v Type : wholly owned subsidiary

Industry: food and beverage

Head quarters: 130 royal street, canton, Massachusetts, United States Area served: world wide Products: ice cream, Cake

BASKIN ROBBINS

Parent : Dunkin brands

DUNKIN BRANDS
Founded in 1950 Head quarters: Canton, Massachusetts United States

Subsidiaries: Dunkin' Donuts, Baskin-Robbins

One of the world's leading franchisors of quick service restaurants (QSR) serving hot and cold coffee and baked goods, as well as hard-serve ice cream.

 Dunkin' Donuts - the largest coffee and baked goods restaurant in the world, with loyal customers in 32 countries
Baskin-Robbins - the largest and one of the most loved chains of ice cream specialty shops in the world.

HISTORY
1945-Irv Robbins opens snowbird ice cream shop in Glendale , California. The stores concept will later become the first BaskinRobbins. 1946-Burt Baskins opens Burtons ice cream shop in Pasadena , California

1948-Burt and Irv stores grow to chain of six stores and the founders decide to sell their first licensing agreement pioneering the franchise business in the ice cream industry. 1949-Baskin Robbins expands to 40 franchised stores across southern California.

1949 - Burt and Irv purchased their first dairy in Burbank.

1950-Baskin Robbins introduce the signature miniature pink spoon, encouraging ice cream enthusiasts to unlimited tastes. 1953-Burt and Irv consolidate stores under the name BaskinRobbins 31 ice cream, creating the unique 31 concept of offering a different flavour for everyday of the month

1957-Baseball nut hits stores to commemorate the dodgers move to Los Angeles from Brooklyn
1958-Baskin Robbins offers nearly 150 flavours in flavour library

1959-The first Baskin-Robbins store outside California opens in Phoenix , Arizona

1960-Baskin Robbins expands nationwide , with more than 400 stores In 1953 - ice cream chain dropped the separate identities of Snowbird and Burton's and became Baskin-Robbins.
A local advertising agency, Carson/Roberts, advised a uniform identity and image under the name Baskin-Robbins 31 Ice Cream.

Included the "31 R " logo to represent a flavor for every day of the month, Cherry (pink) and Chocolate (brown) polka
1964-Beatle nut hits the stores when Beatle mania strikes the united states

1965-Secret bonded appears in to store to celebrate the popular James bond 007 movie series.

 1969-Lunar cheesecake launches as the first man lands on the moon 1970-Baskin Robbins expands internationally
1970-Pink bubble gum pops in stores

1976-Valley fordge fudge honours America's bicentennial

1980-Miami ice hits stores along with TV hit Miami vice. Along with the preppy craze BaskinRobbins introduced preppy mint

1985-Oreo cookies n cream becomes a new hit flavor 1990- Gorba chocolate honours the soviet leader and fall of communism 1994-Cappuccino blast blasts into stores nationwide 1995-Love potion#31 starts a valentine s day love affair

 2002-Shrek swirl appears in dipping cabinets nation wide 2005-Bold breeze s arrives into stores across the country

INTERNATIONAL LOCATIONS

SLOGANS
31 Flavors of Fun (1945-March 3, 1985, with the exception of 1954-1955, 19641965, 19691970, and 197476) 31 Flavors for 10 Years (19541955) 20 Years of Ice Cream (19641965)

25 Years of Fun (19691970)

30 Years of Fun (19741975)

31 Flavors, 31 Years (19751976)

31 Flavors of Happiness Only at Baskin Robbins (March 4, 1985-September 13, 1985) 31 Flavors in One Place (September 14, 1985-July 31, 1986) Trust 31 (August 1, 1986-September 30, 1987) Celebrate 31 (October 1, 1987-September 8, 1988)

Count on 31 Flavors of Fun (September 9, 1988March 31, 1991) Count on 31 Flavors of Ice Cream Every Day (April 1, 1991-September 9, 1991) Count on Us, We're Baskin Robbins (September 10, 1991-August 4, 1992) Your #1 Ice Cream Place (August 5, 1992-September 13, 1993)

 31 Flavors At Their Best (September 14, 1993September 7, 1994)

We're 31, We're Baskin Robbins (September 8, 1994-September 5, 1995) We're Baskin Robbins (September 6, 1995September 9, 2000)
YAY! (September 10, 2000Fall 2010)

More Flavors, More Fun (July 2010 present)

31 FLAVORS
Banana Nut Fudge Chocolate Chip

Black Walnut
Burgundy Cherry Butterscotch Ribbon Cherry Macaroon Chocolate

Chocolate Fudge
Chocolate Mint Chocolate Ribbon Coffee Coffee Candy

Chocolate Almond

Date Nut

Egg Nog French Vanilla Green Mint Stick Lemon Crisp

Peach

Vanilla Burnt Almond

Peppermint Stick Pineapple Sherbet Pistachio Nut

Lemon Custard
Lemon Sherbet Maple Nut Strawberry

Raspberry Sherbet
Rocky Road Vanilla Orange Sherbet

LOGO EVOLUTION

LOGO
Starting 2006, the company went through a campaign to change its brand including redesign of its stores, its website and even its logo. Current logo incorporates the 31 (in pink) that represents the 31 flavors, cleverly embedding it in the B R of the logo.

