Description
the icecream industry and the strategies adopted to come up as a global brand.
It includes innovate marketing steps undertaken, the pros and cons of corporate strategies, market share and leadership of ice cream brands, alongwith growth and future prospects.
Baskin- Robbins? Innovative Marketing
America's Favorite Ice Cream store
• 5,000 global stores with over 2,700 in the United States.. • Baskin-Robbins is operated and marketed by Allied Domecq Quick Service Restaurants, which is part of U.K.-based Allied Domecq PLC. • Baskin-Robbins carries on the tradition of offering spoonfuls of happiness to millions of customers every day.
• Baskin-Robbins stores are independently owned and operated.
Background
• • • • • • • • • • Started by Irv Robbins & Burt Baskin , who were brothers-in-law. 1945 started Icecream shop under named “SNOWBIRD” 1946: baskin & Robbins partnership 1949: 43 Stores in operation. 1953: Big 31 sign began to be displayed prominently in all stores, soon becoming a national trademark. 1968: Chain was purchased by United Fruit . 1973: Lyons & Co. 1974: First International Store in Brussels, Belgium. 1978: Allied Breweries, creating Allied Lyons. 1990: Allied Lyons purchase Dunkin? Donuts chain in the US
Innovative Marketing Steps
Hollywood Dreams: • Tied up with Hollywood studios to introduce movie-themed icecream flavors. The company entered into contracts with some studios to promote their new releases by creating icecream flavors named after them. This strategy had dual advantage of helping publicize the release of the movie as well as improving the sale of ice-cream as a result of the movie hype. The success was repeated with other movies like Sinbad ( Sinbad?s Triple punch Sherbet etc), Shrek ( Shrek Swirl, Shrek?d out Chocolate mint, etc.), X-MEN (X-mint, X-Treme Berry Sherbet etc).
Innovative Flavoring • commemorate important events with different flavors. Effective marketing tool as it generated interest in people. ( saluated beatle popularity with Beatle Nut ; Lunar cheesecake for man?s landing on the moon; etc)
Whats your flavor ?- 31 to choose from • The punch line of Baskin-Robbins said „ what?s your flavor? ? • Stores always carried 31 flavors, emphasizing that the stores always carried at least 31 flavors so that customers could try a different one each day of the month. – Effective marketing tool as it differentiated the company from its competitors and provided instant recall value for the brand.
Innovative Marketing Steps
Free Scoops for charity • Associated with social causes by holding an Annual „free scoop night? • Tied with First Book (NPO), provided books to underprivileged. • The first night give away 300,000 books to children from low-income families. • Created +ve image of the company as socially responsible organization. Customer Orientation. • Taste as many ice-cream before customer chose the flavor they wanted.(pink spoons). • Low Fat and Fat free fats. ( tap lost market ) • Free replacement when children dropped their ice-cream. Baskin-Robbins Birthday • Children under 13, registered with the BR receive free ice creams on their birthdays. More Novelties • Introduce novelties like coffee-ice cream, smoothies, yogurt, milk shakes & ice cream cakes. Dual Branding • Entered into dual branding agreement with Drunkin? Donuts (breakfast or in between meal store) in some locations to run both the stores under one roof. Best use of the resources.
Pitfalls
• • • • Expensive Flavors not available all the time. Emphasis on health foods made BR under constant check. Other competitors tried to copy the model by getting associated with movie production house., trying to dilute the brand.
Market Leadership
• Our never-ending focus on fun combined with our commitment to innovation and a quality customer experience is important when you're considering investing in a business. We have over 98% brand awareness and over 80% of people living in the United States have eaten Baskin-Robbins. We've been voted the #1 Choice in Treats Chains by Restaurants & Institutions 13 of the last 17 years. And we're currently ranked #10 by Entrepreneur Magazine (the #1 ice cream brand) on its 2004 Top Franchise List. We are a recognized leader in the ice cream industry, and we're interested in talking to people who share our commitment.
Market Leadership
Global Presence - Still going Strong
• Our signature pink spoon is known not only all over the country but all over the world. Baskin-Robbins has over 5,000 global locations in over 40 countries and are continually opening new franchises.
A look inside stores reveals a spacious and inviting ice cream shop
doc_673896463.ppt
the icecream industry and the strategies adopted to come up as a global brand.
