OUR HISTORY

Burt Baskin and Irv Robbins began

making ice cream in 1945.

Initial concept of 31 Flavors.

1000 different flavors ranging

Sundaes, Smoothies, cones and
Shakes, etc.

leader in the ice cream industry with

Contd….

• Entered India in 1993.

• 200 Franchised stores

in 35 cities.

• Baskin-Robbins is
owned by Dunkin’
Brands, Inc.
 CORPORATE HISTORY
Started out in separate ventures.

In 1945, Irv opened Snowbird Ice

Cream in Glendale, California.

Store featured 21 flavors

Year later, Burt opened Burton's

Ice Cream Shop in Pasadena,
California.

By 1948, they had six stores

 1949, there were more than 40
stores in Southern California

1953: dropped the separate

identities

It has maintained solid, controlled

growth over the last several years
through development of stores

sells ice cream in over 30 countries

5,800 locations, 2,800 of which are

located in the United States.
Baskin-Robbins
Vision
“The BEST PREMIUM ICE CREAM PLAYER”

Values
We value Integrity, People, Connection,
Innovation, Performance, Discipline, and
Quality.

Goal
To make people smile inside and out.

'What's Your Flavor?' - 31 to Choose From:

The punch line emphasized the wide

range of flavors offered by the company
 Demand Drivers
• Growth of malls and multiplexes-
boon for Baskin Robins.

• An increase in customers who

demand the best.

• happy to pay more if given a

quality product at par with the best
available internationally.
 Preference of Ice Cream at Baskin
Robbins

140
Number of People

120
100
80
60
40
20
0
Bubble gum Cookie Vanilla Peanut
dough Butter
Flavor of Ice Cream
 Trends
• Increase in demand for
premium products.

• Penetrate the smaller

towns and rural belts, as
they promise to offer the
next surge of growth.
 Industry
Recognition
• 2008-named as top ice cream and
frozen dessert franchise.

• In addition it has earned the

following distinctions:
 No. 1 brand of hard scooped ice
cream.
 No. 1 ice cream franchise
worldwide.
 Winner of a Silver Addy for
excellence in advertising.
 Focusing on the
Customer:
Internal call center with trained
staff for home delivery service
in Mumbai.

• Ensure same service over the

phone as one would get on
visiting a store.

• Unique challenges faced in

India: Customs, Systems, etc.
 Birthday Club
Irresistible Treats,
Smiles, and Fun
• Began in the 1950s

• Mailed card which were

redeemable for a free
scoop of ice-cream,on
their Birthday.

• Birthday Club is open to

"kids of all ages.”
 Marketing strategies of
Baskin-Robbins

• Hollywood Dreams

• Innovative Flavoring

 Logo Design
Elements
 One of the Marketing
Strategy in the Year 2003:

• 2003 –Dream Works Pictures Ltd.

Released Animated children’s Movie-
Sinbad: The Legend of the Seven Seas

• The Promotion campaign- developed a

range of ice creams and novelties based
on the theme of the movie.

• Approximately 2400 Baskin-Robbins'

stores participated in the promotion.
 Partners with Kraft.(Yr
2007)
 Has joined with Kraft Foods, in a co-
branding agreement.

 Kraft's newly reformulated Handy-

Snacks ready-to-eat pudding add
flavors inspired by Baskin-Robbins'
ice creams.

 First co-branding announcement.

Featured special offers,
coupons and discounts on-pack

Designed to drive ice cream

and pudding lovers to their local
Baskin-Robbins ice cream shops.
 Yoyo with the new flavors at
Baskin Robbins(Yr 2007)

Baskin-Robbins brought in flavors

inspired by the new action series
Blazing Teens on POGO, in June.
Flavors of the Month :
1.  Blazing Yo Yo
2.  Berry Tales
3.  Have a Break

Baskin Robbins agreed to become

the largest ground partner by
opening all it's 200 + outlets to
CN/POGO to retail these toys
 Baskin-Robbins teams
with Oreo for "Lick-A-
Thons"
Teamed up with Oreo on a back-to-school promotion,
on Sept 20.

• As part of the promotion, Baskin n Robbins featured

ten Oreo-based ice cream flavors and treats.

• The idea: The Company notes that 20.5 million

Oreos are consumed nationally every day, indicating
the popularity of the iconic brand.
 Baskin
Robbins and Spider-
Man 3:
• Baskin Robbins had
integrated
the feel and look of Spider-
Man 3.

