Marketing Strategy of Baskin Robbins analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Baskin Robbins marketing mix, help the brand succeed in the market. Let us start the Baskin Robbins Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
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:
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.
Baskin Robbins offers milk shakes like Cheeky Coffee, Chocolate chiller, Cookies 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.
Baskin Robbins sundaes contains flavors 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. The annual revenue of the brand is more than $150 million.
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 5000 outlets across 50 countries. Baskin Robbins follow franchising policy where it provides licence to the franchise owner to do business and provide assistance in organizing and managing the franchisee according to standards with all respect. Hence the places are selected based on consumer behavior at their own will with maximum footfall. The brand has also enabled users to purchase icr-creams, cakes & desserts online.
Tie-up with several delivery partners ensures that the desserts are delivered everywhere within a stores' vicinity.
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 realized 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 flavors i.e. new flavor each day of the month. Baskin Robbins tied up with the launch of Spiderman 3 movie and extended many promotional campaigns. It also introduced new flavors 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 parlors of Burt Baskin and Irv Robbins in Glendale, California. Baskin & Robbins is known for its characteristic strategy of new flavor 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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