Assignment 3- Communications plan
Student Name- B Singh
Student Number- 6519191
Course Name- Writing for Promotions / Copywriting
Course Instructor- Laura
Assignment Due Date- 11/08/2025
Executive Summary
The ice cream industry, particularly the outlets in the United Kingdom, has BaskinRobbins as its leading player, and it is looking forward to enhancing its existing
customer loyalty issue while focusing on capturing the youthful target market without
losing the existing one. My communications plan that lays down tactical actions
targeting seasonal promotions, social media, and company history. Moreover, the
company believes that by implementing a combination of in-store and online
marketing successes, Baskin-Robbins has a golden opportunity to lure as many
customers as it can get and keep consumers interested in the brand among
numerous competitors.
Objective
The company was founded in the year 1945 in California, It is established brand
equity and affinity among Millennial and Gen Z consumers while not losing the
traditional Baskin-Robbins consumer base. Some of the campaign goals are to use
social media to refresh the brand identity, to recruit more members to the club, and
to maintain the company’s market position in the winter season and through product
innovation campaigns. My target is to increase sales by 30%
Opportunities
The strategy stems from the fact that Although Baskin-Robbins already has a strong
foundation on which to build, product differentiation, quality, and name recognition
remain among its greatest advantages. And the idea of a family-oriented focus and
convenient refectionary, along with more extended opportunities in terms of choice,
will help Baskin-Robbins to cement the fundamental target consumer image of a
store appealing to customers of all ages. The new products, focusing on plant-based
cuisine, low sugar products and collaborations with regional taste makers, may also
appeal to the health conscious and new taste seekers.
Increasing Demand for Premium Ice Cream: The target niche of the ice cream is
promising, especially, if to focus on high quality and the specificity of the offered
tastes. This trend can work to the advantage of Baskin-Robbins if the company
can tries to offer something new and another class.
Digital Ordering Growth: Delivering food online and use of mobile apps are
increasing and a new market is being opened up it customers who want
convenience. This means that Baskin-Robbins can turn to cooperation with the
delivery apps and stress the contactless delivery.
Social Media Potential: Due to the widely used social network sites, BaskinRobbins products that have good visual appeal could always be advertised. On
social media networks and especially currently popular platforms such as
Instagram or TikTok this creates a chance to reach a young and active audience.
Seasonal Flavor and Promotion Appeal: The famous ‘flavor of the month’, must
be capitalized in addition to the concept of new products associated with holidays
and other seasons could also be employed to keep the brand new exciting.
Challenges
Competitive Market Landscape: The competition in the ice cream market is
high and the market is full of big brands as well as small and differentiated
products. Therefore, the strategic imperative for Baskin-Robbins to
differentiate itself and have recognizable products and message.
Health-Conscious Trends: Some consumers are thinking more about their
health and selecting diet low in calorie and free from dairy products. Despite
the fact that Baskin-Robbins provides people with yummy products it can be
threatened by brands having ‘healthier’ positioning.
Seasonal Demand Variations: Ice cream usually have their high demands in
summer season hence need to develop business during other seasons. To
solve this challenge it can be advised to carry out strategic flavor promotions
or initiate the so-called ice cream moments in every season.
Digital Transition: Despite a good coverage in stores, it can be daunting to
control the company’s presence in an era where the marketplace is
transitioning to digital and have a proper brand image online.
Audience
Primary Audience: Social media users aged 18 to 35 / Millennials and Gen Z /
Seeks exclusive and experiential / Drawn to convenience and access and
self-serve digital options.
Secondary Audience: The current Audience which includes loyal consumers
who are conscious of the history of the company and like different types of
flavours existing across different age groups.
Tertiary Audience: Those of them, who do not view ice cream as a staple
product and who might positively understand low-fat or limited editions.
Messaging
Core Brand Message: “Baskin-Robbins: Enjoy every bite, every cone, every flave
every day of the year.”
Promotional/Seasonal Messages: “Welcome the New Year with new dishes and the
all-time best sellers.” This works under the premise that for every campaign, clients
place value on the distinct experience or the back in time feel that Baskin-Robbins
offers.
Health-Conscious Messaging: “You deserve it”: advertsizement should focus on
flaver variety of Baskin-Robbins, new low-fat flavors.
Social Media Taglines: Use such calling cards as ‘Grab your happiness!’ and ‘Flavor
of the month?’
Tactics
Social Media Engagement: Use Instagram, Tik Tok and twitter to post colorful
pictures and engaging content such as polls, voting for a new flavor of the month,
and the actual selected flavor of the month.
