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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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The first Baskin-Robbins was founded in Glendale, California in Los Angeles since the year 1945, by Irv Robbins who was interested in ice cream and Burt Baskin his brothers-in-law whose passion inspired the world's largest ice cream shops. Which has introduced unique and delicious ice cream flavour more than 1,200 flavours that was a selection of 31 flavours, so the name Baskin Robbins 31 stands for “ a different ice cream flavour for each day of the month” (About Baskin Robbins, n.d).


Baskin-Robbins is one of the largest chain of ice creams, serving 300 million customer worldwide that owned by Dunkin' Brands Group, Inc. family of companies which is incorporated by a consortium of private equity companies: Bain Capital, Thomas H. Lee Partners and The Carlyle Group (Friedman et al., 2018).is one of the largest chain of ice creams, serving 300 million customer worldwide.

Mission and Vision

Baskin Robbins' mission is to make every moment of their guests to be more fun and flavourful and delight customers with a wide variety of high quality frozen treats to offers spoonfuls of happiness to millions of customer everyday (About Baskin Robbins, n.d). Hence, Baskin Robbins's vision is focused to provide its customers world class premium products in a wide range of flavours. They always aim to deliver premium quality products to its customers for all age groups and people with all kinds of taste and likes. Another quality of Baskin Robbins is that they are coming up with new flavours and different kind of products to please and give a change to their consumers. (Shah, 2015). Business model

In the brand's history, as the quantity of Baskin Robbins shops developed, prime supporters Burt and Irv perceived that to keep up the exclusive expectations they set to start with, each store would require a supervisor who had a proprietorship enthusiasm for its general procedure. In spite of the fact that they didn't understand it at the time, these two founders had spearheaded the idea of diversifying in the ice cream industry. The franchise model by Burt and Irv decades prior is as yet utilized by Baskin Robbins today. The brand is 100% franchised, with every proprietor holding a stake in the business' prosperity, while product advancement and promoting are taken care of at Baskin-Robbins headquarters. This hands-on, small business approach permits franchisees the capacity to make a presence in the communities world wide. Baskin-Robbins has developed to wind up positioned one of America's Top 10 Global Franchises and the world's biggest chain of ice cream shops, with in excess of 7,900 areas all inclusive (About Baskin Robbins, n.d). To the individual who purchases their franchise, Baskin Robbins offers 95% of brand awareness.It is as of now world popular, the shop can fit into almost any space, and they offer world class preparing and bolster. To the person who is at first purchase the franchise, it costs $25,000.The month to month expense to the franchiser is 5.9%.Other worries that are replied on the site are the initial investment fees and advertising fees (Jarvis, 2014). There are 3 sorts of Franchise openings that Baskin Robins offer for individuals intrigued by a relationship with them. Subtleties relating to turning into a Baskin Robins Franchise are given beneath. Firstly, to end up a Baskin Robins Kiosk Franchise the space required to begin a Kiosk is 112 Sq. Ft. with the facing necessity of 12 to 14 Sq. Ft. Secondly, to become a Baskin Robins Parlors Franchise the space required to begin a Kiosk is 300 Sq. Ft. with the facing necessity of 12 Sq. Ft. Lastly, to wind up a Baskin Robins Ice Cream Lounge Franchise the space required to begin a Kiosk is 500 Sq. Ft. with the facade prerequisite of 15 as suggested by Baskin Robins (Aditya, 2018). Target customers

The target market of Baskin Robbins is anyone living in that area from different nationalities and culture, whether they are male or female. The ages of Baskin Robbins's target market range is from 10 up to over 40 years old. The income of the target market from different educational levels is medium to high. Furthermore, the target market of Baskin Robbins is also includes every people who come to Baskin Robbins to enjoy their life and spend time together such as families and friends (Bhasin, 2018). Therefore, Baskin Robbins has limited its business to take into account explicitly two fundamental target markets which are Primary Target Market and Secondary Target Market.

To begin with, the primary target market of Baskin Robbins is included middle and higher income and families with babies. This market would have a generally high income percentage. The lifestyle of people would be high an incentive on family time spent, high spotlight on kid focused activities and they would be people who connect a product with brand name, quality over cost, subsequently having ice cream at Baskin Robbins would be lined up with their social class. Likewise the top notch reliability which is related with the Baskin Robbins brand name, these people with a prominent status class would be liable to a strong affection to Baskin Robbins. Thus, the families are pronounced beneficial high volume clients of Baskin Robbins.

