Analysis Of The Baskin Robbins
Task
Group project on marketing opportunities for a brand of consumer products. You will choose/be
assigned a brand of consumer products. Each group will be assigned a different brand. Research
the brand, the organization that markets the brand, the marketing environment, the market and
the market segments in the UAE. Then infer the marketing opportunities (including targeted
segments) available for the brand from the market information.
This is an external work which must follow APA Formatting guidelines. This project will cover
CLOs 1, 2, 3, and 4. You will submit a written report consisting of a minimum 1500 words. The
market research survey questionnaire(s) should be submitted as appendix to the report.
Following the report submission, individually you will orally defend your marketing analysis and
plan at a set date and answer specific questions on your assignment.
Solution
Brand history
Baskin Robbins is amongst the global largest chains of ice cream specialty shops. It is
based in Canton and was founded in the year 1945 after the second world war by Burt Baskin
and Irv Robbins hence the name of the company. The two individuals merged their various ice
parlors, which led to the increment of the market coverage (Schmidt, 2016).The founders of the
organization realized that customers would need to choose from a variety of items depending on
their tastes. So far, it has over a thousand flavors from which the customers can choose.
Baskin-Robbins has over seven thousand shops in more the fifty states on the globe in
which Saudi Arabia is one of them. The company ensures that the stores in the international
market feature flavor that match the demands of the specific locations. In UAE, the organization
was set up in 1979 with an aim of expanding the market area. The organization operates 156
stores in the UAE region where it provides products such as ice creams and cakes of different
flavors.
Organization That Markets the Brand
Galadari Ice Cream Company (GICC) is the flag bearer of the Baskin-Robbins brand in
the GCC, and it is the organization's largest franchise with over 600 stores spread all over the
UAE. GICC was established in 1961.it has become a global expert in the international business
activities with a record of more than thirty brands in the region (Press Release, 2013). Its
business is multi-industry and multi-product involving overseeing of the operations in the area.
Having expanded to a vast range of diverse operations, it is responsible for all the rapid growth
sectors and in the development of new opportunities.
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Strengths and weaknesses
The right brand image, exclusive innovations, and flavors and free testers to every
individual mark the company strengths. Every entity, which has strength, it also bears some
weak areas. For this company not all stores sell same product range, the initial cost of opening a
store is quite high, it sells only in the shops, and not in supermarkets hence, there is some
limitation on the number of customers available.
Market Environment
Micro-environmental and macro-environmental factors
These are external factors, which are majorly beyond the control of the marketer though
they affect the decisions made regarding marketing strategies. The factors have a significant
influence on the success of marketing campaigns and thus a strategic marketer should always put
these factors into consideration in the course of the decision-making the process. If well
considered, the success of the marketing campaign will result in the improvement of the
reputation and marketing of the organization in the end (Murphy, 2014).
Microenvironment factors
The suppliers: they have the ability to control the success of the organization when they
possess the power. This is mainly the case when the supplier holds the greatest proportion of
supplying goods.
The clients: The reasons the customers have behind purchasing an individual product is a major
determinant of the marketing approach to be adopted by the marketers.
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Competitors: The competition is brought by the organizations, which sell similar products. This
implies that the strategies they utilize in selling their goods should be put into consideration in
developing better marketing procedures to remain in the top of the market.
The public: The public must be satisfied with the results of the actions of the organization, and
thus the marketing decision should not interfere with the well-being, culture, and traditions of the
public. Thus, the company will be of preference to many.Macro environment factors
Economic forces: The economic surrounding has the potential of influencing the organization's
production and the customers' decisions on the purchase of goods. This means that the marketing
strategy will be affected.
Technological factors: The skills and the knowledge applied in the production and marketing
sectors develop every day. The organization should keep connected to the emerging concepts and
ideologies, which may affect the marketing so that the customers taste is held.
Significant changes and trends that affect marketing decisions of the brand's existing
product lines/items in the UAE
Marketers should constantly look forward on predicting the future trends in the
marketing. Having this information is crucial in preparing for the proper marketing
methodologies (Newman, 2015).
Evolution of mobiles
The development of the mobile phone industry is a prime factor affecting the marketing
sector. From cell phones through smartphones to tablets implies that brands will be in a position
to strike a more personalized relationship with the customers by clouting the power of mobiles.
User-generated content
Baskin Robbins 5
This content will soon surpass the brand content as most of the brand commences to
relinquish control over their product's' marketing to their clients. With the utilization of the
online reviews, there will be a need for brands to create a positive effect in the customers'
mindsets.
Transparency
In the contemporary world, customers are seeking to engage more from the brand at their
disposal. As the trend continues, the customers will become more demanding of transparency.
Genuine products will be more rewarded than their counterparts will. This has an implication
that the brands those have not yet met the transparency customer expectations are headed to
doom.
Market Description
Market for the brand's product lines/items in the UAE
The Baskin Robbins is the leading company in the ice cream and frozen dessert in the
UAE region. It has more than 1300 flavors of which a greater proportion is in the UAE. Besides,
it is the only enterprise that provides the soft and hard scoop ice creams. This has enabled the
company to secure an extensive market in the region. The market is expected to grow with the
extension plan in place. However, this may not be that easy due to the emergence of new firms in
the market with almost if not similar products and others with substitutes (Essays, 2013,
November).
