...Baskin Robbins Marketing Plan Final Outline Paper Lou Ann San Nicolas MKT 421 Marketing 1. Baskin Robbins Organizational Overview Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid business model for existing and future franchise business owners. Despite, by these two ice cream enthusiasts, whose passion leads to the creation of more than 1,000 ice creams flavors, and with a variety of delicious treats, such as nutty berry banana (Baskin & Robbins, 2011). The Baskin and Robbins business home office is situated in the area of Canton, Massachusetts. a. Organization Baskin Robbins Ice Cream Industry b. Mission Statement The philosophy and mission statement is eloquently put by a quote from co-founder Irv Robbins, “we sell fun, not just ice cream” (Robbins, 2011, p. 1). It is this statement that allowed Burt Baskins and Irv Robbins the opportunity to grow the business from one store to many. c. Geographic Locations The company had become an ice cream mega-empire, consisting of 5,800 stores in different geographical locations throughout the international. Exhibit 1.1 below shows the international geographic locations of Baskin Robbins industry (Baskin...
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...BRANDNIG 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. As a teen, Irv worked in his father's ice cream store. During World War II, Burt was a Lieutenant in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two entrepreneurs were eager to capitalize on America's love of ice cream. 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. In 1949, there were more than 40 stores in Southern California when Burt...
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...Capstone Abstract There will be a discussion of three retail firms, as well as what broad strategies each firm uses. There will also be a description of the tactics that each firm uses. To sum everything up there will be an opinion giving to whether or not the tactics are working. The three retail firms that were chosen were Gymboree Corporation, Ace Hardware Corporation, and Baskin Robbins. Gymboree is a retail store that sells high quality clothing and accessories for children under the retail chains of Gymboree, Gymboree outlet Janie and Jack, and Crazy 8. There are also playful programs under this retail; such as, Gymboree Play and Music brand. There is also a women’s clothing line and accessories under the Shade brand. Ace Hardware Corporation is a hardware store chains in the United States. All Ace Hardware stores are owned independently by local entrepreneurs in different communities. There are over four thousand four hundred stores across the Unites States. Ace stores offer their customers a variety of hardware and fix and replace items. Baskin Robbins is an ice cream chain. Baskin Robbins is nationwide with over six thousand stores in thirty five countries. They are the world’s largest ice cream chain specialty shop. There are three broad strategies that a firm or company can use; cost leadership, which is when a firm bases it competition off of cost leadership. They are different from their competition because their focus is on cutting cost and efficiency measures...
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...1.1 Introduction-Company "The best ice cream in the world" started out as the vision of Mr. Reuben Mattus and continued throughout his life. He began in 1921, selling ice cream in the streets of New York. Soon, he dreamed of creating nothing but the finest ice cream using only the finest and purest ingredients. In 1961, Mr. Mattus decided to form a new company dedicated to producing his new super-premium ice cream. He called this new brand “Häagen-Dazs” – a name that conveys an aura of old world tradition and premium quality. The original product line included just three flavors: vanilla, chocolate and coffee. Mr. Mattus then passionately spent six years searching for strawberries sweet and full-flavored enough to meet the brand’s impeccable standard of quality for his premium strawberry ice cream. The Häagen-Dazs brand quickly developed a loyal following. Its early success and praise was created by word of mouth. As passionate enthusiasm grew for this rich and creamy treat, the brand also grew. When the first Häagen-Dazs shop opened in 1976, it was an immediate success, and the brand’s popularity continued. By the mid-1980s, the taste of Häagen-Dazs ice cream was introduced internationally. In 1983 Mr. Mattus agreed to sell the Häagen-Dazs brand to The Pillsbury Company, which remained committed to the tradition of superior quality and innovation on which Häagen-Dazs ice cream was founded. Since then, it has become a global phenomenon, available in 50 countries. The same...
