Morning everyone, here’s a short overview to our group’s project on Häagen-Dazs (Singapore)!

Since its inception in Singapore in 1983, Häagen-Dazs has become one of the leading super-premium ice cream brands in Singapore. The brand has immersed Singaporeans in a world of indulgence with their delectable ice cream offerings made of premium quality ingredients.

For our project, we identified a gap in Häagen-Dazs’ marketing communication towards a particular age group of consumers, youths. Through our focus group discussions (FGDs) and surveys, we were able to glean insights about youths’ perception of Häagen-Dazs and Ben & Jerry’s as its competitor of focus. We also carried out a field study at Häagen-Dazs latest pop-up store in iLight @ Marina Bay, which many youths patronised. In light of the increasing spending power amongst youths and their renewed demand for sophisticated desserts, it is imperative for Häagen-Dazs to strategize so that its brand is communicated clearly to target this segment of customers

As part of our research, we analysed both Häagen-Dazs and Ben & Jerry’s social media accounts, namely Facebook and Instagram. We discovered interesting similarities as well as stark differences between the 2 brands in terms of their content strategy and social media initiatives. Both brands made use of user-generated content by reposting their customers’ pictures. They also promoted their new flavours through their social media accounts. However, Ben & Jerry was better at engaging its consumers and creating buzz by infusing the local Singaporean culture into its brand.

We came up with 3 main objectives that we plan to achieve with our Häagen-Dazs Youth Outreach Project.

1. Increase engagement on social media with youths
2. Improve brand attitudes amongst youths via special events
3. Improve purchase intent with a call to action in a CSR campaign

This project will last over a period of 14 months, beginning in January 2017 till February 2018.

Our strategies will be rolled out in 3 stages and utilises social media platforms such as Facebook, Instagram and YouTube. Apart from that, our strategies integrate both the digital world with the physical through special live events, to create a unique experiential brand experience for everyone.

Stage 1: Artisan Collection Video Sharing & Native Advertising
Stage 2: Häagen-Dazs Artisan Showcase
Stage 3:#meltingmoments CSR campaign

Each stage of the Youth Outreach will have its own metrics to measure its success. Of course, we know that risks are involved in a long-term strategy as such, but we have also come up with a holistic evaluation of these possible challenges and how we look to solve them should they occur.

We can’t wait to share our ideas with the class and we hope you look forward to it! 🙂

Cheers,
David, Julia, Courtney, Darshini, Yujun
G2