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across the world (Baskin Robbins 2016).1.3.CEOBurt Baskin and Irv Robbins were the two co-founders of Baskin-Robbins (Bloomberg2016). However, throughout the year, Baskin-Robbins is part of Dunkin' Brands Inc. that NigelTravis is the Chairman and Chief executive officer. Travis has been a Chief Executive Officer ofDunkin;s Brands since Janary 2009. Furthermore, he was nameduChairman of the Board in May 2013.Prior to Dunkin’ Brands Inc., he also held the important positions of other organization and company such asPapa John’s, Blockbuster, Inc. and Burger King (Baskin-Robbins Newsroom 2013). Depending on his strongknowledge and experience, he successfully leads the firmto reach the current position.2.Product Description2.1.Function & FeatureBaskin-Robbins has launched a line which 31 classic flavors of products can result inmeeting the taste of all ice cream lovers (Baskin Robbins 2016). This project is called “Baskin-Robbins 31®”. Because the firm expected that the customers could choose a different ice creamflavor for each day of the month, the project was created (Baskin Robbins 2016). All Baskin-Robbins ice cream flavors are Kosher with different ingredients. However, all the flavors provideenough essential nutrition to customer such as Vitamin A, C and Calcium without Trans fat, SugarAlcohol or Dietary Fiber (Baskin Robbins 2016).2
2.2.DesignIn terms of design, each flavor has a different color due to the characteristic of itsingredient, so that customers can realize the difference among the flavors and choose the right oneto enjoy. However, when choosing the size of the ice cream scoop, the customers can choose withtwo lines of net content, 71 grams and 113 grams per scoop. This results in choosing easilydifferent flavors at one time (Baskin Robbins 2016). Besides, the packaging styles are covered withblue, pink and white representing the logo and name of Baskin-Robbins.2.3.Market share & Brand awarenessCurrently, the contemporary local market has a wide variety of ice cream stores andcustomers have more choices such as Swensen’s, Diary Queen, BUD’s. However, Baskin-Robbinshas the high product quality, efficient nationwide network and special customer services - 31® andPink Day. Because of this reason, the firm has brought certain advantages to widen their influencein the marketplace. Travis (cited in Thorn 2012) claimed that Baskin-Robbins is a “jewel in thecrown” resulting from the significant growth potential. Moreover, based on the rapid developmentin the ice cream market in Vietnam, with the goal of reaching 100 stores in 2020, Baskin-Robbinscould be the leader in the market (Thanh Van 2015). The firm has been regarded as the dominatingbrand with high level of brand awareness.II.Marketing Environment1.Micro Environment1.1.The companyIn 2012, Baskin-Robbins marked its return when being franchised by Blue Star FoodCorporation, which company operates in many different sectors from financial services toadvertising, especially in the food industry (Canton 2012). By recruiting the best people to work,