Baskin Robbins Essay

3178 words - 13 pages

BASKIN ROBBINS INNOVATIVE MARKETING

Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavours. The first Baskin-Robbins store was first set up in California in the 1940s soon after the Second World War.
The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavours along with other novelties like milk shakes, smoothies, cakes, etc. In the summer of 2003, Dream Works Pictures Ltd. released their animated children's movie; Sinbad: The Legend of the Seven Seas. To promote the release in an innovative way, the studio tied up with Baskin-Robbins, a ...view middle of the document...

Baskin-Robbins was set up in 1945 by Irv Robbins (Robbins) and Burt Baskin (Baskin), who were brothers-in-law.

 
Robbins was the son of the owner of a dairy business in Tacoma, Washington. The dairy included an ice cream store and, as a teenager, Robbins spent his time managing the store. Bored with serving traditional flavors like vanilla and chocolate, he tried to liven up the taste by concocting new flavors of ice cream by combining traditional flavors with fruits and candy. During the Second World War (1939-1945), he joined the US army, where he continued experimenting with new ice cream flavors from the army supplies. The ice cream, which was garnished with native tropical fruits and exotic nuts, was a great favorite with the soldiers. After returning from the war, he invested $6000 to set up his own ice cream shop in Glendale, California, in December 1945. The new store, called Snowbird, featured 21 exotic ice cream flavors. Baskin was in the same business and owned an ice cream store called Burtons. Baskin-Robbins was one of the first ice cream companies to undertake marketing in a big way. The company successfully positioned itself by creating and offering flavors which were not available anywhere else, combined with good store ambience to heighten the theme of a' fun outing'...
Hollywood Dreams
 In the early 21st century Baskin-Robbins hit on a unique way of marketing its products, when it tied up with Hollywood studios to introduce movie-themed ice cream flavors...
Innovative Flavoring
 Since its inception, Baskin-Robbins had followed the practice of introducing flavors to commemorate important current events. This was the company's way of acknowledging the importance of these events. What's Your Flavor?' - 31 To Choose From The punch line of Baskin-Robbins said 'What's your flavor?'. The punch line emphasized the wide range of flavors offered by the company. The company, in over 60years of operation, developed more than 1000 flavors, and often rotated them in stores around the year.
Not Always Sweet
Despite the popularity of the brand, there were drawbacks. Most people found the products very expensive. Baskin-Robbins was a seller of premium ice cream and regularly developing new flavors was not an easy task. Therefore, the ice cream was priced higher than that of other local stores. Although the flavors offered by Baskin-Robbins were of better quality, customers felt the prices were too high. Some customers also complained that the stores were not properly laid out and that there was limited seating space.
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Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavors. The first Baskin-Robbins store was first set up in California in the 1940s, soon after the Second World War.

The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavors along with other novelties like milk shakes,...

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