Baskin Robbins Marketing Report (1) - BASKIN ROBBINS Submitted By Date A Marketing Report Contents Current Market Situation.2 Market Description.2

Baskin Robbins Marketing Report (1) - BASKIN ROBBINS...

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BASKIN ROBBINS Submitted By: Date: 5/12/2015 A Marketing Report
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Contents Current Market Situation .................................................................................................................. 2 Market Description .......................................................................................................................... 2 Market Opportunities ...................................................................................................................... 3 Application of Marketing Mix ............................................................................................................ 4 Product ...................................................................................................................................... 4 Price .......................................................................................................................................... 4 Place .......................................................................................................................................... 5 Promotion .................................................................................................................................. 5 Analysis of Market Research ..................................................................................................... 5 Conclusion .................................................................................................................................. 9 Bibliography ............................................................................................................................. 10 Appendix ................................................................................................................................... 10
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Baskin Robbins Marketing Report Current Market Situation As a food item, Ice Cream is one of those treats which has never went out of fashion and is still enjoyed globally. Baskin Robbins stands among the ice cream companies that is renowned globally. The journey of Baskin Robbins began in the year 1945 in California through a Snowbird store. This was followed by the opening of a Burton’s store. Years later in 1953, when both the founders Burton Baskin and Irvine Robbins joined the identities of both their stores to form the Baskin Robbins name which flowed through the franchise stores[Bas15]. Baskin Robbins came to UAE in the year 1979 through the partnership with Galadari Ice Cream Co. The first store in UAE was set up in Satwa. Currently, Baskin Robbins has a leading market share of 21% in UAE with 3 Million scoops sold every year and 40,000 scoops being sold every day. Baskin Robbins has gained a high podium and maintained it in its 35 th year in UAE. Middle East as a whole is a big market for Baskin Robbins and has 650 stores in the region[Gal13]. Basking Robbins provide 4 diverse range of products for UAE which covers many aspects of the dessert food criteria. The first range of products is its ice cream which is available in 30 different flavors which includes basic flavors like vanilla & chocolate to special flavors like chocolate chip cookie dough, mint chocolate chip and Tiramisu. The indulge range of products feature ice cream scoops with garnish and signature sundaes. The celebrate range of products feature custom cakes and chef special cakes and finally the refresh range of products provide four varieties of thick shakes[Bas151].
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Market Description UAE has been developing exponentially and currently it has one of the most advanced dairy sectors in the Middle East with many processing plants for ice creams and other locally owned processing and d trading companies which are in the ice cream sector. The companies which are locally established include International Foodstuffs (IFFCO) which produces Mother Dairy Ice Cream, Pure Ice Creams Company and the United Kaipara Dairies (UNIKAI International). The distribution and sales of Ice Cream in UAE happens through Ice Cream parlors and major grocery stores like Carrefour, Spinneys, etc. The global ice cream companies that have their franchise operations going on in UAE include Baskin Robbins, Dairy Queen, Haagen-Dazs, and Cold Stone Creamery[Int12]. Customers are observed to indulge in impulse purchases of Ice Cream which accounted for 52% of total ice cream purchases and the rest was divided among dessert stores, parlors and grocery stores.
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  • Spring '17
  • Neha Patel
  • Marketing, ........., ice cream, Baskin Robbins, Baskin Robbins Ice Cream

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