Source of vitamins - Ice-cream has vitamins A, B-6, B-12, C, D, E and K. It also contains niacin, thiamine and riboflavin. Stimulates the brain - Ice-cream stimulates the thrombotonin, which is a hormone of happiness. And milk contains L-triptophane, which is a natural tranquilizer and helps in relaxing the nervous system. Living in a hot and humid climate like Singapore, ice-cream helps in boosting our health and also allows consumers to enjoy its cooling effect.
The Actual Product Baskin-Robbins The trademark colors for Baskin-Robbins used to be pink and brown. It is to be reminiscent of clowns, carnivals and fun. However, in 2005, as a part of its 60 th anniversary celebration, a new brand identity was launched by Baskin Robbins. It still retains the energy and fun of Baskin Robbins which was formed by the pink portion of ice cream store’s two initial, “B” and “R”. Such combinations enables consumers to easily recognize and remember the product. Moreover, Baskin-Robbins creates premium ice creams that have more than 1000 unique and delicious flavor, specialty frozen desserts and beverages, providing quality and value to consumers.
In addition, they come up with fewer calories, less fat and light choices ice-cream. Finally all Baskin-Robbins ice-creams are available in cups, cones and tub. The Augmented Product Baskins-Robbins is committed to support consumer’s healthcare by providing ingredients and nutrition information on the packaging. E.g. Ice cream tubs, novelties and treats. ( Image?) Baskin Robbins maintains good customers’ relationship where they welcome any feedbacks or any enquires on their product. They also provide updated information via newsletter and other communications channel to maintain good communications and relationships with the consumers. Baskin-Robbins' iconic pink spoons were created with the belief that people should be able to try any flavors without cost. Comparison with other Competitors
With the healthier choice of ice-cream like reduced sugar, they are able to compete with other brands. (Quantity and quality) (health) (value based pricing) Price
In line with our product image, we will be adopting the value-based pricing for Baskin Robbins. We focus on the price that consumers are willing to pay for the quality of the ice-cream. Even though Baskin Robbins may not be well-recognise in Singapore, the quality of their ice-cream is considered the top few in many other countries. Thus, lowering the selling price of Baskin Robbins ice cream is not practical as there are many low end ice-creams. Furthermore, this will indirectly affect the image of Baskin Robbins as consumers will doubt the quality of the product if we participate in a price war. Currently, there is a Pink Wednesday promotion for Baskin Robbins whereby they get a free scoop of ice cream when they wear pink. These draw consumers to try out the ice cream and purchasing more scoops since they already have 1 free scoop. If the consumer purchases an
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- Three '16
- Report, ice cream, Baskin-Robbins, Baskin Robbins