Case Study 2: Haagen-Dazs and Honey Bees
The honey bee is responsible for 80% of the pollination of many different foods. The decline of honey bees started in 2006, and many places have reported a loss of bees. The United States, Canada, Europe, Asia and many other areas have experienced a decline in the bee community.
The crisis is called the Colony Collapse Disorder (CCD). The problem is that there are no adult honey bees in the hive. There are many rumors and speculations as to what caused the crisis. Many people believed that cell phones were the problem, but that was later proven incorrect. Parasites, poor nutrition, contaminated water supply, and a level of stress in adult bees are some of the leading suspects of the crisis.
C. Situation (SWOT) Analysis
The Colony Collapse Disorder Working Group formed in January of 2007 and this group has been actively involved in honey bee research. In June of 2007, various Senators introduced legislation to protect and maintain America’s bee population. In May 2008, the Pollinator Habitat Protection Act was introduced. Other countries have taken actions to protect the honey bees as well. These are strengths because if people work together the problem can be solved more quickly.
The Haagen-Dazs company had to recall some of their products. This weakness might affect their credibility. Their products might have contaminated products and might affect other people in a negative way.
Haagen-Dazs chose to get involved with the fight to help restore the bee colonies. They launched a campaign with three sets of goals: business, awareness/comprehension, and behavior. This is an opportunity because the consumers will feel more connected to the brand. They will be educated about the issue and will also feel as though they are helping the cause by supporting the brand.
Haagen-Dazs may not be a brand that many consumers chose to purchase. Since their ingredients are natural, it may be more expensive. This threatens the campaign because if consumers aren’t buying the ice cream, they won’t be educated about the cause.
D. Strategies (decisions or behaviors)
- Haagen-Dazs wanted to drive sales and increase their 2008 revenue by more than 1%.
- Haagen-Dazs wanted to increase the awareness of the honey bee issue and increase consumer media by 25%. Their total media goal was 125 million impressions.
- Haagen-Dazs wanted their consumers to plant bee-friendly habitats; their goal was to plant 1 million bee-friendly flowers.
- Haagen-Dazs wanted to drive visitors to a website and wanted 5 page views per visit.
- Haagen-Dazs also wanted to increase their consumer recommendations of their brand.
- E. Consequences (results)
- The company obtained a 4% growth and had a 5.2% sales increase for the month of April.
- The awareness of honey bees increased dramatically over the first year. Haagen-Dazs obtained over 277 million media impressions. They had a comprehensive media strategy and used magazine, television and radio media.
- Over 1.2 million bee-friendly flower seeds were distributed to community groups, local businesses and teachers.
- More than 400,000 people viewed the website and the average visitor viewed 8 pages per visit. The number of new visits averaged 76% above the industry standards.
- Haagen-Dazs increased its brand advocacy by 13%. They also had over 950 consumers contact their brand with suggestions and offers.
The Haagen-Dazs company did a lot to help the bee community. They created an advisory board, launched a new bee-dependent flavor and many other things. They won different awards and exceeded all expectations of their first-year marketing initiative. Apparently, they were doing something right with their campaign because their brand recall was off the charts. Although they launched a great campaign, the research is still continuing because no conclusive data has emerged yet. I feel as though Haagen-Dazs did as much as they could for the honey bees during year one of their campaign. The goals they set for themselves were attainable, and they exceeded their expectations by a tremendous amount.