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Assignment # 1: Marketing in Mississauga (Baskin Robbins)
Transcript of Assignment # 1: Marketing in Mississauga (Baskin Robbins)
Baskin Robbins is a part of the Dunkin’ Brands Group and has the world’s largest chain of ice cream specialty shops. Various Baskin Robbins store locations. Baskin Robbins was invented and founded by Burton "Burt" Baskin and Irvine "Irv" Robbins in 1945. Burt and Irv both originally had their own ice cream businesses separately within California, but later became brother-in-laws due to the fact that Burt married Irv's sister and decided to open a shop as one team. It was an American Ice Cream parlor in Canton, Massachusetts that was know for its 31 flavors of ice cream. The current headquarters is still in Canton, Massachusetts and they now serve customers worldwide. Overall, they have over 5,800 locations worldwide in over 30 countries. 31 Flavours The 10 Various Marketing Activities Research Packaging Branding Pricing Product Development Sales Inventory Management Storage Promotion Physical Distribution Overall, both Burt and Irv created the infamous Baskin Robbins because they simply wanted to create a local haven for families to have some good old fashioned ice cream. Irv Robbins Irv and Burt Together Burt Baskin The logo for Baskin Robbins is as follows. The major colors that they incorporated within their logo are a magenta pink, dark blue and white. The slogan is very simple it is ' 31 Flavors'. It simply stands for the 31 flavors that are available in-store. Both Burt and Irv believed that people should be open to all sorts of choice; thus, they decided to offer 31 flavors- one for each day of the month. Psychographics Geographics Product Usage Why they are the TARGET CONSUMER. Non-Sustainable Competitive Advantages Some Competitors How you business sets itself apart from the competitor. Works Cited The End! Both of the creators for this service business served in World War II Baskin Robbins has created over 1,000 flavors since 1945 The trademark “31 stands for a different ice cream flavor for each day of the month. It was included in the logo and marketing efforts beginning in 1953 Baskin-Robbins currently holds the Guinness World Record for the “World’s Largest Ice Cream Scoop Pyramid,” which was achieved on May 18, 2000 using 3,100 scoops of ice cream.
Surveys are done on an infrequent basis to gather demographic information (age, gender, interests) and customer feedback
Information collected is the used to create new flavors and treats and enhance the overall experience of Baskin Robbins franchise
Sometimes contests are done in order to engage consumers and have them create the idea for a new ice cream flavor that the company will actually create depending on consumer demands
Link to one of the recent contests: http://news.baskinrobbins.com/Press-Releases/BASKIN-ROBBINS-ANNOUNCES-TOP-10-FINALISTS-IN-ITS-THIRD-ANNUAL-NEXT-FAVORITE-FLAVOR-ICE-CREAM-CONTEST-385.aspx The "Baskin Robbins" logo
The 31 Flavors motto/slogan and logo
Their associating colors, which are a dark blue, white and magenta pink
some packages are have multiple colors, prints and designs Higher priced ice cream
Depending on area prices can range
In Mississauga, depending on what you purchase, it can range from $3.75 and over
You are paying for the quality associated with the ice cream; therefore, quality is associated with the overall price Creatively designed cups and labels to attract ones eyes
Signature pink taster spoons
currently testing alternatives to the current polystyrene pink spoon; want to create
" We believe we are close to a new material that will be recyclable, strong enough to scoop hard ice cream and affordable for our franchisees" (as stated on website)
All labels have correlating colors
Strong and highly durable cups and packaging, very thick
Products can come in a variety of packages
Cones (vanilla soft serve, cake, waffle, or sugar cones)
Cups for either drinks/beverages or ice cream
Pre-packed Quarts (pre-packaged ice cream)
