INTRODUCTION TO BASKIN-ROBBINS

Nearly three quarters of a century ago, two brothers in law shared a dream to create an innovative ice-cream store that would be a neighborhood gathering place for families. Burton Burt Baskin and Irvine Irv Robbins had a mutual love for old fashioned ice cream and a desire to provide the customers a variety of flavors made with ingredients of the highest quality in a fun-inviting atmosphere. In 1945, Irv opened Snowbird Ice cream in Glendale, California. His store featured 21flavours and emphasized high quality ice cream sold in a fun, personalized atmosphere. A year later Burt opened Burtons Ice Cream shop in Pasadena, CA. By 1948, they had six stores between them. This concept eventually grew into Baskin-Robbins. As the number of stores grew, Burt and Irv recognized that to maintain the high standards they set in the beginning, each store would require a manager who had an ownership interest in its overall operation. Even though they didnt realize it at the time, the two founders had pioneered the concept of franchising in the ice cream industry. In 1953 the 31 logo was introduced to represent a flavor for every day of the month. Baskin-Robbins iconic pink spoons were created with the belief that people should be able to try any of their many flavors without cost. Baskin-Robbins continued to expand and by the mid 1960s, the company had become an ice cream empire with more than 400 stores throughout the United States. In the 1970s the chain went international opening stores in Japan, Saudi Arabia, Korea and Australia. The franchise model created by Burt and Irv decades ago is still used by Baskin-Robbins today. They are 100% franchised, with each owner holding a stake in the business success, while product development and merchandising are handled at Baskins Robbins headquarters. This hands-on small business approach allows the franchisees the ability to create a strong presence in local communities all over the world. Through this franchise business model they continue to provide innovative, high quality ice cream treats to more than 150 million customers worldwide. And as a result Baskin-Robbins has grown to become the worlds largest chain of ice cream specialty stores, with more than 2,800 locations throughout the United States and over 6,000 around the globe. Since 1945, they have introduced more than 1,000 unique, fun and delicious ice cream flavors. The original top selling flavors like Mint Chocolate Chip and Pralines n Cream continue to delight millions worldwide. Still they continue to consistently introduce new, exciting flavor combinations, as well as ice cream industry-leading innovations such as hand packed ice cream, a unique flavor ribbon technique, the use of traditional dessert

ingredients and the introduction of mousse-textured ice creams. From the introduction of signature ice cream cakes and the growing line of beverages, including the signature Cappuccino Blast, the commitment to creating new and exciting products is unsurpassed in the industry. Its all part of the mission to make the Baskin-Robbins neighborhood a tasty, fun place for the customers. Baskin-Robbins is owned by Dunkin Brands Inc. which is owned by a consortium of private equity companies: Bain Capital, The Carlyle Group, and Thomas H. Lee Partners. Today, Baskin-Robbins is the worlds largest chain of ice cream specialty stores, serving over 150million customers worldwide, but the brand is still guided by the same credos and innovative thinking as its founders. B-R has historically led the industry with innovations such as hand-packed quarts of ice cream, a unique flavor ribbon technique and the use of traditional ingredients such as apple pie and cheesecake. Baskin-Robbins continues to introduce new creations that surprise and delight customers. In 2008 the brand launched Soft Serve, making it the largest national chain to offer both Soft Serve and hand scooped ice cream. Additional products include layered sundaes, signature ice cream cakes and a growing line of beverages, including Fruit Blasts, Fruit Blast Smoothies, Cappuccino Blasts and shakes. Over the past 60years, Baskin-Robbins spirit of fun and innovation has captured notable moments in American history through its unique ice cream flavors. When the Dodgers moved from Brooklyn to Los Angeles in 1957, Baskin-Robbins commemorated the move with Baseball Nut. In 1964, when Beatle mania struck the United States, a new flavor called Beatle Nut hit Baskin-Robbins shop. When the first astronauts set foot on the moon in 1969, Lunar Cheesecake also landed in B-R within minutes and when the Olympics came to Lake Placid, Baskin-Robbins was there too, with Gold Medal Ribbon. B-R has captured historic moments with landmark flavors like Gorba-Chocolate, which was inspired by the Soviet leader, Mikhail Gorbachev. In 2002, Shrek Swirl was introduced, celebrating the animated hit movie and its star green ogre. Today BaskinRobbins continues the tradition of creating ice cream flavors around historic moments and periods as well as honoring pop cultural figures, both real and fictional.