It includes innovate marketing steps undertaken, the pros and cons of corporate strategies, market share and leadership of ice cream brands, alongwith growth and future prospects.
Baskin- Robbins? Innovative Marketing
America's Favorite Ice Cream store
• 5,000 global stores with over 2,700 in the United States.. • Baskin-Robbins is operated and marketed by Allied Domecq Quick Service Restaurants, which is part of U.K.-based Allied Domecq PLC. • Baskin-Robbins carries on the tradition of offering spoonfuls of happiness to millions of customers every day.
• Baskin-Robbins stores are independently owned and operated.
Background
• • • • • • • • • • Started by Irv Robbins & Burt Baskin , who were brothers-in-law. 1945 started Icecream shop under named “SNOWBIRD” 1946: baskin & Robbins partnership 1949: 43 Stores in operation. 1953: Big 31 sign began to be displayed prominently in all stores, soon becoming a national trademark. 1968: Chain was purchased by United Fruit . 1973: Lyons & Co. 1974: First International Store in Brussels, Belgium. 1978: Allied Breweries, creating Allied Lyons. 1990: Allied Lyons purchase Dunkin? Donuts chain in the US
Innovative Marketing Steps
Hollywood Dreams: • Tied up with Hollywood studios to introduce movie-themed icecream flavors. The company entered into contracts with some studios to promote their new releases by creating icecream flavors named after them. This strategy had dual advantage of helping publicize the release of the movie as well as improving the sale of ice-cream as a result of the movie hype. The success was repeated with other movies like Sinbad ( Sinbad?s Triple punch Sherbet etc), Shrek ( Shrek Swirl, Shrek?d out Chocolate mint, etc.), X-MEN (X-mint, X-Treme Berry Sherbet etc).
Innovative Flavoring • commemorate important events with different flavors. Effective marketing tool as it generated interest in people. ( saluated beatle popularity with Beatle Nut ; Lunar cheesecake for man?s landing on the moon; etc)
Whats your flavor ?- 31 to choose from • The punch line of Baskin-Robbins said „ what?s your flavor? ? • Stores always carried 31 flavors, emphasizing that the stores always carried at least 31 flavors so that customers could try a different one each day of the month. – Effective marketing tool as it differentiated the company from its competitors and provided instant recall value for the brand.
Innovative Marketing Steps
Free Scoops for charity • Associated with social causes by holding an Annual „free scoop night? • Tied with First Book (NPO), provided books to underprivileged. • The first night give away 300,000 books to children from low-income families. • Created +ve image of the company as socially responsible organization. Customer Orientation. • Taste as many ice-cream before customer chose the flavor they wanted.(pink spoons). • Low Fat and Fat free fats. ( tap lost market ) • Free replacement when children dropped their ice-cream. Baskin-Robbins Birthday • Children under 13, registered with the BR receive free ice creams on their birthdays. More Novelties • Introduce novelties like coffee-ice cream, smoothies, yogurt, milk shakes & ice cream cakes. Dual Branding • Entered into dual branding agreement with Drunkin? Donuts (breakfast or in between meal store) in some locations to run both the stores under one roof. Best use of the resources.
Pitfalls
• • • • Expensive Flavors not available all the time. Emphasis on health foods made BR under constant check. Other competitors tried to copy the model by getting associated with movie production house., trying to dilute the brand.
Market Leadership
• Our never-ending focus on fun combined with our commitment to innovation and a quality customer experience is important when you're considering investing in a business. We have over 98% brand awareness and over 80% of people living in the United States have eaten Baskin-Robbins. We've been voted the #1 Choice in Treats Chains by Restaurants & Institutions 13 of the last 17 years. And we're currently ranked #10 by Entrepreneur Magazine (the #1 ice cream brand) on its 2004 Top Franchise List. We are a recognized leader in the ice cream industry, and we're interested in talking to people who share our commitment.
Market Leadership
Global Presence - Still going Strong
• Our signature pink spoon is known not only all over the country but all over the world. Baskin-Robbins has over 5,000 global locations in over 40 countries and are continually opening new franchises.
A look inside stores reveals a spacious and inviting ice cream shop
doc_673896463.ppt