Baskin Robbins Innovative Marketing (Page 2)

Abstract

Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavors. The first Baskin-Robbins store was first set up in California in the 1940s, soon after the Second World War. The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavors along with other novelties like milk shakes, smoothies, cakes, etc. The company was especially noted for its innovativeness in developing ice cream flavors, some of which were named after events in history. (Beatle Nut, Lunar Cheesecake, etc).

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.

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BACKGROUND contd...


Baskin was in the same business and owned an ice cream store called Burtons. In 1946, Baskin and Robbins decided to capitalize on their common success and go into partnership. They opened their first store in Pasadena, California. To determine whose name was to feature first, they flipped a coin, and Baskin won.

The new store was named Baskin-Robbins. The store offered a large number of new flavors and introduced some special features like allowing customers a sample taste before they purchased their ice cream, comfortable seating, etc. By 1948, six new stores had been opened, with all of them being supplied ice cream by the main store to ensure uniformity in quality and specifications. Managing the stores themselves did not allow the duo to concentrate on their main interest - developing new flavors. Baskin and Robbins soon realized that the stores would be better managed by a manager/owner with a vested interest in their success.

As a result, they soon began licensing operations to other people, thus pioneering the concept of franchising in the ice cream industry. By 1949, with 43 stores in operation, they bought their first production facility in Burbank, California. They also hit on the unique idea of offering 31 flavors of ice cream - one for each day of the month - to allow customers more variety and, by 1953, the big '31' sign began to be displayed prominently in all the stores, soon becoming a national trademark.


The flavors quickly caught on and the stores became popular. In 1959, the first Baskin-Robbins store outside California was set up in Phoenix, Arizona. By the mid-1960s, there were more than 500 stores across the US. Most of them had been set up as franchisees. Through the next decade, the chain expanded to almost all the states in the US.

In 1967, Baskin died and, in 1968, the chain was purchased by United Fruit, a fruit growing company. The chain changed hands again in 1973, when the London based J. Lyons and Co., Ltd bought it from United Fruit. In 1974, Baskin-Robbins opened its first international store in Brussels, Belgium.

More...

        Case Code   MKTG074
   Case Length    14 Pages
              Period    2003
 Organization     Baskin Robbins
        Pub Date     2003
Teaching Note    Available
     Countries    USA
      Industry    FMCG

Issues

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

Please note:

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.