Product details

Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavours. 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 1,000 ice cream flavours along with other novelties like milk shakes, smoothies, cakes, etc. The company was especially noted for its innovation in developing ice cream flavours, some of which were named after events in history, Beatle Nut, Lunar Cheesecake, etc. Baskin-Robbins was one of the best recognised brands in America. The company achieved this by emphasising 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.