Final Project
Group 8 Assignment Part 7
Message
· The purpose of this paper is to explain the justification in the message of the Baskin-Robbins company, which is a specialist restaurant dealing with selling ice creams and cakes.
· Its parent company brand is Dunkin Brands, located in Cashton, Massachusetts, founded in 1945 by Baskin and Robbins. Its claim to be the world’s largest chain specialized in ice creams and cakes store sells ice cream in almost 50 states in the world.
· The company is known for its 31 flavors catchphrase, which is a good deal for clients who can have different flavors every day of the month. They have designed it that way so that to attract the customers. Hence they also had other advertising slogans such as flavors sampling without paying to get the best the consumers needed.
Promotions
· The increase of its ventures around the countries is a positive trend that shows it is minimizing its profit to maximize its output. The company has also got a creative and innovative product that attracts and retains new consumers as it has over 1000 different ice cream and 31 flavors.
· This is the promotional tool it has enhanced to keep its customers and attract new consumers.
Measurements
· We would use sales a measurement of success. As of now Baskin-Robins has been seeing a steady decline in sales,
· We would like to see a steady increase in the company’s sales back to where it uses to be.
· It has decreased about 18.7%. A benchmark would be a slower decline or a steady amount of sales. Then measure and hope that sales go up in 5% increments
Objectives and Goals
· The company wishes to increase revenue as we as well as increase the company’s stock price. This will benefit stockholders and show that the company is doing well.
· In the next two years the company wants to start opening more stores around the U.S. and they expect sales to be from 140-150 million in sales from the new stores.
· They want to keep this trend going as much as possible while also creating new popular products
Strategic and Tactical Recommendations
· Strategy to accomplish goals
· The tactics to meet the strategic goals: Baskin Robbins is popularly known as the only company offering “31 flavors” campaign which has brought the brand standing tall in the ice cream industry. Once the two founders of Baskin Robbins, Burt Baskin and Irv Robbins became partner, they came up with an idea of 31 flavors of delicious ice cream, which is one flavor serving for each day of a month. The brand now has a thousand of ice cream flavors totally. This is the only company doing that.
Media
· Media Chart of all running Marketing Communications advertising and promotions: Baskin Robbins has recently started focusing on doing marketing communications of advertising and running promotions online in several ways. Go to these websites to figure out how they do promotions: https://news.baskinrobbins.com/news?t=promotion and https://www.syioknya.com/DealList/Baskin-Robbins. Additionally, the brand has wanted to create an ad campaign which contains such a meme as known as “Got me Like” which easily attracted all group of viewers.
https://news.baskinrobbins.com/news?t=promotion
https://www.syioknya.com/DealList/Baskin-Robbin
https://www.mashed.com/182778/ranking-baskin-robbins-most-popular-flavors-from-worst-to-first/