Baskin Robbin Advertising and Promotion

1.0 Introduction
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

References: Cooking, M. (2011, November 16). Haagen Dazs Ice Cream Coupons. Retrieved November 17, 2011, from Mahalo: http://www.mahalo.com/haagen-dazs-ice-cream-coupons/ Current Promotion. (2010). Retrieved November 2, 2011, from Baskin Robbins: http://www.baskinrobbins.com.my/promotion.html David L. Kurtz, L. E. (2010). Principles of Contemporary Marketing 15th Edition. United States: South-Western Cengage Learning. Kenneth E. Clow, D. E. (2010). Integrated Advertising, Promotion and Marketing Communications (4th Edition). USA: Pearson Prentice Hall. Malaysia : Haagen-Dazs Ice Cream. (n.d.). Retrieved November 3, 2011, from Frenzy Sales : http://www.frenzysales.com/index.php?option=com_k2&view=item&id=10:haagendazs&Itemid=2 Services Marketing at Ice Cream Shops. (n.d.). Retrieved November 3, 2011, from isites: http://isites.harvard.edu/fs/docs/icb.topic730337.files/Final%20Projects/Ice%20Cream%20Shops%20Final%20Paper.pdf