Baskin-Robbins' in Marketing
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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.
"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
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
1] Carrie MacMillan, "Sweet Tooth", Promo, May 1, 2003.
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