ICMR Case Collection

ICFAI Center for Management Research

This case was written by Shirisha Regani, under the direction of Sanjib Dutta, ICFAI Center for Management
Research (ICMR). It was compiled from published sources, and is intended to be used as a basis for class
discussion rather than to illustrate either effective or ineffective handling of a management situation.










Baskin - Robbins' Innovative Marketing
MKTG 074
! 2003 ICFAI Center for Management Research. All rights reserved. No part of this publication may be
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This case was written by Shirisha Regani, under the direction of Sanjib Dutta, ICFAI Center for Management
Research (ICMR).
! 2003, ICFAI Center for Management Research. All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, used in a spreadsheet, or transmitted in any formor by any means electronic or mechanical, without
permission.

To order copies, call 0091-40-2343-0462/ 63 or write to ICFAI Center for Management Research, Plot # 49, Nagarjuna
Hills, Hyderabad 500 082, India or email icmr@icfai.org. Website: www.icmrindia.org



MKTG/074


BASKIN-ROBBINS IN MARKETING

We have totally re-looked at how we approach marketing over the past three or four years (late
1990s), and we thought partnering with some top current and new TV shows would be exciting.

Joe Adney, senior director of marketing at Baskin-Robbins
1


Our mission is simple and clear. We exist to thrill customers, define and lead multi-branding,
enrich stakeholders and build powerful brands.

Jack Shafer, CEO of ADQSR, parent of Baskin Robbins
2


AMERICAS FAVORITE SWEETS CHAIN

In the summer of 2003, DreamWorks Pictures Ltd.
3
released their animated childrens movie;
Sinbad: The Legend of the Seven Seas. To promote the release in an innovative way, the studio tied
up with Baskin-Robbins, a well known ice cream chain in the US. As part of the promotion
campaign, Baskin-Robbins developed a range of ice creams and novelties based on the theme of
the movie. Ice cream flavors like Sinbads Triple Punch Sherbet, Deep Blue Menace Sundae,
and a Sinbad themed freeze frame cake were brought out by the company. The flavors effectively
captured the ethos of the movie and generated immense publicity for both partners. (Refer
Exhibit-I)

The summer of 2003 was the third summer in which Baskin-Robbins had taken up the promotion
of a Hollywood movie. Weve translated Sinbads courageous spirit into a bold new line-up of
flavors and desserts, said Joe Adney, (Adney) senior director of marketing at Baskin-Robbins.
4

Analysts felt that Baskin-Robbins had hit upon a novel way of partnering for mutual benefit as the
hype generated by the movie release brought publicity for Baskin-Robbins and Baskin-Robbins, in
turn, helped publicize the movie. Approximately 2400 Baskin-Robbins stores participated in the
promotion, which was supplemented by extensive television publicity, themed dcor in the stores
and other local events.

1
Carrie MacMillan, Sweet Tooth, Promo, May 1, 2003.

2
Franchising with a Leader - America's Most Loved Brands, www.foodrestaurantfranchises.com

3
DreamWorks SKG was formed in October 1994, by its three principal partners-Steven Spielberg, Jeffrey
Katzenberg and David Geffen-to produce live-action motion pictures, animated feature films, network and
cable television programming, home video entertainment, records, books, toys, and consumer products.

4
www.finanznachrichten.de
Baskin - Robbins Innovative Marketing
3
Baskin-Robbins was well known for being an innovator in the ice cream industry. Ice cream was
manufactured and sold in the US since the early 20
th
century and was popular as a dessert or an in-
between meals snack. In the early years, it was manufactured and sold by local sellers and there
were no major brands in the industry. By the early 1950s, ice cream had become a commodity.
There was little advertising and no differentiation between the various local vendors. The selection
was also limited as sellers did not go beyond the traditional flavors. Baskin-Robbins was the
pioneer in ice cream marketing. It created a unique positioning for its brand by introducing exotic
new flavors. The company was the first to create the ice cream experience by making it fun to
visit Baskin-Robbins stores. The fun theme was supplemented by the ambience in the stores and
the friendliness of the staff, who allowed customers to sample as many flavors as they wanted
before making their final choice.

