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Baskin RobbinsPresented by : Devendra Kuradia :16
Mansi Jesrani : 29 Prateek Nilkund :40
Growth of Baskin Robins Brand
• Set up in 1946 by Baskin and Robbins in California.
• 1948- Started giving franchisees.• 1949- 43 stores offering 31 flavours.• 1953- 31 sign becomes trademark.• 1959- set up store outside california in
phoenix, Arizona.• Mid 1960’s- 500+ stores.
• 1980’s- Faced competition from other ice cream companies.
• 1990,s – tie up with movies to promote the brand.
Primary reason for popularity of brand
• 1st to create an ice cream set up.
• Ambience
• Taste and then select.
• Employees friendly behaviour
• New flavours.
Tie up with movies. How did it help?
• Ice cream flavours – theme of the movie
• Shrek’d out chocolate mint, shrek swirl, etc
• Increase sale by 20%.
• Won EMMA awards.
• Tie up with NBC- received $ 1 million in exposure on the no. 1 network.
• Concentrate on 1 partner at time.
Did it help in increasing the brand value?
Elements of Marketing Strategy
(I) Focus on Promotional Activities
(II) Product variation : The best Promotion
(III) Intelligent Alliances To Boost Demand
(IV) Introduced concept of Franchising to Ice-cream Industry
Focus On Promotion
• Hollywood Dreams
• Free Scoops For Charity
• Customer Orientation
• Baskin Robbins’ Birthday
Product Variation : The Best Promotion
• Innovative Flavouring
• What’s Your Flavour? – 31 To Choose from
Intelligent Alliances To Boost Demand
• Dual BrandingDunkin’Donuts + Baskin Robbins
• Three Under One Roof – Dunkin’Donuts + Baskin Robbins + Togo’s
Positioning : Pioneer of Ice creams
INNOVATIONSTORE NEW
AMBIENCE FLAVOURS
EVENT BASED
BASKIN ROBBINS Vs COMPETETIORS FOOD QUALITY
MENUVARIETY
VALUE SERVICE ATMO-SPHERE
CLEAN-LINESS
CONVENIENCE
BASKINROBBINS
71 56 27 35 25 38 35
CARVELBAKERY
62 39 31 33 24 36 37
DAIRY QUEEN
46 38 32 31 20 32 39
HAAGENDAZS
70 36 20 26 21 35 21
TCBYTREATS
54 30 21 27 23 33 31
RANKING FOOD QUALITY
MENUVARIETY
VALUE SERVICE ATMO-SPHERE
CLEAN-LINESS
CONVENIENCE
OVERALL
BASKINROBBINS
1 1 3 1 1 1 3 1
CARVELBAKERY
3 2 2 2 2 2 2 2
DAIRY QUEEN
5 3 1 3 5 5 1 3
HAAGENDAZS
2 4 5 5 4 3 5 4
TCBYTREATS
4 5 4 4 3 4 4 5
Bottlenecks • Dilution of First mover Advantage.• Expensive Brand Of Ice-creams – The taste of
the rich.• Store Ambience Drop because of Limited
Seating Arrangement.• Speed of Innovation restricts Repeat
Purchases.• Baskin Robbins Lined with Health Hazards.• Not all flavours succeed Cost increases
