INTRODUCTION

The group assignment for Marketing for Hospitality Management is doing a

research of the empire in the ice cream industry- Baskin Robbins. Baskin Robbins is
the most popular ice cream store that we can found in Malaysia. Their products are
mainly suitable for everyone especially people who live in tropical countries such as
Malaysia. The chain that we choose to research is the Baskin Robbins which located
at Setapak, Kuala Lumpur.
The address of the organization :
Lot-7, Ground Floor, Festival City,
No.67, Jalan Taman Ibu Kota,
Taman Danau Kota, Setapak,
53300 Kuala Lumpur.
This assignment will be covering about the positioning strategies of the
organization. Positioning strategies will be analyzed about how the organization
chooses for the position to get a better population and profit for their business. This
assignment will be also included with success and failure of the organization that we
choose which relate to the marketing mix which is product, place, promotion and
price. Moreover, we will give some suggestion on the improvement on the failure of
service and product of the organization that we choose.
http://my.locatedat.com/map/kuala-lumpur/baskin-robbins-festival-
city/579992/







HISTORY
VISION
The best premium ice cream player

MISSION
They exist to thrill customers, define and lead multi-branding, enrich stake holders
and build powerful brands

VALUES
They value integrity, people, connection, innovation, performance, discipline and
quality. At Baskin Robbins, their goal is to make people smile inside and out.

Baskin Robbins is an invention by two brothers-in-law; they are Mr. Burt
Baskin and Mr. Irv Robbins. The main reasons motivate them to create this brand is
because both of them hope can open an innovative ice-cream store that can be a good
place for every family member can be gather together and this can improve the
relationship between the parents and their children. These two brothers-in-law in deep
love with the old fashioned ice-cream and they expect can use the highest quality of
material to produce many different ice-cream flavours for their customer.
In the year of 1954, Baskin Robbins defeats their competitors at the Los
Angeles Country Fair and won their first Gold Medal, and then in subsequent of year,
the prize of Gold Medal also wins by Baskin Robbins Ice Cream. In the midyear of
1960, Baskin Robbins has been opening more than 400 stores in United States. In year
1970, it expand their business over the United States with open their stores in many
different country such as Japan, Saudi Arabia, Korea and Australia.
The company is known for its "31 flavours" slogan, with the idea that a
customer could have a different flavour every day of any month. The slogan came
from the Carson-Roberts advertising agency (which later merged into Ogilvy &
Mather) in 1953. Baskin and Robbins believed that people should be able to sample
flavours until they found one they wanted to buy, hence their famous small pink
spoons. The company has introduced more than 1,000 flavours since 1945.
In March 2012, Dunkin Brands signed Le Bron James as their brand
ambassador for both Dunkin Donuts and Baskin-Robbins in select Asian markets
through a multi-year contract. The partnership includes advertisements, online media,
in-store marketing and personal appearances in Asian markets including South Korea,
India, mainland China and Taiwan
Baskin-Robbins was owned by its founders until it was acquired in 1967 (just
prior to Burt Baskin's death) by the United Brands Company (United Fruit). In 1972,
the company went public for the only time in its history when United Brands sold 17%
in an IPO. A year later, British food company J. Lyons and Co. purchased Baskin-
Robbins from United Brands and all public stock. J. Lyons then merged with Allied
Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro
Domecq S.A. in 1994, becoming Allied Domecq. Baskin-Robbins, and Dunkin'
Donuts now comprise Dunkin' Brands, Inc. Dunkin' Brands was part of Allied
Domecq until its purchase in 2006 by a group of private equity firms - Bain Capital,
Thomas Lee, and The Carlyle Group.