Baskin-Robbins is a global chain of ice cream parlours founded by Burt Baskin and Irv Robbins in the year 1953. It is the largest franchise with more than 6000 locations in 35 countries. Its major markets are located in UK with 2800 outlets and in Japan with 800 outlets. Its headquarters is in Massachusetts USA.
Baskin-Robbins is the King in ice cream marketing; they created a unique positioning for its brand by introducing interesting new flavors. They allow theircustomer to sample as many flavors as they want before making their final choice. Theyhave more than thousand flavors in the library and 31 different flavors in every store
MARKET SEGMENTATION OF BASKIN ROBBINS:
Demographic factor: Demographic variables of Baskin-Robbins target market are mostly age and income based. It has sugar free ice cream which is aimed to old agedpeople. If we consider the income segmentation, Baskin-Robbins is targeting upper,middle and high income groups.
Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+
family sizeYoung, single: young, married, no children: young, married, Youngest child under 6: Young, married, youngest child under 6 Or over: older, married, with children: older, married, no children under 18: older, single: other
Upper middle (Rs.1,20,001 – 1,60,000 p.a) and high (above Rs. 1,60,000)
Skilled worker, shop owners, businessman/industrialist, self employed (professional, supervisory level, officer’s senior executives)
School between 5 and 9 years, ssc/hsc, nongraduate,
graduate/postgraduate (general), graduate/postgraduate
MARKETING MIX OF AMUL AND BASKIN-ROBBINS:
Mostly people or businesses will focus on Price, Place,Promotion and Product as their elements of marketing mix. But now the marketing mix isincreased with Five P’s and also to Seven P’s. Regarding Amul we are going to mostlyconcentrate with Four P’s i.e. Price, Place,...