A survey conducted at the beginning of the 21
st
century revealed that the Baskin-Robbins brand
name was recognized by approximately 97 percent of the population in America. Other surveys
also indicated that the brand was rated favorably against its near competitors on a number of
counts. (Refer Exhibit-II) The company was voted Americas Favorite Sweets Chain by the
Restaurants and Institutions magazine 12 times from the mid-1980s to 2000.

BACKGROUND

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. In 1946, Baskin
and Robbins decided to capitalize on their common success and go into partnership. They opened
their first store in Pasadena, California. To determine whose name was to feature first, they flipped
a coin, and Baskin won. The new store was named Baskin-Robbins. The store offered a large
number of new flavors and introduced some special features like allowing customers a sample
taste before they purchased their ice cream, comfortable seating, etc.

By 1948, six new stores had been opened, with all of them being supplied ice cream by the main
store to ensure uniformity in quality and specifications. Managing the stores themselves did not
allow the duo to concentrate on their main interest developing new flavors. Baskin and Robbins
soon realized that the stores would be better managed by a manager/owner with a vested interest in
their success. As a result, they soon began licensing operations to other people, thus pioneering the
concept of franchising in the ice cream industry. By 1949, with 43 stores in operation, they bought
their first production facility in Burbank, California. They also hit on the unique idea of offering
31 flavors of ice cream one for each day of the month to allow customers more variety and, by
1953, the big 31 sign began to be displayed prominently in all the stores, soon becoming a
national trademark.

The flavors quickly caught on and the stores became popular. In 1959, the first Baskin-Robbins
store outside California was set up in Phoenix, Arizona. By the mid-1960s, there were more than
500 stores across the US. Most of them had been set up as franchisees. Through the next decade,
the chain expanded to almost all the states in the US.

Baskin - Robbins Innovative Marketing

4
In 1967, Baskin died and, in 1968, the chain was purchased by United Fruit, a fruit growing
company. The chain changed hands again in 1973, when the London based J. Lyons and Co., Ltd
bought it from United Fruit. In 1974, Baskin-Robbins opened its first international store in
Brussels, Belgium. In 1976, the chain celebrated 31onderful years in business and, in 1978,
Robbins retired as Chairman of the Board. The same year, J. Lyons was purchased by Allied
Breweries, creating Allied Lyons. By the end of the 1970s, Baskin-Robbins had developed over
400 ice cream flavors along with fountain items and novelty desserts.

In the 1980s, Baskin-Robbins began facing competition from chains like Ben and Jerrys
5
and
Haagen-Dazs,
6
which introduced new flavors of ice cream, combined with modern aesthetic store
layouts. The business was hit more severely by Robbins son John Robbins, an advocate of healthy
living, who wrote a book called Diet for a New America, denouncing high-fat foods, including his
fathers products. In 1986, Baskin-Robbins Incorporated was formed, consisting of two
companies, Baskin-Robbins International and Baskin-Robbins USA, Co. To counter the increased
competition, the chain began developing new types of ice cream and by the late 1980s introduced a
line of low-fat ice cream and yogurt and a no-sugar-added frozen dessert.

By 1990, Baskin-Robbins had 2400 stores around the world, of which 70 were owned directly by
the company. In the 1990s, the chain introduced a completely fat-free line of ice cream and
yogurt, making the products an option for people on a diet and those who had health restrictions.
In the early 1990s, Allied Lyons purchased the Dunkin Donuts chain in the US. In 1993, Allied
Lyons Retailing was formed. In 1994, Allied Lyons Retailing and Pedro Domecq, a spirits
marketer of Spain, partnered to form Allied Domecq. In 1996, Allied Lyons Retailing became
Allied Domecq Retailing International and Allied Domecq Retailing USA.