Fresh packed tubs Uses the information from surveys and contests to come up with various flavors and other product offers that consumers will be willing to purchase They are a service business that is known for a variety of quality ice cream, this generates a lot of sales
Primary sales comes from Summer months, where ice cream is in high demand
They are a successful growing international business
They have many franchises all over the world In store, they always have tubs open in display that are more than half full
Sometimes they scoop amount from tubs that are almost empty and put the last bits into the new ‘fresh’ tub of ice cream
They do keep some popular flavored ice creams in the back in case if they happen to run out because of consumer demand Ice creams in stores are stored in freezer display cases
There was no mention of warehousing Various online ads, rarely in print or magazines
Not known for commercialized advertisements on television
Main/ major source of promotion is their website as well as various social media sites (facebook, twitter and by e-mail)
they offer numerous online deals, offers and contests virtually All products are distributed through a retailer in order to reach the consumer
Baskin Robbins has lots of retailers around the world serving customers
Nothing is sold on their website online, prices are also not listed Age
Pre-customers and Allowance Customers
0-15 years of age
heavily or still reliant on gatekeepers in order to buy things for them Gender
Not gender-based, for both sexes The Primary Market Family Life Cycle
Young and prospering families
Young children are present Income Level
Middle class family
Moderate household income generated
moderately high disposable income Ethnicity and Culture
all ethnicities and cultures My brother (center) and 2 relatives Like to eat cold deserts and treats
Most likely has a sweet tooth
Likes tasty and various flavors (exotic and different tastes)
Care-free, not a strict lifestyle
Doesn't have a strict diet; not too concerned with health
Likes to have a good time and have fun Consumers live in either suburban or urbanized area
Most likely there would be concentrations of people in various major cities Places that are subjected to high temperatures/warmer climates are more likely to have a higher demand for frozen treats/drinks etc. Customers are either heavy-users or medium-users Lots of consumers have a fairly strong brand loyalty to this particular retailer because they are continuously satisfied with the product and premium quality
Additionally it is very easy to create brand loyalty because of the specialty flavors Once a consumer has tried it at least once the are often are enticed to go again Non-users are the consumer that have a limited amount of disposable income
Hardly ever purchase the product Service Competition Factors Some major competitors of Baskin Robbins are: Ben and Jerry's
Marble Slab Creamery
Maggiemoo's Ice Cream and Treatery
Swensen's Ice Cream
Cold Stone Creamery (the competitor we will be comparing to) Baskin Robbins Cold Stone Creamery Unique Selling Proposition:
The various flavors (both seasonal and regular)
premium and quality recipes designed by the owner's itself
a few cents cheaper than their major competitor
Get a Birthday coupon for "Buy 1 get 1 free ice cream scoop or cone and $5 off a $25+ cake"
Special offers and coupons all year
Get a free ice cream email on your birthday and a special discount on a birthday cake.
BOGO offer when you sign up and additional offers all year Unique Selling Proposition:
All of their ice creams are made using a cold, frozen granite stone
Slightly more pricer than other ice cream franchises
My Cold Stone Club
Regular exclusive emails with coupons and a sneak peek of new products and promotions
"A BUY ONE GET ONE CREATION" coupon delivered to your email inbox for your birthday
Opportunities to receive various prizes throughout the year Baskin Robbins Cold Stone Creamery Promotion:
Easter Cakes (Festive Cakes)
Various Flavors of the Month
March Flavor of the Month: Reese Buzzer Beater
Oreo Inspired Treats
July Flavor of the Month: OREO® ‘N Chocolate
