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

BASKIN ROBBINS
Submitted By:
Date: 5/12/2015
A Marketing
Report

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

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].

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.