abhishreshthaa
Abhijeet S
Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan). The company is headquartered in Canton, Massachusetts.
The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.
Baskin-Robbins is known for its "31 flavors" slogan. The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of any month. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.
Strengths
Burton Baskin is a global chain of ice cream selling company. The company has a strong network and has presence in more than thirty countries with six thousand retail shops and franchises. Baskin-Robbins USA Co is today, the largest chain of ice cream supplier in the world.
The company has the famous offering of 31 flavors which is its slogan and great attraction for the customers. The ice cream is known for its great taste, quality and flavors all over the world. The company in combination have more than one thousand flavors and even have low calorie and no fat ice creams. Providing the customer a large variety to choose from and offering quality ice cream at affordable prices is the key success factor of the company.
Strength of the company is the ever-growing network and branches of the company which is growing at a much faster rate than its competitors like Haagen-Dazs.
The services of Baskin-Robbins are differentiated according to different ages as well. For example for children they have a birthday club which is very popular.
The brand value of the company, awareness and easy availability has proved to be great strength for the company.
Weaknesses
Different branches of Burton Baskin do not offer all the products or similar products. For example at some branches, they do not offer cakes while at some branches thousand ice cream flavors are not available.
The company is said to have a poor marketing strategy. They use in house promotional operations like discounts on the birthdays of its customers and clients and a few in shop promotional offers. Also they do not have any media partners to promote or market their ice cream.
Opportunities
The increasing demand for fast food and ice creams among the young people is an opportunity for the company. Also the people like eating outside more these days. The expanding demand of such foods and more ice cream flavors is an opportunity for the company.
Threats
Due to increasing number of food outlets and restaurants in different countries, the customers of Baskin-Robbins can shift to other high quality affordable products from Singapore, Italy, Greece, Malaysia and China etc.
The dairy products related diseases like mad cow is a threat for the company, especially for its ice cream products.
In some countries the consumption of ice cream is very less. For example the minimum per capita consumption of the company’s ice cream is 6 while in Australia it is much greater. The change in culture and lifestyles as well as changing trends of healthier food can affect the sales of the company.
There are many competitors in the ice cream industry that pose threat for the company. The Ben & Jerry’s is market leader in many European counties as well as Haagen-Dazs and other ice cream brands. Besides this international ice cream supplier the local ice cream suppliers are also a threat for the company.
The economic recession is another threat as it has affected the sales of the company badly. People in the current economic situation do not have much spending power.
The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.
Baskin-Robbins is known for its "31 flavors" slogan. The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of any month. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.
Strengths
Burton Baskin is a global chain of ice cream selling company. The company has a strong network and has presence in more than thirty countries with six thousand retail shops and franchises. Baskin-Robbins USA Co is today, the largest chain of ice cream supplier in the world.
The company has the famous offering of 31 flavors which is its slogan and great attraction for the customers. The ice cream is known for its great taste, quality and flavors all over the world. The company in combination have more than one thousand flavors and even have low calorie and no fat ice creams. Providing the customer a large variety to choose from and offering quality ice cream at affordable prices is the key success factor of the company.
Strength of the company is the ever-growing network and branches of the company which is growing at a much faster rate than its competitors like Haagen-Dazs.
The services of Baskin-Robbins are differentiated according to different ages as well. For example for children they have a birthday club which is very popular.
The brand value of the company, awareness and easy availability has proved to be great strength for the company.
Weaknesses
Different branches of Burton Baskin do not offer all the products or similar products. For example at some branches, they do not offer cakes while at some branches thousand ice cream flavors are not available.
The company is said to have a poor marketing strategy. They use in house promotional operations like discounts on the birthdays of its customers and clients and a few in shop promotional offers. Also they do not have any media partners to promote or market their ice cream.
Opportunities
The increasing demand for fast food and ice creams among the young people is an opportunity for the company. Also the people like eating outside more these days. The expanding demand of such foods and more ice cream flavors is an opportunity for the company.
Threats
Due to increasing number of food outlets and restaurants in different countries, the customers of Baskin-Robbins can shift to other high quality affordable products from Singapore, Italy, Greece, Malaysia and China etc.
The dairy products related diseases like mad cow is a threat for the company, especially for its ice cream products.
In some countries the consumption of ice cream is very less. For example the minimum per capita consumption of the company’s ice cream is 6 while in Australia it is much greater. The change in culture and lifestyles as well as changing trends of healthier food can affect the sales of the company.
There are many competitors in the ice cream industry that pose threat for the company. The Ben & Jerry’s is market leader in many European counties as well as Haagen-Dazs and other ice cream brands. Besides this international ice cream supplier the local ice cream suppliers are also a threat for the company.
The economic recession is another threat as it has affected the sales of the company badly. People in the current economic situation do not have much spending power.