Marketing Mix of Baskin Robbins and 7Ps (Updated 2024)

The Marketing mix of Baskin Robbins analyses the 7Ps of Baskin Robbins which includes the Product, Price, Place, Promotion, people, physical evidence and process of Baskin Robbins. Baskin Robbins is the largest chain of ice cream outlets in the Beverages and Food item industry. Founded in 1945, this is the brainchild of two brothers-in-law, Irv Robbins, and Burt Baskin, hence the name Baskin Robbins. The notion was to open a dream store visited by families in a fun environment and an inviting atmosphere. This innovative idea led to the series of worldwide Baskin Robbins’ chocolate chip ice cream outlets. This brand is owned by its parent company, Dunkin” Brands. The companies that provide it with competition are as follows.

• Swirls
• Kwality Walls
• Ben & Jerry’s’

About Baskin Robbins

• Type: Franchise
• Industry: Food and beverage
• Founded: 1945
• Founders: Burt Baskin and Irv Robbins
• Headquarters: Canton, Massachusetts, United States
• Area served: Worldwide
• Current CEO: John Gainor
• Number of employees: 24,000
• Major Products: Ice cream, frozen yogurt, and ice cream cakes

Baskin Robbins Product Strategy

Baskin Robbins is an international brand that believes in catering to the different tastes of various countries with some famous and exclusive flavors related to that particular place. The company decided to provide its customers with at least thirty-one flavors for thirty-one days of the month. The brand can boast at least one thousand tasty, delicious, and appealing flavors.

Baskin Robbins, known for its slogan “31 flavors” and as the world’s largest chain of ice cream specialty shops, offers a diverse range of products that cater to various tastes and preferences.

The new Product Mix of Baskin Robbins in 2024 is as follows (Source).

1. Ice Cream: Baskin Robbins is famous for its various ice cream flavors. The “31 flavors” concept ensures that a customer can have a different flavor each day of the month. These flavors range from classic options like Vanilla, Chocolate, and Strawberry to more unique and seasonal flavors.
2. Specialty Frozen Desserts: This category includes ice cream cakes, sundaes, and frozen treats for special occasions and celebrations.
3. Beverages: Baskin Robbins also offers a range of cold drinks, including milkshakes, smoothies, and Cappuccino Blasts®. These beverages often incorporate various ice cream flavors.
4. Soft Serve: Besides traditional ice cream, many locations offer soft serve, which can be enjoyed in a cone or cup and topped with various toppings or blended into sundaes and shakes.
5. Pre-packaged Ice Cream: Many stores offer pre-packaged quarts or pints of select ice cream flavors for customers looking to enjoy Baskin Robbins ice cream at home.
6. Seasonal and Limited-Time Offerings: Throughout the year, Baskin Robbins introduces limited-time flavors and products corresponding with seasons or holidays, such as Pumpkin Cheesecake ice cream in the fall or Peppermint Chocolate Chip in the winter.
7. Novelties: Some locations may offer branded ice cream products and novelties for take-home, including ice cream bars and sandwiches.

Baskin Robbins Place Strategy

Baskin Robbins founded its first outlet in Glendale, California; its current headquarters are in Canton, United States. It started its production in 1945, and the company had a minimum of 2,500 outlets in the US. In 1970, it decided to go global, and it has extended its network in all the corners of the world with more than seven thousand three hundred outlets in at least fifty countries like Australia, Bahrain, Canada, Denmark, India, Kuwait, Lebanon, Portugal, Russia, Bangladesh, and Yemen.

Baskin Robbins follows the concept of franchise ownership, where every one of the holders has a stake in the business’s success. This allows the franchisee to create its unique presence in the locality.

Here’s Baskin Robbins’ place strategy.

