BACKGROUND OF THE COMPANY
Baskin-Robbins was found in 1953 by two brothers in law, Mr. Burt Baskin and Mr. Irv Robbins, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins is one of Dunkin’s brands, which are Dunkin Donuts, Baskin-Robbins and Togo’s and they are part of Allied Domecq. Allied Domecq is a well known company which has business with famous drinks companies and fast food restaurant and it is the operating company of Baskin-Robbins worldwide. In 1948, the two brothers found that the number of Baskin-Robbins customers was increasing dramatically and they cannot serve them. Therefore, they decide to follow the franchise concept, and all other business man to be franchiser for Baskin-Robbins. Allied Domecq Company is the first operating company for Baskin-Robbins worldwide. At the beginning Baskin and Robbins had one store and in three years they opened eight stores. Now, Baskin-Robbins sells ice cream in over 30 countries. The goal of Baskin-Robbins is to make people smile inside and outside. They are trying to offer different products and flavors to make others smile and feel good. Founders believed in the concept of different choice and therefore they created 31 flavors, one for each day a month. Despite having around 5,800 stores worldwide, Baskin-Robbins continued to open more stores in order to be America’s Favorite Ice-cream store. Baskin-Robbins concentrate on varieties in its products and it follows the “31 flavors” concept. The 31 original flavors such as Banana Nut Fudge, Chocolate Almond and so on. This means that there are 31 flavors, one for each day a month so that customer will have different choices. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.
SEGMENTATION, TARGETING AND POSITIONING
Baskin Robbins decides to use the Demographic and Geographic variable to divide a market into segments. The characteristics of Demographic variable they used included all age group (kids, students, youth, adults and families) and high middle & high income group. The other hand, the characteristics of Geographic variable they decide are the location select in malls and high foot traffic area.
Baskin Robbins targets mainly younger children, students and high middle & high income group which between the ages of 20-24 years old. They enjoy spending with their friends or with their children and they have enough disposable income to purchase premium ice cream.
Nowadays, Baskin Robbins has more than 1000 flavors in library and 31 different flavors in every store. After that, Ben & Jerry and Haagen Dazs are the top competitors for Baskin Robbins in the premium ice cream industry. Besides that, Baskin Robbins is ready for further expansion in Singapore.
Nowadays, the strongest competitor for Baskin Robbins is Ben &Jerry. The less will be Hagen Dazs and Dairy Queen now. This companies have sells their ice creams in stores and supermarkets but Baskin Robbins just sells only in stores so it make Baskin Robbins ’s outlets that can be found in the market is few than that companies. The second reason for available Baskin Robbins is limited is because initial investment for opening a store is high. However, Baskin Robbins have strong brand name and introduced more than 1000 flavors of ice cream and ice cream cakes that smell distinctly than the other brand’s products to improve competitiveness but the Walls and Nestle are cut their ice creams price by more than 30% over the period, thus increasing competition for Baskin Robbins in this price segment.