Baskin Robbins

I scream you scream, we all scream for ice cream! Are the words to live by. Be it Indian ice cream or an Italian gelato, we all crave that cold icy sugar fix and we have a host of options to do so. But more often than not, a Choco-chip or strawberry doesn’t quite satiate our urge to indulge those exotic preparations we only get to feast on through televisions. And when one scoop is not enough, well we need a sundae! So here we have a brand that is unique not only in its numerous flavours but also indigenous combinations thereof. Let’s have a peek into its marketing strategy:
  • Baskin-Robbinsis the world’s largest chain of ice cream specialty shop  Based in Canton, Massachusetts.  It was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California.
  • It is an international brand that believes in catering to the different tastes of various countries with some popular flavours as well as flavours that relate to that particular place.
  • The company is known for its “31 flavours” slogan, with the idea that a customer could have a different flavour every day of any month.
  • Baskin-Robbins has a variety of items in its product portfolio likeFrozen Beverages, Ice cream Cakes, Frozen Treats and Ice cream.
  • They follow a premium pricing policy due to premium quality products which they serve. They have tie-ups with studios of Hollywood to promote their products.
  • They promote their products through banners, interactive games and posters to create huge awareness amongst teenagers.
  • Baskin’s interesting promotional policy is one whereby they introduce special flavours for special occasions and also a unique flavour of the month.The company through activities like birthday club promotes online marketing on a large scale basis.


[row][third_paragraph]                         Picture Credit:

Chahal Popli

[/third_paragraph][third_paragraph]  [/third_paragraph][third_paragraph]                         Posted by:

Yash Rathod


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