Baskin-Robbins' in Marketing


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG074 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Baskin Robbins
Industry : FMCG
Countries : USA

Abstract:

Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavors. The first Baskin-Robbins store was first set up in California in the 1940s, soon after the Second World War.

The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavors along with other novelties like milk shakes, smoothies, cakes, etc.

The company was especially noted for its innovativeness in developing ice cream flavors, some of which were named after events in history. (Beatle Nut, Lunar Cheesecake, etc).

Baskin-Robbins was one of the best recognized brands in America. The company achieved this by emphasizing on the quality of its products and focusing on creating the 'ice cream experience' for customers. Innovative marketing strategies also helped make the brand very popular and increased brand equity. The case discusses some of the marketing strategies adopted by Baskin-Robbins in the early years of the 21st century, and shows how they helped promote the brand.

Issues:

• Understand the significance of a brand manager, brand management system and category management

Contents:

Page No.
America's Favorite Sweets Chain 1
Background 2
Marketing Baskin-Robbins 3
Not Always Sweet 8
Exhibits 10

Keywords:

Baskin-Robbins, manufacturer, seller, premium, quality ice cream, California, Second World War, US, 1000, ice cream flavors, milk shakes, smoothies, cakes, Beatle Nut, Lunar Cheesecake, quality, ice cream experience, customers, Innovative marketing strategies, brand equity, marketing strategies, 21st century

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