Introduction
Baskin Robbins is the largest chain of ice cream specialty shop in the world. Which is providing customers with varieties of ice cream flavors at more than 7800 retails shops in more than 50 different countries around the world. This brand was created by two brothers whose had a passion on innovation of ice creams. Today, Baskin Robbins considered as the world’s largest ice cream store that has more than 1300 ice creams in its flavor library. Also, it offers custom ice cream cakes and delicious frozen drinks. Now, there are more than 300 million people in different countries visiting Baskin Robbins every year.
Background of Baskin Robbins
In the beginning, before nearly three-quarters of a century ago, there were two brothers called Burton ‘Burt’ and Irvine ‘Irv’, they were love ice creams, and their dream was to create an innovative ice cream store, that provides customers with varieties ice cream flavors that made with high-quality and tasty ingredients. They’re started out in separate enterprise. In 1945, Irv opened his first ice cream store in California. His store was contained 21 flavors. After one year, Burt opened his ice cream store in California. Later, in 1948, they had six stores of ice cream between them. From these stores, Baskin Robbins had grown.
In 1954, Baskin Robbins won their first Gold medal, and they are continue earning the Gold Medals for Baskin-Robbins Ice Cream every year since that first contest. Baskin Robbins continued in expanding their business. So, by the mid-1960s, the company had became the biggest company of ice cream which contain more than 400 stores in the united states. During 1970s the chain has become international, they start opening stores in Saudi Arabia, Japan, and Australia. Through their franchise business model, they are continuing provide innovative, high-quality ice creams to more than 150 million customers around the world.
Recently, Baskin Robbins has grown to become the largest chain of ice cream specialty stores, in more than 2,800 locations based on the United States and 5,800 around the world. In addition, since their beginning, they have introduced more than 1,000 unique and tasty ice cream flavors. Their original top-selling flavors continue to delight millions of customers. Still, they’re continuing to consistently introduce new, perfect flavor combinations. It’s all part of their aims to make Baskin Robbins store a tasty, amazing place for their customers.
Organization’s Vision, Mission and Goals/Objectives
Vision
“The best premium ice cream player”
Mission
“We exist to thrill customers, define and lead multi -branding , enrich stake holders and build powerful brands image”
Objectives
Baskin Robbins owners they were having partnership with Marketing Boutiques and they were having clear objectives . These objectives included:
Identifying their target market and building an actionable game plan around their interests, motives and behaviors.
- Creating brand sensibility.
- Having shops everywhere.
Providing better rates to stakeholders
The targeted market segment and customers or people the organization provide services/product to
Market Segmentation’s
Demographic:
- All age groups.
- Higher middle & high income groups.
Geographic:
- Malls.
- High foot traffic area .
Targeting
Higher middle & high income.
What type of products and/or services does Baskin Robbins provide?
Baskin Robbins provide Ice cream, cakes, and frozen drinks. But they specialize on ice cream flavors. The top selling ice creams flavor are chocolate and caramel ice cream. They also provide tasty cakes which the ice cream the basic ingredient for it.
What is the philosophy in producing the above goods and/or services?
Baskin Robbins believe on some meaningful philosophies. First, they believe on the taste and quality so work to develop and create a new and exciting product that match customers tastes and desires. Also, they strongly believe in the social aspects, so they create a creative store design to attract people to try and gather.
Which competitive or business strategy is considered in order to reach your vision and goals?
When it comes to divide the market into a group of similar characteristics, we will used segmentation strategy.
Baskin Robbins uses geographic and demographic segmentation variable like earning , age, gender, location i.e. subway , urban, semi-urban etc.
The company uses selective targeting strategy to make the offerings attractive for a specific segment of customers.
It has positioned itself as a company offering enjoyment and delicious foods at the suitable locations proving value for money to the customers.
The competitive advantage in the marketing strategy of Baskin Robbins are:
- 31 Flavor concept: Baskin Robbins has operationalized a unique concept called 31 flavors where there is different flavor offered to the customers on each day of the month.
- Franchised Model: Baskin Robbins operate with franchised model which they use strategic and financial benefits as it not own or operate restaurants by themselves so it is more easier for the company to control cost and in the same time focus on innovation in menus, franchise support, and other initiatives to drive the business of its franchisees with limited resources and capital investment.
