Baskin-Robbins is the world’s largest chain of ice cream speciality stores operating in a market worth $1.8 billion. Since 1945, they have introduced over 1,000 unique, fun and much-loved ice cream recipes and frozen drinks including their famous ice-cream cakes. Headquartered in Massachusetts, USA, Baskin-Robbins is part of Dunkin’ Brands, Inc. along with sister brand Dunkin’ Donuts. Baskin-Robbins currently has 7,300 stores in 50 countries.
Baskin-Robbins currently has 150 stores in the UK, however their recent decision towards selling franchises comprising of a multi-store portfolio completely altered the target audience and communication needs of this fun international brand. Due to the high level of personal investment necessary to qualify for their franchise opportunity, their new target audience comprised of high-net-worth individuals, who are looking for an opportunity to securely invest their money in a management franchise. A budgeted 12-month marketing plan was therefore rolled out to specifically reach out to these individuals in the business and franchise media.
- An integrated marketing plan utilising advertising, events, PR and keep warm activities
- New high quality marketing materials to support the franchise recruitment process
- Achievement of high quality inquiry targets to progress through to thorough signup process