In the 1990s, the chain introduced some of its most popular products; Cappuccino Blast
(cappuccino served with ice cream) and BR Smoothie (blended yogurt with fruit and ice), which
became a regular part of the menu in later years. In 1999, Allied Domecq Retailing International
and Allied Domecq Retailing USA came together to form the Allied Domecq Quick Service
Restaurants (ADQSR). In 2002, the ADQSR chain included Dunkin Donuts (doughnuts and
coffee), Baskin-Robbins (ice cream and desserts) and Togos (sandwiches and salads). The
company also experimented with combining all three stores under one roof in some places to
increase all-day demand.

By the end of 2002, Baskin-Robbins had 2500 locations in the US and 2100 stores in over 50
countries around the world. The chain also had a portfolio of over 1000 flavors developed over the
years, along with other novelties and frozen desserts. On an average, the stores served over 150
million ice cream cones a year, not counting sundaes, cups and other novelties. Over 10 million
people bought Baskin-Robbins ice cream every year. (Refer Exhibit-III for company timeline)

MARKETING BASKIN-ROBBINS

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. The companys innovative marketing policies helped it stay successful in over six decades
of operation.

5
Ben and Jerrys Homemade Inc. was a Vermont-based ice cream maker and retailer, founded in 1978.

6
The market leader in super premium ice creams, Haagen Dazs was set up in New York in the 1920s.
Baskin - Robbins Innovative Marketing
5
Hollywood Dreams

In the early 21
st
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. The company
entered into contracts with some studios to promote their new releases by creating ice cream
flavors named after them. This strategy had a dual advantage of helping publicize the release of the
movie as well as improving the sale of ice cream as a result of the movie hype.

When DreamWorks Studios Shrek was released in theaters in the summer of 2001, Baskin-
Robbins introduced four new flavors based on the movie. The R&D team at Baskin-Robbins spent
a month before the promotional activity, developing flavors that were in keeping with the nature of
the movie. These were; Hot Sludge Sundae (hot fudge and gummy worms), Swamp Fizz (ice
cream, fizzing powder, and lemon-lime soda), Shrek Swirl (green apple and grape sherbet with
popping candy), and Shrek'd Out Chocolate Mint (white mint ice cream with green, goo-filled
chocolate characters).

Baskin-Robbins was able to succeed in this initiative as it dealt with a product that was very
flexible and lent itself well to experimentation. We have nothing but flexibility on the product
side. Hot fudge and worms is a little weird, but kids loved it. said Adney.
7
Television
advertisements were also released featuring original animation of the film's Donkey character
eating a Hot Sludge Sundae too fast, and changing color after he drank a Swamp Fizz.
Partnering with DreamWorks to help celebrate their release of Shrek has been a great opportunity
to combine the fun of ice cream through our new Shrek flavors with an exciting new theatrical
event, added Adney.
8


Shrek themed flavors earned Baskin-Robbins two EMMA Awards from Promo magazine in May
2002 in the category of Entertainment Marketing. DreamWorks also advertised the Shrek treats
again in November 2002 to promote the release of the home video, which increased the sale of
Baskin-Robbins by 20 percent in the off season.

In 2002, Baskin-Robbins concentrated on the promotion of Spirit, Stallion of the Cimarron,
another DreamWorks film. The promo was held in the summer of 2002. Baskin-Robbins tied its
product to the film's central theme the coming-of-age transformation of an innocent foal into a
bold stallion. The Spirit Swirl & Shake looked like a vanilla milkshake at the outset, but when
some special chocolate cookie pieces were stirred into it, the shake turned into a vibrant blue or
purple shade, and the flavor changed from vanilla to cookies and cream. Another themed specialty
was the Wild & Reckless Spirit flavor that was green, blue and purple in color and featured
intense citrus flavors that matched Spirit's personality.

The company also entered into a tie-up with NBC in mid-2002, to promote some new and
returning shows on the network, like Fear Factor Sundae which had gummy spiders in it, and
American Dreams, for which the chain introduced a flavor called Pralines n American Dreams.
Through the promotion, Baskin-Robbins gave $1 million worth of off-network exposure to NBC
and received $1 million in exposure on the No. 1 rated network. The stores also featured cards on
the counters, which highlighted NBC's entire list of prime-time shows.

