Abstract

Baskin Robbins was one of the first ice cream shops to really go all out with marketing. The

company was able to position itself as a "fun outing" company because it made & sold

flavours that were not available anywhere else & had a friendly store environment. Baskin

Robbins' products are good enough that customers are happy with them. The only thing

that needs to happen is a change in how BR talk to its customers. Baskin Robbins needs to

make sure that potential customers have more ways to interact with the company. It is

important, though, that the media doesn't make the premium brand look like a mass market

brand. Cold Stone & other mass-market brands could be put in the same category as the

brand as a luxury alternative. Some of the tailored marketing campaigns can prove to show

some exponentially high growth results & can set it apart from competitors in no time.
Table of Contents

Abstract......................................................................................................................................2

Introduction...............................................................................................................................5

Strategic Analysis.......................................................................................................................6

Brand Analysis........................................................................................................................6

STP Model...............................................................................................................................6

Competitive Advantages........................................................................................................6

BCG Matrix..............................................................................................................................7

Distribution strategy...............................................................................................................7

Brand Equity...........................................................................................................................8

Competitive Analysis..............................................................................................................8

Market Analysis......................................................................................................................8

Customer Analysis..................................................................................................................9

SWOT (Internal) Analysis........................................................................................................9

Strengths.............................................................................................................................9

Weaknesses......................................................................................................................10

Opportunities....................................................................................................................11

Threats..............................................................................................................................11

PESTLE Analysis.....................................................................................................................12

Political..............................................................................................................................12
 Economic...........................................................................................................................12

Social.................................................................................................................................13

Technology........................................................................................................................13

Legal..................................................................................................................................13

Environment.....................................................................................................................14

Digital Marketing Plan..............................................................................................................15

Overview...............................................................................................................................15

SMM Campaign Plan (Facebook, Instagram & Twitter).......................................................15

Focus on Corporate Sector (Additional Campaign)..............................................................16

Conclusion................................................................................................................................17

Bibliography.............................................................................................................................18
Introduction

Baskin-Robbins is an American chain of ice cream & cake shops that are run by Inspire

Brands around the world. The main office of the company is in Canton, Massachusetts.

Baskin Robbins began when Burt Baskin & Irv Robbins joined their ice cream shops in

Glendale, California, in 1945. (Baskin Robbins Global Marketing - SlideShare, n.d.)

Ice cream made by the company is sold in about 50 countries. It makes & sells premium ice

cream, gourmet frozen desserts, & drinks that are both high quality & good value for

money. Baskin Robbins' slogan is "31 Flavors," which is based on the idea that customers

can try something new every day of the month. It has over 1,300 different flavours of ice

cream, plus custom ice cream cakes, frozen drinks, & the Polar PizzaTM Ice Cream Treat.

(Company Profile | Baskin Robbins, n.d.) Its franchised ice cream shops are places where

people can meet & have great times while trying a wide range of flavours, including a new

Flavor of the Month every month.

Baskin-Robbins came out with two exclusive remixes of Yacht Rock classics on July 12, 2021,

to celebrate the launch of their new product, Creature Creations Into the Sea. Baskin-

Robbins & TikTok DJ lan Asher have worked together to give two classic Yacht Rock songs a

new sound. Baskin Robbins' USP, or unique selling point, is that it is the largest chain of ice

cream specialty shops in the world, with more than 8,000 locations, including about 2,500 in

the U.S. & more than 5,000 in other countries. Baskin Robbins' mission statement says, "It's

all part of our goal to make the Baskin-Robbins neighbourhood a tasty & fun place for our

customers to be." (Company Profile | Baskin Robbins, n.d.)

Strategic Analysis

Brand Analysis

Parent Company Inspire Brands

Category Ice cream & cakes
Sector Food & Beverages
Tagline/Slogan 31 Flavours
USP Baskin Robbins is known for having "31"
fresh ice cream flavours.

STP Model

The segmentation technique is used to divide the market or the population into groups with

similar characteristics. Baskin Robbins groups their customers by factors like income, age,

gender, & location (metro, urban, semi-urban, etc.). (Baskin Robbins Marketing Plan - 1135

Words | Internet Public Library, n.d.)

The company uses a targeted approach that focuses on a smaller group of potential clients

to appeal to a certain market.

The company has positioned itself so that its main selling points are convenient locations &

good value for money. (Baskin Robbins Marketing Strategy & Marketing Mix (4Ps), n.d.)

