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Innovation Localisation

Innovation Localisation

Lead: Emmanuelle SANGOUARD

Rationale

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.

Action

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.

Results

- Launch of ice cream sticks brought PURE INCREMENTAL BUSINESS.

- Häagen-Dazs PENETRATION DOUBLED in the North of Belgium

Innovation Localisation
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