Insights

The member firms of Cordence Worldwide make waves. Browse through our white papers, media, and perspectives.

  • How does a Small Fridge Make the Difference for Häagen-Dazs?

    22 December 2016
    S.Point, Member Firm (China)

    20 years have passed since 1996, when Häagen-Dazs entered the Chinese mainland market and launched its first ice cream shop. The American ice cream brand name saw the vacuum in high-end ice cream market in China and the emergence of the Chinese middle class. Thus, it decided to come to the market with huge potentials. In here, it has continued its traditional business model, by launching standalone shops and setting up booths at large malls.

    The China market is complex and dynamic. Häagen-Dazs must maintain its high-end positioning among Chinese consumers. It must set itself apart from other brand names. A promotional effort by Häagen-Dazs has been to emphasize its high-quality ingredients and distinct tastes. The products they sell represent the brand image. Also, Häagen-Dazs expects to offer some distinct experiences. Therefore, it has come to S.POINT for innovation solutions.

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