Abstract:

Baskin-Robbins was a manufacturer and seller of

premium quality ice cream in a variety of unique
flavors. 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
1000 ice cream flavors along with other novelties
like milk shakes, smoothies, cakes, etc.

The company was especially noted for its

innovativeness in developing ice cream flavors,
some of which were named after events in history.
(Beatle Nut, Lunar Cheesecake, etc).

Baskin-Robbins was one of the best recognized brands in America. The company achieved this
by emphasizing 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.