In the first place we have to see in general why people buy ice creams, and what value it has to them this type of product and then we have to analyze the different types of markets because the reasons will change accordingly with the type of (children or adults, for example) and product (premium or not, for example). So basically the answer to this question is that the reason why consumers buy an ice cream depend of some variable factors that I will try to explain here. Consumers just buy a product because of the value it has to them, because it satisfy a need they had and possibly they didn´t know. In the case of Ice creams, in general people buy the normal type of ice cream because of the flavor, the ice cream is competing with other kind of candies, it´s a treat and it´s associate with having fun outdoors in the summer. But this is a limited vision of the reality because the ice cream market is far more complex than this and with the introduction of premium ice creams such as Haagen-Dazs, the rules changed completely. With the creation of a new market segment the reasons why average costumers bought the product changed because before the target were children that bought the ice cream has a candy and know are the adults that look to an ice cream as a sophisticated pleasure, an indulgency. So the more premium the ice cream is costumers will buy the product more for the experience itself and the less premium the product is costumers will buy the ice cream only for the taste and having in mind the price.
Evaluate the Haagen-Dazs Marketing Plan, does it look consistent?
In Marketing a solid Marketing Plan including an action plan about the four P´s (product, pricing, place and promotion) Demand analysis and segmentation was always seen has a great sta ...