Marketing strategy development of Baskin Robbins Australia.docx - Marketing strategy development of Baskin Robbins Australia Submitted by Course

Marketing strategy development of Baskin Robbins Australia.docx

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Marketing strategy development of Baskin Robbins Australia Submitted by: Course: Instructor: Date:
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Overview of Organization: Nearly about three-quarters of a century ago, two brothers-in-law which Burton Baskin and Irvine Robbins are having a dream to create an innovative ice-cream store and making it to become a neighborhood gathering place for public. Burton Baskin and Irvine Robbins wish to provide variety flavors of ice cream to customer with the highest quality ingredient in an atmosphere of fun and inviting. When they as a teenager, Irvine Robbins were worked in an ice cream store that owned by his father while Burton Baskin is a Lieutenant in the U.S. Navy during the World War II and he was always produced different flavor of ice cream for his fellow troops. Both of the entrepreneurs are 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 separate ventures. In the year of 1945, Irvine Robbins had established Snowbird Ice Cream that located in Glendale, California. This ice cream store was provides 21 type of flavors and emphasized ingredient with high-quality that sold in a personalized and fun atmosphere. After a year, Burton Baskin had started his business in Pasadena, CA which named Burton's Ice Cream Shop. By 1948, both of them are having six stores owned by themselves in total. This concept was eventually 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 to maintain the high standards of ice cream that they are set in the beginning. Both of the founders had pioneered the concept of franchising among the ice cream industry. In 1949, Burton Baskin and Irvine Robbins are having more than 40 stores that located around Southern California and at the same time, they are decided to purchase their first dairy plant in Burbank. This is a wise decision which had allowed them to having full control over the production of their ice cream
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and in order to develop new ingredient and flavors. Until the year of 1953, Carson Roberts which local advertising agencies are advised them to form a uniform identify and image to impressed consumer with the name of Baskin-Robbins 31 Ice Cream. The "31®" logo is represent the flavor of ice cream for every day and the polka dots with pink and brown color that existed in logo was reminiscent about clowns and fun. Moreover, the iconic pink spoons of Baskin-Robbins were 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 Los Angeles County Fair when they put Baskin-Robbins’ product on the line against with competitor.
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