Marketing Mix Plan for Baskin Robbins

Topics: Ice cream, Baskin-Robbins, Burt Baskin Pages: 6 (2145 words) Published: December 10, 2011
Baskin Robbins

Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton "Burt" Baskin and Irvine "Irv" Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere. They started out in separate ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream in Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena, CA. By 1948, they had six stores between them. This concept eventually grew into Baskin-Robbins. As the number of stores grew, Burt and Irv recognized that to maintain the high standards they set in the beginning, each store would require a manager who had an ownership interest in its overall operation. Even though they didn't realize it at the time, the two founders had pioneered the concept of franchising in the ice cream industry. It wasn’t until 1953 that the ice cream chain dropped the separate identities of Snowbird and Burton's and became Baskin-Robbins. A local advertising agency, Carson/Roberts, advised a uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their recommendations included the "31®" logo to represent a flavor for every day of the month, Cherry (pink) and Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun and lastly, the use of cartoons to bring their flavors alive with personality to graphically highlight the name and delicious ingredients. With this over-arching branding, Baskin-Robbins' iconic pink spoons were created with the belief that people should be able to try any of their many flavors without cost. In 1954, Baskin-Robbins put their product on the line against their competitors at the Los Angeles County Fair. That year they won their first Gold Medal and set the pattern for county and state fair participation, earning Gold Medals for Baskin-Robbins Ice Cream every year since that first contest. Marketing Mix

Baskin Robbins has never used artificial flavorings; its extensive R&D efforts have focused on developing a wide range of flavors by using natural ingredient. As a result, BR’s products smell distinctly different from other products, which has helped BR to differentiate its products from lower-quality ones (which typically use oil/fat and artificial flavorings) and consistently increase customer satisfaction. In addition, BR has introduced new products with fewer calories by using fruits to reflect recent trend. In addition to flavors produced by BR in US, there has been a large number of flavors produced by BR-Korea and sold out in different countries US, Saudi Arabia, Egypt, Malaysia and China. In this way, Baskin Robbins was able to satisfy the changes needed by the customers and developed new products to maintain its leadership in the ice cream market. As a result, its products have been continuously satisfying not only the domestic customers but also foreign customers. Baskin Robbins has made efforts to establish a world-class food safety system to improve the quality of its products and gain consumer confidence and preference for BR’s taste and brand. Since the beginning, BR has been offering chairs and tables for the customers who wish to enjoy their ice creams at the store. Baskin Robbins main aim is to serve the customers entertainment and enjoying of their ice creams and not just the best flavors of the ice creams. In Egypt BR has been working hard on serving customers at the best level to satisfy their needs and wants and build a strong relationship with their customers. The Packaging and design of the ice cream products have been up to date and it has its own outlook that customers have liked from...
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