MARKETING STRATEGY OF BASKIN ROBBINS:

Market segmentation
Demographic Segmentation: Demographic variables of Baskin-Robbins target market
are mostly age and income based. It has sugar free ice creams that are aimed to old aged
people. If we consider the income segmentation, Baskin-Robbins is targeting upper,
middle and high incomes groups.
Age: Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+
Family size: Young, single: young, married, no children: young, married,
Youngest child under 6: Young, married, youngest child under 6 Or over:
older,married, with children: older, married, no children under 18: older,
single: other
Gender: Male, female
Education: School between 5 and 9 years, ssc/hsc, non graduate, graduate/postgraduate
(general), graduate/postgraduate (professional)
Targeting:
There is no target as such. All segments categories are welcome here.
Positioning:
Taste different flavors everyday.
Marketing strategy
The basic value of Baskin Robbins marketing strategies in Korea is Glocalization - a
combination of leveraging its global brand value with localized products and services.
Koreans are very picky in their culinary tastes and sensitive to market trends. However,
companies that succeeded in localizing their products in Korea will blossom in the global
market.
First, Baskin Robbins found local partners with expertise by leveraging its global brand
value and then succeeded in diversifying its products to meet Korean consumers needs.
For example, Robbins Korea introduced incredible garden ice-cream cakes in order to
attract Korean consumers during off-seasons. Sweet and cold, it captured the hearts of
people in the U.A.E., the U.S. and Saudi Arabia.
Another marketing campaign that applied the above element is the
Nickname marketing campaign. BR-Korea has implemented its
Nickname Marketing campaign since 2004 to take advantage of
movie titles such as I am Sam, My Mother is E.T., Gone with the
Wind, and so forth to appeal to customer who are less familiar with
English.
In addition to the marketing campaign that adjusts the Glocalization
concept, Baskin Robbins in Korea also provides their customers with all
types of benefits through various events. Because there are 31+types
of flavors, customers have differently in choosing a flavor. In this
regard, BR-Korea has been offering a Spoon for Sampling. Shop
clerks help customers select ice cream by allowing them to test various

their flavors while providing some information on the features and

ingredients of the ice cream. BR-Korea also has an event in which an
upgrade to a larger size is free on every 31st. Other events include gift
certificates Happy Together in conjunction with Dunkin Donuts
(http://www.baskinrobbins.co.kr).
In term of public relation, Baskin Robbins in Korea focus on building
strong customers services through various customer communication
channels such as blog or social network. They opened an official blog
to enhance better communication with customers (Ajoo
Economy,2009; Herald Business, 2010) and began the first EYE
(Express Your Experience) period featuring a monitoring team
composed of 20 consumers. The EYE program allows customers to
appreciate and provide feedback on the taste and service of BR-Korea
at regular intervals. The teams, composed of customers of all ages,
play different roles in the preparation and development of new product
ideas over the course of 6 months. This is an important part of BRKoreas prosumer marketing efforts to incorporate consumer opinion
into its decision-making processes (Newsis, 2010)
References
Ajoo Economy. (2009). Baskin-Robbins Opens Official Blog. October 25.
Newsis. (2010). Baskin-Robbins Inauguration of Consumer Monitoring
Panel. February 22.