13 CEO Burt Baskin and Irv Robbins were the two co founders of Baskin Robbins

13 ceo burt baskin and irv robbins were the two co

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across the world (Baskin Robbins 2016). 1.3. CEO Burt Baskin and Irv Robbins were the two co-founders of Baskin-Robbins (Bloomberg 2016). However, throughout the year, Baskin-Robbins is part of Dunkin' Brands Inc. that Nigel Travis is the Chairman and Chief executive officer. Travis has been a Chief Executive Officer of Dunkin;s Brands since Jan ary 2009. Furthermore, he was named u Chairman of the Board in May 2013. Prior to Dunkin’ Brands Inc., he also held the important positions of other organization and company such as Papa John’s, Blockbuster, Inc. and Burger King (Baskin-Robbins Newsroom 2013). Depending on his strong knowledge and experience, he successfully leads the firm to reach the current position. 2. Product Description 2.1. Function & Feature Baskin-Robbins has launched a line which 31 classic flavors of products can result in meeting 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 cream flavor 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 provide enough essential nutrition to customer such as Vitamin A, C and Calcium without Trans fat, Sugar Alcohol or Dietary Fiber (Baskin Robbins 2016). 2
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2.2. Design In terms of design, each flavor has a different color due to the characteristic of its ingredient, so that customers can realize the difference among the flavors and choose the right one to enjoy. However, when choosing the size of the ice cream scoop, the customers can choose with two lines of net content, 71 grams and 113 grams per scoop. This results in choosing easily different flavors at one time (Baskin Robbins 2016). Besides, the packaging styles are covered with blue, pink and white representing the logo and name of Baskin-Robbins. 2.3. Market share & Brand awareness Currently, the contemporary local market has a wide variety of ice cream stores and customers have more choices such as Swensen’s, Diary Queen, BUD’s. However, Baskin-Robbins has the high product quality, efficient nationwide network and special customer services - 31 ® and Pink Day. Because of this reason, the firm has brought certain advantages to widen their influence in the marketplace. Travis (cited in Thorn 2012) claimed that Baskin-Robbins is a “jewel in the crown” resulting from the significant growth potential. Moreover, based on the rapid development in the ice cream market in Vietnam, with the goal of reaching 100 stores in 2020, Baskin-Robbins could be the leader in the market (Thanh Van 2015). The firm has been regarded as the dominating brand with high level of brand awareness. II. Marketing Environment 1. Micro Environment 1.1. The company In 2012, Baskin-Robbins marked its return when being franchised by Blue Star Food Corporation, which company operates in many different sectors from financial services to advertising, especially in the food industry (Canton 2012). By recruiting the best people to work,
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