Pink represents the pink spoon which is given when customers ask for samples

MISSION
We exist to thrill customers, define and lead multibranding, enrich stake holder and build powerful brands

VISION
The best premium ice cream player

OBJECTIVES
Creating brand awareness Establishing BR outlets everywhere Providing better value to stake holders

"Not everyone likes all our flavors, but each flavor is someone's favorite." Irv Robbins

STP

Segmentation
Demographic Higher disposable income to spend on frivolous luxuries such as premium ice cream. Psychographic Lifestyle Those who enjoy the luxury and indulgence associated with the brand.

Targeting
Higher middle & higher income group Teenagers, young adults and students

MARKETING MIX

Product
High & unique flavor range variety of products viz. ice creams, candy, sundaes, Shakes, softy. Punch line whats your flavor-31 to choose from Even though the company has achieved almost 100% brand awareness in 2008 it decided to revitalize the brand by introducing soft ice cream to its customers Introduction of low fat ice-cream flavors(specially for people with diabetes and in general to take care of growing health concerns among customers)

WHATS YOUR FLAVOUR?

Ice cream Sundaes Beverages Cakes Hand packed Prepacked

Ice cream
Flavour of the month Permanent Rotators Sherbets Sorbets Sorbets/ices No sugar added Lighter side Low fat

MARKETING MIX
Product High & unique flavor range variety of products viz. ice creams, candy, sundae s Shakes ,softy. Place Location selection is completely in the hands of the company Prime locations Places with high foot traffic Price Premium price because of innovative and quality products

Promotion We sell fun not just ice cream In store promotional campaigns All sorts of promotional activities

Price
Premium price because of innovative and quality products Sometimes it focused on giving discount for customers .

Place
Location selection is completely in the hands of the company Prime locations Places with high foot traffic, malls and in most important locations

PROMOTION
WE SELL FUN, NOT JUST ICE CREAMS
Entered into a marketing tie-up with Tricon Groups Pizza Hut. Free coupons

Birthday club
Flavour of the month

FRANCHISE
Start-up costs & franchise fees Total investment $1,45,700-$5,27,800 Initial franchise fee-$30,000 Royalty fee-5.9% Training & support Training Available at headquarters Ongoing support- newsletter, meetings, toll free phone line security/safety procedures field operations / evaluations

Marketing support Regional advertising

MARKETING STRATEGIES
Want to penetrate deeper and denser It wants to expand the number of outlets in cities it is already present, covering pockets where it is not there the chain is also planning an aggressive roll out in a large no of tier 2 and 3 cities.

VALUES
Honesty Transparency Responsibility

Humility
Respectfulness

Integrity
Fairness

GUIDING PRINCIPLES
Leadership Execution Fun Innovation Social Stewardship

KEY SUCCESS FACTORS

Innovations & new flavors Brand image

Quality control and customer service Global presence

Excellent distribution network

STRATEGIES
Short term strategies Maintain constant intervals in advertising Sponsoring in community events Loyalty programs Cross branding

 Long term strategies Increasing number of outlets Outsourcing in stores ads after building up chains Getting in shelf's of the supermarkets

GLOBAL COMPETITORS
Haagen dazas Ben & jerry

Walls
Nestle Dairy queen

Breyers

BASKIN ROBBINS INDIA Baskin Robbins India

Joint venture-Maharashtra Dairy Products Manufacturing Company Pvt. Ltd. (MDPMC) and the US subsidiary of Allied Domecq PLC, a UKbased company. Set up shop in India in December 1993

First ice-cream parlor in Mumbai.

FUN FACTS

There are more than 6,700 Baskin-Robbins locations around the world, with more than 2,500 nationwide. Baskin-Robbins international locations feature flavors of ice cream popular to the tastes of each country, such as Red Bean and Green Tea.

Fun facts

 Baskin-Robbins colors are pink and blue, but the original colors were brown (representing chocolate) and pink (representing cherry), and our famous polka dots represented circus balloons. The top 5 selling Baskin-Robbins ice cream flavors are Vanilla, Chocolate, Mint Chocolate Chip, Pralines 'n Cream and Chocolate Chip.

THANK YOU