Baskin-Robbins Australia

The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.

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Baskin-Robbins is a chain of ice-cream specialty shops, which creates and markets premium hard scoop ice-cream, custom ice-cream cakes and a range of beverages. Baskin-Robbins Australia has undergone a significant brand transformation over the past two years. This change not only focused on visually improving store designs and operational practices, but also a transformation of the entire business model including the marketing practices and strategies.

An audit of previous marketing promotions, analysis of the product category performances, reviewing of product development programmes, and researching guest purchase behaviour and industry information took place. From this they then decided to create new business and marketing strategies. The marketing department ensured that the respective briefing documentation and promotional elements to support the new promotions were all executed and arrived timeously. This included in-store promotional materials and aids to drive awareness and guest engagement at the point of purchase.

The detailed approach to placement of promotional materials and product visuals were key to driving guest engagement and trial of the new offerings. Prompt cards and tools were implemented to assist team members with their suggestive selling, and the media and communication strategy included the use of both social and digital media channels. Other tactics such as mobile geo-targeting and geo-fencing, previews, rewards, and a Public Relations campaign were all factors in this new approach.

Through innovative marketing strategies, and the re-establishment of the core business fundamentals, the Baskin-Robbins brand has been rejuvenated and has experienced exceptional growth. Due to this success, Baskin-Robbins has been recognised for a Marketing Excellence Award in the Australian Business Awards 2016.

The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.

Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.

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