Marketing Strategy of Baskin Robbins – Baskin Robbins Marketing Strategy: Burt Baskins and Irv Roberts founded the world’s largest chain of specialty Ice-cream shops in 1945. The slogan 31 Flavours was created by Carson Roberts, an advertising agency. Since then, the company has introduced more than 1100 flavors worldwide.
The majority of the stores are standalone while others are co-branded by Dunkin’ Donuts, which manages both brands.
Baskin Robbins At A Glance – Marketing Strategy of Baskin Robbins
Company : Dunkin’ Brands Inc. | Inspire Brands, Inc.
CEO: David Hoffmann
Founder: Burt Baskin | Irv Robbins
Year founded: 7 December 1945, California, United States
Headquarters: Canton, Massachusetts, United States
Annual Revenue: US$160 Million
Profit | Net income: US$72.4 Million
Number of employees : 502
Products & Services: Ice cream | Frozen beverages | Ice cream cakes | Frozen treats
Baskin Robbins Competitors
Competitors: Haagen Dazs | Dairy Queen | Ben & Jerry’s | McDonald’s | Dunkin Donuts | Zinburger Wine and Burger Bar | Four Peaks Brewing Company | True Food Kitchen | My Fit Foods | Blue Diamond Growers | Vitagermine and Yoatz | Taco Bell
Baskin Robbins Fun Facts: Baskin-Robbins is famous for having 31 original flavors — the number is even hidden in their logo.
Marketing Strategy of Baskin Robbins
Baskin Robbins’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Baskin Robbins? Let us discuss.
Segmentation, Targeting, Positioning – Baskin Robbins Marketing Strategy
A segmentation strategy can be used to split the market into groups of similar characteristics. Baskin Robbins uses geographical and segmentation variables like income, gender, and location. metro, urban, semi-urban, etc.
To appeal to a specific segment of customers, the company employs a selective targeting strategy.
It is a company that offers fun and delicious food at convenient locations, proving value for money to its customers.
Baskin Robbins Mission Statement
Baskin Robbins Vision Statement
Baskin Robbins Tagline
Competitive Advantage – Marketing Strategy of Baskin Robbins
31 Flavor concept: Baskin Robbins created a unique concept that offers different flavors to customers every day of the month. It is the only company worldwide to do it.
Dunkin’ Donuts. Parent company: Basking Robbins. This is a part of the top QSRs Dunkin Donuts, which is known for its hot & cold coffee, baked goods, and ice cream. The company’s revenue was $897.4 Million.
Franchised Model: Baskin Robbins operates with a franchised model, which gives them strategic and economic benefits. Baskin Robbins does not own or manage restaurants, so it is easier to control costs and focus on innovative menus, franchisee support, and other initiatives to help drive the business of their franchisees.
BCG Matrix – Baskin Robbins Marketing Strategy
It has business segments that include royalty fees and income from franchised restaurants, real property properties lease or sublease for franchisees and retail and corporate sales ice creams and other products worldwide; and licensing the Baskin-Robbins icecream products to a third-party for sale to U.S. franchisees.
Its strategic business units like sales of Ice-creams or real estate properties sublease or lease to franchisees are highlighted in the BCG matrix, while other business segments remain a mystery.
Distribution Strategy – Marketing Strategy of Baskin Robbins
More than 60 countries are represented by the Company, with 7,822 Baskin-Robbins outlets around the world. Of these 5,284 are international while 2,538 are based here in America. Baskin-Robbins restaurants make up approximately 32% of all international sales.
It is present in all countries through Joint venture and Master Franchisee models. In 2016, it generated approximately 24% of sales in South Korea, 21% in Japan, and 12% in the middle east.
Brand equity – Baskin Robbins Marketing Strategy
The brand has been associated over the years with many famous people & celebrities such as Pitcher Phil Hughes and actresses Julia Roberts and Chandra Wilson, Taryn Manning, actor Randy Quaid, Eric Dane, and ex-US President Barack Obama.
It was the first to create the “World’s Largest Ice Cream Scoop Pyramid” in 2000.
The brand’s logo was designed to highlight 31 unique flavors.
Competitive Analysis – Baskin Robbins Marketing Strategy
It faces competition from many restaurants, take-out outlets, and convenience shops at the regional and international levels while it competes in QSR.
It is competitive in the market on product and service quality. Brand value, price, accessibility, and brand value are all important.
Among others, Cold Stone, Dairy Queen, and Menchie’s are some of its competitors.
Market Analysis – Marketing Strategy of Baskin Robbins
While the QSR industry is plagued by many bottlenecks, some businesses have an edge over others because of their business model (e.g. Franchised outlets, company-owned outlets, or mixed models.
Baskin-Robbins has a variety of products, including soft-serve ice cream, hard-serve, and malt ice creams. The specialty store has been driving global Ice-cream sales for more than 65 years.
Customer Analysis – Baskin Robbins Marketing Strategy
It is part of QSR and offers a variety of Ice-creams in premium flavors that will delight the taste buds.
Customers are mostly from urban areas and are aged between 10 and 40 years. They want to try ice creams made with 100% cow’s milk, as well as a variety of cakes, milkshakes, and sundaes.
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