Marketing Mix Plan for Baskin Robbins

2131 Words Nov 26th, 2011 9 Pages
Baskin Robbins

Introduction
Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton "Burt" Baskin and Irvine "Irv" Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere. They started out in separate ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream in Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena, CA. By 1948, they
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PRICE
A product is only worth what customers are ready to pay for it. The price also needs to be competitive but not necessary to be the cheapest. It needs to include profit, as it is the only marketing mix element that generates revenue every other element represents costs. Prices change overtime and can be influenced by the inflation of the economy or by the changes in the prices of the competitor’s products. Baskin Robbins in Egypt can be offering discounts as a source of attraction to the customers and to maintain their position in comparison to their competitor’s. There are no any payment periods as long as the money is paid cash at the same time, but in case there is a large number of ordered made from any of the branches, credit terms can also be offered for the satisfaction of the customers. Baskin Robbins tries to charge and choose the affordable prices of their customers and at the same time the prices that could achieve for them the required profit. So eventually both stakeholders are served beneficially.

PLACE
The place where customers buy a product and the distributing of the product to that place must be convenient and appropriate to the customer. The product must be available at the right time at the right place in the right quantity, while

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