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Appendix 1b: Cover Page for Group Written AssignmentAcademic Year 2019/2020ABDT2043 FUNDAMENTALS OF MARKETINGGROUP WRITTEN ASSIGNMENT TITLE:BASKIN-ROBBINS ICE CREAMS…………………………………………………………………………………Programme: DIPLOMA IN BUSINESS ADMINISTRATIONTutorial class: _____Group 4_________________________________No.Students’ namesStudents’ ID No.ASSESSMENT CRITERIA:Assessment CriteriaExcellentGoodAveragePoorVerypoorProduct (8.0)8.06.04.02.00Place (8.0)8.06.04.02.00Price (8.0)8.06.04.02.00Promotion (8.0)8.06.04.02.00Introduction and recommendations (8.0)8.06.04.02.00References and citations (5.0)5.04.03.02.01.0Appendices and assignment format and layout (5.0)5.04.03.02.01.0TOTAL/501
TABLE OF CONTENTSCONTENTSPAGES1.Cover Page, Feedback form, Plagiarism statement, coursework assignment responsibilities and turnitin results 1-42.Table of contents 53.Contents:-Introduction-Product-Place-Price-Promotion6-88-1010-1212-1414-164.Recommendations 16-175.References and citations18-206.Appendices21-26Introduction2
The company we chose was Baskin Robbins. When we talk about ice cream, the first thingwe think of is Baskin Robbins. It is one of the world's largest ice cream companies and one ofthe best-selling in the world. (baskinrobbins22, n.d.). It is an American chain of ice cream andcakes stores. In addition, Baskin Robbins belongs to Dunkin’ Brands, and Dunkin’ Brands islocated in Canton, Massachusetts. Until now, the company has been around for 75 years.Baskin-Robbins was founded by two brothers-in-law, Burton "Burt" Baskin and Irvine "Irv"Robbins in 1945. (Appendix 1). They have a dream which is to create an innovative ice cream shop as a place for familygatherings. They desire to create multiple flavours made from the finest ingredients forconsumers. While Irv was a teenager, he worked at his father's ice cream shop, and Burt wasa U.S. Navy lieutenant who produced ice cream for his army. After the war, they tookadvantage of America's love of ice cream. So, they started their own company. In 1945, Irvopened an Ice Cream shop – Snowbird in Glendale, California with emphasized high-qualityand 21 flavours of ice cream. (Appendix 2). After a year, Bury has opened an Ice Cream Shop – Burton’s in Pasadena, CA.(Appendices 3). In 1948, there were six stores between them. In 1949, Burt and Irv purchasedthe first dairy store in Burbank, despite having more than 40 stores in Southern California.After that, they reached an agreement which dropped the separate identities of Burton’s andSnowbird and in 1953 they became Baskin Robbins. (Appendices 4) (baskin-robbins, n.d.). Alocal advertising company – Carson Roberts provides a unified image and identity under thename of Baskin Robbins 31 ice cream. Its suggestions include the use of the "31®" logo torepresent every day of the month. They have adopted a unique concept which is to providedifferent flavours of ice cream every day of the 31 days of the month. Then, the selectionrange has grown to more than 1,300 kinds of flavour.