OREO Ice Cream Cake Bites
OREO Cookie Cake
OREO ‘N Chocolate Layered Sundae
OREO 31º Below™ Soft Serve
31 Cent Scoop Night (http://www.facebook.com/events/141042619296709/)
a scoop of ice cream was 31 cents and the money collected all went to help the National Fallen Firefighters Foundation in 2011
Many urban and suburban areas
Solo retailers, not usually combined with any other companies
Mainly within Plazas
Premium, high quality, rich ice cream flavors
Benefits of Use:
"In 2009, Baskin-Robbins launched a line of fat free, reduced fat, dairy free, no sugar added, frozen yogurt and light ice cream options. "
around $3.75 and over a scoop Promotion:
" Find a Store Near You,Get Free Ice Cream on your Birthday"
The New Cold Stone Blast (s)
OREO Indulgence Convenience:
Peanut Butter Chocolate
Cookie Cookie Dough Dough
Many urban and suburban areas
Incorporated with some Tim Hortons' franchises
Claims to taste amazing and will make you happy (essentially happiness in a cup)
Benefits of Use:
"Healthy Indulgences" within each category
it provides product options for consumers who want to buy products that may be suitable for their health or beneficial to it
low-fat, probiotics, and low-calorie options
around $4.00 and over for a scoop Baskin Robbins Cold Stone Creamery Convenience:
There are servers to scoop your desired ice cream for you and prepare it as you wish
The servers are considered to be a value-added service
Degree of Service:
The types of products include:
Beverages (smoothies, shakes, blasts)
Has a deep selection offering because their main focus is ice cream
They offer thousands of flavors around the world and they specialize in making ice cream
Highly beneficial to their business
Known for quality and various flavors
Very high reputable status
Very dependent on status in order to retain customers and build brand loyalty
slightly lower priced Convenience:
There are servers to scoop your ice cream and prepare the waffle bowl as you desire
The servers are considered to be a value-added service
Degree of Service:
The types of products include:
Drinks (smoothies and shakes)
Novelties (ice cream cookie sandwiches, cupcakes)
Also has a deep selection offering because their main focus is also ice cream
Very much identical to Baskin Robbins
They try to come up with numerous options for customers to choose from to 'design' their waffle bowl
Strong status and very influential to their business as well
Also very dependent on status/reputation
Very well known for quality too
slightly higher priced Baskin Robbins franchises when they first began. Snowbird Ice Cream, Irv's solo ice cream shop before Baskin Robbins. Snowbird Ice Cream Burton's Ice Cream, Burt's solo ice cream shop before Baskin Robbins Toddlers eating Ice Cream
"31 Cent Scoop Night at Baskin-Robbins | Facebook." 31 Cent Scoop Night at Baskin-Robbins | Facebook. N.p., n.d. Web. 18 Mar. 2013. <http://www.facebook.com/events/141042619296709/>.
"About Us." DunkinDonuts.com. N.p., n.d. Web. 18 Mar. 2013. <http://www.dunkindonuts.com/content/dunkindonuts/en.html>.
Baskin Robbins, James. Telephone interview. 20 Mar. 2013.
Baskin Robbins, Sara. Telephone interview. 19 Mar. 2013.
"BaskinRobbins - BaskinRobbins." BaskinRobbins - BaskinRobbins. N.p., n.d. Web. 19 Mar. 2013. <http://news.baskinrobbins.com/>.
"Baskin-Robbins Steps up Competition in Ice Cream Sector." Marketing News. N.p., n.d. Web. 19 Mar. 2013. <http://marketingmagazine.co.uk/news/1008149/Baskin-Robbins-steps-competition-ice-cream-sector/>.
"Dunkin' Brands Press Kit." DunkinBrands. N.p., n.d. Web. 18 Mar. 2013. <http://news.dunkinbrands.com/Press-Kit/Dunkin-39-Brands-Press-Kit-b8.aspx>.
"Find A Cold Stone Near You." Birthday Cakes Cupcakes Bakery. N.p., n.d. Web. 19 Mar. 2013. <http://www.coldstonecreamery.com/index.html>.
"Marketing Plan of Ice Cream Company Baskin Robbins Target Market." Marketing Plan of Ice Cream Company Baskin Robbins Target Market. N.p., n.d. Web. 18 Mar. 2013. <http://www.ukessays.com/essays/marketing/marketing-plan-of-ice-cream-company-baskin-robbins-marketing-essay.php>.
