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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