INTRODUCING THE STORE FORMATS

Baskin-Robbins offers three store formats that suit most trading environments, offer quality, variety and availability to consumers and have varying levels of investment for those interested in joining the Baskin-Robbins family of franchisees. The three types of stores are as follows:1) Express Store 2) Kiosk Store 3) Neighborhood Store Express Store:- A Baskin-Robbins Express store will have a minimum of just 150 sq ft and up to a maximum of 500 sq ft of retail space. It can be located in almost any space where there is a high footfall of consumers. The B-R Express store will be instantly recognizable as part of the Baskin-Robbins family and will carry the same great home products; ice cream cakes and Grab n Go ice cream in all of the most popular flavors as well as many of the frozen beverages offered in the Neighborhood and Kiosk stores. Kiosk Store:- A Baskin- Robbins Kiosk store enable us to offer the consumer the great taste of Baskin-Robbins wherever they are. Unlike the neighborhood store which becomes the heart of the community, a kiosk may be found in a shopping mall, cinema, airport, high street or other location where space is more premium. A B-R kiosk store will typically have a minimum of 300 sq ft and up to a maximum of 500 sq ft of retail space. A kiosk store can offer similar to the neighborhood store, a wide range of BaskinRobbins products. Neighborhood Store:- Offering a wide range of everyday ice cream treats, the neighborhood store becomes the heart of the community. A place for meeting friends, taking the family or just dropping by to see whats new. Many franchisees live in the local community and they build a loyal customer base through their support and marketing activities for local people. A Baskin-Robbins neighborhood store will typically have a minimum of 500 sq ft and up to a maximum of 12000 sq ft of retail space. Often close to other fast food restaurants and locations used by consumers into the evening and at weekends. The neighborhood store provides a wide range of B-R products. A flavor offering 31 ice creams, one for everyday of the month, keeps the consumer coming back. From this they make indulgent sundaes and irresistible shakes http://www.baskinrobbins.co.uk/franchising/franchise-brochure.pdf http://www.baskinrobbins.com/about/ourhistory.aspx

INTRODUCTION OF THE ICE CREAM INDUSTRY

HISTORY AND DEVELOPMENT OF ICE CREAM Ice cream is often called "The Great American Dessert". Although the product is typically American, the U.S. cannot claim its origin. Very little is known of the early history of ice cream; however, the product is definitely known to have been introduced from Europe. The ice cream industry as we know it today, however was wholly developed in the United States. Ice cream undoubtedly evolved from iced beverages and fruit ices that were popular in early medieval periods, some of which probably contained milk or cream. The practice, in early times, of cooling drinks in ice and snow containing salt is a matter of record. It seems possible that in overcooling some of these punches, the "ice" was discovered. At any rate, various records of frozen fruit flavored ices have been found in European history and frozen ices are still more popular in continental Europe than in the United States and Canada. The United States has gained undisputed leadership among all other countries in the production of ice cream. The industry grew slowly until about 1900, when the output of ice cream did not exceed 25 to 30 million gallons per year. The annual production has been on a continuously increasing rate, with production of both soft and hard ice cream now at more than one billion gallons. This represents a per capita consumption of more than 19 pounds. Approximately 9% of the total U.S. milk production is utilized by the ice cream industry. The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as Mobile Vending Units have been increasing year on year to reach out to a larger set of consumers. Besides, consumers also have the choice of trying out varied product offerings from different brands to keep them excited, Paul Thachil, CEO Dairy & Foods, Mother Dairy Fruit & Vegetable. The basic steps in the manufacturing of ice cream are generally first blending the ingredients, pasteurization, homogenization, aging the mix, freezing, and hardening. Now, during the hardening process, the ice cream mixture is incorporated with air. This is done to make the product light and creamy. This is necessary as without air, ice cream would be like frozen ice. Now the ice cream can contain a considerable quantity of air, even up to half of its volume. This perhaps makes ice cream a business with high profit margin.

