Baskin-Robbins' in Marketing
ICMR HOME | Case Studies Collection
» Marketing Case Studies
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.
Chat with us
America's Favorite Sweets Chain Contd...
In the early years, it was manufactured and sold by local sellers and there were no major brands in the industry. By the early 1950s, ice cream had become a commodity. There was little advertising and no differentiation between the various local vendors. The selection was also limited as sellers did not go beyond the traditional flavors.
Other surveys also indicated that the brand was rated favorably against its near competitors on a number of counts. (Refer Exhibit-II) The company was voted 'America's Favorite Sweets Chain' by the Restaurants and Institutions magazine 12 times from the mid-1980s to 2000.
During the Second World War (1939-1945), he joined the US army, where he continued experimenting with new ice cream flavors from the army supplies. The ice cream, which was garnished with native tropical fruits and exotic nuts, was a great favorite with the soldiers. After returning from the war, he invested $6000 to set up his own ice cream shop in Glendale, California, in December 1945. The new store, called Snowbird, featured 21 exotic ice cream flavors. Baskin was in the same business and owned an ice cream store called Burtons...
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Text Books, Work Books, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|