Investigator.com. 2017.). (refer to Appendix 24) This also launched new character-related
colours and packaging cups. Furthermore, it also sold rock concert tickets, in conjunction
with movies and television shows. The imaginative advertising efforts increased brand
awareness in customer's eyes. It has tie-ups with Hollywood studios for launching film-
themed items.
Sales promotion is a marketing strategy in which the product is marketed using
competitive short-term strategies to increase its demand and raise its sales. (
Pahwa, A.,
2019.). Baskin Robbins uses many ways to sell their products, the advertisers would usually
advertise the product in the hypermarket and maintain more potential consumers. Every
Wednesday Baskin Robbins kicked off the ‘Pink Day’ celebration. (
This is Me; Melissa's
Blog. 2013.). On that day, every customer can enjoy the price of a single scoop ice-cream by
getting a free ice-cream scoop while showing the cashiers an item in pink, as Baskin Robbins
12
want to get current customers to buy more.
(Refer to Appendix 25). Furthermore, Baskin
Robbins also celebrates the 31st with 31 percent off, on the 31st of the month, consumers can
get 31 percent off on hand packed ice-cream buying. (Refer to Appendix 25). In addition,
Baskin Robbins also having a free taste experience to their consumers, so the consumers can
get a try on any ice cream sold there. Moreover, lucky vouchers, coupons, and etc are also the
marketing often done by the Baskin Robbins. (refer to Appendix 26). All of these actions
helped to make Baskin Robbins more recognizable as a brand. Baskin-Robbins launched this
long ago when there are a lot of ice-creams industry did not have it.
As a result, it is obvious
that from using these examples, Baskin Robbins’ promotions can draw the new consumers in
the long run.
Recommendation
Baskin Robbins company is growth by offering the new products to current market
segmentations and it is known as product development in the market expansion grid. (Proctor,
2014 p.241). Baskin-Robbins company is innovation in all products and introduce the new
products they provided.
This can be shown when Baskin Robbins is promoting their ice-
cream with a variety of flavour on each month. In fact, Baskin Robbins can choose to provide
more ice-creams flavours and did not only come up with the new flavour in the specific times
or months. For example, Baskin Robbins can observe the consumers preferences or giving
the options of new upcoming ice-creams flavours options to the consumers. Hence, it can
strengthen the relationships between the consumers and the consumers will not get bored or
not interested in new upcoming flavours or they are feeling sick of choosing the same
flavours in the fix 31 flavours. Additionally, Baskin Robbins can not only target the same
market segmentations which is the young generations. They can provide the new products
such as the healthier products to the segmentations which aged above 35 years old. People
nowadays are more likely to focus on their healthy since there are a lot of information from
the online resources and also newspapers. According to the data, oldest is the most cared
