8. Evaluate what is happening in the ice cream market, especially regarding the apparent leveling off of super premium ice cream sales and the possibilities for growth of the sorbet market. Is Jan Phillips’ idea about rolling out a low-cal fruit sorbet a good idea?

Would it be better to use the Häagen-Dazs brand name or a different brand name? What else, if anything, would need to be different about the strategy? Why?

Jan Phillips is the newly hired ice cream product-market manager for the United States for Häagen-Dazs—the world’s leading brand of super premium ice cream (now available in 55 countries) and the market leader in the U.S. Pillsbury says Häagen-Dazs (www.pillsbury.com/main/brands/haagen) is profitable globally, with total sales of more than $900 million.
The company saw its sales grow rapidly during the 1990s, but now its markets are facing significant change and very aggressive competition. Phillips is responsible for Häagen-Dazs’ ice cream strategy planning for the United States.