Business Services Industry
Haagen-Dazs Taps into Thai Sports Marketing.
Knight Ridder/Tribune Business News, October, 2003
Bangkok Post, Thailand Knight Ridder/Tribune Business News
Oct. 16--HD Distributors (Thailand), the distributor of Haagen-Dazs ice-cream, is using sports marketing in an attempt to meet its sales target this year.
The company is sponsoring the Volvo Women's Open 2003, to be held from Nov 1 to 9 in Pattaya, and also sponsored the recent ATP Thailand Open 2003 men's tournament, according to general manager Raj Kumar.
Haagen-Dazs expects its sales to rise 20 percent from 200 million baht last year.
The company this week introduced a new Chocolate Chocolate Chip line that will be promoted during the Volvo Women's Open.
Haagen-Dazs currently holds a 5 percent share of the 1.5-billion-baht premium ice-cream market in...
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