Baskin-Robbins' in Marketing
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Case Code : MKTG074
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Baskin Robbins
Industry : FMCG
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Baskin-Robbins was one of the first ice cream companies to undertake marketing in a big way. The company successfully positioned itself by creating and offering flavors which were not available anywhere else, combined with good store ambience to heighten the theme of a 'fun outing'...
In the early 21st century Baskin-Robbins hit on a unique way of marketing its products, when it tied up with Hollywood studios to introduce movie-themed ice cream flavors...
Since its inception, Baskin-Robbins had followed the practice of introducing flavors to commemorate important current events.
This was the company's way of acknowledging the importance of these events...
'What's Your Flavor?' - 31 To Choose From
The punch line of Baskin-Robbins said 'What's your flavor?'. The punch line emphasized the wide range of flavors offered by the company. The company, in over 60 years of operation, developed more than 1000 flavors, and often rotated them in stores around the year...
Not Always Sweet
Despite the popularity of the brand, there were drawbacks. Most people found the products very expensive. Baskin-Robbins was a seller of premium ice cream and regularly developing new flavors was not an easy task.
Therefore, the ice cream was priced higher than that of other local stores. Although the flavors offered by Baskin-Robbins were of better quality, customers felt the prices were too high. Some customers also complained that the stores were not properly laid out and that there was limited seating space...
Exhibit I: The 2003 Summer Promotional Package of Baskin-Robbins
Exhibit II: How Baskin-Robbins Rates Against Competitors
Exhibit III: The Baskin-Robbins Timeline