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...Brand – Appendix Product branding Brand development that Baskin Robbins adopts has been much similar to that of its competitors, where line extensions of product types are used. Extension of its brands to new forms of flavors to its existing product category give rise to the wide variety of flavors, in line with “Baskin-Robbins proposition which has offered over 1,000 flavors of ice cream, including Sugar Free, Fat Free and Light choices. Their menu also includes frozen yogurt, sorbets, sherbets, beverages, ice cream cakes, sundaes and hand-packed ice cream”. Marketing of branding in Singapore Like the other marketing promotion tactics, celebrity is often invited to the grand opening of the launch which acts as a double sword towards the enhancement of brand image. It has been seen that “Singapore’s favourite SPG “Barbarella” from the popular local comedy “The Noose” officiating the opening of the 4000th international store”. According to Srinivas Kumar, President and Chief Operating Officer, Baskin-Robbins International, they have collaborated with fanchise partners like Mr. Cheah, and crewmembers of Scoop & Scoop to fulfill the demand for Baskin-Robbins top quality ice cream, cakes and treats, served in a fun and welcoming environment.” And together with words mentioned from the president and owner of Scoop & Scoop LLC, led by Mr. S.Y. Cheah, he aims to “introduce Baskin-Robbins’ as the world class ice cream, cakes, and treats along with their customary...
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...Baskin-Robbins Challenges they face as a corporation Baskin-Robbins: The Challenge of Relevance Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1945, in Glendale, California. It claims to be the world’s largest ice cream franchise, [2] with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins is located all over the world, selling ice cream in over 30 countries including Canada, The United Kingdom, Egypt, Australia, South Korea and India. Yet in such a diverse corporation the household name of Baskin-Robbins is slowly beginning to fade. The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors. [3] Baskin-Robbins is known for its “31 flavors” slogan. The idea of having 31 flavors came from the Carson-Roberts advertising agency (which later Ogilvy & Mather) in 1953, along the slogan “Count the Flavors”, “Where flavor counts.” 31 was also more than the 28 flavors then famously offered at Howard Johnson’s restaurants. [citation?] 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. During a now famous promotion, Amy Boggioni led a group...
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...of Business and Management Vol. 5, No. 11 ; November 2010 Product, Service, and Customer Management of Baskin-Robbins in Korea Hyting Seok Lee (Corresponding author) Department of Business Administration, Sahmyook University Hwarangro-815 Nowon-gu, Seoul 139-742, South Korea Tel: 82-2-3399-1561 E-mail: hslee@syu.ac.kr Eun Kyo Choi Graduate School of Business Administration, Ewha Womans University E-mail: eunkyo314@naver.com Abstract The purpose of this study is threefold: 1) to provide an overview of Baskin-Robbins in Korea; 2) to introduce its three key operations management strategies; and 3) to explain its successful localization in Korea. BR-Korea has enjoyed high recognition and financial success by offering high-quality services and products to customers. The key reason behind its success has been its efforts to better tinderstand its customers' needs. In other words, BR-Korea has clearly understood that, to achieve success, it must not only offer products of the highest quality but also meet the various expectations of its customers. Keywords: Product management. Service management. Customer management, Baskin-Robbins 1. Introduction Burt Baskin and Irv Robbins established Baskin-Robbins (BR) in the U.S. to capitalize on American's love of ice cream by providing tasty products of the highest quality. BR operates under the unified identity "Baskin-Robbins 31," which refers to a flavor for each day of the month. Since the first store opened its doors in 1945, BR...
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...Baskin-Robbins is a global chain of ice cream by Burt Baskin and Irv Robbins founded in 1953, through the merger of its ice cream parlour in Glendale, California. He claims it is the world's largest chain of specialty ice cream shops, with more than 5,800 locations, 2800 located in the United States Baskin-Robbins sells ice cream in over 30 countries. The company is in Canton, Massachusetts, USA.Baskin-Robbins ice cream parlours started as separate companies, Burt Baskin and Irv Robbins; Burt owned ice cream parlour and Snowbird Ice Cream. Snowbird Ice Cream featured 21 flavours, a new concept at the time. If companies were consolidated in 1953, this concept grew 31 flavours. Baskin-Robbins is known for its "31 flavours" slogan which is presented in the logo, pink. The idea, as many came from the advertising agency Carson-Roberts (later Ogilvy & Mather) in 1953 under the motto "Count the Flavours, Where flavour counts." It was also more than 28 flavours, so famous in the Howard Johnson restaurants. In addition, the number 31 was chosen for a client can have a different flavour every day of every month. Burt and Irv also believed that people should be able to sample flavours until they found one they wanted to buy hence the iconic small pink spoon. Baskin-Robbins, which opened its first store in China in 1993 in Beijing, competing with rivals such as rising Dairy Queen ice cream, Haagen-Dazs,TCBY,Taiwan ice town,sprinkle,romana,new Zealand icecream,tiamo,yogen fruz etc, whose...