Influencer Partnerships: Simply target other lifestyle and food bloggers, vloggers,
tweeters or any influencer that should identify with Baskin-Robbins. Sponsored
influencers can advocate for novel delicious tastes, special seasonal dishes and
sharing of behind the scenes materials in order to gain more attraction.
31 Flavour concept: This is an operationalization of a concept creatively dubbed the
31 flavors whereby there is a new flavor for the customers every day of the month.
That is unique of it as there are no other company in the world that do it.
Loyalty Program Enhancement: Free subscription for new members and existing
members should be rewarded. It’s best to also use and Baskin-Robbins app to
launch promos such as ‘exclusive’ incentives, digital point rewards, and flavor
suggestions.
Seasonal Promotions: Always draw campaign promotions based on major holidays
and seasons for example, Halloween flavors, summer products, and winter products
to increase demand when other demands are low. A selective targeting strategy is
adopted by the company to ensure that the offerings are fascinating to the required
segment of customers. It has aligned itself to a company providing fun & tasty foods
at strategic area, thus providing customers value.
Digital Advertising and Retargeting: There is a possibility of addressing individuals
interested in Baskin-Robbins’ products, who have interacted with the company’s
Web content or visited its website. Ads can be the tem, new flavors, the loyalty
program, or an offer available only on digital platforms.
Partnerships with Delivery Services: Engage with delivery services in order to ensure
that they add on our food products to their portfolio of products to be delivered. Train
stores to offer exclusive delivery offers, or ‘Only on delivery’ offerings through
DoorDash and UberEats.
Timeline
Start with winter tastes; create a New Year contest in a social network; develop a
Valentine’s Day line and offer.
Promote your spring menu and advertising crusades, extend coupons toward the
celebration of Mothers’ and Fathers’ Days.
Concentration on the summer months when ice cream consumption is the highest
possible through animations in shops, attractive new tastes linked to these months,
and social networks.
Promote the fall season taking into perspectives Halloween and Thanksgiving
through gift cards and special packages.
Measures of Success
Engagement Metrics: Monitor how often content was liked or shared and how many
people commented or how wide it spread in case of an online campaign.
Sales and Seasonal Growth: Look at the sales in different seasons and endeavor to
have progressive increases in sales throughout the year but particularly in the slow
selling months.
Loyalty Program Metrics: Use the sign up and redeemed coupons of loyalty
programs as a measure of retention strategy effectiveness.
Customer Feedback: It suggest that survey and feedback should be conducted on
social media and in-store to enhance flavor and the outcome of the campaigns.
Currently Company has more than 600 stores in over 60 locations in world, 5284
Baskin-Robbins outlets are in international market others 2538 have been in U.S.
Being the leading ice cream specialty company in U.S, 32% of the franchised Baskin
Roberts stores restaurants are in U.S while the rest are in international markets
which account for most of the overall international sales and distribution points.It is at
present functioning in the nations worldwide with the help of Joint Venture and
Master Franchisee model; South Korea contributes about 24% of the overall sales
and 21% of the total sales through Japan resulting in achieving a 12% sale from the
middle-east region of the entire worldwide total International Business Sales during
the financial year 2016.ional locations which represent the majority of total
international sales and points of distribution.(Bhasin, 2019, para. 5)
Conclusion
This communications plan builds from Baskin-Robbins’ well-established brand image
and organization to capture existing consumer base and potential market, while
showcasing the company’s ability to offer a wide of flavors, especially during different
seasons. With this plan in place, Baskin-Robbins now has a mechanism by which it
can solidify its loyalty, spread its appeal younger, and achieve a more sustainable
level of increased business. Digital interface, innovative products and service
delivery, and door to door promotion will make a Baskin-Robbins favorite brand even
in an ever-changing environment.
COMPETIORS
Reference
Bhasin, H. (2019, January 23). Marketing Strategy of Baskin Robbins – Baskin
Robbins Marketing Strategy. Marketing91. https://www.marketing91.com/marketingstrategy-baskin-robbins/#google_vignette
Team, M. S. (2023, October 16). Baskin Robbins Marketing Mix (4Ps) & Marketing
Strategy. MBA Skool. https://www.mbaskool.com/marketing-mix/products/16986baskin-robbins.html#google_vignette
Wikipedia contributors. (2024, September 23). Baskin-Robbins. Wikipedia.
https://en.wikipedia.org/wiki/Baskin-Robbins
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