ICE CREAM INDUSTRY IN INDIA Indian summers are synonymous with ice cream. The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as Mobile Vending Units have been increasing year on year to reach out to a larger set of consumers. Besides, consumers also have the choice of trying out varied product offerings from different brands to keep them excited. The Indian ice cream is currently estimated to be Rs 2002 crore growing at a rate of approximately 12%. The ice cream market in India can be divided into: the branded market and the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. In the last financial year in the branded ice cream market, Amul held the number one spot, with a market share of 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%. The per capita consumtion of ice cream is 300 ml per annum. Peak season for ice cream still remains the summer months of April-June and dips in the months of November-February. The variation in ice cream from season to off season is 15 -30 %. ICE CREAM INDUSTRY IN RURAL INDIA Ice cream industry occupies an important place in India. It is one of the consumers goods industries and its products are important popular diet. India is an agriculture based country, because of the large number of cattle and large milk production most of the dairies and ice cream industries have developed and India is well ranked in the world. Ice cream industry has brought magnificent change in the rural economy. It provides employment to the marginal farmers. Today the competition in ice cream of players like Amul, Kwality Walls, Vadilal, is more here. It has an important role in employment generation and reducing the migration of villagers towards the town and cities for livelihood.

The Ice cream industry in India can be represented as follows

The Industry

Organised
(200+players; 70%)

Unorganised
(200+players; 30%)

Mass Market

Super Premium

HLL AMUL VADILAL DAIRY DEN

Baskin Robbins Nirulas Dairy Den Tiny Market

References:-

http://www.dare.co.in/opportunities/other-business-opportunities/ice-creamindustry-in-india.htm file:///C:/Users/dell/Desktop/Sweden%20Freezer%20-%20The%20History%20of %20Ice%20Cream111.htm http://www.scribd.com/doc/23985094/History-of-Ice-cream-Industry-in-India

LITERATURE SURVEY

PILOT SURVEY- It is a preliminary piece of research conducted before a complete survey to test the effectiveness of the research methodology.

Awareness about the brand Baskin Robbins in Ranchi

INFERENCE- Most of the people are aware of the brand Baskin Robbins.

Preference Percentage Of Baskin Robbins In Ranchi

INFERENCE- People prefer Baskin Robbins less than Amul, Kwality Ice-cream. So we have to increase preference among the people.

Expected Price Range Of Ice-cream Among People In Ranchi

INFERENCE- More people expect the price range of Baskin Robbins Ice-cream should be below Rs. 40.

Reasons for advertising campaign in Ranchi

Most of the people are aware of the brand Baskin Robbins but few of them prefer this brand. So, the main objective is to create preference towards this brand.

 Few people are familiar with this brand through Internet, while most of them are familiar by the means of friends & relatives. So advertising campaign is very much required at local level in Ranchi.

People in Ranchi prefer Ice-cream of Amul and Kwality walls more as compared to Baskin Robbins. So, there is a need to create liking of this brand among people of Ranchi

SEGMENTATION Segmentation is a process of dividing into segments. In terms of market segmentation the process of dividing a market into groups of similar consumers and selecting the most appropriate groups of individuals for the firm to serve.

MAJOR SEGMENTATION VARIABLES FOR CONSUMER MARKETS

1.

GEOERAPHIC SEGMANTATION- Geographic segmentation is a marketing strategy, whereby the prospective buyers are divided on the basis of geographic units, like cities, states, countries, etc. Read on for more information about what is geographic segmentation. DEMOGRAPHIC SEGMENTATION- Demographic segmentation is dividing markets into groups based on age and life-style, gender, income, occupation, generation, social classes etc.

2.

3.

PSYCHOGRAPHIC SEGMENTATION- Psychographic segmentation is the practice of dividing groups on the basis of psychological/ personality traits, lifestyles or values. BEHAVIORAL SEGMENTATION- Behavioral segmentation divides customers into groups based on the way they respond to, use or know of a product. Behavioral segments can group customers in terms of occasions, benefits, usage status, loyalty status etc.

4.

SEGMENTATION OF BASKIN ROBBINS IN RANCHI Demographic All age group of people Higher middle and high income group- Baskin Robbins ice-cream is expensive; its price ranges from Rs.39 toRs.79. Geographic

Malls , high foot traffic area , residential area , college campus

REFERENCEMarketing management (PHILIP KOTLER) Websitewww.wiki.answer.com.

