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Marketing Strategy of Baskin Robbins – Baskin Robbins Marketing Strategy
March 6, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles
The world’s largest chain of specialty Ice-cream shop was founded in 1945 by Burt Baskins and Irv Robbins and is known for its slogan 31 Flavours the idea which was conceptualized by the advertising agency Carson Roberts in 1953 and since the company has introduced 1100+ flavors globally.
Majority of its stores are standalone outlets while some are co-branded with Dunkin’ Donuts which is the parent company managing both brands.
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Marketing Strategy of Baskin Robbins – 1
Segmentation, targeting, positioning in the Marketing strategy of Baskin Robbins –
When it comes to bifurcating the market or population into a group of similar characteristics, segmentation strategy is used. Baskin Robbins uses geographic and demographic segmentation variable like income, age, gender, location i.e. metro, urban, semi-urban etc.
The company uses selective targeting strategy to make the offerings appealing for a particular segment of customers.
It has positioned itself as a company offering fun & delicious foods at the convenient locations proving value for money to the customers.
Marketing mix – Here is the Marketing Mix of Baskin Robbins.
Mission- “Not Available”
Vision- “Not Available”
Competitive advantage in the Marketing strategy of Baskin Robbins –
31 Flavour concept: Baskin Robbins has operationalized a unique concept called 31 flavors wherein there is different flavor offered to the customers on each day of the month. It is the only company globally doing it.
Dunkin’ Donuts, Parent company: Basking Robbins is a part of the leading QSR (Quick service restaurants) Dunkin Donuts which is well known for serving hot ; cold coffee as well as baked goods and ice cream and the company generated revenue of $897.4 million.
Franchised Model: Unlike other companies in the market Baskin Robbins operate with franchised model which give them strategic and financial benefits as it not own or operate restaurants by themselves so it is easier for the company to control cost and at the same time focus on innovation in menus, franchise support, and other initiatives to drive the business of its franchisees with limited resources and capital investment.