Haagen-Dazs & Honey Bees

Kylie Morel
COMM 642
Case Study 2: Haagen-Dazs and Honey Bees

 A.    Background

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.  

B.     Problem 

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

a.      Strength

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. 

b.      Weakness

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.   

c.       Opportunity

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. 

d.      Threat

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)

    1. Haagen-Dazs wanted to drive sales and increase their 2008 revenue by more than 1%.
    2. 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.
    3. Haagen-Dazs wanted their consumers to plant bee-friendly habitats; their goal was to plant 1 million bee-friendly flowers.
    4. Haagen-Dazs wanted to drive visitors to a website and wanted 5 page views per visit.
    5. Haagen-Dazs also wanted to increase their consumer recommendations of their brand.
  1. E.     Consequences (results)
    1. The company obtained a 4% growth and had a 5.2% sales increase for the month of April.
    2. 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. 
    3. Over 1.2 million bee-friendly flower seeds were distributed to community groups, local businesses and teachers. 
    4. 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. 
    5. Haagen-Dazs increased its brand advocacy by 13%.  They also had over 950 consumers contact their brand with suggestions and offers. 

 F.     Comments

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.

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5 Responses to Haagen-Dazs & Honey Bees

  1. kurtcomm642 says:

    I agree with your assessments. The did a great job at doing a good thing. But you misstated HD product recall. That, remember, was a case of tainted pistachios. HD gave their customers the choice, even though they didn’t have to because none of their pistachios came from the affected producers. In that case, as in the HD Loves HB campaign, their participation was voluntary, bending over backwards for the customer. Nodoby would have blamed them if they had just announced that, hey, we’re not involved, ’cause our nuts don’t come from the people who are supplying the bad one. Instead, they could and did get it both ways. They said, essentially, hey, our nuts don’t come from the tainted producers, but if it would make you feel better, bring in your pistachio flavored whatever and we’ll replace it free. So, really, their pistacho recall actually boosted their credibility, I think. I have said it before and I say it here again, but it is great to see a big company adopt such an attitude.

    • lilly1989 says:

      I agree with your comment.”The Haagen-Dazs company had to recall some of their products. This weakness might affect their credibility.” I think the HD product recall is not a weakness for them. Instead, they eliminate the consumers’ worried about their products and create a positive image for them.

  2. dijiang313 says:

    “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.” It is really a good point about the threat part, I think if the ice cream is very expensive it may be threaten the company’s profits, however, in a sense, it also told the human that what’s the price of environmental degradation.

    • lilly1989 says:

      At first, I feel that the author considers what I never think, that is, the price of ice cream will increase. The threaten–” if consumers aren’t buying the ice cream, they won’t be educated about the cause.” has confirmed to be impossible. The consequence had been reported that HD got a good sale and profit. Therefore, the campaign conversely became an opportunity to salve the crisis.

  3. jo says:

    where does the green tea in their green tea ice cream come from in Japan? Is it screened for Fukushima cesium? If it is from around Nara or Kyoto, that is a safe area. If it is from the famous Shizuoka area or further east in Japan, maybe they should find another source west of Gifu and east of Hiroshima.

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