Baskin Robbins chose to aim at age group inasmuch as they are the

Baskin robbins chose to aim at age group inasmuch as

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Baskin-Robbins chose to aim at this 18-25 age group inasmuch as they are the potential customers who prefer enjoying socializing, entertainment or leisure with families and friends. Part- time jobs and monthly cash from parents would probably allow to satisfy their needs on entertainment. Young adults also tend to go out for sweet treats alone even when they are very sad or very happy. This target segment of Baskin-Robbins as well as the latent word of mouth and higher peer influence that would consolidate the growth of customers for the brand. On the other hand, the second perfect market for Baskin-Robbins to cater is a group of people at older ages (26-35) – people who are willing to pay for a more premium brand, to choose quality over price. These people also focus specifically on their children activities, family time spending and higher lifestyle themselves. Particularly in Vietnam, people at the ages love hanging out for snacks with friends or their children or maybe just themselves after working all day long. Adults would definitely bring their kids to Baskin-Robbins for relaxation in such hot summer days and nights. 2.2. The targeting strategy In general, Baskin-Robbins is using the Undifferentiated marketing successfully for its products. Through this strategy, its products can attract distinguish groups of customer including that toddlers are adults for instance. Although this strategy may cause some disadvantages such as differences in taste of age groups or a more affordable price for lower-income customers, it still ultimately enhance the growth of revenue from the three segments mentioned above. Conversely, the Concentrated marketing would be the best choice for Baskin-Robbins as they are aiming to middle and higher upper income group of people to improve its sales. Sara Larcombe, Baskin-Robbins’ International Marketing Director, stated that she realize the good purchasing power from the middle class consumer in Viet Nam (NCDT 2013). Hence, it chose to offer the price of ice cream from 50.000 VND for a smallest size (per scoop) and 180.000 VND for the biggest size, much more expensive compared to Vinamilk, Fanny or Bud’s ice cream – only from a bit over 25.000 VND (per scoop) - but consumers still enjoy paying for Baskin-Robbins. In addition, Baskin Robbins also use this strategy for their most important target market, adults with many toddlers. Therefore, stores are designed with comfortable space, delightful and funny decorations for both kids and adults, to serve their customers effectively. In sum, Undifferentiated marketing is suitable for various segments of this brand, from childrens to adults while the Concentrate strategy is solely intended to the middle and higher consumer class. 3. Differentiation 3.1. Product 8
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Since 1945, they have introduced more than 1,000 unique, fun and delicious ice cream flavors (Baskin Robbins 2016). Conspicuously, while the other ice cream brand like Vinamilk, Wall’s, Swensen’s or Fanny chose to concentrate on the common flavors, Baskin Robbins entered the market with over 31 distinguish flavors in proportion to one month’s 31 days. It is said to
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