Research Paper on:
Marketing Analysis of Haagen Dazs

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from a horse-drawn wagon in the Bronx (Haagen-Dazs, 2002). Young Mattus insisted that the only way to make the best ice cream was to use the purist, finest ingredients they  could find (Haagen-Dazs, 2002). The business grew during the next decades and by 1961, Mattus decided it was time for him to establish a new company that would make only  ice cream (Haagen-Dazs, 2002). He chose the name Haagen-Dazs because, to him, it conveyed "an aura of the old-world traditions and craftsmanship to which he remained dedicated" (Haagen-Dazs, 2002). When  Mattus started the business, there were only three flavors - vanilla, chocolate and coffee (Haagen-Dazs, 2002). Mattus traveled around the world and came back with new flavors and unique recipes,  such as using hand-picked vanilla beans from Madagascar and dark chocolate from Belgium (Haagen-Dazs, 2002). The quality of the product gained a loyal following very quickly, much of which was  gained through word-of-mouth advertising (Haagen-Dazs, 2002). Word spread that this was a rich and creamy ice cream (Haagen-Dazs, 2002). It was not long before distribution expanded beyond the gourmet shops  in Manhattan across the country (Haagen-Dazs, 2002). In 1975, Mattus daughter opened the first Haagen-Dazs shop, an idea that also took off quickly (Haagen-Dazs, 2002). Haagen-Dazs was sold to The  Pillsbury Company in 1983 and the brand has now expanded into nearly 60 other countries (Haagen-Dazs, 2002). Not only have new and different flavors been added to the line, the  Haagen-Dazs brand offers sorbet, Gelato and yogurt as well as a low-fat ice cream (Haagen-Dazs, 2002). In December 2001, Nestle, the Swiss food group, bought General Mills fifty percent ownership  stake in Ice Cream Partners USA (Nestle, 2001). Nestle has a 99 year license to use the H?agen-Dazs brand in the United States; they also bought the existing licensing arrangement