Explain The Justification In The Message Of Baskin-Robbins

Explain the justification in the message of the Baskin-Robbins company, which is a

The purpose of this paper is to analyze and explain the justification conveyed in the marketing message of Baskin-Robbins, a renowned ice cream and cake retail chain specifically focusing on its promotional strategies, organizational objectives, and overarching brand narrative. Baskin-Robbins is a subsidiary of Dunkin Brands, established in Cashton, Massachusetts, and founded in 1945 by Burt Baskin and Irv Robbins. The company's primary claim to fame is its extensive offering of 31 flavors, symbolizing a different flavor for each day of the month, aiming to attract a broad customer base with variety and novelty.

This promotional message underscores the brand’s commitment to innovation, customer engagement, and diversity in product offerings. The company emphasizes its global presence, serving customers across nearly 50 states and internationally, with a focus on maintaining its legacy as the world's largest chain specializing in ice creams and cakes. Its slogans, such as “31 flavors,” along with sampling promotions, are crafted to create a compelling value proposition—offering customers a multitude of choices to enhance customer loyalty and retention.

Furthermore, Baskin-Robbins’s promotional communication highlights their strategic effort to attract new customers while retaining existing ones through continuous innovation and unique marketing campaigns. The “Got me Like” meme campaign exemplifies their modern approach to social media marketing, aiming to connect with digital-savvy audiences and remain relevant in the competitive landscape. These marketing tactics serve not only to promote their product range but also to solidify the brand's identity as fun, innovative, and customer-focused.

The justification behind Baskin-Robbins’s messaging is rooted in positioning itself as a leader in flavor variety and customer experience. By consistently emphasizing their 31 flavors theme and innovative promotional campaigns, they justify a premium pricing model and retail expansion plans. Their strategy is to maximize output by expanding store locations, improve sales performance—which has seen some decline recently—and increase market penetration. This messaging supports their ongoing goal to boost revenue, enhance stockholder value, and maintain industry leadership in the ice cream market.

In summary, the core justification in Baskin-Robbins’s message lies in its branding of variety, innovation, and customer-centric promotions, designed to differentiate from competitors, foster customer loyalty, and sustain business growth through strategic expansion and diversified product offerings.

Paper For Above instruction

The strategic messaging of Baskin-Robbins is fundamentally anchored in its brand identity of offering variety and innovation, aimed at fostering customer loyalty and encouraging frequent visits. This approach is clearly exemplified through their flagship “31 flavors” campaign, which promises a different flavor each day, thus positioning the brand as the ultimate destination for diverse ice cream connoisseurs. The origin of this campaign stems from the successful partnership of founders Burt Baskin and Irv Robbins, who envisioned a company differentiated by its vast range of flavors, a characteristic that continues to define their competitive advantage.

Baskin-Robbins’s messaging employs a mix of traditional advertising slogans and modern digital marketing strategies. Their use of the “31 flavors” slogan not only serves as a brand differentiator but also encapsulates their commitment to variety and customer choice. Moreover, their promotional tactics include offering free samples, which act as a compelling incentive to attract new customers and showcase their extensive flavor portfolio.

In recent years, Baskin-Robbins has adopted innovative digital marketing campaigns such as memes like “Got me Like,” which amplify brand engagement on social media platforms. These campaigns are justified within their messaging framework as efforts to stay relevant, appeal to younger audiences, and build a modern, fun brand image. This strategic alignment between traditional brand values and contemporary marketing tactics exemplifies how their messaging is designed to justify their market position and future growth plans.

The justification for Baskin-Robbins’s promotional message is also reflected in their expansion strategy. The company aims to open more stores across the U.S., with the expectation that new outlets will contribute significantly to increased sales revenue. Despite recent declines in sales—approximately an 18.7% decrease—Baskin-Robbins remains committed to reversing this trend through targeted marketing and product diversification. Their emphasis on innovation, such as new flavors and promotional offers, is part of their justification to stakeholders that they are actively working to regain market share and profitability.

Furthermore, their messaging justifies ongoing operational investments by highlighting their global reach, franchise network, and community engagement. For example, their partnerships with organizations like the NAACP to promote franchise opportunities among people of color serve to bolster corporate social responsibility, which is an integral component of their overall brand justification. This alignment of social responsibility with business growth underscores years of strategic planning aimed at sustainability and inclusion.

In conclusion, the justification embedded within Baskin-Robbins's messaging is primarily about maintaining its legacy of flavor variety, innovating through marketing campaigns, expanding geographically, and reinforcing its image as a fun, inclusive, and innovative brand. These messages are carefully crafted to appeal to diverse customer bases, attract new franchisees, and reassure stakeholders of the brand's ongoing relevance and growth potential, despite recent sales challenges.

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