Question

Topic: Customer Behavior

Letter From Hagen Daz Explaining Flavour Shift

Posted by Anonymous on 2/13/2007 at 12:26 AM ET 25 Points
Haagen-Dazs cannot compete with over growing demand in Europe and Asia for its high end flavour. even though the cost and selling price of that flavour is way above the local brands the demand seems to be augmenting every minute. in just 2 years, European sales reached 30 million USD and a joint venture with Stutory in Japan logged $120 million.
Until a new Haagen Dazs factory in Arras, France can be completed, the US plant has been scrambling to produce enough ice cream for European and Asian & US markets combined. As an overseas sales supervisor i have a situation on hand which cannot create any kind of screaming and i have to handle it with tact.
I need to effectively communicate to the distributor that until production can be stepped forward, coffee flavour will replace all mocha chip orders.
I have to write a letter in this regard thereby communicating my substtution plans to th purchasing dept. of Europa Food's.
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RESPONSES

  • Posted by wnelson on 2/13/2007 at 7:57 AM Accepted
    It is amazing how on 12/19, your question said you were a consumer electronic and IT department co-marketing with an amusement park. And now you're working for Haagen Daz? What does your marketing department and legal department advise? This sounds a lot like a student question.

    If it is, please read the important guidelines, in particular #5. We don't do homework for students.

    https://www.marketingprofs.com/ea/guidelines.asp

    If you are not a student and this is a legit question, please forgive my ire because I detest dishonesty like a student misrepresenting himself as a professional marketer and having us do his homework. This kind of deceit is terrible and that student does not deserve to be in the same ranks as the professionals on this forum.

    So if you are not a student, please explain Haagen Daz policies on writing these kinds of letters so we can adequately help you with this very important letter.

    Wayde
  • Posted by wnelson on 2/13/2007 at 9:34 AM Member
    In my last response, I apologized if you were not a student and my diatribe didn't apply. Many students try to "pull one over" on us to get us to do their homework. That is unethical.

    The reason I asked you about the legal department is that in previous lives, I have had training as a marketing professional in "product substitution." If a customer orders one thing and you knowingly ship another thing, that's illegal. I don't know if this is the case in your European customers or not. The legal department would have to answer that. I advise you to check with the legal department of your company.

    The legal question aside, I believe your letter should inform your customer of your issue - shortage of material. Include your corrective action plan with timing so they will know that the problem will be remedied. For good will with these distributors, I believe you should include that they have a choice in the short term: Either shipping of nothing or shipping of the coffee substitution. If you don't give them a choice, they may end up with too much coffee flavor for their market and have issues with spoilage or slow moving inventory.

    I hope this helps and good luck with your new career.

    Wayde
  • Posted by Carl Crawford on 2/14/2007 at 8:02 PM Accepted
    I agree with wnelson, it does sound like a student question. We get a lot of students on this site trying to "sneak one" past us. I am a student a fully admit it. I get all the help I need plus a bit more.

    I think you should apologise to wnelson, he is one of the most knowledge able people on this forum and is giving it expertise away for free. He could charge up to $500+ an hour to do this but he does it for free.

    You should learn to be a bit more considerate of other people.
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