TARGETING

Targeting is to make a thing or group of things a target, to select it or them to be acted upon. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well defined target market is the first element of the market strategy. The target market and marketing

mix variables of product, place, promotion and price are the elements of marketing mix strategy that determine the success of product in a market place. A principal concept in target marketing is that those who are targeted show a strong affinity and brand loyalty to that particular brand. Target marketing allows the marketer/ sales team customize their message to the targeted group of customers in a more focused manner. Research has generally shown that target marketing strategies are constructed from consumer inferences of similarities between some aspects of the advertisement (e.g. source pictured, language used, lifestyle represented) and characteristics of the consumer (e.g. reality or desire of having the represented style).

TARGET GROUP OF BASKIN ROBBINS IN RANCHI

Target group- Targeted group of Baskin Robbins are youth, teenagers, children and old age people. Baskin Robbins has many flavors of ice-cream which attract people all age groups.

REFERENCEMarketing management book (KOTLER), Websitewww.wikipedia.org.

POSITIONING In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand or organization. The definition of positioning is the expectation of the unique value that customers in a market segment would receive from a vendor that is relative to and unique from competitors. A company must provide a specific vision, as well as evidence of its own ability to lead the market toward the vision.

Positioning is a new approach to communication, advertising and marketing. It is an organized system for finding a window in the mind of our prospect in order to position effectively the product. This system is based on the concept that communication can only take place at the right time and under the right circumstances. The mind accepts only that information which matches its current state. Positioning should be a foundation for action to design, manage and defend our brand. It should inform everything we do: what customer value we create, what we value, what's our sustainable competitive advantage, how we conduct our business, how we communicate and interact with customers. POSITIONING OF BASKIN ROBBINS Brand loyalty also plays a role in marketing positioning, since Baskin Robbins is a brand so its marketing position is stronger compare to others. Taste different flavors everyday-Baskin 31 Robbins The youth and teenager now seek variety in their fast paced lives. They want to try something new every day. Different flavors for old age people like sugar free ice cream, eggless ice cream, and ice cream without soy are available along with various candy flavors for children. Positioning Baskin Robbins in the minds of consumers as 31 flavors for 31 days would be easy and effective for the brand. REFERENCE- Marketing management (PHILIP KOTLER), Website- www.wisegreek.com

UNIQUE SELLING PROPOSITION Many of us have heard of the acronym USP (unique selling proposition) in the marketing world. USP is the statement that answers the question, What is it that you offer that your competitors do not? If one is not using USP in marketing activities, are failing to differentiate their business from their competitors. Why, then, would they buy from you?

USP of Baskin Robbins If you have allergic reactions to milk, soy, eggs, wheat, peanuts. Baskin Robbins make products without these ingredients and provides the information in their Nutrition Section of website

You can also get special promotional offers throughout the year i.e.31 % discount on every 31st of the month at the purchase ice cream of Rs310

Worlds largest ice-cream franchisee Revenue Growth is 33.8% Offers more than 1000 flavors More than 6000 retail outlet Innovations and new flavors.31 flavor for 31 days Brand image Quality control and Customer service

SWOT ANALYSIS Baskins Robbins a globally known ice-cream brand has various strengths and some weaknesses. It faces certain threats and also enjoys a number of opportunities. Lets discuss it separately:STRENGTHS 1) It has strong brand awareness.

2) Baskins Robbins has a never ending focus on fun which is combined with a number of innovations and quality customer experience as it is important while investing in a business. 3) It provides varieties for different age groups. 4) In case of need they can get help from franchisee. 5) It has over 5000 global locations in over 40 countries and they are continuously opening new franchisee. WEAKNESSES 1) Quite expensive 2) Not all branches offer same product. The customers might not be able to buy their favorite ice-cream flavors at all branches in that area. OPPORTUNITIES 1) In Summer season it finds a big market. 2) Can push the sales to Hotels and resorts in the whereby localities provide party orders. THREATS 1) The number of competitors increasing including the traditional competitors. 2) Switching between product is relatively easy. 3) People switch to competitors because product is quite expensive. Budget Allocation Budgeting Methods There are several allocation methods used in developing a budget. The most common are listed below: Percentage of Sales method Objective and Task method Competitive Parity method