1. Global Presence: Baskin Robbins operates in over 50 countries worldwide, including the United States, where it was founded. This wide geographical presence allows it to cater to a diverse global customer base with varying tastes and preferences.
2. Franchise Model: Most Baskin Robbins stores are operated by independent franchise owners, allowing for localized management and adaptation to the preferences of local markets while maintaining brand standards and quality.
3. Strategic Location Selection: Baskin Robbins places its stores in high-traffic areas such as shopping malls and commercial streets and near schools or parks to attract a broad customer base, from families to young adults.
4. Co-branding Strategy: Baskin Robbins often co-locates with other brands, particularly Dunkin’ (formerly Dunkin’ Donuts), to offer customers a more comprehensive range of products and to capitalize on cross-brand synergies, increasing foot traffic and convenience for customers.
5. Digital and Delivery Integration: Recognizing the importance of online sales channels, Baskin Robbins has integrated digital ordering and delivery services through its website and third-party platforms, making it convenient for customers to enjoy its products without visiting a physical store.

Baskin Robbins Pricing Strategy

Baskin Robbins offers premium qualitative products and has kept its pricing policy premium. They believe that their goods are far superior, so the monetary worth they receive is simply value-added. The company has decided on a penetration policy and marketing strategy and has joined hands with five-star hotels, cruise companies, best clubs, and other high-profile places.

This has helped them to maintain their strategy of premium pricing. Still, to compete with their competitors, the company has offered discounts on bulk purchases of frozen beverages instead of lowering prices. They have also started offering free taste on the purchase of any ice cream. The weekly coupons have proved lucky for both the consumers and the brand. This indirect lowering of some of the products makes the prices reasonable and automatically leads to some benefits utilized and appreciated by every section.

Baskin Robbins employs a multifaceted pricing strategy that balances market competitiveness with brand value perception, catering to a diverse customer base while ensuring profitability. This strategy can be dissected into several key components:

1. Value-Based Pricing: At its core, Baskin Robbins adopts a value-based pricing approach, setting prices that reflect the perceived value of its products to customers. This is evident in the premium pricing of its unique and high-quality ice cream flavors, specialty desserts, custom cakes, and indulgent treats.
2. Competitive Pricing: Baskin Robbins closely monitors the pricing strategies of its competitors within the ice cream and broader dessert market to ensure its offerings are competitively priced. This doesn’t always mean matching or undercutting prices but providing perceived value that justifies its price points, such as superior flavor variety, quality, and customer experience.
3. Psychological Pricing: The brand utilizes psychological pricing tactics to make its products more appealing. For example, pricing items just below whole dollar amounts (e.g., $4.99 instead of $5.00) can make products seem more affordable, encouraging impulse buys and increasing the overall transaction value.
4. Promotional Pricing: Baskin Robbins frequently uses promotional pricing strategies, including discounts, coupons, and special offers such as “31st of the month” deals, where scoops are priced at a lower rate. These promotions drive store traffic, introduce new customers to the brand, and reward loyalty.
5. Product Line Pricing: The brand strategically prices its extensive product line to encourage customers to purchase higher-margin items. For instance, while single scoops of ice cream are affordably priced to attract a broad customer base, Baskin Robbins also offers premium products like ice cream cakes, sundaes, and elaborate milkshakes at higher price points that suggest a more lavish indulgence and value.
6. Geographical Pricing: Recognizing the cost-of-living differences and varying economic conditions across regions, Baskin Robbins may adjust its pricing strategies geographically. This ensures its products are appropriately priced for different markets, balancing affordability and profitability.

Baskin Robbins Promotion Strategy

The brand is committed to providing unique taste treats in a perfect and premium ambiance, and its outlets reflect this attitude wholeheartedly. To promote its outlets and products, the brand has adopted many other marketing strategies and activities as it realized the added benefit of good advertising. In its first promotional activity, a local agency was used to develop the concept of “31 Flavors“.

This became their slogan and turned out to be the turning point in their career. In 1954, they achieved many awards and accolades for their products far superior to others in taste and variety. Baskin Robbins has maintained a dynamic and youthful attitude reflected in all its promotional undertakings. In 2007, the brand associated itself with the movie Spiderman 3.

The creative promotional activities enhanced the brand’s visibility in the customers’ eyes. It has tie-ups with studios in Hollywood for marketing campaigns and the introduction of movie-themed products. It also has acted as a sponsor for some television programs and its ads viewed on television. In India, the brand is one of the sponsors of a famous TV show, MTV Roadies.