In 2003, the company introduced themed ice creams for the Twentieth Century Fox release X-Men
2. It came up with flavors like Oreo(R) X-Mint, X-Treme Berry Sherbet, Chocolate Vortex
Sundae and Wolverines Berry Rampage Sundae.

7
Betsy Spethmann, "Fizz Whiz", Promo, May 1, 2002.

8
www.digitalmediafx.com

Baskin - Robbins Innovative Marketing

6
The reason why Baskin-Robbins was able to make its promotional activities such a success was
that the company concentrated on one partner at a time. This allowed the store as well as the
partner to leverage the best possible publicity. Sometimes the stores were also redecorated to suit
the theme. When the company was involved with the Shrek campaign, most of the stores carried
life size statues and props of Shrek. The promo became so popular that people came in to take
photographs with the statues. Some even asked to buy them, and there were in fact a few attempts
to steal the props! The company always limited its promotional activity to only one main summer
initiative. When we do a promo, our partner owns our stores, and we have a lot of fun theming
out the dcor. We never have multiple things going on at the same time an entertainment tie-in is
really special for us and calls for one agenda and a singular focus. said Adney.
9


Most of the franchisees of the company also willingly participated and this allowed the company
to take up the promotion extensively. Unlike most situations where the franchisees are
apprehensive of what the mother ship is going to do from a marketing perspective, their field
people are believers now, said Norm Marshall, CEO of Norm Marshall & Associates, Baskin-
Robbins' publicity consultant.
10


Innovative Flavoring

Since its inception, Baskin-Robbins had followed the practice of introducing flavors to
commemorate important current events. This was the companys way of acknowledging the
importance of these events. It was also an effective marketing tool as it generated interest in
people, who bought the new flavors out of a sense of fascination. The flavors also provided an
interesting history of world events. In 1957, when the Brooklyn Dodgers baseball team moved
base to Los Angeles, Baskin-Robbins introduced an ice cream called Baseball Nut, in honor of
Americas favorite sport. In the 1960s, it saluted the popularity of the Beatles, with Beatle Nut.
0031 Secret Bonded Flavor acknowledged the spate of James Bond movies, and Lunar
Cheesecake commemorated mans landing on the moon. Such flavors ensured that the company
tapped the market when interest was at its highest and helped it make profits. Some of the flavors
became so popular that they were continued even after interest in the event subsided.

Baskin-Robbins also introduced seasonal and monthly flavors to arouse customers interest. It
offered some specially developed flavors like Love Potion 31, Trick Oreo Treat and Winter
White Chocolate for holidays like Valentines Day, Halloween and Christmas respectively.
Besides holiday flavors, the company also had a Flavor of the Month, which was a special ice
cream promoted for a whole month, in addition to the other regular flavors. This created novelty
and helped maintain the level of sales as people flocked to taste the special flavors before they
were withdrawn from the stores.

Whats Your Flavor? 31 To Choose From

The punch line of Baskin-Robbins said Whats your flavor? . The punch line emphasized the
wide range of flavors offered by the company. The company, in over 60 years of operation,
developed more than 1000 flavors, and often rotated them in stores around the year. This relieved
monotony and helped infuse novelty into the stores. Besides this, the company had some regular
flavors, like Jamoca, Jamoca Almond fudge, Mint Chocolate Chip, Pralines n Cream,
Chocolate Chip and Vanilla, which were all-time best sellers and always available in stores.

Baskin-Robbins thrived on creating unique flavors of ice cream with fanciful names. The catchy
names usually contributed to making the flavors popular. Baskin-Robbins had a full-fledged R&D
wing which worked round the year to develop new flavors.

9
Jocelyn Longworth, Ice Cream Partners Offer New Alternatives, First Fireworks Group, April 1, 2002.

10
Carrie Macmillan, Sweet Tooth, Promo, May 1, 2003.
Baskin - Robbins Innovative Marketing
7
Baskin-Robbins was able to position the company in a unique way by focusing on the concept of
31 flavors, emphasizing that the stores always carried at least 31 flavors so that customers could
try a different one each day of the month. The 31 concept was a very effective marketing tool as it
differentiated the company from its competitors and provided instant recall value for the brand.

