Marketing strategy development of Baskin Robbins AustraliaSubmitted by:Course:Instructor:Date:
Overview of Organization:Nearly about three-quarters of a century ago, two brothers-in-law which Burton Baskin andIrvine Robbins are having a dream to create an innovative ice-cream store and making it tobecome a neighborhood gathering place for public. Burton Baskin and Irvine Robbins wish toprovide variety flavors of ice cream to customer with the highest quality ingredient in anatmosphere of fun and inviting. When they as a teenager, Irvine Robbins were worked in an ice cream store that owned by hisfather while Burton Baskin is a Lieutenant in the U.S. Navy during the World War II and he wasalways produced different flavor of ice cream for his fellow troops. Both of the entrepreneursare eager to capitalize an ice cream that was loved by the masses on America. Based on the advices of Irvine Robbins’s father, both of them were started out in separateventures. In the year of 1945, Irvine Robbins had established Snowbird Ice Cream that located inGlendale, California. This ice cream store was provides 21 type of flavors and emphasizedingredient with high-quality that sold in a personalized and fun atmosphere. After a year, BurtonBaskin had started his business in Pasadena, CA which named Burton's Ice Cream Shop. By1948, both of them are having six stores owned by themselves in total. This concept waseventually grown into a well-known business which named Baskin-Robbins. As the quantities of stores are growing up, Burton Baskin and Irvine Robbins are adhering tomaintain the high standards of ice cream that they are set in the beginning. Both of the foundershad pioneered the concept of franchising among the ice cream industry. In 1949, Burton Baskinand Irvine Robbins are having more than 40 stores that located around Southern California and atthe same time, they are decided to purchase their first dairy plant in Burbank. This is a wisedecision which had allowed them to having full control over the production of their ice cream
and in order to develop new ingredient and flavors. Until the year of 1953, Carson Roberts whichlocal advertising agencies are advised them to form a uniform identify and image to impressedconsumer with the name of Baskin-Robbins 31 Ice Cream. The "31®" logo is represent theflavor of ice cream for every day and the polka dots with pink and brown color that existed inlogo was reminiscent about clowns and fun. Moreover, the iconic pink spoons of Baskin-Robbinswere shown that consumer should have a try about their delicious ingredients. Besides that, Baskin-Robbins had won their first gold medal in the year of 1954 on the LosAngeles County Fair when they put Baskin-Robbins’ product on the line against with competitor.