The QSR industry faces several bottlenecks while some companies do have an benefit over others due to the type of business model i.e. franchised or company-owned outlets or mix model.
Since Baskin-Robbins operates in categories and subcategories such as hard-serve ice cream, soft serve ice cream, malts, shakes, floats, frozen yogurt and cakes ice cream, the specialty store is driving the Ice cream sales globally for more than 70 years.
SWOT analysis, external Opportunities and Threats + Internal Strengths and Weakness
Strengths in The SWOT analysis of Baskin Robbins:
Its define the good things about Baskin Robbins that have helped them to grow.
- Perfect customer service: Baskin Robbins has a very good reputation for serving customers. They have made several flavors for them. In addition, they allow the customers to taste the ice cream.
- Varieties of Flavours available: They have many flavor of ice cream over 1000. They make specific flavors based on the state that they are based in. Moreover , they add a healthier options for their consumers.
Weakness in The SWOT analysis of Baskin Robbins:
It’s define the points on which Baskin Robbins can definitely work more to make themselves better.
- The first investment to opening a store is high
- Expensive price: They are priced more than the ice creams that found in the supermarkets.
Opportunities in The SWOT analysis of Baskin Robbins:
Define the points that the Baskin Robbins can utilize to make themselves even better in the market.
- Substituting raw materials to reduce cost
- Collaboration with restaurants because people enjoy to have dessert after a meal.
Threats in The SWOT analysis of Baskin Robbins:
Define the points that may cause harm to Baskin Robbins and they should work on eliminating them.
- Strengthening government rules and regulations.
- The negativity is associated with sugar and dairy, because most products are made over sugar and dairy and this is bad for the health.
External environment factors
Social
Baskin Robbin hasn’t been paying attention to their advertising much these days. Introducing better advertising can help them to increase the number of customers . Advertising through social media influencers are the latest trend now days , Also BR is trying to create new flavors which are more healthy and contain vegan components for the old people and the ones with health condition.
Economic
The demand of the ice cream decrease in the winter which will cause a loss for the organization . Also , If The substitute goods have a lower price that may cause a decrease in the demand of BK ice cream.
Technological
BK has just launched their new app for iOS and Android , this app gives the users a card to pay for their favorite flavors and beverages and frozen cakes. Some of the app features :
- Purchase and send Baskin-Robbins (Cards to friends and family)
- Locate the nearest Baskin-Robbins shop
- Access deals and coupons
- Online ordering
Legal
Government tend to put the law or regulations , and every country have it own laws , for that BK must consider these laws for the countries that they operating in. That will help them to avoid the loss in profit or stop their business. Legal factors that they should consider : Market laws ,Taxes , Trade agreements .
Demographic
In this factor , we consider the case of Garuda Mall in India. A study shows that the children , females , singles , students are tend to buy more from BK. This diagram shows the verity of the population and their categories :
Baskin-Robbins is owned by Dunkin’ Brands , the same company that owns Dunkin’ Donuts. Today, Baskin-Robbins has locations in more than 50 countries, each serving the company’s famous 31 flavors of ice cream, as well as frozen yogurt, sherbet, cakes and drinks. Baskin-Robbins is part of Dunkin’ Brands Inc., which also franchises Dunkin’ Donuts. Dunkin’ Brands Inc. is owned by a consortium of private equity companies: Bain Capital, The Carlyle Group and Thomas H. Lee Partners.
Baskin Robbins performance going to be measured the Society has included certain non-Generally accepted accounting principles measurements such as adjusted operating income , adjusted operating income gross profit margin , adjusted operating income ontogeny , adjusted net income, and diluted adjusted earnings per ploughshare , which present tense operating event on a basis adjusted for certain items. The Ship’s company uses these non-Generally accepted accounting principles bar as key carrying out cadence for the aim of evaluating functioning internally.
We also believe these non-Generally accepted accounting principles measures provide our investors with useful information regarding our historical operating results. These non-GAAP measures are not intended to replace the presentation of our financial results in accordance with GAAP. Use of the condition adjusted operating income, adjusted operating income margin, adjusted operating income growth, adjusted net income, and diluted adjusted earnings per share may differ from similar measures reported by other companies. These non-GAAP measures are reconciled from the respective measures determined under GAAP in the attached tables ‘Dunkin’ Blade Group, Inc. and Subsidiary Non-GAAP Reconciliations.’