Segment People who like top-notch ice creams

Target Group Aimed at kids, adults, & wealthy families
Positioning The largest ice cream specialty chain in the
world
Competitive Advantages

Baskin-Robbins has a cool idea called "31 Flavors," which lets customers try a new flavour

every day of the month. There is no other company in the world that does this. (Paskoff,

2022)

Basking Robbins, which is owned by Dunkin Donuts, sells hot & cold coffee, baked goods, &

ice cream. The company made $897.4 million in sales. (Company Profile | Baskin Robbins,

n.d.)

Baskin Robbins has strategic & financial advantages over other companies in the market

because it doesn't own or run its own restaurants. This lets it control costs & focus on new

menu items, franchise support, & other ways to help its franchisees' businesses with limited

resources & capital investment. (Baskin-Robbins Franchise Review - Average Sales, Cost of

Goods Sold ..., n.d.)

BCG Matrix

It has different business segments, such as royalty fees & income from franchised

restaurants, real estate properties leased or subleased to franchisees, retail & corporate

sales of ice cream & other products around the world, & licencing the rights to make Baskin-

Robbins ice cream products to a third party for sale to U.S. franchisees, refranchising gains,

transfer fees from franchisees, & online training fees. Its strategic business units, like selling

ice cream & leasing or subleasing real estate properties to franchisees, have a star in the

BCG matrix, while other business segments have a question mark. (Baskin-Robbins Franchise

Review - Average Sales, Cost of Goods Sold ..., n.d.)

Distribution strategy

There are more than 7,822 Baskin-Robbins stores around the world, with 5,284 outside the

United States & 2,538 inside. More than a third of Baskin-Robbins stores are outside of the

United States. This is where most of the company's sales from outside the U.S. come from.

Using the Joint Venture & Master Franchisee models, it made about 24 percent of its foreign

sales in South Korea, 21 percent in Japan, & 12 percent in the Middle East in 2016.

(Marketing Strategy of Baskin Robbins – Baskin Robbins Marketing Strategy, n.d.)

Brand Equity

Over the years, the brand has been linked to a number of well-known people & celebrities,

including pitcher Phil Hughes, actresses Julia Roberts, Chandra Wilson, & Taryn Manning,

actors Randy Quaid & Eric Dane, former US President Barack Obama, TV host Rosie

O'Donnell, & chef Bobby Flay. It made the "World's tallest ice cream scoop pyramid" in the

year 2000, which got it into the Guinness Book of World Records. The logo for the brand

was made to show the unique qualities of all 31 varieties. (Baskin Robbins Innovative

Marketing-A case study in ice cream., n.d.)

Competitive Analysis

In the quick-service restaurant (QSR) market, there is a lot of competition between

restaurants, places to get food to go, & convenience stores. Product & service quality, the

value of the brand, pricing, & how easy it is to get to are all important parts of how the

company competes in the market. Some of the company's competitors are Cold Stone, Dairy

Queen, Menchie's, & Marble Slab.

Market Analysis

The QSR market has a number of bottlenecks, but some companies have an advantage over

others because of their business models, such as franchised or company-owned locations or

mix models. Baskin-Robbins has been boosting ice cream sales around the world for more

than 65 years. Its wide range of ice creams & treats, such as hard-serve & soft-serve, shakes,

floats, frozen yoghurt, & cakes, has helped it do this. (Marketing Report - Baskin-Robbins -

PHDessay.com, n.d.)

Customer Analysis

As part of its QSR offerings, it has a wide range of ice cream flavours, all of which are of the

best quality. Customers between the ages of 10 & 40 come from cities & metro areas. They

choose pure cow's milk ice cream, sundaes, milkshakes, & cakes. (Marketing Report -

Baskin-Robbins - PHDessay.com, n.d.)

SWOT (Internal) Analysis

Baskin Robbins has a SWOT team that looks at the brand's strengths, weaknesses,

opportunities, & threats. Baskin Robbins' SWOT Analysis looks at both internal & external

factors. Internal factors are represented by strengths & weaknesses, while external factors

are represented by opportunities & threats. A company like Baskin Robbins could use a

SWOT analysis to compare its business & performance to that of its competitors. Baskin

Robbins is a well-known name in the food & drink business.

Strengths

 You can find Baskin Robbins in more than 50 countries, & the company wants to

keep expanding. Since most of their businesses are franchises, they are growing
 quickly. They are always adding new locations to reach more people around the

world. (Paskoff, 2022)

 There used to be 31 kinds for each day of the month, but now there are more than a

thousand. When it comes to taste, it all depends on where they're from. They have

also worked hard to give their customers options that are better for them. (Lee, H.S.