Next, the secondary target market of Baskin Robbins is consisted of young adults, teenagers and students in both genders from the ages of 18-24 and 25-30. These people would have dynamic social activities, and it will be an imperative appearance that this fragment of the market appreciates socializing, relaxation and amusement. While a large portion of this statistic have all the earmarks of being comparative, undergrads would be the prime section to concentrate on. Thus, these understudies could be seen as possibly beneficial low to high volume clients with inactive to premium steadfastness as they would burn through a large portion of their salary on social activities and amusement. Social class and social life is determined as a high need to this target market. Additionally, this market would catch up the potential for positive word of mouth and because of the way that peer impact is high for this section of the market, it would without a doubt result in the development of the client base of Baskin Robbins (Marketing, 2016). Leading and management proposition

The unique selling proposition of Baskin Robbins is that they offers the ice cream to ice cream lovers in world wide with pink spoon tests of any of its 31 kinds of ice cream flavors at no expense so they can appreciate the fun, flavor and assortment of their ice cream treats (Young, 2007). The Company has a conventional plan confirm by the basic structure that has every one of the administrators responsible to the CEO.  The administration is stripped to its minimum necessities to guarantee responsibility and to stay away from cases clashes. It ought to be noticed that a mind boggling organization structure makes it difficult for workers to decide the people they are obliged to report. An utilitarian authoritative structure is various leveled, each dimension of the board liable to the best dimension. Therefore, the key managers and leaders in the company are consist of Anthony J. Gioia, who is the chairperson of Management Board, the overall CEO and president of the company. Nigel Travis who is a Chairman and CEO of Dunkin' Brands Group since 2009. Moreover, he was once the president of Dunkin Donuts and a consultant of Blockbuster inc. Lastly, William Mitchell, he holds an office of the Presidency of Canada's Baskin-Robbins. He also holds a similar position in the firm's branches in United States, Korea, Japan, and China since 2013 (Scholar, 2016). According to Eagly, Alice H., Mary C. Johannesen-Schmidt, and Marloes L. Van Engen, the CEO uses a Laissez-Faire leadership style. He comprehends the requirement for advancement to guarantee success in the association. Development is not really achievable in a business structure that does not enable representatives to express their thoughts uninhibitedly. It is the motivation behind why the firm has beat the chances to post benefits amid the occasions that contenders are making misfortunes. Furthermore, the CEO inspires dedicated representatives through remunerations and advancements.


Marketing philosophy comprise of production concept, product concept, selling concept, marketing concept, and societal concept. First, the philosophy of the production concept is that buyers will support products that are accessible and exceedingly reasonable and that administration ought to consequently concentrate on enhancing generation and conveyance proficiency. Second, the product concept's philosophy is that consumers will support items that offer the most quality, execution, and imaginative highlights for them. Third, the marketing philosophy for selling concept. The possibility that buyers will not purchase enough of the association's products except if the association embraces a vast scale moving and advancement exertion. Forth, the marketing management philosophy that accomplishing authoritative objectives relies upon deciding the requirements and needs of target advertises and conveying the ideal fulfillment more viably than the contenders. Lastly, the possibility that the association ought to decide the necessities, needs, and enthusiasm of target market and convey the desired satisfaction more productively and successfully than competitors in a way that keep up or enhances that purchaser's and society's prosperity (Anne, 2016).


To conclude, two entrepreneur with a solitary outlook assembled Baskin Robbins starting by their own thought. They communicated their energy towards business, which stimulated them to build up a strong establishment. Therefore, Baskin Robbins was one of the first ice cream organizations to embrace showcasing bigly. The organization effectively situated itself by making and offering flavors which were not accessible anywhere else, joined with great store ambience to illuminate the theme of a 'fun outing'. Baskin Robbins needs to make more touch - indicates for the planned clients associate with the brand. In any case, alert must be taken that the excellent brand doesn't get delineated as a mass market mark like Haagen Dzas or Ben and Jerry's. Particular advertisements in premium magazines, television stations, shopping centers, malls, airports and so on would do well. The brand can position itself as an excellent option in contrast to different mass market brands. Additionally greater perceivability can be made by keeping up premium ice cream parlors with magnificent atmosphere that would produce word of mouth, the most amazing type of situating the brand.

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