• Super-Hero Flavors
gave
away Marvel’s
Super-Hero comics on
purchase of Super-Hero
Flavors.
Promotion of the movie
Drona:

• Abhishek Bachchan
at a Meet-n-Greet
session..
 Future Plans
 pioneers in introducing the concept of ‘Flavor of the
Month’ and offering “Free Taste’ of Ice Cream.

 flavor bank-more than 1000 Flavors.

 you will get at least 31 Flavors in any BR Parlor at

any point of time.

 explore opportunities in neighbouring

countries.
Besides, brand plans to penetrate
into the smaller towns.

Baskin-Robbins enters 2009 with

several new real estate concepts.

the BR Express concept - brand new

soft serve-based kiosk design.
 Baskin Robbins eyes smaller
cities in India
 Revamp up its store count in smaller cities seeing rise
in demand and consumer spending.

 Plans to open 100 every year.

 Scaling up plant and machinery.

 Recruiting the right kind of people.

 and finding the right franchisees.

•Growth in modern retail, Multiplexes have
helped generate demand for its brand.

•The ice cream maker is looking at tie-ups with

Airlines as well.

•The ice cream chain spends 8- 9 % of its

revenues on advertising each year.

•Their ice creams have often been called

expensive by the consumers until its competitors
entered the scene like Gelato.
 Issues and Concerns:
• Escalating price of real estate-retail
business is going to find it increasingly
hard to deliver returns.

• Lack of quality and increase in prices.

• Shakes and Ice- creams contain with a

whopping 2,600 calories, 135 grams of fat,
and 263 grams of sugar.
 Problems faced

• Product s we re exp ensi ve .

• Deve lopin g new fla vo rs w as not

an easy t ask .

• Th erefore, t he ice cr eam w as

price d higher th an th at of othe r
loca l st ores.

• Th ere was l imi te d se ating

sp ace in S tores.
 Rivalry among Competing
Sellers 
• Large, diversified companies- Amul
and Kwality.
• Intense rivalry
• Switching to rival brand is easy
Steps Undertaken: 
5.Sales- increasing Tactics.

7.Change in presentation of the Co's

logo, the introduction of ice cream
cakes

9. and home delivery.

1) Co-branding efforts with
other chains, including Pizza Hut.

5) Reduced ingredient costs.

They firmly believe that the right combination of:

Product,
Pricing,
Marketing,
and Distribution
will eventually unleash a great leap upward in
consumption, yielding profits that will more than
compensate for these rough years.
Baskin-Robbins Franchise
SWOT Analysis
Strengths:
 Strong brand awareness

 Never-ending focus on fun

combined with our commitment to
innovation and a quality customer
experience.

 5,000 global locations in over 40

countries and are continually
opening new franchises.
 More than 1000 flavors of ice-
cream in the library include low
fat and no sugar ice-cream.

 Provide several services for

different age group.
Baskin-Robbins Franchise
Weaknesses:

 Not all branches offer the same

products.

 Quite expensive initial investment.

Some people might find it difficult
to open their own Baskin-Robbins
ice cream parlor.
Opportunities:

 The population of India is

enormous.

 India has 3 seasons-seasonal

flavors.

 Less foreign brand.

 Baskin-Robbins in
Indonesia
Threats:

 The number of increasing

competitors.

 Switching between products is

relatively easy.

 Economic condition in India –

hence, the buying power for
premium ice cream is low.
7P’s of marketing:-
 Brand Power:-
Today, is the world's largest chain of
exclusive ice cream stores with over
5,600 retail shops.
India also throws up its unique
challenges; but at the same time
overall market behavior tends to
mirror the larger trends.
Baskin Robbins enjoys great
patronage among high end
institutional clients
Baskin-Robbins is the pioneer in ice
cream marketing. It created a unique
positioning for its brand by introducing
exotic new flavors.
The brand plans to aggressively penetrate
into the smaller towns.
 Baskin
Robbins
Franchising:-
• Set up its operations in India
in 1993.
• Its manufacturing plant is in Pune,
Maharashtra the only of its kind.
• Baskin-Robbins franchisees benefit
from a well-established support
system.
• In India, its presence is spread across
58 Cities having more than 200 Ice
Cream Parlors.
• They offer attractive Business Opportunities to
budding entrepreneurs.

• The Business Model is based on the principle

of maximizing profits.

• Baskin Robbins is known for its innovation and

excellent flavor.

• It also offers extensive training programs and

comprehensive operating systems.