However, although 31 flavors were advertised, in reality, the company usually carried about 40
flavors. In this, 31 were variable flavors and the rest were the regular ones which had constant
demand. Wide variety and uniqueness was the USP of Baskin-Robbins. The company was set up
with the objective of providing variety and uniqueness and managed to do this over the years.
Baskin-Robbins lived up to its motto Where Wonders Never Cease.

Free Scoops for Charity

Baskin-Robbins displayed its commitment to social causes by holding an annual free scoop
night. Most of the franchises participated in the event to give away free scoops of ice cream to the
huge crowds of people who thronged the participating stores. The company said the event was a
way to thank customers for their support to the chain over 60 years.

Free scoop nights were an annual event from the summer of 2000. For this activity, the company
tied up with First Book, a non-profit organization which provided free books to children from low-
income families. As part of the exercise, Baskin-Robbins made a donation to First Book for every
free scoop it served to customers. This way, the more scoops it gave away, the greater was the
donation. Free Scoop nights affirmed the companys commitment to the cause of promoting
literacy. Free Scoop Night is a fun way to kick-off the summer and is a sweet way to support
literacy, said Adney.
11


The first free scoop night held in 2000 enabled the company to give away over 300,000 books to
children from low-income families. Since then, the number has increased every year. Analysts felt
that associating a company with charity would create a positive image of the company as a socially
responsible organization. Besides, the free scoop nights were always hugely publicized and got
extensive media coverage, which helped increase brand awareness.

Customer Orientation

Baskin-Robbins was highly customer-oriented and this helped the company to remain successful.
The mission of the company was to delight customers by providing a wide variety of flavors of
extremely good quality and to create the ice cream experience. Towards this end, it constantly
stove to develop and provide new flavors which had visual appeal and high quality.

The customer-orientation of the company was obvious from the fact that it actually allowed
customers to taste as many ice creams as they wished before they chose the flavor they wanted.
The company provided little pink spoons for tasting the ice cream and these pink spoons soon
became an icon of the brand. The stores emphasized good ambience and pleasant staff, to heighten
the ice cream experience. Customers also appreciated the companys policy to provide free
replacements when children dropped their ice cream.

To cater to the different needs of customers, the company consistently developed new products. In
the late 1980s, Baskin-Robbins introduced low-fat and fat-free treats so that people on a diet and
with health restrictions could enjoy ice cream. This also allowed the company to tap markets that
would have otherwise been lost, thus widening the reach of its brand.


11
The Inside Scoop on Baskin-Robbins' "Free Scoop Night", www.socialfunds.com April 9, 2001.

Baskin - Robbins Innovative Marketing

8
Baskin-Robbins Birthdays

As part of its promotional activities, Baskin-Robbins formed a birthday club for children below the
age of 13. Children registered with the club received free ice creams on their birthdays. A card or
coupon usually arrived in the mail about 15 days before the birthday, and the child could redeem
the coupon for a free ice cream (cone or cup of 2.5 oz) at Baskin-Robbins up to seven days after
the birthday.

This was yet another method adopted by the company to get closer to its customers. The gesture of
recognizing birthdays and acknowledging them with a free treat created a sense of belonging in
customers and endeared the company to them. However, customers sometimes complained that the
location of the specified store was not convenient. This usually happened when people shifted
residence or moved to a new place.

More Novelties

In order to tap a wide market, Baskin-Robbins developed and retailed a number of novelties. To
cater to a variety of tastes, the company introduced novelties like coffee-ice cream, smoothies,
yogurt, milk shakes and ice cream cakes. Baskin-Robbins operated on the principle of Something
to Eat, Something to Drink, Something to Take Home. In keeping with this, the store offered a
wide variety of ice cream flavors, a newly developed range of coffee blasts like Cappuccino
Blast, Mocha Blast, Chocolate Blast, etc, smoothies made of frozen fruits, ice and yogurt,
different flavors of milk shakes and ice cream cakes. Most of the stores also had the facility to
hand pack ice cream in different quantities for customers who wanted to take it home.

