The Marketing Mix At Haagen-Dazs - and Beechdean Dairies"

In 1990 the US company Haagen-Dazs appeared in Britain and created something which had never existed before: a mass market for luxury ice cream. These days British consumers spend £130 million on luxury ice cream each year. "The Marketing Mix at Haagen Dazs" explores how Haagen-Dazs made themselves the market leader. It also compares and contrasts their marketing mix with Beechdean Dairies - a tiny UK ice-cream maker with big ambitions - it wants to be the …

…the results suggest otherwise. USER COMMENTS: "I used the video to prepare year 11 students for their Business Studies GCSE exams last year and found it very valuable. This was vital, as access to food production is very limited in our area. It also saved time on researching the product and the market. The video is also in use by the D&T Food technology department." Caroline Griffiths, Business Studies Dept., Tenbury High School, Worcestershire