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An assignment on case analysis

Submitted To
Sadia Afroze Associate professor Dept of Accounting & Information Systems University of Dhaka

Submitted By
Md. Aslam Hossain Roll # 13010 MBA 13th Batch, Section: A Dept of Accounting & Information Systems University of Dhaka

Date of submission: 30th July, 2012

Question#1: Baskin-Robbins was known as Americas favorite sweet chain. Discuss the growth of the Baskin- Robbins brand. What according to you what is the primary reasons for the popularity of the brand?

Answer: Overview of the Growth of Baskin-Robbins

Baskin-Robbins was established by IRV Robbins (Robbins) and Burt Baskin (Baskin) in 1945. In the Ice Cream industry, Baskin-Robbins was a well known brand for its innovation. In case of the Ice Cream marketing, it is the pioneer. Baskin-Robbins initiated first to bring differentiation in the tradition monotonous taste of Ice cream. An overview of the growth of the Baskin-Robbins is discussed below: 1945, Robbins opens an ice cream store named Snow Bird offering 21 exotic flavor. 1946 Robbins teams up with Baskin, brother-in-low to form Baskin-Robbins. In 1948, Baskin and Robbins license operation giving birth the concept of franchising in ice cream industry. In 1959, First store outside California was opend in Phoenix, Arizona, leading the way for Baskin- Robbins to open stores in virtually every state in the United States. Beatle Nut ice cream sings the praises of Beatlemania in 1964. Baskin died in 1967.

The London based J. Lyons & co. purchases Baskin-Robbins in 1973. In 1974, Baskin-Robbins begins its international expansion with the opening of a store in Brussels, Belgium. In 1978, Irv Robbins retires as chairman of the board. J. Lyons is purchased by Allied Breweries, creating Allied Lyons. In 1987, Dairy Foods magazine names Baskin-Robbins Ice Cream Retailer of the Year. Baskin-Robbins introduces a n all- natural line of low fat and non fat frozen yogurts. In 989, Baskin-Robbins becomes the first ice cream specialty store to introduce non sugar added frozen dairy dessert. Baskin-Robbins becomes the first ice cream specialty store to introduce a fat free frozen dairy dessert in1991. In 1993, Baskin-Robbins is named Americas Favorite Sweets Chain for the 10th time in Restaurants and Institutions prestigious national surveys 13- year history. In 1995, BaskinRobbins was the first ice cream company to introduce a non-fat soft serve ice cream. In 2000, nearly three million people walked away with smiles during Baskin-Robbins, Free Scoop night on May 3. Baskin-Robbins launched the Freeze Frame cake program.

Primary reasons for the Popularity of the Baskin-Robbins Brand

Three are several factors that contributed to the success of the Baskin-Robbins brand. The factors are as follows; 1. Innovation in flavor of ice cream 2. Maintaining uniformity in quality of the products and specification of the customers. 3. Customer orientation 4. Formation of strategic alliance to perform smooth operation in a large scale 5. Efficient workforce 6. Friendly ambience in the stores and friendly relationship between employees and customers. 7. Use of the concept of franchising in the business. 8. Innovative marketing efforts of the company.

Question#2: Baskin Robbins discovered an innovative way of marketing by tying up with movie releases. How did tying up with movies help promote the Baskin-Robbins brand? Do you think it enhanced the brand value in any way?

Baskin-Robbins was innovative in its marketing efforts that assisted the company to retain success over the years. Its marketing strategy to tie up with Hollywood studios to introduce movie themed flavor contributed to well promotion of its products and sevices. It entered into contracts with some studios to publicize their new releases by creating ice cream flavors after them. This strategy provided both the contracting parties with mutual benefits. For example: it acts as advertising for the studios and increases sales of ice cream as a result of movie hype. Since it tried to depict the theme of a particular movie through flavors and these flavors are developed according to the nature of the movie, customers became attracted to it and were induced to taste the new flavor. Ultimately, combining the fun of ice cream with exiting theatrical events paved the way of business. From the above, innovative marketing efforts of the Baskin-Robbins helped increase the brand value of the organization.

Question#3: Baskin-Robbins was one of the well-recognized brands in the US. Discuss the elements of the companys marketing strategy and how they helped promote the Baskin-Robbins brand.


Elements of the marketing strategy

There are following elements of marketing strategies of Baskin-Robins; Innovative marketing efforts being associated with Hollywood studios to introduce movie themed ice cream flavor. Seasonal and monthly flavors introduction in addition to special ice cream flavors Development of new products by recognizing customers demand. Dual branding agreement with Dunkin Donuts to increase footfalls in the stores. Company policy to provide free replacements when children dropped their ice creams. Positive image of the organization as a socially responsible organization acts as a publicity of the org. and got extensive media coverage.

They way elements promoting the Baskin-Robbins brand:

The above mentioned elements give the message to the customers that the company is very much aware of the needs and demands of the customers. Maintaining high quality and differentiation in flavor of the products create the loyalty of the customers to the brand of the company. Innovative marketing efforts of associating the Hollywood studios through ice cream flavor increased the promotion of the products of the company. Free replacements when children dropped their ice creams and birthday club of Baskin-Robbins and new product development is another method by which the company get closer to customers and created a sense of belongingness to customer and as a result, its customers become brand loyal customers.

Question#4: Discuss the positioning of the Baskin-Robbins brand and the differentiating strategy adopted by the company. Also comment on the bottlenecks ahead of the company.


Positioning and differentiating strategy adopted by the company

Following differentiation strategy through: Innovative marketing efforts Formation of strategic alliance Maintaining uniform quality of products and providing products according to the customers specifications. Unique and fancy name of the products Customer orientation Positive image of socially responsible organization.

Bottlenecks ahead of the company

Though Baskin-Robbins is widely popular brand in the world, it has some bottlenecks that may prove as threat in the way of its success. These are as follows; Awareness of the customers about health creates threats on Baskin-Robbins brand Customers may be dissatisfied because of rapid changes of flavor of the products. Inadequate seating space and decoration are inappropriate High price of the products to overcome the high cost of innovation of new products.