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
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
