Yanan Sun (Nan)
Haagen-Dazs and honey bees
The cause of this crisis is the vanishing of honey bees. The vice of the American Beekeeping Federation said, “Every third bite we consume in our diet is dependent on a honey bee to pollinate that food. This is the biggest general threat to our food supply.” In 2007 and 2008, this crisis became a worldwide crisis, so many countries loss a large amount of honey bees. Different people have different opinions that what reasons causing bees die. So many people agree with that cell phones were causing the crisis, but researcher found that the causing of this crisis maybe a parasite, an unknown virus, a bacteria, and pesticides. In order to salve this CCD crisis, many countries did many actions.
Haagen-Dazs, an ice cream brand, enter this fight. At the first time, I also can not understand why an ice cream brand wants to help protect honey bees; it seems none of its business. After read all this case, I realized that it was a great and meaningful decision for Haagen-Dazs.
In my opinion, Haagen-Dazs have much strength in this crisis. First of all, Haagen-Dazs has high popularity, more people can know about honey bees’ crisis and it can attract more people to pay attention to this crisis, then government or scientist will focus on salving this crisis. People can help to protect bees or contribute money.
The weakness for Haagen-Dazs is that this company is make ice cream, it do not have professional knowledge or technology about honey bees. Therefore, sometimes, company very passivity, it has to receive the scientists’ decision or conclusion. Moreover, Haagen-Dazs do not have directly relation for honey bees, so, public will think it just for show, Haagen-Dazs just want to obtain more attention and increase popularity. Some people do not want to laical or businessman to join into this crisis, because laical or businessman will hinder the salve of problem. In most of people’s view, businessmen do everything only for money and benefits.
There also exist some opportunities for Haagen-Dazs. Firstly, to salve honey bees crisis is good for their company’s future development. According to the advertising of Haagen-Dazs, his vanilla ice cream was from hand-picked vanilla beans fromMadagascar, the chocolate ice cream included dark chocolate fromBelgium, and the coffee ice cream used carefully selected beans fromSouth America. If honey bees vanished, so many floras will be affected; vanilla, nuts and fruit will reduction of output. The price of its raw material will increase; it will hurt the benefit of Haagen-Dazs. Therefore, to get low price material, Haagen-Dazs should help to salve this crisis. Secondly, the image of company will become great, Haagen-Dazs used the power and popularity of its brand to educate consumers on the vital importance of honey bees, and public will more willing to choose their brand. Maybe, during this crisis, government can prove some preferential policies to Haagen-Dazs.
However, in this crisis, people can not control the time. Maybe after several years, the umber of honey bees will be increase; Haagen-Dazs did a good decision and obtain benefit through this crisis. However, the causing of this crisis were not very clear and many counties could not salve this crisis, so maybe after several years, this crisis can not be salve, Haagen-Dazs will be in a dilemma.
After analysis the situation and SWOT, Haagen-Dazs launched a campaign named Haagen-Dazs Loves Honey Bees. The objectives of this campaign are business, awareness/comprehension, and behavior. Through this campaign, company want to increase sales more than 1% and increase awareness of honey bees issue and consumer impression on the brand. Moreover, Haagen-Dazs also set up exactly behavior, like planting bee-friendly flowers, driving visitors to the website, and increasing consumer recommendations of this brand. I think Haagen-Dazs set a very detailed plan. They clear know their objective, step by step plan, and tactics. Haagen-Dazs did many efforts to salve bees crisis and improve company’s image, like bee board, new flavor launch, industry outreach, media outreach, million seeds challenge, and ice cream social on Capitol Hill. In these activities, I think the bee board had most meaningful, as I said previously; the company may get questioned for it did not have professional knowledge and technology, but through this activity, the company created a advisory board comprised of PSU and UCD scientists to guide the brand and ensure that communication is authentic and factual. It salved the weakness of Haagen-Dazs join into this crisis.
The researches show that this campaign got positive reaction of public. People feel positive about the brand and its involvement and have awareness about the crisis. Of course, this campaign was successfully, the three goals were all reached. In one year, the sales increased much more than 1%, the impressions of media also increased. In the end, according to the statistics, Haagen-Dazs made a right decision to join into this crisis and Haagen-Dazs also did a lot of contribute to this crisis. For example, the large numbers of bee-friendly flower seeds were distributed to community groups and individuals, and so many visitors’ swarmed helpthehoneybees.com, and consumer and organizations proved many suggestions.