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.
Baskin-Robbins was one of the best recognized brands in America. The company achieved this by emphasizing on the quality of its products and focusing on creating the 'ice cream experience' for customers. Innovative marketing strategies also helped make the brand very popular and increased brand equity. The case discusses some of the marketing strategies adopted by Baskin-Robbins in the early years of the 21st century, and shows how they helped promote the brand.
• Understand the significance of a brand manager, brand management system and category management
Baskin-Robbins, manufacturer, seller, premium, quality ice cream, California, Second World War, US, 1000, ice cream flavors, milk shakes, smoothies, cakes, Beatle Nut, Lunar Cheesecake, quality, ice cream experience, customers, Innovative marketing strategies, brand equity, marketing strategies, 21st century
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