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...BASKIN ROBBINS Marketing Mix The marketing mix of a company consists of the various elements as follow which form the core of a company’s marketing system and hence helps to achieve marketing objectives. The marketing mix of Baskin Robbins’s is as follows:- 5.1 Product Baskin Robbins places considerable emphasis on developing a menu which customer want .Market research establishes exactly what this is. However, customer’s requirements change over time .In order to meet these changes, Baskin Robbins has introduced new products and phased out old ones, and will continue to do so. Baskin Robbins has unique range of flavors and they have variety of products like ice-cream, candy, sundae, shake etc. They have more than thousand flavors in library & thirty one different flavors in every store. • Product Attributes Baskin-Robbins mainly produced different flavors of ice-cream. To full-filled customer’s satisfaction , Baskin-Robbins introduced variety of products. Baskin-Robbins’s products attributes is as a desserts which is bringing joy and surprise with their unique range of flavor to the customers. • Branding 31 Flavours For Every Day Of The Month One of the unique brand elements used by Baskin-Robbins is the number ‘31’. The number refers to 31 flavours for every day of the month, and hence its brand slogan: “what’s your flavour?”. The history behind the number dates back 57 years ago to 1953. In that year, the ice cream company decided to drop its separate brand...
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...Baskin-Robbins is the world’s largest chain of ice cream stores. It is well known for its slogan “31 Flavors”. They came up with the slogan with the idea that you could have a different flavor every day of the month. They also believe that you should be able to sample the flavors before you buy, so they came up with the little pink spoon. The pink spoon is what sets Baskin-Robbins apart from the competitors. Customers look forward to tasting the flavor of the month. “With over 5,800 locations in 34 countries, “America's Favorite Neighborhood Ice Cream Shop” has both national and international presence with no end in sight for expansion and growth.” (Daszkowski, 2014) Baskin Robbins international locations have flavors popular to the country they reside in. As explained by Barbara Farfan, “Baskin Robbins mission statement is comprised of 12 values and principles for success fashioned by its parent company, Dunkin’ brands. The 12 values and principles are: Honesty, Transparency, Humility, Integrity, Respectfulness, Fairness, Responsibility, Leadership, Innovation, Execution, Social Stewardship, and Fun.” (Farfan, 2014) Baskin-Robbins began as an idea between 2 brothers-in-law. They wanted to start an ice cream business that was a gathering place for families. They knew that the only way to have their business maintain the high standards that they set was to have each manager be part owner in the business, making it a franchise. “Prospective franchisees will also...
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...service restaurants (QSR) serving hot and cold coffee and baked goods, as well as hard-serve ice cream. Its franchised business model comprises 9,760 Dunkin’ Donuts restaurants and 6,433 Baskin-Robbins restaurants. Dunkin’ Brand’s competitors include: 7-Eleven, Burger King, Cold Stone Creamery, Dairy Queen, McDonald’s, Quick Trip, Starbucks, Subway, Tim Horton’s, WaWa and Wendy’s, among others (Google Finance, 2012). Additionally, Dunkin’ Brands competes with other QSRs, specialty restaurants and other retail concepts for prime restaurant locations and qualified franchisees. As of December 31, 2011, it had 10,083 Dunkin’ Donuts restaurants in 36 states, the District of Columbia, and 31 other countries; and 6,711 Baskin-Robbins restaurants in 44 states, the District of Columbia, and 48 other countries. The company also leases restaurant properties. With approximately 120 years of combined history Dunkin’ Brands Group, Inc. is headquartered in Canton, Massachusetts (Yahoo Finance, 2012). According to its SEC Filings both of its brands have a rich heritage dating back to the 1940s, when Bill Rosenberg founded his first restaurant, subsequently renamed Dunkin’ Donuts, and Burt Baskin and Irv Robbins each founded a chain of ice cream shops that eventually combined to form Baskin-Robbins. Both Baskin-Robbins and Dunkin’ Donuts were individually acquired by Allied Domecq PLC in 1973 and 1989,...