& Choi, E.K., 2010)

 Customers love the taste of the ice cream because it is made with the best

ingredients. For a long time, they didn't go anywhere but their own places, so they

could keep their exclusivity. Even though they have always used high-quality

materials, they are now adding more healthy options to their line. (Lee, H.S. & Choi,

E.K., 2010)

 The stores can be found in almost every well-known place in the countries where

they do business. Customers can also choose from different scoop sizes & amounts

based on their needs. They are also sold in grocery stores, which makes them easier

for people to get. (Shrestha, A., 2015)

 It's safe to say that Baskin Robbins' long history of good customer service has given it

a good name. They've made a lot of different tastes for them. They also let people

try out the different flavours of ice cream before deciding which one to buy.

(Shrestha, A., 2015)

 They keep up with the latest trends, as a good business should. Since a long time

ago, the company has been making tastes based on well-known TV shows. You can

also buy them online & have them sent right to your door. People in some countries,

like India, have stopped eating meat completely. (Marketing Strategy of Baskin

Robbins – Baskin Robbins Marketing Strategy, n.d.)

Weaknesses

 They cost more than most ice creams that you can buy in stores. Because of this,

consumers are forced to look for other options.

 Since dairy is often used to make ice cream, vegans can't eat it. Baskin-Robbins has

several vegan options, but they aren't always available in foreign stores.

Opportunities

 The company has the chance to grow & become even more successful by going into

new parts of the world. Baskin Robbins wants to do this so that everyone can get

their ice cream.

 Since the health industry is growing, they need to be there in a bigger way. They

could use vegan ingredients to make ice cream & also become vegetarians.

(Tompkins, D.L., 2021)

 Baskin-Robbins doesn't pay much attention to its ads these days. If they use better

advertising, it might be easier for them to get more customers. Using social media

influencers for advertising is a fairly new idea that seems to be working very well.

(Baskin-Robbins shares social media strategies, 2022)

 After a good dinner, many people like to have something sweet. If Baskin Robbins

works with others more, the market will grow. As more people than ever eat out,

this is very important. (Tompkins, D.L., 2021)

 There are a number of countries where they can change their prices. The market will

grow faster if the price goes down & the focus is on teenagerș. (Marketing mix of

Baskin Robbins - Baskin robbins marketing mix, n.d.)

Threats

 According to the health sector, dairy & sugar are very bad for your health. This could

be bad for the health of people & so for Baskin Robbins.

 There are now ice creams made with almond milk & coconut milk, & people are

interested in them because they are healthier options. They also use artificial or

natural sweeteners that don't have any calories.

PESTLE Analysis

Baskin-Robbins's strategic plans are looked at in a PESTLE analysis. As part of the company's

PESTLE analysis, the company looks at the PESTLE (political, economic, social, technological),

legal, & environmental factors that affect how it runs. The PESTLE Analysis looks at all the

things outside of a brand that can affect its business. PESTLE research is an important tool

for companies like Baskin Robbins because it helps them better understand how the market

works & improve their business over time. The PESTLE method is also sometimes called

"PESTEL analysis."

Political

Baskin Robbins is known all over the world for its ice cream. In this case, how things are run

by the government & how stable the government is are important. Baskin Robbins has to

follow the rules & laws of each country where it does business to make sure that its

products keep getting better. Political stability in the U.S. & Europe helps it run smoothly,

but political instability in some European countries, like the U.K., & other east Asian

countries has made it harder for it to do business. The organization's systems are also

affected in a big way by other political factors, such as proposals for fees, rules for the

industry, & global exchange understandings & constraints. (Efendiyev, A., 2016) The
government should always do the same thing. For example, the Food Act says what the

lowest wage that can be paid by law is. All of these things have an effect on how Baskin

Robbins works.

Economic

In the long run, workers' rights make a big difference for businesses. The assembly of ice

cream & frozen foods has changed over the years, but it is still mostly done by hand, even

though new programming equipment has been added. After a certain amount of time,

health & safety rules & benefits should be thought about. Many people now think that

frozen food is an unnecessary luxury, so their ability to buy things has gone down. Baskin

Robbins, for example, thought that the cost of goods would go up overall. People tend to

focus on basic needs, but this is not the case when it comes to ice cream. (Efendiyev, A.,

2016)

Social

Along with changes in society, the rise in popularity of Baskin Robbins treats, especially

among teens & young adults, has had a big effect on the dairy-based food industry. The

growth of ice cream shops has been a big part of this change. Indians are becoming more

worried about their health & would rather take steps to prevent illness than to treat it.

Because of this, many Indians don't want to eat sweets, which are high in fat & sugar. Baskin

Robbins also has to deal with the fact that summer is the busiest time for people to ask for

deals & opportunities. (Case study: How Baskin Robbins boosted its social performance,

n.d.)
Technology

Baskin Robbins is driven by technological progress, whether it's making ice cream or

growing the business. On the internet, it's easy to find information about a product, & many

people like to learn more about a product & the company's charitable work before buying it.

