ContentIntroductionBusiness OutlineMarket SegmentProductPricePromotionPlace (Distribution)Business OutlineFormed by brothers-in law Burton Baskin and Irine !obbins"#he Baskin-!obbins ice cream $arlours started as se$arate entures o% Burt Baskin and Ir !obbins"Business Outline&rows to a chain o% ' stores in ()*+#hey decided to sell their ,rst licensing agreement"In ()*)- It e.$anded to */ %ranchised stores across 0merica"Business OutlineBaskin-!obbins is a %ranchised business with oer 1 thousand outlets in +/ countries worldwide"Business Outline - Ob2ecties First introduced to Malaysia oer 3/ years ago Master %ranchise owner &olden Scoo$ Sdn Bhd0ims 4 to ma.imi5e $ro,t and retain customerloyalty"Malaysia now has 1' storesnationwide"CASH COWB6!7s Market Segmentation8an be in%erred that generally- %emales are targeted as o$$osed to males"B6!7s Market Segmentation8an be in%erred that adults o% 9/ years and aboe are targeted"#hey7re most likely to hae young children with them"B6!7s Market SegmentationDue to high $rice- relatiely wealthy middle to u$$er class adults are the main target"ProductSundaes Milkshakes:and$acked ice-creamsIce-cream cakesIce-8reams;;Product4 aour?9( >a

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ours in store library @Aot eeryone likes all our >aours- but each >aour is someone=s %aourite@ - Ir !obbinsBalue 0nalysisValue analysis: Used to assess a productssuccess, wherebyaesthetics and functionsare considered.0esthetically $leasing $roducts"0dded %uctionality as gi%tProduct Ci%e 8ycleBaskin-!obbins 8ity SDuare Product Ci%e 8ycle4 Maturity Phase Set %oot into 8ity SDuare mall since 3//1 (#he Star Online-3//1) , E years to date.:as remarkably constant sales olume com$ared to com$etitors in the mall":eay $romotions are used to attract customers"Boston Matri. Model8ash cow is milked by using creatie $romotional methods8ash cow is milked by using creatie $romotional methodsPricePromotional $ricingPink Day- certain $roducts can be bought at a much lower $rice as long as the customer has something $ink on them"#he %amous 9(F discount on the 9(st o% eery month"Price Psychological $ricingPrices are not rounded o% to the nearest ringgit"PromotionPromotion4 #he $rocess o% communicating with customers"0boe-the-line $romotions4 #he use o% mass media to adertise their $roductBelow-the-line $romotions4 Gsed to target s$eci,cally at $otential customersPromotion4 #he $rocess o% communicating with customers"0boe-the-line $romotions4 #he use o% mass media to adertise their $roductBelow-the-line $romotions4 Gsed to target s$eci,cally at $otential customersPromotion: On-site review (Above-the-line)redeem milkshakes with %ree $oints8ou$ons %or buying cakes(/F discount $aying with maybank cardsPromotion4 #hroughout the year9(F discount on the 9(st o% eery monthPink Day Promotions4 &et discount %or anything $ink on the customer0boe-the-line $romotionsPromotion4 0nalysis o% customersB6!7s PlaceHDistributionStore is ery strategically located in 8ity SDuare"Positioned in such a way that commuters %rom Singa$ore are bound to $ass by"B6!7s PlaceHDistributionBaskin-!obbins has minimi5ed the number o% intermediaries in their distribution channels#he only way to buy Baskin-!obbins $roducts is %rom their storesIAD!IFI!IA8IS J K60