1.1 Background of Baskin Robbins
Baskin Robbins is global chain of ice-cream parlors founded by Burt Baskin and Irvine Robbins in 1953, in Glendale, California. It claims to be the world’s largest ice-cream franchise with more than 5800 locations, 2800 which are located in the United States. Baskin Robbins sells ice-cream in over 30 countries, including Nepal, Canada, Japan, Malaysia and other. The company’s headquarter is located at Canton, Massachusetts. There were about 31 flavours in Baskin Robbins. Baskin Robbins is known for its “31 flavours”. Starting from year 2006, the company went through a campaign to change its brand including redesign of its stores, its website and even its logo. The current logo is clever in that it incorporates the 31 (in pink) that represents the 31 flavours, cleverly embedding it in the BR of the logo. The pink represents the pink spoon which is given when customer ask for samples. The idea for having 31 flavours came from the Carson-Roberts advertising agency in 1953, along with the slogan “Count the Flavours, where flavour counts”.
1.2 Product of Baskin Robbins
The product that Baskin Robbins provides is ice-cream and ice-cream cake. The product that we selected is Baskin Robbins ice-cream. This product is yummy hand pack ice-cream that only provide from 29th until 31st of August. A Baskin Robbins hand pack allow customers to choose their favorite flavors from the 31 flavors of ice-cream or any combination of flavors customers want and they can also choose the size of the hand pack which is Pint(small), Quart (medium) or Half Gallon (large).After that, they can enjoy the ice-cream with family or friends.
2.0 The Communication Process
2.1 Identify the message which the advertisement attempts to communicate The message of the Baskin Robbins advertisement that we choose is there have 31% offer for the Baskin Robbins. The offer is just for 3 days which start from 29th of August until 31st of August. This promotion have give the customers more reasons to Celebrate our Nation’s 53rd birthday by giving 31% off for the yummy handpacked item in the 3 days offering. Baskin Robbins offering the handpack ice-cream in this 3 days because this can let all the Malaysian to enjoy the delicious ice-cream with family or friends while celebrating the National Day . Baskin Robbins have 31% off because the current logo is clever in that it incorporates the 31 in pink that represents the 31 flavors , and the 31 embedding it in the BR logo . The customer can mix their flavors ice-cream with 31 flavors as they want. This promotion have a slogan that is “So many flavors, so little time”. Besides, customers can choose the different size for the ice-cream handpack which is pint, quart and half gallon. Marketing communication process is defined as the use of marketing mix that is 4P (product , price , place , promotion) as organizational tool to transmit the information of company offer to market through a series of on-going verbal and non-verbal actions leading to unequivocal and precise meaning of message consistently shared by both marketer and customer. Communications process involves five stages which is senders, encoding, transmission device, decoding and receiver. (Kenneth E. Clow, 2010) First is the senders, a sender is the companies that manufacture and sell products or services .In this advertisement, the sender is Baskin Robbins. Baskin Robbins try to send out some massage to customer buy using the advertisement. Second is encoding, encoding is the idea of product or service is transformed into marketer’s message for transmitting to customer. A creative takes the idea and transforms it into attention-getting advertisements designed for various media. The message that Baskin Robbins want to send out is they have 31% off for ice-cream hand pack .This 31% discount is just for 3 days that is start from 29th of August until 31st of August .The main reason that...
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