Before buying ice cream, a lot of people look at the ingredients & other parts of the sweets.

Also, when it comes to advertising, the internet hasn't caught up with technological

advances. Instead, it focuses more on print ads, while rival products are more often seen on

TV ads & announcements. (Jamal, 2022)

Legal

Baskin Robbins doesn't have to follow any major laws in countries such as India (unlike US or

EU countries), but the country's administration office has strict rules & policies for

businesses that want to work there. When it comes to food places, Baskin Robbins is in a

group that needs a lot more scrutiny than other places. The Food Safety & Standards

Authority is in charge of it all (FSSAI). Some examples of official criteria are Cleanliness (how

clean the store is), Representatives (their uniforms, gloves, & other clothes that make them

easy to spot), Fixtures, & Freshness. The administration sets a date for when food will go

bad. The ice cream & toppings should be easy to see. Value-enhancement rules in the law

are very strict. (Jamal, 2022)

Environment

Baskin Robbins has worked on trash management & finding better ways to organise trash in

order to have less of an impact on the environment. Because of changes in the

environment, the company has had to rethink how to deal with the plastic trash it makes.

Baskin Robbins must also pay attention to how its products & businesses are sourced. This
has a direct effect on the board of the association's retail system & acquisition. This is a

chance for BR to rethink how it does business & reduce the damage it does to the

environment. (Jamal, 2022)

Digital Marketing Plan

Overview

 The goal of the campaign is to reach people in present & those in the 15–45 age

group that the campaign is aimed at.

 Baskin-Robbins’s goal is to "make people happy."

 Even though Facebook has more than nine million fans & almost a million people

who have checked in, on average only 200 people like each post.

 Since only a quarter of the total number of likes have been reached, the percentage

goes down to 0.002%.

 When a new shop or flavour opens, or when posts about the Flavour of the Month

are promoted, these 9 million likes will help people remember the brand.

 A brand page that works well is one that responds to questions, complaints,

suggestions, & compliments from customers.

SMM Campaign Plan (Facebook, Instagram & Twitter)

 The goal is to reach men & women between the ages of 15 & 45.

 A campaign that lasts a year & is based on the hashtag #lcyFanOfTheMonth.

 The #IcyFanOfTheMonth must take a picture every time they go to Baskin-Robbins in

February & share it with us using the hashtag #IcyFanOfTheMonth.

 The winners of this month-long competition will be named based on who had the

most paid visits during that month.

 Depending on how much money we have to spend each month, we can always give

three or five lucky people a big basket of one of Baskin-Robbins' Royal Flavours.
  Baskin-Robbins has the most Facebook fans, so they may hold contests to get more

people to follow them on Twitter, where they already have more than 195K

followers.

 We might tweet about certain events using popular or trending hashtags to bring the

brand into the conversation (for e.g. football or cricket leagues & many more

events).

 Follow famous people on Twitter & talk to them.

 Making content about seasons & holidays, such as #FestivalFlavour &

#FlavourOfTheSeason.

 You can make the most of days like Valentine's Day, Friendship Day, & many more.

 Holding contests & giving prizes to the winners on the above dates to boost sales.

Focus on Corporate Sector (Additional Campaign)

 Baskin-Robbins may interact with businesses through a campaign called

#WeekdayFlavour that features a different flavour from their 31-flavor slogan.

 With this promotion, corporate customers will get discounts on some flavours that

aren't as popular with regular customers.

 Baskin Robbins will get a lot of attention & sales from their less popular flavours.

 Baskin-Robbins could also celebrate their employees' birthdays by posting a picture

of the person with the hashtag #BRBirthdays on their social media accounts.

 Use the hashtag #WantSomeMoreFridays to start a campaign that will please

corporate clients & get them into your store on the last day before the weekend.
Conclusion

Baskin Robbins' products are good enough that customers are happy with them. The only

thing that needs to happen is a change in how BR talk to its customers. Baskin Robbins

needs to make sure that potential customers have more ways to interact with the company.

It is important, though, that the media doesn't make the premium brand look like a mass

market brand. It might be a good idea to put targeted ads in high-end magazines, on

lifestyle TV channels, in shopping malls, & in airports. Cold Stone & other mass-market

brands could be put in the same category as the brand as a luxury alternative. It's also a

good idea to run a high-quality ice cream shop with a nice atmosphere that makes

customers want to tell their friends about the brand.

While these all are basic practices which BR should not forget to implement at all, the

specifically discussed tailored-marketing campaigns are such that can prove to show some

exponentially high growth results & can set it apart from competitors in no time.
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