Baskin-Robbins

Flavours
Table of contents

Executive Summary 4

Introduction- 4

Company profile & products, brands etc. 4

Galadari Ice Cream Co. 4

Marketing Plan/process- 5

Your Goals/Objectives 5

Your Business 5

Your Business 6

Your Customers 6

Your Competitors 6

Threats and opportunities analysis (SWOT) 7

Marketing strategy and solution: 7

a) Your Product or Service 7
Baskin Robbins Product Strategy: 7
b) Your Distribution Strategy 8
c) Your Promotion Strategy 8
d) Your Pricing Strategy 8

7. Your Marketing Budget 8

8. Environmental factors 9

9. considerations 9

10. conclusion/summary 10

11. References 10
Executive Summary

The marketing plan involves a comprehensive analysis for the initiation of a new product for
Baskin Robbins. Baskin Robbins will offer a range of flavored on cultural occasions in the
Gulf region much related to ice creams but will fall under the category of occasional desserts
as it will be offered on occasions. The system for this new product will be unique where the
buyer can personalize the dessert with the flavor choice of cinnamon, saffron and add
toppings to it, which will be weighed in the end and the cost will be arranged accordingly.
The report covers an in-depth study of the product and its demand in the market. It involves a
marketing strategy and a decent plan to start a product like this.

Introduction-
When you think of ice cream, Baskin-Robbins® is the brand that instantly comes to mind. As of
today, there are higher than 850 BR shops in the region giving us the largest Quick Service Restaurant
brand in the region. With the high-quality ice cream, specialty-frozen desserts, beverages, and
unimaginable recipe collections of more than 1300 flavors, it is little surprise that they are the most
liked ice cream destination in the region.

Company profile & products, brands etc.

They are recognized for their 31 flavor concept- that is various flavors for each day of the month.
What started as an eternal success years ago stays to hit a fun-filled rapport with the thousands of ice
cream lovers in the Gulf region. They take pride in meeting their loyal clients. Just as Irv Robbins
accurately said, “We sell fun, not merely ice cream”. (baskinrobbins)

Galadari Ice Cream Co.

It all began way back in 1947 in California, USA when two brothers-in-law Burton “Burt” Baskin and
Irvine “Irv” Robbins determined to team up and give birth to “Baskin Robbins”. Burt and Irv
completely believed people should have options to make their decision, so they gave 31 flavors – one
for every day of the month. And they considered people should be able to seek any flavor without cost
– a view that drove to the iconic pink spoon. Their ideals live on at Baskin-Robbins, where They now
own a flavor library that consists of 1200 ice cream ingredients. Overall these years, we have become
not only in the USA but across the world and are one of the most preferred ice cream brands in the
world.
Founded in 1962, Galadari Ice Cream Co. manages Baskin Robbins and Dunkin Donuts (Qatar).
Baskin Robbins is the first international brand to start in the region, the largest Baskin Robbins
franchise worldwide, and the biggest QSR brand in the GCC.
Galadari Ice Cream is the leader Franchisee for Brand Baskin Robbins in KSA, UAE, Qatar, Bahrain,
Oman, Jordan, Australia, Kuwait (Joint Venture). With a chain of over 950 quick–service restaurants,
it keeps an aspiring vision of getting even larger.
Long-standing 40 years of brand involvement in the Middle East.
In its 40 years of work, Galadari Ice Cream Co. has gained various accolades and awards such as

● Partner award 2005, 2006, and 2009.

● Challenge of Excellence prize in 1997, 1998, and 2000.
● Innovator and International Partner prize in 2005, 2006, 2007, and 2011.
● International Franchisee in 2012.
 ● Most excellent F&B Outlet in 2012.
● Dunkin’ Brands, Inc. accepted Galadari Ice Cream Co. being ‘‘Developer of the Year”. in
2013.
● Developer of the Year Prize in 2014.
● Marketing Excellence prize in 2014 for the Al Dahabi Campaign
● Marketing Excellence Prize in 2015.
● Dunkin’ Brands, Inc. accepted Galadari Ice Cream Co. as “Licensee of the Year prize ” and
“Developer of the Year prize in 2018
● 2019 Awards
● No.1 in the Confectionery field.
● No.2 in Dining area Study
● No.1 in Relationships with consumers

Marketing Plan/process-

Your Goals/Objectives
1. Get a new product for Baskin Robbins
2. To provide the consumer the choice of a new upcoming dessert selection.
3. To give an occasional alternative for ice creams
4. allow the consumer to personalize
5. To keep up with the competitors in the market
6. Gain profitability within the first year and get a strong growth rate annually

Your Business
The bulk of our consumers favor ice cream flavors that are filled with inclusions; the more,
the greater. The trick is getting the right components that complement each other for different
and indulgent flavor combinations.