Baskin-Robbins marketed ice cream cakes in a big way to popularize them. Ice cream cakes were
made with a layer of cake topped with ice cream, and ice cream frosting. The company had some
standard combinations of ice cream and cake flavors, but customers could also choose their own
flavors. Themed cakes which depicted holidays, special occasions, animals, sports and other
themes were also made to bring in novelty. Ice cream cakes mainly targeted childrens birthday
parties, but they were even marketed to adults as a token of celebrating a special event. One of the
promotional packages targeted ice cream cakes at corporates who wanted to make an impression
on their clients. For this, the company offered a complete package which sent knives, forks, paper
plates and napkins to the client along with a cake embossed with the senders business card or
corporate logo.

The company also introduced freeze frame cakes, where photographs (of people, scenes or
anything else) were copied onto the cake in an edible form. The company said this was a perfect
way to make an occasion even more special.

Dual Branding

Baskin-Robbins also entered into a dual branding agreement with Dunkin Donuts in some
locations to run both the stores under one roof. This move was mainly aimed at increasing footfalls
in the stores. The parent company reasoned that, since Dunkin Donuts was mainly a breakfast
store, customer arrival was at its peak in the morning and thinned towards the afternoon. Ice
cream, on the other hand, was usually a dessert after lunch or dinner, or a between-meals snack.
By combining the two, more customers would frequent the store throughout the day, thus making
the best use of the available resources. Sales would also increase in the stores as ice cream was
usually an impulse purchase product, and people who came in for a doughnut or coffee might also
purchase an ice cream for themselves or their companions.
Baskin - Robbins Innovative Marketing
9
The company also considered tying up with the third component of the parent company, Togos, to
include sandwiches and salads, to cater to lunch and dinner needs as well. These were called
Trombo stores. The company had already begun franchising outlets for one or more stores
together. Analysts felt that this was a good move as it would increase all-day sales in the stores and
also utilize the resources in the best possible way. Besides, as the three brands were compatible, it
made sense to combine them.

In 2003, Baskin-Robbins introduced a new Dunkin Donuts Coffee Ice Cream, which combined
the two flavors. Baskin-Robbins created brand recall through the extensive use of the color pink
which was prominent on everything associated with the brand, such as packaging and store layout.
Additionally, the company tied up with a candy manufacturer called Best Sweet
12
to manufacture
candy which was flavored like Baskin-Robbinss ice cream. The candy was also co-branded as
Baskin-Robbins, which further extended the brand.

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.

A major complaint was that the stores changed flavors too often. The move of providing variety
sometimes backfired as people were disappointed when their favorite flavors were not available.
Changing flavors provided variety, but did not always encourage repeat purchases from people
who were particular about having their favorite flavor.

Ice cream, the main product of Baskin-Robbins, was also subject to seasonal demand and hence
sales could not be predicted with any great accuracy. With the increasing emphasis on health foods
and healthy living, stores selling fatty food were under constant attack. Eating ice cream was
considered unhealthy. Analysts felt that if the intensity of these feelings increased, the long-term
prospects of Baskin-Robbins and other such companies would be bleak.

Not all the flavors developed by the company were successful. The Goody Goody Gumdrop
flavor failed because customers chipped their teeth on the frozen gumdrops. Others like Statutory
Grape, did not even make it to the market.

Although Baskin-Robbins was the first company to introduce a variety of flavors, the chain began
experiencing competition from companies like Ben & Jerrys, Haagen Dazs and Dairy Queen.
Competition also increased with Walt Disney entering the ice cream market by tying up with a
company called Wells Ice Cream to introduce Disney branded ice cream. A number of local
chains were also trying to copy the Baskin-Robbins flavors and if they succeeded, it would end the
companys monopoly on some flavors, thus diluting the brand.

12
Best Sweet was a producer of candies, nutritional supplements and cough drops. The company was set up
in 1976 in the US. It was initially called Beacon Sweets Inc and renamed Best Sweet in 2001.

Baskin - Robbins Innovative Marketing

10
QUESTIONS FOR DISCUSSION:

1. Baskin-Robbins was known as Americas favorite sweet chain. Discuss the growth of the
Baskin-Robbins brand. What according to you is the primary reason for the popularity of the
brand?

