Sample Business Paper on Promotion Campaign – Baskin Robbins

5.2 IMC Objectives and Strategies

Basking Robbins has high chances of attracting a huge market audience if effective marketing strategies are adopted. It should be remembered that Baskin Robbins intends to dominate the snacks industry by presenting a new flavor which is dark chocolate in color and processed using peanut butter and dairy milk. These are healthy ingredients to include in a highly consumed product (Kerr & Patti, 2015). With children as part of the primary consumers, teenagers are expected to form a substantial market audience. Most specifically, the inclusion of people observing weight will be considered as Baskin Robbins plays a useful part in maintaining a healthy body despite weight challenges.

Baskin Robbins is expected to ensure that a new brand of chocolate contributes to reducing health cases related to obesity. This is to mention that most types of ordinary chocolates contain high calories. As a result, most chocolates are discouraged among teens and individuals facing overweight and obesity risks (Ots & Nyilasy, 2015). To achieve the described ambitious strategies and vision, a marketing campaign will be founded on the following objectives;

  1. a) Promote product and brand awareness firm by introducing Baskin Robbins as a new flavor of chocolates processed by the firm.
  2. b) Enhance knowledge on healthy consumption of snacks as a means of reducing bodyweight-related complications.
  3. c) Create a strong relationship with the snacks market by providing healthy and enticing products from time to time.
  4. d) Secure the firm’s product branding, through accurate identification in the market, to reduce instances of unfair marketing practices used by unscrupulous organizations.
  5. e) Ensure frequent communication with the market on added ingredients and their health benefits amongst consumers.



5.3 Creative Recommendations

Promoting Baskin Robbins entails coming up with marketing objectives that will attract the targeted market audience. Consequently, the organization should consider adopting a social media campaign as the starting point of advertising the product. With social media, Baskin Robbins will create a personal relationship with the market enhanced by modern communication (Adebiyi & Bello, 2018). For instance, the use of emoji on marketing graphics as well as capitalizing on the trending “slang” language will be effective in market segmentation. In turn, market segmentation will create a positive impact with the identified audience which may include teens, bodyweight watchers, parents, and vegans.

Constant communication over internet and cellular (using USSD codes) networks will be an effective reminder tool of the new flavored Baskin Robbins. The market audience will benefit from consuming a healthy product that is mostly considered a snack that contributes to body complications (Monpellier, et al. 2019). Health benefits will encourage parents to consider snacks that contribute to the wellbeing of their children. Constant persuasion of the contribution of milk and dairy ingredients on body health is expected to transform a prevailing mindset in the identified market. This is to state people will now turn to healthy products as a means of avoiding medical complications related to bodyweight.

5.4 Media Recommendations

The use of magazines will be crucial in targeting overweight patients who spend are mainly indoors. Through encouraging articles of addressing overweight causes, Baskin Robbins is expected to persuade this target audience without taking advantage of their bodyweight conditions. This will be implemented by ensuring sensitive words are avoided in an article and replaced with polite and respectful words (Kitchen, 2016). Baskin Robbins should also consider combining television and print media simultaneously to increase the chances of meeting awareness objectives in a marketing campaign. For instance, creating a long-term market impact using frequent television adverts and many billboards along busy streets; would increase chances of high product awareness.

The use of emails should also be prioritized in this marketing strategy to target corporations and other business entities. Through personal emails, this campaign is expected to reach out to a significant section of the market that is in the middle income earning category. However, online privacy policies should be complied with by allowing mail recipient to unsubscribe from marketing messages (Butkouskaya, Llonch Andreu, & Alarcón del Amo, 2017). The use of electronic press should also be considered as a means of enhancing product awareness. Baskin Robbins is expected to target a market which makes intensive use of electronic press including; websites, desktop applications, online reviews, and video media sites. Ensuring that the campaign incorporates the benefits of media mix in marketing will be crucial in achieving product awareness objectives.

5.5 Media Mix Recommendations and Rationale

It is through Share-of-Voice (SOV) that Baskin Robbins is expected to receive a marketing boost by fair online advertisement conventions that consider all products. For instance, SOV will ensure instant impact in popular news sites that promote shows with overweight discussions. The main geographic scope of Baskin Robbins will include towns, cities and other urban areas where consumption of chocolate is high. To reach such markets, this campaign will use frequent reminders and information awareness in the form of texts and graphics (Porcu, et al. 2017). Product promotion will initiate most of the awareness content on social media platforms. For instance, the marketing campaign could consider “#BaskinRobbins” as an effective branding item. Once the item attracts enough market response, television adverts should soon follow to consider audiences of popular social shows that communicate medical benefits of healthy eating. Ultimately, the campaign should consider print media – such as fliers, pamphlets, and billboards – as a means of creating a long-lasting effect on consumers.




Adebiyi, R. A., & Bello, S. (2018). Perception and Practice of Integrated Marketing             Communication (IMC) among Selected Marketing Communication Agencies in         Nigeria. Acta Universitatis Danubius. Communicatio12(1).

Butkouskaya, V., Llonch Andreu, J., & Alarcón del Amo, M. D. C. (2017). IMC customer-based           perception: strategic antecedents and consequences on post-purchase customer behaviour.

Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management    tool. Journal of Marketing Communications21(5), 317-339.

Kitchen, P. J. (2016). Is IMC “Marketing Oriented”?. In Rediscovering the Essentiality of Marketing (pp. 441-442). Springer, Cham.

Monpellier, V. M., Janssen, I. M., Antoniou, E. E., & Jansen, A. T. (2019). Weight Change After Roux-en Y Gastric Bypass, Physical Activity and Eating Style: Is There a            Relationship?. Obesity surgery29(2), 526-533.

Ots, M., & Nyilasy, G. (2015). Integrated Marketing Communications (IMC): Why Does It            Fail?: An Analysis of Practitioner Mental Models Exposes Barriers of IMC    Implementation. Journal of Advertising Research55(2), 132-145.

Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2017). Do      adhocracy and market cultures facilitate firm-wide integrated marketing communication      (IMC)?. International Journal of Advertising36(1), 121-141.