Picture 3.0: Baskin Robbins Logo Picture 3.1: Caramel Banana Soft Serve Parfait 4
INDIVIDUAL ASSIGNMENT BPMM 3113 BRAND MANAGEMENT Picture 3.2: Chocolate Chip Cookie Dough Sundae Picture 3.3: Warm Brownie Sundae 3.1 POSITIONING OF HAAGEN DAZS AND BASKIN ROBBINS The Positioning of Baskin Robbins is targeting the young generation especially young ladies who are tending to eat dessert. Nowadays young people are like to try the new thing and they like to have variety flavors. Therefore Baskin Robbins could easily position in the target market as Baskin Robbins has variety flavor and menus. Baskin Robbins also rewards their customers by giving half price discount on every Wednesday when customers show the sale force something pink. Meanwhile, Baskin Robbins is giving 31% discounts on every 31 st of month when customers purchase one pin of ice cream. The rewards provided by Baskin Robbins has made them position in the mind of customers. 5
INDIVIDUAL ASSIGNMENT BPMM 3113 BRAND MANAGEMENT The same positioning goes to Haagen Dazs which is they also target the same market -- the young generation. As Haagen Dazs also provides many ice cream flavors and special menus, Haagen Dazs can position among the young generation easily. Unlike Baskin Robbins, Haagen Dazs does not has any discount to customers unless for their loyal club members. This is because Haagen Dazs wants to position as a premium brand in the target market. Haagen Dazs and Baskin Robbins have the majority same positioning but a slightly different as well. 3.2 POINTS OF PARITY FOR HAAGEN DAZS AND BASKIN ROBBINS IN TERMS OF POSITIONING Haagen Dazs and Baskin Robbins both are targeting the same market which is young generation who likes to eat ice cream. Both of these brands are providing variety flavors of ice cream and special ice cream menus.
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- Spring '19
- ice cream, Baskin Robbins