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Essay / Research Paper Abstract
A 4 page paper that begins with a short historical background of this company which is now owned by Dunkin’ Brands. The rest of the paper discusses some of their marketing strategies. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: ME12_PGbskrb11.rtf
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Unformatted sample text from the term paper:
separately so Irv opened Snowbird Ice Cream in Glendale and Burt opened Burtons Ice Cream Shop in Pasadena, California. Within three years, they had an aggregate total of six shops.
By 1949, they had a total of 40 shops. That was the same year, the pair bought a dairy farm. This allowed them to control all aspects of ice cream
production (Baskin-Robbins, 2011b). In 1953, they gave up their separate identities and joined together to create Baskin-Robbins. Following the advice of an advertising agency, they altered the name to
Baskin-Robbins 31 Ice Cream with the "31" as their logo. They wanted an ice cream flavor for every day in the month. They also went with the color pink with
little pink spoons to allow customers to taste the flavors and included cartoons, polka dots and used all manner of fun to advertise and set their brand (Baskin-Robbins, 2011b). Customers
can taste as many flavors as they want before making their final selection, all with a clean little pink spoon. Today, Baskin-Robbins has more than 6,000 shops across 35
countries in addition to the U.S. They are in Canada, the UK, Ireland, Australia, Korea, China, India, the Middle East, Russia, across Latin America and South America (Baskin-Robbins, 2011c). Beginning
in 1967, Baskin-Robbins went through some other owners. It was finally purchased by Allied Domecq that included Dunkin Donuts, Togos and Baskin-Robbins. A group of private equity firms eventually purchased
the Dunkin Brands in 2006, which included Basin-Robbins (Dunkin Brands, 2011). This paper will discuss Baskin-Robbins strategies to become a world-wide brand known for premium ice cream. Themes
Development Jack Shafer, who was the CEO for Baskin-Robbins stated: "Our mission is simple and clear. We exist to thrill customers, define and lead multi-branding, enrich stakeholders and build powerful
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