• Baskin N Robbins has proven to be a simple

business to run with convenient hours of
operation, minimal equipment, little waste and
a majority of inventory
 Operational
Support:-
• A winning franchise team :-
Baskin-Robbins' franchising support team includes
development and construction experts, operational
support professionals, training gurus, and field
marketing managers.

• Technology
Essential to help franchisees operate more efficiently and
cost effectively.
• Financial opportuniti es Although they do not
provide financing, Baskin-Robbins® has taken
significant steps to help find the resources they
need.
Marketing
• Great brands are strengthened by great
marketing.
• From in-store merchandising to advertising and
online marketing.

Training - “we’ll teach you to make

magic”
• Comprehensive training platform is among the
industry's best and includes:
 Classroom teaching
 Online courses and mentoring sessions
 On-going coaching from franchising operations
experts.
•Growth:-
• The demand for Baskin-Robbins is
growing—and so are they.

• Baskin Robbins is planning to increase

its store count in smaller cities
• Prior to 2000, the average size of its
stores was 1,000 sq ft.

• In 2002, the company consciously

adopted a strategy to compress its
store size.
• Turnover of nearly Rs 60 crore in FY08,
• Company is growing at the rate of 35 per cent
a year as compared with the industry average
of 12 per cent.
• The ice cream chain spends 8 to 9 per cent of
its revenues on advertising each year.
• Their ice creams have often been called
expensive by the consumers until its
competitors entered the scene like Gelato.
• One of the major challenges in its growth path,
is the escalating real estate prices in Indian
cities.
BCG MATRIX
QUESTION MARKS:
• Gelato
• Naturals
• Mother Dairy

STARS:
• Amul
• Baskin N Robbins
CASH COWS:
Kwality Walls

DOGS:
• Havmor
• Vadilal
 Why Gelato a competitor

 Gelato Italiano give us hundreds of delicious flavors of

ice-creams
 The good news is Gelatos are not sinfully fattening!
 Unbelievable, but totally true!
 Whereas Baskin Robbins shakes and ice- creams
contain with a whopping 2,600 calories, 135 grams of
fat, and 263 grams of sugar.
 Gelatos are denser than normal ice cream, and never
completely solidified.
 A cup of gelato can be pricey, than other ice creams
like Baskin Robbins and Naturals.

 The outlets of Baskin n Robbins are more as compared

to Gelato Italiano so Baskin Robbins is more easily
accessible.

 Gelato is a new brand, so there is a lot more curiosity,

for people who are bored of Baskin n Robbins.
 Gelato Baskin n Robbins

Definition: A type of Italian ice A sweet dish made from frozen milk,
cream, made by cram, sugar, fruits, chocolate, and other
stirring frozen milk ingredients
with other ingredients

Over view: Gelato is a favorite of Ice Cream is popular as a dessert on hot

ice cream lovers for its days, for dates, entertainment, holidays.
great taste and wide
variety of flavors

Flavors: Hazelnut, Chocolate, Vanilla, Chocolate, Strawberry

coffee.

Calorific Value: Less than ice cream More than gelato

Market Competition
Baskin-Robbins
Analysis

Total Investment $145,700 - $527,800 $86,800-$397,100

Initial Franchise Fee $30,000 $30,000

Royalty Fee 5.9% 4%

Starts Operating 1945 1961

Starts Franchising 1948 1977

Ranks in Franchise 500® #31 (2005) #335 (2005)

Outlets (2005) (2003)

International : 2845 International : 438
USA : 2279 USA : 231
Market Competition Analysis
Baskin-Robbins
(contd)

Training Available at Two-week initial training

headquarters: varies class at headquarters

Ongoing Support Newsletter Initial on-site training

Meetings and assistance upon
Toll-free phone line opening a shop
planning support
Grand opening
Security/safety
procedures
evaluations
 Marketing Strategies of Gelato
Italiano:-
As there is an improvement in living
standard, the requirement in quality of life
also improved.
 GELATO produces three products for
three different segments; family,
family gourmet
and lifestyle.
GELATO's marketing mix; the 4Ps
(Product, Promotion, Price and Place) will
change in different seasons.
GELATO manager closely monitors sales
performance and take actions
 REVAMPING:-

Chocolate Sin: Rich and creamy

light Milk Chocolate ice cream, (less
than130 calories and 4.5 grams of fat in
a scoop)
Berry in Chips: Light Raspberry
flavored ice cream with bittersweet
chocolate chips, (less than 140 calories
and 4 grams of fat in a scoop).
 Rocky Road- almonds, marsh n
mellows mixed together with whipped
cream and caramel on top.
 Wow factor:-

1)The flavors are distinctive.