Additionally, the Company has included metrics such as systemwide gross sales agreement and comparable store sales growth, which are commonly used statistical measures in the quick service restaurant industry and are important to reason the Company’s performance. Systemwide sales include sales at franchisee-operated eatery , including roast ventures. While we do not record sales by franchisees, licensees, or joint ventures as gross , and such sales are not included in our consolidated financial statements, we believe that this operating measure is important in obtaining an discernment of our financial performance. We believe systemwide sales information aids in intellect how we derive royalty revenue and in evaluating our performance relative to competitors. The Company uses ‘Doctor of Divinity U.S. comparable store sales growth’ and ‘BR U.S. comparable store sales growth,’ which are calculated by including.
CANTON, MA (May 7, 2015) — Dunkin’ Brands Group, Inc. (Nasdaq: DNKN) ,the parent organization of Dunkin’ Doughnuts and Baskin-Robbins, today distributed Expanding Our Perspectives, the organization’s third Corporate Social Duty (CSR) report. The report plots Dunkin’ Brands’ continuous duty to supportability endeavors to address the issues of its franchisees, representatives and visitors, while serving nearby networks mindfully and ensuring the interests of the planet. Expanding Our Viewpoints points of interest the advancement Dunkin’ Brands has made in the previous two years against objectives illustrated in the organization’s 2012 CSR report, Concentrated on Practical Arrangements, and sets new objectives for the future in the regions of economical building, bundling, item sourcing, sustenance, supporting nearby neighborhoods and that’s only the tip of the iceberg.
Manageable Working: In 2014, Dunkin’ Doughnuts propelled DD Green Achievement™, a program intended to encourage U.S. Dunkin’ Doughnuts franchisees fabricate supportable, vitality effective eateries. Dunkin’ Doughnuts has define an objective of creating 100 new DD Green Accomplishment eateries before the finish of 2016. Dunkin’ Doughnuts additionally set an objective to dispatch DD Green Accomplishment for U.S. Dunkin’ Doughnuts eatery redesigns before the finish of 2015.
Dunkin’ Brands will distribute an interval advance give an account of DD Green Accomplishment in 2016, including baselines for vitality and water utilize, decrease targets and accomplishments to date. The organization has likewise define an objective of expanding single-stream reusing rates at its corporate central station in Canton, Massachusetts by 15% before the finish of 2016.
Practical Sourcing: In 2014, Dunkin’ Brands declared a guarantee to source just 100% reasonable palm oil in the Assembled States by 2016. Dunkin’ Brands will work with its providers and its franchisee-possessed obtaining agreeable to source palm oil that is 100% completely traceable to the plant before the finish of 2015, and to the manor before the finish of 2016 for use in Dunkin’ Doughnuts U.S. eateries. To assist its pledge to closure deforestation, Dunkin’ Brands additionally plans to issue a worldwide reasonable paper and mash approach for Dunkin’ Doughnuts and Baskin-Robbins before the finish of 2016.
In 2015, Dunkin’ Brands likewise reported new creature welfare responsibilities in association with the Others conscious Society of the Assembled States. 10% of all eggs sourced for its morning meal sandwiches in the U.S. will be confine free before the finish of 2016. Dunkin’ Doughnuts will likewise delineate universal store network to comprehend the attainability of changing to 100% pen free eggs all around, and, in view of this evaluation, build up a worldwide focus with between time expectations towards this objective. Furthermore, Dunkin’ Doughnuts will source just incubation box free pork in the U.S. by 2022.
The report likewise features the 2014 dispatch of Dunkin’ Doughnuts’ new 30% Rainforest Union Certified™ Dull Dish Espresso, the brand’s first national dispatch of a confirmed item since the 2004 dispatch of 100% Reasonable Exchange Certified™ Coffee.
As a feature of Dunkin’ Doughnuts’ promise to reveal a choice to froth, the organization keeps on looking at each monetarily accessible glass and material. Dunkin’ Doughnuts is right now testing a twofold walled paper glass and a #5 recyclable polypropylene container in constrained markets. Dunkin’s’ Doughnuts will probably set up a staged usage plan and course of events for a progress in the U.S. from froth before the finish of 2015.
