MARKETING STRATEGY OF BASKIN ROBBINS: Market segmentation Demographic Segmentation: Demographic variables of Baskin- Robbins target market are mostly age and income based. It has sugar free ice creams that are aimed to old aged people. If we consider the income segmentation, Baskin-Robbins is targeting upper, middle and high incomes groups. Age: Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+ Family size: Young, single: young, married, no children: young, married, Youngest child under 6: Young, married, youngest child under 6 Or over: older,married, with children: older, married, no children under 18: older, single: other Gender: Male, female Education: School between 5 and 9 years, ssc/hsc, non graduate, graduate/postgraduate (general), graduate/postgraduate (professional) Targeting: There is no target as such. All segments categories are welcome here. Positioning: “Taste different flavors everyday”. Marketing strategy The basic value of Baskin Robbins’ marketing strategies in Korea is “ Glocalization” - a combination of leveraging its global brand value with localized products and services. Koreans are very picky in their culinary tastes and sensitive to market trends. However, companies that succeeded in localizing their products in Korea will blossom in the global market. First, Baskin Robbins found local partners with expertise by leveraging its global brand value and then succeeded in diversifying its products to meet Korean consumers’ needs. For example, Robbins Korea introduced “incredible garden” ice-cream cakes in order to attract Korean consumers
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