B & R

This article is all about Baskin and Robins and its working and franchise system.It explains details to its franchising process
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   Mission Statement:   Since 100% of the more than 6,000 Baskin-Robbins Ice Cream stores in 50 countries are franchise-owned, each Baskin-Robbins franchise owner could have their own mission statement.But as the parent company of Baskin-Robbins, Dunkin’ Brands has 12 Values and Principles that the company believes should guide the decisions of everyone associated with Baskin-Robbins retail outlets, leading Baskin- Robbins franchisees toward success. The Dunkin’ Brands Values and Guiding Principles are: Our Values      Honesty  - Embrace the truth about oneself and the world.    Transparency  - Demonstrate openness and vulnerability.    Humility  - Acknowledge own mistakes and commit to learning.    Integrity  - Say what you think and do what you say.    Respectfulness  - Honor the dignity, inclusion, and diversity of others.    Fairness  - Do what is right based on common principles.    Responsibility  - Make yourself accountable to the community. Our Guiding Principles      Leadership  - Responsibility with passion at every level.    Innovation  - Excellence in everything we do.    Execution  - Ownership and accountability for results, success and failure.    Social Stewardship  - Demonstration of good corporate citizenship and responsibility to all constituencies.    Fun  - Approach every challenge with enthusiasm, energy and excitement... celebrate every step of the way  VISION “The best premium ice - cream player”   AIMS & OBJECTIVES Of Baskin Robbins    Providing better value to stake holders    Creating brand awareness    Establishing Baskin Robbins outlets everywhere in the world Target Audience  Generally, we focus on people who are interested in sugar free and non-fat ice-cream. Our primary target market is family members who earned average income of $3000 and above. Pragmatically, Baskin-Robbins is a well-known brand, thus the products are quite expensive and not suitable for family groups who are under poor category. Besides, our next target audience will be teenagers and working adults with high income. Teenagers or students from wealthy family tend to spend their allowance towards branded stuff especially when it comes to consumable product such as ice-cream. While working adults who can earned up to $2000 per month will have the tendency to try out our product. The sources which attract them can be word of mouth from their colleagues, our advertisement media, and so on. We will focus more on our new target audience who are middle aged adults who is between 30 to 50 years old. We targeted elder adults because they will need to consume foods which do not bring harm to their health, as their body’s organs mechanism is more vulnerable to sickness and diseases. At the same time, we targeted children between 5 to12 years old because most parents are concern about their kid s’ health. Overconsumption of sugar will spoiled the health of their beloved children. By using our ice-creams with less sugar, we promote them to older adults who needed care for their heath. We will also perform market segmentation mainly for our existing target audience that we are currently focusing on. By targeting market segment, it helps us divide the target market to permit us an easier way in approaching them to promote our product. Using market segmentation, Baskin Robbins can boost business productivity. Ideation and Concept   “Ice creams Which Care for One’s Health    “      Through using this concept, we convey the idea to mass audience that our Baskin-Robbins ice-cream flavors and features are unique compare to any others ice- creams’ parlors as they are sugar free and non fat, hence they care for consumers’ health. While Baskin-Robbins enable their customers to sample the ice-cream flavors before they finally decided to choose which to buy, the words “care for one’s health” will be efficient enough to strike directly into their mind. Design Approach  For website, the theme color is blue and pink. The visual description shows Baskin Robbins ice cream products for kids are sugar free and non-fat which is also available in variety of flavors such as strawberry, chocolate chip, peanut butter and Oreo. The headline copy stated sugar free and non-fat while the highlight copy says get the second ice-cream on half price. Lastly, the slogan copy delivers the message that Baskin Robbins is your healthy choice. On the other hand, for magazine the visual description shows the ant moves to brand X ice-cream, and did not approach to the Baskin Robbins ice-cream is because Baskin Robbins ice-cream is sugar free and healthier than brand X ice-cream. The headline copy stated sugar free. Finally, the slogan copy depicts Baskin Robbins is your healthy choice.
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