d.Image differentiationAll outlets of Baskin Robbins are use two main colour (pink and blue) which are easilyrecognized and friendly to consumers.The combination of those two colours for decoratingthe stores and ice-cream packages,in customers opinion,looks adorable and pretty.Besides,thelogo of Baskin Robbins looks simple but not boring.It makes customers to remember thebrand easily at the first time they see it.Moreover,most of new consumers are impressed bythe image 31 flavors because they have never tired something like that before.Baskin Robbins aim is to make its restaurant attractive,places to savor quality ice-cream.Thecompany also connect to the areas beyond its ice-cream shops,desire to share its cheerfuloutlook and humanitarian values with the community.In 2006 Dunkin Brands established theDunkin Donuts & Baskin-Robbins Community Foundations (DDBRCF),which initiatessocial action through food for the hungry,safety and childeren’s healthinitiatiatives(America’s Greatest Brands 2015,p.25).Baskin Robbins generally defined astraditional ice cream ,by having a better value,offering ice cream at lower price but stillimplementing fun experience.e.Channel differentiation Channel differentiation is refers to a firm gain competitive advantage through the way theydesign their channel’s coverage,expertise and performances.Channel differentiation has 6types which is direct marketing,indirect marketing,coverage,expertise,performance andinternet.
Baskin Robbins in Malaysia practicing a indirect marketing channel of retailer.Retailingdefined as includes all the activities involvedin selling products or services directly to finalconsumers for their personal use.Although the franchise is own and operate by themselvesbut they still have to inport a large amount of ingredients from the USA main company tomake ice-cream then only can sell to the customer.Through retailing,the customer canconsume Baskin Robbins ice-cream in every franchise with the same taste andquality.Besides that,customeralso can straight away to gives feedback to the franchise afterthey consume the ice-cream and this can help them to improve the shortage of their product.
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- Spring '19
- ice cream, Baskin Robbins