2) Each flavor is assumed to have more
quality, prestige or exclusiveness
3) Ice cream lovers can also make their
favorite sundaes into lighter treats by using
these flavors.
4) Less Sweeter.
5) 50 percent less Fat and 20 percent lesser
calories than Baskin n Robbins regular Ice
Cream.
MARKET PENETRATION
PRICING:-

 Baskin N Robbins aims at maximizing their

market share.
 They plan on setting a reasonable price,
assuming the market is price sensitive.

The following conditions favor

setting a low price:-
 The market is highly price sensitive and a low
price stimulates market growth.
 Production and distribution costs fall with
accumulated production experience.
 A low price discourages actual and potential
competition. 
 ANALYZING COMPETITOR’S
COSTS, PRICES AND OFFERS:-

• Baskin n Robbins takes

competitors' costs, prices and
possible price reactions into
account.
• It considers the nearest
competitor’s price.
• On this basis, the firm will decide
whether to it can charge more or
less than the competitor
 PRICING OBJECTIVE:-
• MAXIMUM CURRENT
PROFIT
 Plans to set a price that will
maximize current profits.

 Baskin N Robbins has

knowledge of its demand and
cost functions which are
difficult to estimate in reality
 PRODUCT-QUALITY
LEADERSHIP:-
• Aims to be product-quality leader in the
market.
• It strives to be “affordable luxuries”-
 5 C’s OF
MARKETING:-
Consumers
Context
Convenience
Convergence
Community
 Marketing Plan:-
1)   MARKETING STRATEGY: (of the
flavors re-launched) 
 New product-manager should develop a
preliminary strategy plan.

The plan consists of following parts –

 The first part describes the target market’s size,
structure and behavior.
 Market share and profit goals sought in the first
few years.
 The second part outlines the planned price,
distribution strategy and marketing budget for
the first year.
 The Financial projection:-
 The 3 flavors will be sold at a retail price of
Rs.110 a box, each.
 Dealers will be offered one case free for every
four cases bought. Plus cooperative advertising
allowances.
 Free samples will be distributed door to door.
 Coupons that entail a price reduction of
10percent to customers will appear in
newspapers.
 An advertising budget of Rs.175 million
will be split 50:50 between national
and local.
 Two-thirds of advertisement budget will
go on television and one-third into the
print media.
 During the first year, a substantial
amount will be spent on marketing
research to monitor market reaction
and buying rates.
CHOICE OF A SPECIFIC ATTACK
STRATEGY:-

PRICE DISCOUNT:-
Conditions to be fulfilled:-
• 1st condition- the flavor and the
service provided are comparable to
the competitor.
• 2nd condition- the buyers must be /are
price sensitive.
• 3rd condition- the market competitor
must refuse to cut its price in spite if
its competitor’s attack.
 VALUE PRICED PRODUCT AND
SERVICES:-
Combining reasonable prices and high quality
to snag the market share from market
leaders and competitors.

PRODUCT
PROLIFERATION:-
It aims at attacking competitors by launching
a larger product variety, thus giving buyers
more choices.

IMPROVED SERVICES:-
It aims at offering Better services to
MANUFACTURING COST
REDUCTION:-
• It aims at achieving lower manufacturing
costs than its competitors through more
efficient purchasing, lower labor costs and
more modern production equipment.

INTENSIVE ADVERTISING
PROMOTION:-
• It plans on increasing expenditures on
advertising and promotion since the product
and the advertising message is superior.
MARKETING STRATEGIES TO
AVOID PRICE RISE
• Shrinking the amount of product instead of
raising the price.

• Reducing or removing product features.

 Conclusion: -
 Burton Baskin and Irvine
Robbins shared a dream to
create an innovative ice cream
store.

 1,000 flavors available in its ice

cream library.
 Today Baskin-Robbins claims to
serve more than 150 million
customers worldwide.

 Baskin-Robbins has long been

dedicated to making the
experiences of eating ice cream an
enjoyable one.

 “America’s Favorite Neighborhood

Ice Cream Shop" is a philosophy at
Baskin-Robbins shared by
everyone.
• From the ages of one to ninety-nine, people
visit Baskin-Robbins.
• Baskin-Robbins stores are visited by over
300 million happy customers year after year.
• A number that continues to grow as Baskin-
Robbins spreads throughout the world.
PROJECT COMPILED BY:

• Vikita-03
• Mona-11
• Bhavna-35
• Reshma-48
• Lorraine-57
• Sandhya-60
Thanks…