 Market Share method Unit Sales method All Available Funds method Affordable method But for our IMC Campaign we are using Percentage of Sales Method, because of its simplicity and availability of the sales figure. PERCENTAGE OF SALES METHOD Due to its simplicity, the percentage of sales method is the most commonly used by small businesses. When using this method an advertiser takes a percentage of either past or anticipated sales and allocates that percentage of the overall budget to advertising. Critics of this method, though, charge that using past sales for figuring the advertising budget is too conservative and that it can stunt growth. However, it might be safer for a small business to use this method if the ownership feels that future returns cannot be safely anticipated. On the other hand, an established business, with well-established profit trends, will tend to use anticipated sales when figuring advertising expenditures. This method can be especially effective if the business compares its sales with those of the competition (if available) when figuring its budget. As per this project the projected sales for a year is Rs.16,50,000. So by considering percentage method, 12% of the sales will be used for advertising and IMC campaign. Source: http://www.answers.com/topic/advertising-budget#ixzz1XlEaajFb

ADVERTISEMENT BUDGET LOCATION

PAMPHLETS Printing cost for 1000 pamphlets =Rs850 Cost of 30000 pamphlets= Rs (850*30) =Rs25500 Cost in 1 year pamphlets printing 4 times=4*25500 = Rs102000 For distribution of pamphlets each vendor is given 500 .(i)

We choose7 location for pamphlets distribution Cost of distribution of pamphlets for 1 year=7*500*4 =Rs14000 .(ii)

Therefore total cost of pamphlet printing and distribution= (i) + (ii) = Rs. 116000 INTERNET We are using social networking site which cost negligible RADIO For Prime time advertisement cost in BIG FM for 10 sec=Rs 370 We decided to give advertisement twice a day both at prime time=2*370 Advertisement would be carried for 8 times in 1 month and 192 times in a year Therefore cost of advertisement for 1 year=192*370 =Rs.71040 EVENTS We are considering 3 major events for advertising Baskin Robbins in Ranchi (BITOTSAV, PANASH, PANTHEON) budget taken =Rs.37000

Media Scheduling Once a business decides how much money it can allocate for advertising, it must then decide where it should spend that money. Certainly the options are many, including print media (newspapers, magazines, direct mail), radio, television (ranging from 30-second ads to 30-minute infomercials), and the Internet. The mix of media that is eventually chosen to carry the business's message is really the heart of the advertising strategy. SELECTING MEDIA The target consumer, the product or service being advertised, and cost are the three main factors that dictate what media vehicles are selected. Additional factors may

include overall business objectives, desired geographic coverage, and availability of media options. SCHEDULING CRITERIA As discussed by Hiam and Schewe, there are three general methods advertisers use to schedule advertising: the Continuity, Flighting, and Massed methods

ContinuityThis type of scheduling spreads advertising at a steady level over the entire planning period (often month or year, rarely week), and is most often used when demand for a product is relatively even. FlightingThis type of scheduling is used when there are peaks and valleys in product demand. To match this uneven demand a stop-and-go advertising pace is used. Notice that, unlike "massed" scheduling, "flighting" continues to advertise over the entire planning period, but at different levels. Another kind of flighting is the pulse method, which is essentially tied to the pulse or quick spurts experienced in otherwise consistent purchasing trends. MassedThis type of scheduling places advertising only during specific periods, and is most often used when demand is seasonal, such as at Christmas or Halloween.

Source: http://www.answers.com/topic/advertising-budget#ixzz1XlH90OsT

Radio Target customer Youths, Housewives, old age persons Reasons for using Radio as an IMC tool Nowadays Radio i.e. FM channels are among the most common advertising tool in order to create awareness about any product. Channels like Big FM (92.7) involves

a nominal charge of advertising and its advertising at prime time will make the different target customer aware according to their convenience. Internet Target customer Youths, job holding persons Reasons for using Radio as an IMC tool As we know that social networking sites are highly used by the youths as well as job holding persons. Face book as well twitters are the most common place where Advertising could be done to increase the awareness and we are using this medium , basically it involve less cost with a very strong impact. Pamphlets Target customer Residential people, shops, market Reasons for using Pamphlet as an IMC tool Pamphlets are being used for the purpose of our IMC in order to make the people aware about the various offers and location as well as the price range in additional manner