Beez supported Häagen-Dazs in LOCALISING A GLOBAL INNOVATION product range.
General Mills Belgium wanted a FAST AND PROFITABLE EXECUTION to achieve profitable growth with the Häagen-Dazs brand.
HÄAGEN-DAZS brand desk research from various sources translated into a SWOT.
Translated the SWOT into a BRAND STRATEGIC PLAN
during a strategic workshop with General Mills senior executives.
Defined a new range VALUE PROPOSITIONS (including business case)
based on consumer persona.
Defined the 2016 Belgian BRAND PLAN (launch & communication/activation plan) based on consumer touchpoints.
Defined the localisation mix of the range.
- Launch of ice cream sticks brought PURE INCREMENTAL BUSINESS.
- Häagen-Dazs PENETRATION DOUBLED in the North of Belgium