Baskin Robbins
Baskin Robbins
Baskin Robbins
Flavours
Table of contents
Executive Summary 4
Introduction- 4
Marketing Plan/process- 5
Your Goals/Objectives 5
Your Business 5
Your Business 6
Your Customers 6
Your Competitors 6
8. Environmental factors 9
9. considerations 9
10. conclusion/summary 10
11. References 10
Executive Summary
The marketing plan involves a comprehensive analysis for the initiation of a new product for
Baskin Robbins. Baskin Robbins will offer a range of flavored on cultural occasions in the
Gulf region much related to ice creams but will fall under the category of occasional desserts
as it will be offered on occasions. The system for this new product will be unique where the
buyer can personalize the dessert with the flavor choice of cinnamon, saffron and add
toppings to it, which will be weighed in the end and the cost will be arranged accordingly.
The report covers an in-depth study of the product and its demand in the market. It involves a
marketing strategy and a decent plan to start a product like this.
Introduction-
When you think of ice cream, Baskin-Robbins® is the brand that instantly comes to mind. As of
today, there are higher than 850 BR shops in the region giving us the largest Quick Service Restaurant
brand in the region. With the high-quality ice cream, specialty-frozen desserts, beverages, and
unimaginable recipe collections of more than 1300 flavors, it is little surprise that they are the most
liked ice cream destination in the region.
They are recognized for their 31 flavor concept- that is various flavors for each day of the month.
What started as an eternal success years ago stays to hit a fun-filled rapport with the thousands of ice
cream lovers in the Gulf region. They take pride in meeting their loyal clients. Just as Irv Robbins
accurately said, “We sell fun, not merely ice cream”. (baskinrobbins)
Marketing Plan/process-
Your Goals/Objectives
1. Get a new product for Baskin Robbins
2. To provide the consumer the choice of a new upcoming dessert selection.
3. To give an occasional alternative for ice creams
4. allow the consumer to personalize
5. To keep up with the competitors in the market
6. Gain profitability within the first year and get a strong growth rate annually
Your Business
The bulk of our consumers favor ice cream flavors that are filled with inclusions; the more,
the greater. The trick is getting the right components that complement each other for different
and indulgent flavor combinations.
In our developmental idea, we want to formulate ingredients that fit our occasions and go
well along with the people's taste.
The flavor may be an adventure, but the ingredients remain as local as possible. Although
Baskin-Robbins is a multinational company, taking local occasions as a method to match
people's flavors will be a great developmental idea.
The business' idea is about adding new flavors that fit with our region's occasions such as
Ramadan, Eid Al-Fitr; by which we can reflect the flavors of ice cream on the region's
occasion.
Your Business
the idea is generated from the close time of Ramadan which is considered the most special
occasion for Muslim people. Due to the special atmosphere that covers Ramadan and Eids,
the company suggests adding newly flavored ice cream that reflects those occasions. This
Strategy will gain new customers who love enjoying their occasions eating ice cream.
The products will include popular flavors that already exist in the market but they have not
been used in ice cream as occasional products such as saffron, cinnamon which are mostly
used on these occasions.
This development will draw the importance of offering the suitable products in a most
noteworthy occasion in the customers' life.
Your Customers
When it gets to dividing the market or population into a group of similar features, a
segmentation strategy is used. Baskin Robbins applies geographic and demographic
segmentation variables such as income, age, gender, location, etc.
The company uses a particular targeting strategy to make the contributions appealing to a
special segment of buyers.
It has positioned itself as a company offering fun & delicious foods at comfortable places
showing value for money to the clients.
Demographic
Individuals varying from 10 years to elder individuals up to 55 years are the customers of
such desserts. Both men and women eat desserts, especially during the summertime. The
Icecream industry is growing as a result of that.
Behavioral
Personalization is something any buyer likes. People will pay more for any sort of
personalization they are given. By offering different kinds of flavors, customers will have the
choice to select their own preferences.
Your Competitors
Baskin Robbins as such does not have any powerful competition in the market compared to
what the brands have, It is recognized for its premium high-quality products and not many
brands offer the same quality at this price, Competition concerning this product is also not
that much. This is relatively a new concept for the market. There are a few international
competitors such as Airy Queen, Dunkin' Brands, GSN, Intermix and American Halal
Company.
Indirect competitors would be those who sell ice cream and desserts. Ice cream isn't identical
to our products yet it is a competition. Our products to sell religious occasion-based flavors
ice creams can also be a competition. Baskin Robbins has kept its place stable by keeping up
with the competition. With the initiation of occasions-based flavors, it attracted a lot of
clients.
9. considerations
There has to be a fitting approach to assess the response people present to this new
product and the system of it. This could provide valuable Insights which further should be
assessed and significant changes should be made to promote it. The one very significant
move would be to document responses from the customer to know if the plan is going the
way it was supposed to. Testing needs to be done based on that. The requirement to add or
subtract traits from the system might be needed for development.
10. conclusion/summary
There are many marketing strategies like product innovation, marketing investment, customer
experience, etc. which have helped the brand grow. Using product innovation as an
outstanding policy to expand our customers and create a good relationship with them through
considering their cultural or religious occasions.
Marketing strategy assists companies to accomplish business purposes & objectives, and
marketing mix (4Ps) is the extensively utilized framework to determine the strategies. This
study develops the product, pricing, advertising & distribution strategies adopted by Baskin
Robbins in producing occasional flavors.
11. References
MBA Skool Team. “Baskin Robbins Marketing Mix (4Ps) Strategy.” mbaskool, 19
April 2020.
shah, shalaka. “Marketing Plan for Baskin Robbins.” issuu, 20 oct 2015.