...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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...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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...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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...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 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 of three who finished 1 scoop each of all 31 flavors in less than 31 minutes. With such a strong start it would...
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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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...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 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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...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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...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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...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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...‘From the Life and Songs of the Crow’ by Ted Hughes God tries to teach Crow to say LOVE: ‘Crow gaped, and the white shark crashed into the sea’. (Crow’s First Lesson) Background – where did the idea for ‘Crow’ come from? In 1957 Ted Hughes met the American sculptor, engraver and publisher Leonard Baskin. Baskin was obsessed by corpses, and a variety of other things attended this obsession, including crows which he engraved with disturbingly anthropoid (human-like) characteristics. An invitation from Baskin to Hughes to write a few little poems to accompany his engravings was the cause of the first Crow poems. Crow: From the Life and Songs of the Crow was first published by Faber in 1972. The poems included in Crow are part of a large number of poems which make up a ‘vast folk epic’ which tells the story of Crow. Hughes’s account of the creation of the figure of Crow is thus: God, having created the world, has a recurring nightmare. A huge hand/ voice comes from deep space, takes him by the throat, half-throttles him, drags him through space, ploughs the earth with him then throws him back into heaven in a cold sweat. Meanwhile man sits at the gates of heaven waiting for God to grant him audience. He has come to ask God to take life back. God is furious and sends him packing. The nightmare seems to be independent of the creation, and God cannot understand it. The nightmare is full of mockery of the creation, especially of man. God challenges the nightmare to...
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...Joumal 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...
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...Few answrs on how to reach out to public and improve channel 1) find out local vendor for outsourcing to save on logistic cost. 2) Expensive/premium product should have outlets in leading malls. 3) tie ups with pizza hut or dominoes to save on space and have cross selling 4) not a market leader so try to adopt market leaders way of handling supply chain and logistics 5) more outlets in busy markets 6) try to target children and young population try to reach through mails, flyers etc THE IMPORTANCE OF CHANNELS OF DISTRIBUTION There are hundreds of thousands of marketing intermediaries whose job it is to help move goods from the raw-material state to producers and then on to consumers. MARKETING INTERMEDIARIES are organization that assist in moving goods and services from producer to industrial and consumer users. They are organizations (formerly called "middlemen") in the middle of a series of organizations that join together to help distribute goods. A CHANNEL OF DISTRIBUTION is the whole series of marketing intermediaries who join together to transport and store goods in their path from producers to consumers. A WHOLESALER is a marketing intermediary that sells to other organizations. A RETAILER is an organization that sells to ultimate consumers. CHANNELS OF DISTRIBUTION enhance communication flows and the flow of money and title to goods. The latest trend is to...
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...Team #2 Introduction of each group member by name and major Name of the company Baskin Robbins Description of primary products or services offered Baskin-Robbins is the world’s largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at nearly 7,300 retail shops in nearly 50 countries. Your view of the perception that customers have of the company I like the ice cream of Baskin Robbins, especially the cotton candy and Oreo cookie flavors. Every times I pass the Baskin Robbins, I always see there are some people in the shop. I go there at least once a week with my friends because I think it is good to eat something sweet while sharing my experience this week with my friends. What do you think is their greatest strength They have already accumulated credit and prestige before, since it is a chain of ice cream specialty shops. The location is also an advantage of it. It sets in the downtown of Davis where has a large stream of people. What do you think is their greatest weakness Though it is famous in other places, I do not think it does enough propaganda in Davis. Moreover, its products can be purchased online which means the sales of the entity store would decrease. Who are their top three competitors Sweets station: Icekrimski Cafe Frozen yogurt Sweet and Shavery Share tea (though they have different products, they are still...
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