managing Director EP China consulting group
Häagen Dazs at a glance
1976: opened the first Häagen-Dazs shop.
1996: The first cafe was opened in Shanghai. 1983: The brand is introduced in Hong Kong.
1920´s: Mattus started selling ...view middle of the document...
In a growth market like China, competition is very intense, especially in the retail sectors. These insights are invaluable. Häagen Dazs adjusts its products to Chinese taste with multiple new products (ex. ice cream Moon Cakes for the Mid Autumn Festival or Green tea flavor ice cream, flacon like new products, etc.) From the more sensual American slogan “Dedicated to pleasure” to the more sensitive Chinese “If you love her, bring her to Häagen Dazs”
Clear Target Group Marketing
Targeting the vast pool of the Chinese wealthy upper class: 20-35 years old educated professionals. They desire to buy high price and premium products which represent quality and excellence like luxury brands: indulgence and self-gratification. Special focus on young couples the marketing make their its product as it appeals for an element of Love and Romance not for ice cream. In the Chinese urban area Häagen Dazs targets millions of millionaires. International and Chinese celebrity endorsement is a strong Marketing instrument.
Using Face for Marketing
Häagen Dazs improves its customer face by assuming higher status by consuming its ice cream and being seen in the exclusive stores. The Chinese notion of saving face is closely associated with American concepts of dignity and prestige, it defines person´s place in his social network which is the most important measure of social network The company provides vouchers and gifts to their target customers...