Baskin Robbins Segmentation

1.0 Introduction

Baskin-Robbins is a worldwide chain of ice-cream specialty store which serving premium ice-cream, specialty frozen desserts and beverages (DunkinBrands Annual Report, 2010). Baskin-Robbins is founded by Burt Baskin and Irv Robbins in 1953, who shared a dream to establish an innovative and creative ice cream shop that would be a regional gathering place for families (baskinrobbins.com, 2011). Today, Baskin-Robbins is one of the Dunkin' Brands Inc. which is under Allied Domecq (dunkinbrands.com, 2007). Allied Domecq is a major international company which has holdings in the food and beverage and retailing sector. It is also the first operating company for Baskin Robbins worldwide. Through this franchise business model, Baskin-Robbins continues to provide innovative, high quality treats to more than 300 million customers worldwide with vision "THE BEST PREMIUM ICE CREAM PLAYER" (baskinrobbins.com, 2011). It becomes the world's largest ice cream franchise and had 6,433 shops over 42 countries around the world especially in the United State, Canada, Japan, Korea, Mexico, and the United Kingdom. It represented a logo "Baskin Robbins 31" which stands for a selection of 31 flavors or different ice cream flavor for each day of the month; it has grown to more than 1,000 in its flavor library. This is the successful way to differentiated it brands among the competitors.

In Malaysia, Baskin-Robbins is developing under the leading of Golden Scoop Sdn. Bhd (Case.com, n.d). It was founded in 1988 and being awarded as the exclusive franchisee for Malaysia and Brunei by Dunkin' Brands Inc. Since commencement, Baskin-Robbins has been expanded wisely and currently has close to 54 outlets across the country (COMTEX, 2011). The purpose of this study is to clarify the application and integration of marketing mixes concept that operate by Baskin-Robbins to achieve their business goals by create awareness and customer loyalty for its brand. Marketing mix is also a guideline to review business performance when executing the price, promotion, product, and place. An apparent analysis of Baskin-Robbins marketing strategy is being presented follow by the marketing mix concept which includes Products, Place, Price and Promotion.

2.0 Segmentation, Targeting and Positioning

Market segmentation is a key strategy to increase market opportunities by targeting specific