The majority of the company's customers are the young people who are very active and
ready to spend in leisure activities. The emergence of competitors may have a significant impact
Baskin Robbins 6
on the taste and preference of the customer on the Baskin-Robbins' brand, and thus, the company
should strategize to improve the quality of the product to ensure it dominates the market.
Market segments
The existing market segments
Regarding the ice cream industry, the market could be segmented based on taste and
price. Some individuals are not able to distinguish between the qualities and would hence buy
based on the price of the brand and the availability while others would prefer high-quality ice
cream made with natural sugar and fresh cream due to its taste resulting from the ingredients
used.
Offered segments
The Baskin Robbins utilizes certain main segments based on the demographic and
psychographic attributes. Under the demographic section, they mostly focus on the income level
of the consumers. Thus, the product is aimed at the areas with higher disposal income groups of
individuals. On the other hand, the psychographic segmentation looks at the lifestyle of the
consumers. For the consumer to be attracted to taking a premium ice cream, they need to be part
of a particular lifestyle segment. For instance, they might be among the individuals who are
spendthrift and associated with a particular brand.
The current segment target young adults and teenagers. This is because these groups have
an active social lifestyle hence they are most likely to indulge in leisure to fit in the demography.
As this group grows up, the active social life will be disposed, and the emerging cohort may have
a different take of the brand. The upcoming generation may not prefer the luxurious lifestyle as
the economy goes up and the cost of living rises.
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Marketing Opportunities
According to Mello (2014, January), the product market expansion grid represents a
framework that is utilized in detecting the comprehensive company development strategies
which aid in accessing new opportunities to increase the number of returns.
Existing products New products/services
Market penetration
strategies
Convince the current
customers to buy more
Focus on attracting
competitors customers
Convince non-users to
start using the brand
Product development
strategies
Develop new features
on the brand
Develop more product
quality levels
Improve on the
technology
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Market development
strategies
Expand distribution
paths
Start selling in new
locations
Identify potential users
of the current product
in the new market
Diversification strategies
Develop new products
for the new market
segments using the old
technology
Developing new
products for new
markets with
conglomerate strategy
Generating new
products for the old
customers with the
new technology
Analysis of market research
Baskin Robbins is known very well for the production of ice cream. This brand is also
termed as dessert, and hence, the company competes with Catwalk cow. Baskin Robbins also
sells hard candies, which considered dessert together with the ice cream. With the many outlets
the company has, totaling to 135 in UAE alone, it takes much of the market share in the region. It
is also an indirect competitor of the catwalk cow because most of the target customers for the
catwalk cow are also the Baskin Robbins clients (Essays, UK. (November 2013).
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The depiction from the above competition reveals that Baskin-Robbins products are more
preferred to its competitors' items. The quality of the brand produced by this company and its
reputation are the key reasons for securing the market. Based on this market research, the
customers are more satisfied by the Baskin Robbins brand than the competitors did brands.
Survey Questionnaire
Tick appropriately (√)
1) Age
a. [10-20]
b. [20-30]
c. [30-40]
d. [40-50]
e. [50 and above]
2) Income level
a. [5000 and below]
b. [50001-15000]
c. [15001-25000]
d. [25001-35000]
e. [35001 and above]
3) Marital status
a. [married]
b. [Single]
c. [Divorced]
Baskin Robbins 10
4) Country of residence
a. [UAE]
b. [Outside UAE]
5) Reason of occasion of purchase
6) Number of times you buy
7) Amount of product purchased
8) Where you purchase and/ uses the product?
9) How do you experience having ice cream in Baskin Robbins?
10) Did you ever come across the brand name in some promotions or any other
communication medium?
11) What comes into your mind when you hear of Baskin Robbins?
12) What would you like to be improved on the product?
Baskin Robbins 11
References
Essays, UK. (November 2013). Catwalk Cow Bite Me Competitors Analysis Marketing Essay.
Retrieved from http://www.ukessays.com/essays/marketing/catwalk-cow-bite-me-
competitors-analysis-marketing-essay.php?cref=1
Essays, U. K. (2013, November). Marketing Plan for Baskin Robbins Marketing Essay.
Retrieved from http://www.ukessays.com/essays/marketing/marketing-plan-for-baskin-
robbins-marketing-essay.php?cref=1
Mello J. (2014, January). The Product Market Expansion Grid. Retrieved from
http://product2market.walkme.com/product-market-expansion-grid-explained/
Murphy, R. (2014). The Impact of Micro and Macro Environment Factors on Marketing.
Retrieved from http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-
micro-and-macro-environment-factors-on-marketing/
Newman, D. (2015). Trends Driving the Future of Marketing. Retrieved from
http://www.forbes.com/sites/danielnewman/2015/04/14/10-top-trends-driving-the-
future-of-marketing/#29b0a36e662c
Press Release. (2013). Galadari Brothers Group | Media Centre | Baskin-Robbins and Galadari
reach growth milestone with the launch of the brand’s 650th store in the Middle East.
Retrieved from http://www.galadarigroup.com/baskin-robbins-and-galadari-reach-
growth-milestone-with-the-launch-of-the-brands-650th-store-in-the-middle-east
Schmidt, W. H. (2016). Our History | Baskin-Robbins. Retrieved from
https://www.baskinrobbins.com/content/baskinrobbins/en/aboutus/history.html
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