Its promotions were through banners, posters, and interactive games, creating mass awareness among teenagers. They have started introducing unique limited edition flavors for special occasions. The company has hugely promoted online marketing through activities like the birthday club. Lucky coupons and free offerings of new flavors with older ones are some of the brand’s strategies. In Asia, LeBron James, the NBA Superstar, is the brand ambassador for Baskin Robbins and its parent company Dunkin’ DonutsDunkin’Donuts.

Some Recent Video ads and Print ads for Baskin Robbins are:

Baskin Robbins People Strategy

The “People” component in the Service Marketing Mix (7Ps) plays a vital role in shaping the customer experience at Baskin Robbins. Here’s a detailed look at how people are integral to the Baskin Robbins service:

1. Friendly and Knowledgeable Staff: Baskin Robbins strongly emphasizes hiring and training friendly, welcoming, and well-versed staff in various ice cream flavors and products. These frontline employees are often customers’ first point of contact and play a pivotal role in creating a positive impression.
2. Customer-Centric Approach: The staff at Baskin Robbins are trained to prioritize customer satisfaction. They listen to customer preferences, offer samples for tasting, and provide recommendations based on individual tastes. This customer-centric approach enhances the overall experience.
3. Cleanliness and Hygiene: Maintaining a clean and hygienic environment is a top priority. Staff members ensure that the serving areas, utensils, and equipment are kept clean and sanitized, contributing to a safe and pleasant dining experience.
4. Product Presentation: Employees are trained to skillfully scoop ice cream and present sundaes and desserts in an appealing and appetizing manner. The presentation of the products adds to the overall visual appeal and enjoyment of the treats.
5. Training and Development: Baskin Robbins invests in the training and development of its staff. This includes training programs for new hires and ongoing education to inform employees about new products, promotions, and service standards.
6. Uniform and Brand Representation: Staff members wear uniforms that reflect the Baskin Robbins brand. This uniformity reinforces brand identity and creates a consistent visual representation across all stores.
7. Community Engagement: Some Baskin Robbins locations actively engage with their local communities. Employees may participate in community events, charity initiatives, or sponsorships, fostering goodwill and a sense of belonging within the community.
8. Diversity and Inclusivity: Baskin Robbins values diversity and inclusivity among its employees. This commitment to diversity ensures that the brand is inclusive and welcoming to customers from various backgrounds.
9. Management and Leadership: Effective store managers and franchise owners are essential for the success of individual outlets. They oversee staff and daily operations and uphold brand standards within their stores.
10. Feedback Mechanisms: Employees often collect feedback from customers about their experiences. This feedback is invaluable for identifying areas of improvement, addressing customer concerns, and continually enhancing service quality.

Baskin Robbins Process Strategy

The “Process” element in the Service Marketing Mix (7Ps) is a crucial aspect of Baskin Robbins’ ability to deliver its ice cream and dessert products efficiently and consistently. Here’s an overview of the key processes involved in Baskin Robbins:

