Appendix 1b: Cover Page for Group Written Assignment Academic Year 2019/2020 ABDT2043 FUNDAMENTALS OF MARKETING GROUP WRITTEN ASSIGNMENT TITLE: BASKIN-ROBBINS ICE CREAMS ………………………………………………………………………………… Programme: DIPLOMA IN BUSINESS ADMINISTRATION Tutorial class: _____ Group 4 _________________________________ No. Students’ names Students’ ID No. ASSESSMENT CRITERIA: Assessment Criteria Excellent Good Average Poor Very poor Product (8.0) 8.0 6.0 4.0 2.0 0 Place (8.0) 8.0 6.0 4.0 2.0 0 Price (8.0) 8.0 6.0 4.0 2.0 0 Promotion (8.0) 8.0 6.0 4.0 2.0 0 Introduction and recommendations (8.0) 8.0 6.0 4.0 2.0 0 References and citations (5.0) 5.0 4.0 3.0 2.0 1.0 Appendices and assignment format and layout (5.0) 5.0 4.0 3.0 2.0 1.0 TOTAL /50 1
TABLE OF CONTENTS CONTENTS PAGES 1. Cover Page, Feedback form, Plagiarism statement, coursework assignment responsibilities and turnitin results 1-4 2. Table of contents 5 3. Contents: - Introduction - Product - Place - Price - Promotion 6-8 8-10 10-12 12-14 14-16 4. Recommendations 16-17 5. References and citations 18-20 6. Appendices 21-26 Introduction 2
The company we chose was Baskin Robbins. When we talk about ice cream, the first thing we think of is Baskin Robbins. It is one of the world's largest ice cream companies and one of the best-selling in the world. (baskinrobbins22, n.d.). It is an American chain of ice cream and cakes stores. In addition, Baskin Robbins belongs to Dunkin’ Brands, and Dunkin’ Brands is located 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 family gatherings. They desire to create multiple flavours made from the finest ingredients for consumers. While Irv was a teenager, he worked at his father's ice cream shop, and Burt was a U.S. Navy lieutenant who produced ice cream for his army. After the war, they took advantage of America's love of ice cream. So, they started their own company. In 1945, Irv opened an Ice Cream shop – Snowbird in Glendale, California with emphasized high-quality and 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 purchased the 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 and Snowbird and in 1953 they became Baskin Robbins. (Appendices 4) (baskin-robbins, n.d.). A local advertising company – Carson Roberts provides a unified image and identity under the name of Baskin Robbins 31 ice cream. Its suggestions include the use of the "31®" logo to represent every day of the month. They have adopted a unique concept which is to provide different flavours of ice cream every day of the 31 days of the month. Then, the selection range has grown to more than 1,300 kinds of flavour.
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