Baskin-Robbins' in Marketing

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Case Details:

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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"We have totally re-looked at how we approach marketing over the past three or four years (late 1990s), and we thought partnering with some top current and new TV shows would be exciting."

- Joe Adney, senior director of marketing at Baskin-Robbins¹

"Our mission is simple and clear. We exist to thrill customers, define and lead multi-branding, enrich stakeholders and build powerful brands."

- Jack Shafer, CEO of ADQSR, parent of Baskin Robbins²

America's Favorite Sweets Chain

In the summer of 2003, DreamWorks Pictures Ltd.³ 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. (Refer Exhibit-I)

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.⁴

Analysts felt that Baskin-Robbins had hit upon a novel way of partnering for mutual benefit as the hype generated by the movie release brought publicity for Baskin-Robbins and Baskin-Robbins, in turn, helped publicize the movie.

Approximately 2400 Baskin-Robbins' stores participated in the promotion, which was supplemented by extensive television publicity, themed décor in the stores and other local events. Baskin-Robbins was well known for being an innovator in the ice cream industry.

Ice cream was manufactured and sold in the US since the early 20^th century and was popular as a dessert or an in-between meals snack.

Baskin-Robbins' in Marketing - Next Page>>

1] Carrie MacMillan, "Sweet Tooth", Promo, May 1, 2003.

2] "Franchising with a Leader - America's Most Loved Brands", www.foodrestaurantfranchises.com

3] DreamWorks SKG was formed in October 1994, by its three principal partners-Steven Spielberg, Jeffrey Katzenberg and David Geffen-to produce live-action motion pictures, animated feature films, network and cable television programming, home video entertainment, records, books, toys, and consumer products.

4] www.finanznachrichten.de