Content

Introduction
Business Outline
Market Segment
Product
Price
Promotion
Place (Distribution)

Business Outline
Formed by brothers-in law Burton
Baskin and Irvine Robbins.
The Baskin-Robbins ice cream
parlours started as separate ventures
of Burt Baskin and Irv Robbins.

Business Outline
Grows to a chain of 6 stores in 1945
They decided to sell their first
licensing agreement.
In 1949, It expanded to 40 franchised
stores across America.

Business Outline
Baskin-Robbins is a franchised
business with over 8 thousand
outlets in 50 countries worldwide.

Business Outline Objectives

First introduced to Malaysia over 20
years ago
Master franchise owner Golden
Scoop Sdn Bhd
Aims : to maximize profit and retain
customer
loyalty.
Malaysia now has 86 stores
nationwide.
CASH COW

B&Rs Market Segmentation

Can be inferred that generally,
females are targeted as opposed to
males.

B&Rs Market Segmentation

Can be inferred that adults of 30
years and above are targeted.
Theyre most likely to have young
children with them.

B&Rs Market Segmentation

Due to high price, relatively wealthy
middle to upper class adults are the
main target.

Product

Milkshakes

Ice-cream cakes

Sundaes

Handpacked icecreams

Ice-Creams!!

Product: What's your

flavour?
31 flavou
rs in every
storefront

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Robbins

Value Analysis
Value analysis: Used to assess a
products
success,
whereby
aesthetics and functions
are considered.

Aesthetically pleasing products.

Added fuctionality as
gift

Product Life Cycle

Baskin-Robbins City
Square

Product Life Cycle: Maturity

Phase
Set foot into City Square mall since
2008 (The Star Online,2008) , 7 years
to date.
Has remarkably constant sales
volume compared to competitors in
the mall.
Heavy promotions are used to attract
customers.

Boston Matrix Model

Cash cow is milked by

using creative
promotional methods

Price
Promotional pricing
Pink Day, certain products can be
bought at a much lower price as long
as the customer has something pink
on them.
The famous 31% discount on the 31st
of every month.

Price

Psychological pricing

Prices are not rounded of to the

nearest ringgit.

Promotion
Promotion: The process of
communicating with customers.
Above-the-line promotions: The use of
mass media to advertise their product
Below-the-line promotions: Used to
target specifically at potential
customers

Promotion: On-site review

(Above-the-line)

redeem milkshakes
with free points

Coupons for
buying cakes

10% discount paying

with maybank cards

Promotion: Throughout the

year

31% discount on the 31st of

every month

Pink Day Promotions: Get

discount for anything pink on
the customer

Above-the-line promotions

Promotion: Analysis of
customers

B&Rs Place/Distribution
Store is very strategically located in
City Square.
Positioned in such a way that
commuters from Singapore are
bound to pass by.

B&Rs Place/Distribution
Baskin-Robbins has minimized the
number of intermediaries in their
distribution channels
The only way to buy Baskin-Robbins
products is from their stores

END
REFERENCES + Q&A