1. Ice Cream Production: The core of Baskin Robbins’ business is the production of a wide range of ice cream flavors. The process begins with selecting high-quality ingredients, including dairy, fruits, and flavorings. These ingredients are carefully measured and mixed to create the ice cream base. Baskin Robbins’ unique and signature flavors are formulated through precise recipes. The ice cream is then churned, pasteurized, and frozen under controlled conditions to ensure taste and texture consistency.
2. Product Development: Baskin Robbins continually innovates and develops new ice cream flavors and dessert products to meet changing customer preferences and seasonal demands. This involves rigorous product development, market research, taste testing, and quality control.
3. Store Operations: Each Baskin Robbins store follows standardized procedures to ensure a consistent customer experience. This includes daily opening and closing routines, equipment maintenance, and cleanliness protocols. Staff are trained to follow these processes meticulously.
4. Inventory Management: Managing inventory is critical to ensuring that all ice cream flavors and toppings are available for customers. Stores must maintain optimal inventory levels while minimizing wastage. Inventory is tracked, and orders are placed to replenish stock as needed.
5. Customer Ordering Process: Baskin Robbins has a streamlined ordering process that allows customers to choose their favorite flavors, sundaes, or desserts. Staff members assist customers in making their selections, and orders are prepared promptly.
6. Serving Process: Serving ice cream is an art at Baskin Robbins. Staff are trained to scoop ice cream skillfully, ensuring that customers receive uniform and attractive scoops. Sundae and dessert assembly follows specific guidelines to create visually appealing treats.
7. Quality Control: Quality control is a continuous process. Baskin Robbins maintains high standards for its products’ taste, texture, and presentation. Regular quality checks are conducted to ensure that ice cream is consistently delicious.
8. Customer Interaction: Interactions with customers are an integral part of the process. Staff members are trained to be polite, helpful, and attentive to customer needs. They may offer samples, explain menu items, and provide recommendations.
9. Payment and Checkout: The payment process is straightforward, with various payment options available. After customers make their selections, they proceed to the checkout counter for payment, where staff handle transactions efficiently.
10. Cleanliness and Hygiene: Maintaining a clean and hygienic environment is essential. Stores follow strict cleanliness protocols, including regular cleaning of equipment, utensils, and dining areas and adherence to food safety standards.
11. Feedback Collection: Baskin Robbins often collects customer feedback to gauge their satisfaction and identify areas for improvement. This feedback loop is essential for adjusting processes and enhancing the customer experience.
12. Seasonal and Promotional Offerings: Introducing seasonal and promotional products involves a structured process, from product development and marketing to training staff on new offerings and creating attractive displays.

Baskin Robbins Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix (7Ps) refers to the tangible and physical cues that customers encounter when interacting with a service provider like Baskin Robbins. Here’s an overview of the key aspects of physical evidence associated with Baskin Robbins:

1. Store Design and Layout: Baskin Robbins stores’ physical layout and design are carefully planned to create a welcoming and vibrant atmosphere. Bright colors, playful decor, and appealing visuals of ice cream cones and sundaes contribute to a cheerful and enticing environment.
2. Signage and Branding: Baskin Robbins strongly emphasizes clear and consistent signage. Prominent signage outside and inside the store displays the brand’s logo, name, and signature “31 flavors” concept. This reinforces brand recognition and makes it easy for customers to locate and identify the store.
3. Menu Boards: Large, well-designed menu boards prominently display the wide variety of ice cream flavors, sundaes, and desserts available. The menu boards include appealing visuals and descriptions of each product, helping customers make informed choices.
4. Product Presentation: The presentation of ice cream, sundaes, and desserts is a crucial aspect of physical evidence. Attractive displays of colorful ice cream containers, toppings, and garnishes showcase the quality and variety of products.
5. Packaging: Baskin Robbins pays attention to the packaging of its products, especially for takeout orders and ice cream cakes. High-quality packaging materials with the Baskin Robbins logo and branding ensure that the products are well-protected and visually appealing.
6. Cleanliness and Hygiene: The cleanliness of the store, including countertops, serving areas, and dining tables, is a tangible aspect of physical evidence. Baskin Robbins maintains high hygiene standards to provide customers a safe and pleasant environment.
7. Uniforms: The uniforms worn by Baskin Robbins staff are part of the physical evidence. These uniforms are typically branded with the Baskin Robbins logo and reflect the company’s commitment to a professional and consistent appearance.
8. Seating and Furnishings: Many Baskin Robbins stores provide seating areas where customers can enjoy their ice cream treats. The choice of furnishings, including tables, chairs, and seating arrangements, contributes to the overall comfort and ambiance of the store.
9. Visual Merchandising: Baskin Robbins often employs visual merchandising techniques to create eye-catching displays of ice cream cakes and novelties in store windows and on countertops. These displays are physical evidence of the brand’s offerings and can stimulate impulse purchases.
10. Awards and Certifications: Displaying awards, certifications, and accolades for quality and excellence in ice cream and desserts can prove the brand’s commitment to delivering high-quality products.

Liked this post? Check out the complete series on Marketing Mix