In our developmental idea, we want to formulate ingredients that fit our occasions and go
well along with the people's taste.

The flavor may be an adventure, but the ingredients remain as local as possible. Although
Baskin-Robbins is a multinational company, taking local occasions as a method to match
people's flavors will be a great developmental idea.

The business' idea is about adding new flavors that fit with our region's occasions such as
Ramadan, Eid Al-Fitr; by which we can reflect the flavors of ice cream on the region's
occasion.
Your Business
the idea is generated from the close time of Ramadan which is considered the most special
occasion for Muslim people. Due to the special atmosphere that covers Ramadan and Eids,
the company suggests adding newly flavored ice cream that reflects those occasions. This
Strategy will gain new customers who love enjoying their occasions eating ice cream.

The products will include popular flavors that already exist in the market but they have not
been used in ice cream as occasional products such as saffron, cinnamon which are mostly
used on these occasions.

This development will draw the importance of offering the suitable products in a most
noteworthy occasion in the customers' life.

Your Customers
When it gets to dividing the market or population into a group of similar features, a
segmentation strategy is used. Baskin Robbins applies geographic and demographic
segmentation variables such as income, age, gender, location, etc.
The company uses a particular targeting strategy to make the contributions appealing to a
special segment of buyers.
It has positioned itself as a company offering fun & delicious foods at comfortable places
showing value for money to the clients.

Demographic
Individuals varying from 10 years to elder individuals up to 55 years are the customers of
such desserts. Both men and women eat desserts, especially during the summertime. The
Icecream industry is growing as a result of that.

Behavioral
Personalization is something any buyer likes. People will pay more for any sort of
personalization they are given. By offering different kinds of flavors, customers will have the
choice to select their own preferences.

Your Competitors
Baskin Robbins as such does not have any powerful competition in the market compared to
what the brands have, It is recognized for its premium high-quality products and not many
brands offer the same quality at this price, Competition concerning this product is also not
that much. This is relatively a new concept for the market. There are a few international
competitors such as Airy Queen, Dunkin' Brands, GSN, Intermix and American Halal
Company.
Indirect competitors would be those who sell ice cream and desserts. Ice cream isn't identical
to our products yet it is a competition. Our products to sell religious occasion-based flavors
ice creams can also be a competition. Baskin Robbins has kept its place stable by keeping up
with the competition. With the initiation of occasions-based flavors, it attracted a lot of
clients.

Threats and opportunities analysis (SWOT)

Strength
• Baskin Robbins has been a piece of this area for a long time and has expertise. People
believe the brand for such products and will favor it over any new brand offering the same
product.
• Baskin Robbins is recognized for its premium products and different flavors so customers
will favor this brand.
• Baskin Robbins has its outlet at several places which causes it easy to reach a greater
number of people. People can choose the quantity they need and add toppings according to
their desire which will fit a larger number of people.
. • The products given have always been targeted to different age groups of people.
Weakness
• Baskin Robbins is recognized as a premium brand and its products are relatively expensive.
• Baskin Robbins has several products and flavors which provides the customer a lot of
options and hence it might be managed by other products.
Opportunity
• This being a new innovative product will provide the brand an increase among the
competitor brands.
• There are not many brands giving this product and Baskin Robbins is a well-known brand
that will be favored by consumers.
Threats
• The demand is growing in the market for such products which will attract international
brands to start. (shah)

Marketing strategy and solution:

a) Your Product or Service

Baskin Robbins Product Strategy:
Baskin Robbins has an extensive diversity of offerings, particularly in ice-creams. Baskin
Robbins’ ice-creams form the product strategy in its marketing mix. Its products include:
These Baskin Robbins ice creams are classified as Favorite, Timeless, and Divine. Favorites
include Almond, Banana Caramel, Chocolate, Coffee, Fruit, Mango, and other flavors and
products such as :Milkshake.
b) Your Distribution Strategy
Baskin Robbins’ first store was started in Glendale in California, USA. Since 1970, Baskin
Robbins chose to open their outlets across countries and now there are about 7300 outlets
across 50 countries including the Gulf region. Baskin Robbins follows a franchising policy
where it gives license to the franchise owner to do business and give support in organizing
and running the franchisee according to criteria with all respect. Therefore the places are
chosen based on customer behavior. Baskin Robbins is spread across 150 cities and 600+
stores