"Mnc Brand and Product Profile." Term Paper. N.p., n.d. Web. 19 Mar. 2013. <http://www.studymode.com/essays/Mnc-Brand-And-Product-Profile-570679.html>.
"Our Brands." Baskin-Robbins. N.p., n.d. Web. 18 Mar. 2013. <http://www.dunkinbrands.com/ourbrands/baskin_robbins.html>.
"Responsibility." Dunkin' Brands. N.p., n.d. Web. 18 Mar. 2013. <http://www.dunkinbrands.com/Responsibility/enviro.html>.
"What Kind of Information We Ask for and Why." Baskinrobbins.com. N.p., n.d. Web. 18 Mar. 2013. <http://www.baskinrobbins.com/content/baskinrobbins/en/privacypolicy.html>. To start off, the primary target market for this service business would be young and prospering families because they are the ones that have young toddlers or children who enjoy deserts. The specific age group that Baskin Robbins tries to appeal to are children between the age of 0-15, also considered at pre-customers or allowance customers who are part of young families. Their bright packaging is used to attract these young consumers and force their gatekeepers to purchase the ice cream for them. Additionally, the family life cycle would be a young, prospering family as stated before. As for gender, culture and religion, the Baskin Robbins target market is not really gender-based, their product and services are designed to cater to anyone. They have many locations all over the world which re-enforces that fact that they are very multi-cultural and cater to all cultures and ethnicities with the various exotic flavors. In relation to income level, I would say that their target market is fairly affluent, they have high amounts disposable income. The target market will also live in suburban or urbanized areas in which the climate is or can get warmer because that is where majority of Baskin Robbins retailers are and those are the areas where frozen treats are in high demand. Furthermore, it is highly more accessible for gatekeepers to buy the product in order to satisfy the needs of their children. As for psychographics, their target market explained above would most likely love to eat frozen/cold treats and have a sweet tooth for sugary deserts. Lastly for product use, the target market for Baskin Robbins are classified as either heavy-users or medium-users because they thoroughly enjoy the brand, desert and quality flavors associated with the total price. Overall, pre-customers and allowance customers would be Baskin Robbins' primary target market. To begin, Baskin Robbins greatly sets itself apart from its competitor, Cold Stone Creamery because of some key sustainable, non-sustainable and service factors. First off, Baskin Robbins has a highly developed USP a.k.a unique selling proposition. They have thousands of original flavors that they have kept trademarks and patents on, disabling other competitors to steal that product idea. This keeps certain customers coming back to their retailers because they are the only ice cream parlor that sells that specified flavor. Also, their pricing strategy is a few cents cheaper that Cold Stone Creamery and claims to have premium, specialty-made ice creams, this is a slight cost advantage and does influence people to buy their ice cream than paying a few more cents at Cold Stone Creamery for almost the same thing. Additionally, they have two options to draw in more attention and create customer loyalty whereas as their major competitor only has one available option. Furthermore, the Baskin Robbins company has a thoroughly developed promotion and placement advantage. They have more locations in several continents around the globe, unlike Cold Stone Creamery which only has locations within the U.S and a very few scattered in other countries. As for promotion, Baskin Robbins is always advertising new deals on their website based on the upcoming national holidays/celebrations (Easter, Christmas, Valentine's Day) and they also introduce a new flavor every single month. Cold Stone Creamery does not offer any those types of promotions online, and only members are able to get access on special in-store promotions. Lastly, Baskin Robbins greatly sets itself apart from its competitor, Cold Stone Creamery because they have a much higher degree of service and range of products/ variety for consumer to choose from. In addition, Baskin Robbins has a strong and well-known reputable status within the frozen treats/deserts market for over 60 years serving over 300 million customers each year. To conclude, Baskin Robbins sets itself apart from Cold Stone Creamery because of their pricing strategy, USP's, promotions, placements, degree of services and many more.