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...ICE FILI Context: Ice cream became one of consumers’ favorite and inexpensive snacks in Russia as early as the seventeenth century, one of the leading ice cream producers was known as Ice Fili. Although Ice Fili survived many of Russia’s difficult times such as the financial crisis and decrease in the sale of ice cream, there were other challenges and threats that were detrimental to the Ice Fili business. Many competitors such as Nestle, Baskin Robbins, Unilever, and Ben & Jerry’s proposed great threat to Ice Fili. Each of these businesses offered different ideas and products than the other. Ice Fili only offered a total of 170 different flavors, adding 20 new flavors each year. On the other hand Baskin Robbins offered 650 different flavors. Therefore, Baskin Robbins may have a better chance at consumers purchasing their products because more of those products may be on the shelves than the Ice Fili products. Another challenging factor that Ice Fili faced was the way they marketed their products. Since a majority of companies in Russia spent their money on television advertising, Ice Fili decided to do the same. Companies such as Nestle and Unilever accounted for almost three quarters of television advertising, therefore, when Ice Fili produced their own television advertisements, the ads barely mentioned the company name or the products that they were promoting. In order for Ice Fili to successfully promote their products they should have come up with other ways so...
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...BASKIN ROBBINS INNOVATIVE MARKETING Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavours. The first Baskin-Robbins store was first set up in California in the 1940s soon after the Second World War. The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavours along with other novelties like milk shakes, smoothies, cakes, etc. In the summer of 2003, Dream Works Pictures Ltd. released their animated children's movie; Sinbad: The Legend of the Seven Seas. To promote the release in an innovative way, the studio tied up with Baskin-Robbins, a well known ice cream chain in the US. As part of the promotion campaign Baskin-Robbins developed a range of ice creams and novelties based on the theme of the movie. Ice cream flavors like Sinbad's Triple Punch Sherbet, Deep Blue Menace Sundae, and a Sinbad themed freeze frame cake were brought out by the company. The flavors effectively captured the ethos of the movie and generated immense publicity for both partners. The summer of 2003 was the third summer in which Baskin-Robbins had taken up the promotion of a Hollywood movie. "We've translated Sinbad's courageous spirit into a bold new line-up of flavors and desserts," said Joe Adney, (Adney) senior director of marketing at Baskin-Robbins. Analysts felt that Baskin-Robbins had hit upon a novel way of partnering for mutual benefit as the...
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...Dunkin Brands Group Inc., headquartered in Canton, MA is a leading franchisor of quick service restaurants, with more than 17,500 distribution points in 60 countries. Dunkin’ Donuts and Baskin Robbins, which make up Dunkin Brands Group Inc., serve hot and cold coffee and baked goods as well as hard-serve ice cream. In this paper, Dunkin Brands Group Inc., will be analyzed by their current strategy, as well as its effectiveness, the company’s long-term objectives, organizational design of their strategy, top leadership bio’s, the culture of Dunkin’ Brands, their current risks, and their competitors in the domestic and international markets. Strategy is known as large-scale, future-oriented plans for interacting with the competitive environment to achieve company objectives (Pearce & Robinson, 2013). In the current economic situation, it may seem like Dunkin’ Brands would experience hardships since they sell treats that are not necessary in our everyday diets. With a fairly new CEO in 2009, Dunkin’ Brands didn’t seem to suffer the economic recession. Nigel Travis, was hired as CEO of Dunkin’ Brands in January of 2009. Coming from a four-year record of achieving excellent results at Papa John’s, Nigel Travis was set to do the same things at Dunkin Brands since they were successful at Papa John’s (Dunkin’s Donuts Press Kit, 2014). In economic hardships, opening more stores would seem a bit ridiculous for an organization, but that didn’t stop Nigel Travis one bit. He opened...
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...where switching costs are costs that a customer need to face when changing to another brand or supplier especially when the previous brand has been fulfilling and satisfying the customers’ needs and wants. Thus, switching to another brand or supplier may prove to be risky as there a chances that the new brand or suppliers would not fulfil the customers’ needs, wants and characteristics. According to (Olou.L.P, 2014), there are several types of switching costs. This includes search cost, learning cost, financial cost, risk costs and etc. This is further proven by (BuyersMeetingPoint, 2015) whereby emotional costs, psychological risk, search costs and etc. are types of search costs. There are 3 types of switching costs that are related to Baskins Robins. These are emotional, social and financial costs. Emotional costs can be defined as how interacted and connected are the customers towards a particular brand (Knight.W, 2015). This may include personal experiences or word of mouth. Moreover, according to (Knight.W,2015), there are statistical evidence that customers usually completes a transaction 20% based on intellectual and 80% based on emotional senses. This is very important as different customers have different needs, wants and desires. Only a certain brand or supplier can satisfy their needs and desires. In addition, personal experiences with the particular brand will further create a strong emotional bond with the brand which creates a customer-brand loyalty (SmartInsights...
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