Baskin Robins

Introduction
Baskin-Robbins is an American multinational chain of ice cream and cake
specialty shop restaurants owned by Inspire Brands. Based in Canton,
Massachusetts, Baskin-Robbins was founded in 1945 by Burt Baskin and Irv
Robbins in Glendale, California. It claims to be the world's largest chain of
ice cream specialty stores, with more than eight thousand locations, including
nearly 2,500 shops in the United States and over five thousand in other
countries. Baskin-Robbins sells ice cream in nearly 50 countries.

Company Profile
Baskin Robins is known for 31 flavor concept- that is a different flavor for
each day of the month. The company began as an immense hit years ago
continues to strike a fun-filled rapport with the thousands of ice cream lovers
in the Gulf region. Baskin Robins takes pride in satisfying their loyal patrons.
Everything began way back in 1947 in California, USA when two brothers by
marriage Burton "Burt" Baskin and Irvine "Irv" Robbins chose to collaborate
and bring forth "Baskin Robbins". Burt and Irv firmly accepted individuals
ought to have decision, so they offered 31 flavors – one for all month long.
Furthermore, they accepted individuals ought to have the option to attempt
any character without cost – a conviction that prompted the famous pink
spoon. Their standards live on at Baskin-Robbins, where we currently have a
character library that comprises of 1200 frozen yogurt plans. Over this load
of years, we have developed in USA as well as across the world and are one
of the most cherished frozen yogurt brands on the planet.

Market Segmentation
With regards to bifurcating the market or populace into a gathering of
comparative qualities, division methodology is utilized. Baskin Robbins
utilizes geographic and segment division variable like pay, age, sexual
orientation, area for example metro, metropolitan, semi-metropolitan and so
on. The organization utilizes specific focusing on technique to make the
contributions engaging for a specific portion of clients. It has situated itself as
an organization offering fun and scrumptious food sources at the
advantageous areas demonstrating an incentive for cash to the clients.

Competitive advantage in the Marketing strategy

of Baskin Robbins –
1. 31 flavor concept: Baskin Robbins has operationalized an
interesting idea called 31 flavors wherein there is diverse character
presented to the clients on every day of the month. It is the solitary
organization worldwide doing it.
2. 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.
3. BCG Matrix in the Marketing strategy of Baskin
Robbins –It operates in business segments such as royalty fees &
income from franchised restaurants, real estate properties lease or
sublease to franchisees, retail & corporate sales of ice cream and other
products globally; and the licensing of the rights to manufacture
Baskin-Robbins’s ice cream products to a third party for sale to U.S.
franchisees, refranchising gains, transfer fees from franchisees, and
online training fees.

Positioning 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.

Baskin Robbins Price/Pricing Strategy

Baskin Robbins offers premium products at high quality and hence the
pricing strategy used is premium. 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 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. 
Place & Distribution Strategy:
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 license to
the franchise owner to do business and provide assistance in organizing and
managing the franchisee according to standards with all respect
Marketing Strategy & Marketing Mix (4Ps)
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.