Abstract

Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavors. The first Baskin-Robbins store was first set up in California in the 1940s, soon after the Second World War. The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavors along with other novelties like milk shakes, smoothies, cakes, etc. The company was especially noted for its innovativeness in developing ice cream flavors, some of which were named after events in history. (Beatle Nut, Lunar Cheesecake, etc). Baskin-Robbins was one of the best recognized brands in America. The company achieved this by emphasizing on the quality of its products and focusing on creating the ‘ice cream experience’ for customers. Innovative marketing strategies also helped make the brand very popular and increased brand equity. The case discusses some of the marketing strategies adopted by Baskin-Robbins in the early years of the 21st century, and shows how they helped promote the brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies adopted by the company to heighten brand awareness.

Keywords

Baskin-Robbins, manufacturer, seller, premium, quality ice cream, California, Second World War, US, 1000, ice cream flavors, milk shakes, smoothies, cakes, Beatle Nut, Lunar Cheesecake, quality, ice cream experience, customers, Innovative marketing strategies, brand equity, marketing strategies, 21st century