Published by MBA Skool Team, Last Updated: February 21, 2017
Marketing Strategy of Baskin Robbins analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Baskin Robbins marketing mix, help the brand succeed.
Baskin Robbins marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Baskin Robbins Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Baskin Robbins Product Strategy:
The product strategy and mix in Baskin Robbins marketing strategy can be explained as follows:
Baskin Robbins has a wide variety of offerings, especially in ice-creams. Baskin Robbins’ ice-creams form the product strategy in its marketing mix. Its products are as:
Ice Creams : These Baskin Robbins ice creams are classified as Favorite,Timeless and Divine.Favorites include Almond Praline Gold,Banana Caramel,Black Currant,Butterscotch Ribbon,Chocolate,Coffee,Fruit Overload,Mango Honey Nut Crunch,Mississippi Mud,Papaya,Rum Punch.Timeless includes splish splash,cotton candy vanilla.Divine included Bavarian chocolate,Belgian Bliss,Chocolate mousse royale,Coffee almond fudge,Mint Milk Chocolate, Litchi Gold,etc.
Milkshakes : Baskin Robbins offers milk shakes like Cheeky Coffee,Chocolate chiller,Cokkies N Cream,Honey Crackle,Mango Berry Magic,Strawberry Mania are the shakes offered on the menu.Also it offers refreshing Coke Float and Splish Splash in Floats category.
Sundaes : Baskin Robbins sundaes contains flavours like Volcano Sundae,Single scoop Sundae,Banana Royale,Banana Split,Brownie A LA Mode,Double scoop Sundae,Nutty Professor,Oreo Cookie,Thunder Hot Fudge.
New introductions by Baskin Robbins include chocolate sticks like choco crackle,coffee almond,etc.It also provides option of waffle cones as well as cups.
Baskin Robbins Price/Pricing Strategy:
Below is the pricing strategy in Baskin Robbins marketing strategy:
Baskin Robbins offers premium products at high quality and hence the pricing strategy used is premium.
Baskin Robbins followed promotional pricing and psychological pricing strategies at times i.e not rounding off to nearest digit. It introduced low price candies. They decided to offer bulk discounts instead of lowering individual product prices to maintain competitive edge and their premium status. Sometimes Baskin Robbins offer weekly coupons depending on the new seasonal arrivals. In USA they were originally priced around $6.50 but they have marked up the price now but offer discount on multiple purchase such as 2 for $8.99. This gives an overview on the pricing strategy in the marketing mix of Baskin Robbins.
Baskin Robbins Place & Distribution Strategy:
Following is the distribution strategy in the Baskin Robbins marketing mix:
Baskin Robbins’ first outlet was opened in Glendale in California, USA. Since 1970, Baskin Robbins decided to expand their outlets across countries and now there are approximately 7300 outlets across 50 countries including India. Baskin Robbins follow franchising policy where it provides licence to the franchise owner to do business and provide assistance in organising and managing the franchisee according to standards with all respect.Hence the places are selected based on consumer behaviour at their own will with maximum footfall.
Baskin Robbins is spread across 150 cities and 600+ stores
Baskin Robbins Promotion & Advertising Strategy:
The promotional and advertising strategy in the Baskin Robbins marketing strategy is as follows:
Baskin Robbins has focused on a strong promotional strategy as a part of its marketing mix. Baskin Robbins started online promotions to greater extent and realised that engaging customers is very important. Posts that engage users, contests, writing about current happenings etc are simple and effective ways of gaining customer base. They are making sure that the company reaches to almost all the people all over the world. Baskin Robbins used all the channels like newspaper, posters, television, hoarding, interactive games. In its first promotional activity, a local agency was hired which came up with the concept of 31 flavours i.e new flavour each day of the month. In India, it sponsors famous reality TV show MTV roadies. In 2007, Baskin Robbins tied up with the launch of Spiderman 3 movie and extended many promotional campaigns. It also introduced new flavours and packaging cups pertaining to characters of the movie. It also sold tickets for rock concerts, partnered with movies and TV shows. All such activities helped enhance the visibility of Baskin Robbins as a brand. NBA Star LeBron James as brand ambassador of Dunkin’ Donuts and Baskin Robbins. Hence, this covers the entire marketing mix of Baskin Robbins.
About Baskin Robbins:
Baskin Robbins is the largest ice cream speciality store chain. Baskin Robbins is based in Canton, Massachusetts. Baskin Robbins emerged as a firm by merging two of the respective parlours of Burt Baskin and Irv Robbins in Glendale, California. In India, Baskin Robbins started its first store in Mumbai. First manufacturing plant was opened in Pune in 1993.Baskin & Robbins is known for its characteristic strategy of new flavour each day of the month. It is one of the largest ice-cream retail chain in the world.
With some finest people from hospitality industry, Baskin Robbins has turned into world’s most loved ice cream brand. It is almost 100% franchised.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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