Baskin Robbin also provides customization. Consumer can customize their birthday cake using the chocolate ice cream or buying milkshake using with chocolate ice cream as ingredients (Appendix 5) (Appendix 6). Packaging Packaging has become an important marketing tools as not every customer will saw the advertisement though different platform but all customer who buy Baskin Robbins ice cream recognized their packaging. For example, the blue and pink logo “BR” let consumer to recognized them as their brand identity (Appendix 7). Baskin Robbin seeking for the opportunities to go green with their packaging by reduce the amount of the material used for packaging and change the materials into recyclable, compostable, biodegradable recycled content (Dunkin Brands.com, n,d.). Labelling
Baskin Robbin labels their products and showed out the top allergens were included and some of the ingredient used (Appendix 8). Baskin Robbin also showed these labelling on their websites. Labels and brand logos can support the brand’s position and add personalities to the brand. The current logo which was unrelieved by Baskin Robbin showcases the number “31” which represent 31 flavours, which placed between B&R of the logo (Appendix 9 ). Before that, Baskin Robbin has two older logos (Appendix 10) . Brand Baskin Robbin is the brand. Baskin Robbins differentiate from other competitors by providing “31 flavours”. (Guliano,2015) states that the 31 stands for the belief of Baskin Robbin that the customer should have the opportunity to explore a fun, new ice cream flavour every day of the month. Branding also help Baskin Robbin to segment the markets. For example, other than providing Baskin Robbin, Dunkin’ Brand which is the parent of Baskin Robbin, offer Dunkin Donuts as well. The brand has been associated with various famous personalities and celebrities over the years such as Song Joong Ki the Korea actor . Price Baskin Robbin have adopted the strategy of good value pricing by providing free upgrade for the flavours of the months. Baskin Robbin also uses the competition-based strategies. For example, Baskin Robbin makes high quality, heavy-duty investigation on flavours ice cream. It dominates its industry despite charging higher prices than competitors Magnum. Baskin Robbin also uses product line pricing. For examples, Baskin Robbin offers entire line of ice cream scoop, including single, double, triple junior or regular scoop, pint, quart, half gallon priced at RM8, RM15, RM20, RM11, RM20, RM30, RM33, RM59, RM111 respectively (Appendix 11). Another pricing strategies that is used by Baskin Robbin is the optional- product pricing. For example, the toppings or waffles is the optional price for the ice cream. Segmentation pricing strategy also being used. A typical example for Baskin Robbin is product form pricing. For example, a normal single regular scoop ice cream might cost RM11 whereas if you change to a sundae, it might cost at least RM16 for the same scoop of ice cream (Appendix 12).
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- ice cream, Baskin-Robbins, Baskin Robbins, baskin robbin, Mr Burton Baskin