Baskin-Robbins branding for two markets

Baskin-Robbins is creating two new brands for its eat-in outlets aimed at appealing to the higher strata of consumers and for those seeking some cold delight on a budget.

A high-end concept store featuring a specialty desserts, a coffee bar, pastries and self-serve sundae bar will be launched to reach upscale consumers.  For a more broader, penny conscious market, a kiosk-style soft-serve ice cream bar is in the works. This strategy gives the ice cream brand a chance to experiment on the best way to penetrate either segment of the market.

Full article

Tagged , ,

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: