Haagen-Dazs adult target market and its promotional mix.
...uality and innovation on which Haagen-Dazs was founded. Since then, it has become a global phenomenon. Haagen-Dazs is on the move. Literally. With a new president, new headquarters, newly reformulated frozen yogurt line and new products rolling out right and left, the frozen dessert maker left few stones unturned during the last year. To kick off 1996, Haagen-Dazs-North America moved its corporate offices from Teaneck, N.J., to a new home beneath the protective wing of parent company Pillsbury, a unit of Britain's Grand Metropolitan plc. The move placed Haagen-Dazs in the Pillsbury Specialty Brands group, which includes Old El Paso and Progresso, and was designed to allow Haagen-Dazs to take advantage of the marketing synergies between the company's leading brands. In the battle zone of superpremium frozen desserts, Haagen-Dazs has in the past year launched an array of new products to meet the needs of customers on three fronts: frozen yogurt pints, frozen yogurt novelties and ice cream pints. Frozen yogurt is now the frozen dessert category's fastest growing segment, having gained 12 percent volume in 1992 over the previous year. The superpre...