Marketing Concept and Marketing Segmentation in Practice: Haagen-Dazs

INTRODUCTION
Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. At first, it was only available at gourmet shops but soon distribution expanded
In 1983 Haagen-Dazs was sold to The Pillsbury Company , which remained committed to the tradition of superior q…