analysis of baskin-robbins using the marketing mix (4 ps)
DESCRIPTION
Presented at the Foundation in Business course at the University of Reading Malaysia.TRANSCRIPT
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Content
• Introduction• Business Outline• Market Segment• Product• Price• Promotion• Place (Distribution)
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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.
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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.
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Business Outline
• Baskin-Robbins is a franchised business with over 8 thousand outlets in 50 countries worldwide.
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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
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B&R’s Market Segmentation
• Can be inferred that generally, females are targeted as opposed to males.
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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.
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B&R’s Market Segmentation
• Due to high price, relatively wealthy middle to upper class adults are the main target.
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Product
SundaesMilkshakes Handpacked ice-creams
Ice-cream cakes Ice-Creams!!
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Product: What's your flavour?
• 31 flavours in every
storefront
• More than 1200 innovative
flavours in store library
• "Not everyone likes all our flavours, but
each flavour is someone's favourite" - Irv
Robbins
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Value Analysis• Value analysis: Used to assess a product’s
success, whereby aesthetics and functions are considered.
Aesthetically pleasing products.
Added fuctionality as gift
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Product Life Cycle
Baskin-Robbins City Square
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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.
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Boston Matrix Model
Cash cow is milked by using creative promotional
methods
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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.
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Price
• Psychological pricingPrices are not rounded of to the nearest ringgit.
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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
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Promotion: On-site review (Above-the-line)
redeem milkshakes with free points
Coupons for buying cakes
10% discount paying with maybank cards
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Promotion: Throughout the year
31% discount on the 31st of every month Pink Day Promotions: Get discount for anything pink on the customer
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Above-the-line promotions
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Promotion: Analysis of customers
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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.
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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
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ENDREFERENCES + Q&A