Häagen-Dazs
This was part of a class assignment in which we were assigned a brand of frozen novelties and had to spend 4-5 months researching different aspects of it to compare it to other leading brands. We conducted a variety of research, did in-store price checks, taste tests, and a focus group in order to gather as much data as possible.
Situation Analysis
This situation analysis was our first step as a group to gather and summarize important data we found. It includes things like brand positioning statements, taste tests, and consumer demographics/psychographics.
Focus Group Results
These are the results from the focus group that my group and I conducted. We used these results to further gain insight into the preferred features of frozen novelties. The data that was obtained was also very useful in understanding how Häagen-Dazs compares to its competitors.
Final Presentation
Here you will find our final presentation, which we gave to the rest of our class. This presentation summarizes all of our findings and everything we learned over the last couple of months.