Marketing Assignment 2018.docx - 1 Introduction Baskin Robbins was founded by Mr Burton Baskin and Mr Irvine Robbins in the year 1945 They started their

Marketing Assignment 2018.docx - 1 Introduction Baskin...

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1. Introduction Baskin Robbins was founded by Mr Burton Baskin and Mr Irvine Robbins in the year 1945. They started their first store in Los Angeles by injecting creative ingenuity and philosophy of fun into their ice cream store. IN the year 1973, Baskin-Robbins was individually acquired by Allied Domecq PLC. The brand was organized under the Allied Domecq Quick Service Restaurants subsidiary, which was renamed Dunkin’ Brands, Inc. in 2004. Baskin Robbins is a brand that is sold as franchise internationally by Dunkin’ Brands Group, INC. Baskin-Robbins as one of the leading QSR chains in the U.S. for servings of hard-serve ice cream and develops and sells a variety of frozen ice cream treats such as cakes, frozen beverage, sundaes, and cone. Baskin-Robbins enjoys strong brand recognition in the U.S., and the brand is known for its innovative flavors, popular “Birthday Club” program and ice cream flavor of over 1,300 different offerings in their library. Baskin Robbins has nearly 7,700 stores located in 50 countries outside of U.S. Baskin Robbins was first introduced in Malaysia in 1988 and the first store was opened in Subang Parade, Selangor. Baskin Robbins also open up cafe concept store in various place including The Gardens Kuala Lumpur, Pavilion KL, Sunway Pyramid and many more. The cafe were introduced as a revolutionary ice cream dessert destination, and they serve creation like “Ice Cream Fondue”, “Affogato” , “Waffle and Ice cream” and freshly brewed hot beverages. All the Ice cream product selling in Malaysia’s Baskin Robbins are fully imported from United States. To ensure the quality and taste of it’s product, each shipment of delicious Baskin Robbins flavour is subjected strict quality control. ()
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2. Target Market Bases Segment 1 Segment 2 Segment 3 Geographic Urban Populated area Urban Hot weather Area Urban Shopping Malls Demographic Age 13-20 Mostly High school or college students Low income Age 21-25 Mostly working adults or University graduates Medium Income (RM2500-RM5000) Age 26-35 Mostly Professional Married and have childrens High Income (RM5500 and above) Psychographic These young consumer are more luxurious, price is critical but brand matters, Tech savvy, wants instagram worthy photo of the food as social media presence is a badge of acceptance These group of consumer are more health conscious and cost conscious, they will compare each and every item with their 2nd option as they will want to save money These group of consumer are also health conscious. They want to have family time more. Thinks that quality is very important,quality over brand. Behavioural Will buy something that will benefit them (benefit sought) Buys something only when they need it (Occasions) Often loyal to one brand (loyalty status) Table 1 Market segmentation helps Baskin Robbins to reached out to the different consumer with different characteristic of the large and diverse market more effectively and efficiently by
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  • Spring '14
  • ice cream, Baskin-Robbins, Baskin Robbins, baskin robbin, Mr Burton Baskin

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