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Analysis of Baskin-Robbins using the Marketing Mix (4 Ps)
- 1. Content • Introduction • Business Outline • Market Segment • Product • Price • Promotion • Place (Distribution)
- 2. Business Outline • Formed by brothers-in law Burton Baskin and Irvine Robbins. • The Baskin-Robbins ice cream parlours started as separate ventures of Burt Baskin and Irv Robbins.
- 3. Business Outline • Grows to a chain of 6 stores in 1945 • They decided to sell their first licensing agreement. • In 1949, It expanded to 40 franchised stores across America.
- 4. Business Outline • Baskin-Robbins is a franchised business with over 8 thousand outlets in 50 countries worldwide.
- 5. Business Outline - Objectives • First introduced to Malaysia over 20 years ago • Master franchise owner Golden Scoop Sdn Bhd • Aims : to maximize profit and retain customer loyalty. • Malaysia now has 86 stores nationwide. CASH COW
- 6. B&R’s Market Segmentation • Can be inferred that generally, females are targeted as opposed to males.
- 7. B&R’s Market Segmentation • Can be inferred that adults of 30 years and above are targeted. • They’re most likely to have young children with them.
- 8. B&R’s Market Segmentation • Due to high price, relatively wealthy middle to upper class adults are the main target.
- 9. Product Milkshakes Sundaes Handpacked ice-creams Ice-cream cakes Ice-Creams!!
- 10. Product: What's your flavour?
- 11. Value Analysis • Value analysis: Used to assess a product’s success, whereby aesthetics and functions are considered. Aesthetically pleasing products. Added fuctionality as gift
- 12. Product Life Cycle Baskin-Robbins City Square
- 13. Product Life Cycle: Maturity Phase • Set foot into City Square mall since 2008 (The Star Online,2008) , 7 years to date. • Has remarkably constant sales volume compared to competitors in the mall. • Heavy promotions are used to attract customers.
- 14. Boston Matrix Model Cash cow is milked by using creative promotional methods
- 15. Price Promotional pricing • Pink Day, certain products can be bought at a much lower price as long as the customer has something pink on them. • The famous 31% discount on the 31st of every month.
- 16. Price • Psychological pricing Prices are not rounded of to the nearest ringgit.
- 17. Promotion • Promotion: The process of communicating with customers. • Above-the-line promotions: The use of mass media to advertise their product • Below-the-line promotions: Used to target specifically at potential customers
- 18. Promotion: On-site review (Above-the-line) redeem milkshakes with free points Coupons for buying cakes 10% discount paying with maybank cards
- 19. Promotion: Throughout the year 31% discount on the 31st of every month Pink Day Promotions: Get discount for anything pink on the customer
- 21. Promotion: Analysis of customers
- 22. B&R’s Place/Distribution • Store is very strategically located in City Square. • Positioned in such a way that commuters from Singapore are bound to pass by.
- 23. B&R’s Place/Distribution • Baskin-Robbins has minimized the number of intermediaries in their distribution channels • The only way to buy Baskin-Robbins products is from their stores
- 24. END REFERENCES + Q&A
Editor's Notes
- Due to their extensive use of the colour pink in their branding and store design, targets females instead of males. After all, it is widely accepted worldwide that pink is generally a feminine colour (Clark, 2007). My team went on site every weekday during peak hours, from 5 PM to 6 PM, to observe how many men and women visited the store. Our results, tabulated in Appendix B’s Table 2, supports our theory
- During our observation, we also observed customers’ ages, and our results, tabulated in Appendix B’s Table 1, also supports this theory. This age group is most likely to have young children with them, and we noticed that Baskin-Robbins uses the distribution of brightly-coloured pink balloons with every purchase to appeal to these children, who would therefore request for Baskin-Robbins ice cream from their parents.
- For example, in City Square, McDonald’s ice cream costs just RM1.50, whereas the cheapest Baskin-Robbins ice cream costs RM5.80. This high price therefore restricts Baskin-Robbins’ target market, leaving out lower-middle class adults and below who are unable to afford Baskin-Robbins and would instead purchase cheaper alternatives such as McDonalds.
- commuters coming from Singapore are bound to walk past the store as it is nearby to the mall’s entrance. This high traffic explains why during peak hours, the store’s tables are usually fully occupied by hungry commuters after their long journey. We stationed ourselves at the store on several weekdays, a Monday, a Tuesday and a Wednesday from 2 PM to 6 PM, and we noticed that on all four days, the store’s customers peaked during peak hours, from 5 PM to 6 PM. Our results, tabulated in Appendix B’s Table 3, proves our theory.
- Instead of using third-parties like hypermarkets, the only way to buy Baskin-Robbins products is from their stores. Intermediaries, desiring profits, impose mark-ups on products, thus possibly affecting sales. Customers are therefore able to purchase Baskin-Robbins products at the lowest price possible, without intermediaries.