2. Baskin-Robbins discovered an innovative way of marketing by tying up with movie releases.
How did tying up with movies help promote the Baskin-Robbins brand? Do you think it
enhanced the brand value in any way?

3. Baskin-Robbins was one of the well-recognized brands in the US. Discuss the elements of the
companys marketing strategy and how they helped promote the Baskin-Robbins brand.

4. Discuss the positioning of the Baskin-Robbins brand and the differentiating strategy adopted
by the company. Also comment on the bottlenecks ahead of the company.

Baskin - Robbins Innovative Marketing
11
EXHIBIT I

THE 2003 SUMMER PROMOTIONAL PACKAGE OF BASKIN-ROBBINS


Source: www.baskinrobbins.com

EXHIBIT II

HOW BASKIN-ROBBINS RATES AGAINST COMPETITORS

Food
Quality
Menu
Variety
Value Service Atmosphere Cleanliness Convenience Overall
Score
Baskin-
Robbins 71 56 27 35 25 38 35 41
Carvel ice
cream Bakery 62 39 31 33 24 36 37 37
Dairy Queen 46 38 32 31 20 32 39 34
Haagen Dazs 70 36 20 26 21 35 21 32
TCBY Treats 54 30 21 27 23 33 31 31

The highest score in each category has been highlighted
Adapted from www.rimag.com



Baskin - Robbins Innovative Marketing

12
EXHIBIT III

THE BASKIN-ROBBINS TIMELINE

1945
Irv Robbins opens an ice cream store in Glendale, California. called "Snowbird", which proudly
featured 21 exotic flavors.

1946
Robbins teams up with his brother-in-law and competing ice cream store owner, Burt Baskin, to
form Baskin-Robbins.

1948
After opening six ice cream stores, Baskin and Robbins license operations of the stores -- giving
birth to the concept of franchising in the ice cream industry.

1953
The big "31" sign makes its debut at all Baskin-Robbins stores, offering customers a different ice
cream for each day of the month.

1957
As the Brooklyn Dodgers make their trek to their new home in Los Angeles, Baskin-Robbins
salutes the great American pastime with Baseball Nut flavor -- complete with a raspberry for the
umpire.

1959
First store outside California opens in Phoenix, Arizona., leading the way for Baskin-Robbins to
open stores in virtually every state in the United States!

1964
"Beatle Nut" ice cream sings the praises of Beatlemania.

1965
The mystique of James Bond is captured in Baskin-Robbins' 0031 Secret Bonded Flavor ice
cream.

1967
Burt Baskin dies at age 54.

1968
As Americans tune into Laugh-In, Baskin-Robbins holds court with Here Comes The Fudge.

United Fruit purchases Baskin-Robbins.

1969
Lunar Cheesecake lands in Baskin-Robbins minutes after Neil Armstrong sets foot on the moon.

1973
The London-based J. Lyons & Co., Ltd. purchases Baskin-Robbins.

1974
Baskin-Robbins begins its international expansion with the opening of a store in Brussels,
Belgium.
Baskin - Robbins Innovative Marketing
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1976
Baskin-Robbins thanks its customers for "31onderful years" as the chain of ice cream specialty
stores celebrates its 31st birthday.

1978
Irv Robbins retires as Chairman of the Board.

J. Lyons is purchased by Allied Breweries, creating Allied Lyons

1986
Baskin-Robbins Incorporated is formed and under its umbrella are two new subsidiaries, Baskin-
Robbins USA, Co., and Baskin-Robbins International.

1987
Dairy Foods magazine names Baskin-Robbins "Ice Cream Retailer of the Year."

Baskin-Robbins introduces an all-natural line of low-fat and non-fat frozen yogurts.

1989
Baskin-Robbins becomes the first ice cream specialty store to introduce a no-sugar-added frozen
dairy dessert.

1990
Baskin-Robbins introduces a 93% fat-free "light" ice cream.

1991
Baskin-Robbins becomes the first ice cream specialty store to introduce a fat-free frozen dairy
dessert.

1992
Robert M. Rosenberg is named chairman and CEO of Baskin-Robbins USA, Co.

1993
Baskin-Robbins is named "America's Favorite Sweets Chain" for the 10th time in Restaurants
and Institutions prestigious national survey's 13-year history.