c) Your Promotion Strategy

Baskin Robbins has concentrated on a powerful promotional strategy as a piece of its
marketing mix. Baskin Robbins began online promotions to a larger extent and realized that
engaging customers is very crucial. Posts that involve users, games, writing about current
events, etc are simple and useful ways of gaining a customer base. They are making sure that
the company transfers to nearly all the people all over the world. Baskin Robbins applied all
the ways like newspaper, posters, television, interactive games. In its first promotional plan, a
local agency was employed which came up with the idea of 31 flavors i.e new flavor each
day of the month. All such activities assisted to improve the visibility of Baskin Robbins as a
brand.

d) Your Pricing Strategy

Baskin Robbins developed promotional pricing and psychological pricing strategies at times
i.e not rounding off to the nearest digit. It started with low price candies. They chose to offer
bulk reductions instead of reducing individual product costs to maintain a competitive edge
and their premium status. Sometimes Baskin Robbins offers weekly coupons depending on
the new seasonal packages. In the USA they were originally valued at around $6.50 but they
have marked up the cost now but offer a discount on multiple buying such as 2 for $8.99.
This provides a summary of the pricing strategy in the marketing mix of Baskin Robbins.
(MBA Skool Team)

7. Your Marketing Budget

The general pricing strategy that has been adopted by Baskin Robbins is skimming pricing.
Baskin Robbins includes setting a price to take a product’s economic value to almost price-
insensitive customers. Baskin Robbins relative to price-insensitive buyers because it set the
premium price. Using this approach also promotes Baskin Robbins to offer high margins at
the expense of sales volume and it is often applied if the buyers set an unusually high value
on the product’s differentiating attributes that involve the occasional products that our idea
refers to.
8. Environmental factors
PEST analysis
Political Analysis
The product's central element in entering the market is large. The concept occasional flavors.
The KSA has a huge market in the occasional flavors that might be new to the products.
Ingredients used for the ice cream market can be easily obtained from the local market.
Economic Analysis
Baskin Robbins is recognized as a premium the choice of deciding how much quantity brand
with quality desserts and a wide he/she needs and pay based on the range. The price range has
invariably the weight. This is a standard format being higher than its competitors but
supported by most competitor companies it provides it an image of being high marketing the
same product. This will supply quality. The occasional flavors are going to the user to change
the price according to his choice. Toppings will also be involved in the total weight. This can
be more costly to produce than premium ice cream as its first product is occasional flavors
and heavy ice cream being considered as a unique selling.
Social Analysis
Baskin Robbins is a committed brand that is recognized to deliver a high-quality product. The brand
image of Baskin Robbins in the Gulf region is that they work high-quality premium desserts with an
extended range. The Gulf market has several brands entering which give a huge variety of products of
all kinds. People these days have become more concerned about their occasions. The other brands
available in the market also try to meet their clients' satisfaction to the expectation and give desserts at
festivals.
Technological Analysis
The process of making o is not very complicated. There will be no need for occasional
flavors of a large number of workers in its production. The customer can take the occasional
flavors on their own according to their cultural occasions.

9. considerations
There has to be a fitting approach to assess the response people present to this new
product and the system of it. This could provide valuable Insights which further should be
assessed and significant changes should be made to promote it. The one very significant
move would be to document responses from the customer to know if the plan is going the
way it was supposed to. Testing needs to be done based on that. The requirement to add or
subtract traits from the system might be needed for development.

10. conclusion/summary

There are many marketing strategies like product innovation, marketing investment, customer
experience, etc. which have helped the brand grow. Using product innovation as an
outstanding policy to expand our customers and create a good relationship with them through
considering their cultural or religious occasions.
Marketing strategy assists companies to accomplish business purposes & objectives, and
marketing mix (4Ps) is the extensively utilized framework to determine the strategies. This
study develops the product, pricing, advertising & distribution strategies adopted by Baskin
Robbins in producing occasional flavors.

11. References

baskinrobbins. “Profile.” 2014. Accessed 31 3 2021.

MBA Skool Team. “Baskin Robbins Marketing Mix (4Ps) Strategy.” mbaskool, 19

April 2020.

shah, shalaka. “Marketing Plan for Baskin Robbins.” issuu, 20 oct 2015.