Allied Lyons Retailing is formed.

1994
Allied Lyons partners with Pedro Domecq, the leading spirits marketer in Spain and Mexico, to
form Allied Domecq.

Baskin-Robbins introduces Cappuccino Blast - a combination of Baskin-Robbins ice cream with
cappuccino. Cappuccino Blast becomes one of Baskin-Robbins most popular new products.

1995
Baskin-Robbins is the first ice cream company to introduce a non-fat soft serve ice cream.

1996
Baskin-Robbins celebrates 50 years in business.

Chocolate Blast joins the Blast lineup providing a refreshing treat for chocolate lovers.

Baskin - Robbins Innovative Marketing

14
Baskin-Robbins created two flavors after the real-life favorite tastes of the 1996 Presidential
candidates. Consumers chose Democratic flavor, Sax-y Candydate, as their Presidential
Flavorite over Republican flavor, G.O. Peanut Butter, in an in-store poll held throughout
stores nationwide.

Allied Lyons Retailing becomes Allied Domecq Retailing USA (ADRUSA) and Allied Domecq
Retailing International (ADRI).

1997
BR Smoothie is introduced, making Baskin-Robbins the nation's largest seller of Smoothie
beverages overnight.

1999
ADRUSA and ADRI come together as the integrated Allied Domecq Quick Service Restaurants.

2000
Nearly three million people walked away with smiles during Baskin-Robbins' "Free Scoop Night"
on May 3. For every scoop served, Baskin-Robbins donated money to First Book, a non-profit
literacy organization. The donation resulted in the distribution of approximately 300,000 books to
disadvantaged children nationwide.

Baskin-Robbins launched the Freeze Frame cake program.

Adapted from www.baskinrobbins.com





Baskin - Robbins Innovative Marketing
15
ADDITIONAL READINGS AND REFERENCES:

1. Melanie A. Crosby, Dual Branding Makes its Mark, Restaurants USA, February, 1997.
2. Arlyn Gajilan, Burt and Irv's Place, Business 2.0, July, 2000.
3. Paul Lukas, Frozen in Time, Business 2.0, August, 2000.
4. Jocelyn Longworth, Ice Cream Partners offer New Alternatives, First Fireworks Group,
April 1, 2002.
5. The Inside Scoop on Baskin-Robbins' "Free Scoop Night", www.socialfunds.com, April
9, 2001.
6. Betsy Spethmann, "Fizz Whiz", Promo, May 1, 2002.
7. Fairy Tale Ending, Promo, May 1, 2002.
8. Wayne Friedman, "NBC Gets its own Ice Cream Flavors", www.adage.com, July 22, 2002.
9. Best Promoted Brands of 2000, Promo, September 1, 2002.
10. Carrie Macmillan, Baskin-Robbins Scoops X-Men 2 Tie-In, Promo, April 11, 2003.
11. What do "X2" and Ice Cream have in Common? What You Need to Know About, April
24, 2003. www.about.com.
12. Baskin-Robbins Launches 100 Stores in Combination with Dunkin' Donuts,
www.biz.yahoo.com , April 28, 2003.
13. Carrie Macmillan, Sweet Tooth, Promo, May 1, 2003.
14. Jill Lerner, Here's the Scoop: Brigham's Plans Growth in Malls, Boston Business
Journal, May 26, 2003.
15. Anne Robertson, "Cold Stone Creamery's Growth goes global", The Phoenix Business
Journal, June 2, 2003.
16. Franchising with a Leader-America's Most Loved Brands
www.foodrestaurantfranchises.com.
17. Baskin-Robbins - Get Ready for the Return of the Evolution, www.genting.com.my.
18. www.99w.com
19. www.epinions.com
20. www.adqsr.com.
21. www.finanznachrichten.de
22. www.digitalmediafx.com
23. www.baskinrobbins.com