Baskin-Robbins

Presented By: Mallika Shetty 74

ICE CREAM INDUSTRY

Total size : 800+ crores Ice Cream market is growing at 10 to 12% pa Two sectors Organized Unorganized Per capita consumption in India is 106 million liters pa against 22 million liters in markets like the US

 The market for organized sector is restricted to large metropolitan cities

ICE CREAM INDUSTRY (contd.)

40% 30%

60% of ice cream sales occur during the summer Northern and western regions together account for 70% of total consumption Indian ice-cream industry is still is in growth phase

10%

20%

MARKET SHARE

History of Baskin Robbins

A global chain of premium ice-cream parlors Founded by Burt Baskin and Irv Robbins in the year 1953 Baskin Robbins is one of the diverse businesses of the Gravis Foods Pvt. Ltd. Baskin-Robbins is part of the Dunkin Brands Inc. family of companies. Largest ice-cream franchises with more than 6,000 locations in 35 countries Major markets are UK with 2800 outlets, Japan 800 outlets Head quarters is in Massachusetts USA Initial concept of 31 flavors which is available in every store

Baskin-Robbins

The Best Premium Ice Cream Player

Vision The BEST PREMIUM ICE CREAM PLAYER Mission

We exist to thrill customers, define and lead multibranding, enrich stakeholder, and build powerful brands!

Values
We value Integrity, People, Connection, Innovation, Performance, Discipline, and Quality
At Baskin-Robbins, our goal is to make people smile inside and out

Evolution of Baskin Robbins logo

Segmentation, Targeting, Positioning

Segmentation Demographic - All age group - Higher middle & high income group Geographic - Malls, Star Hotels, leading Airlines, Multiplexes and top retail chains - High foot traffic area Targeting - Higher middle & higher income group (i.e. Concentrated Targeting)
Not everyone likes all our flavors, but each flavor is someone's favorite."

Positioning

High

Qualit y

Low

High

Pric

Low

Marketing Mix
Product: Flavored ice creams (more than 36 ice-creams available in the outlet) Price : Premium price because of innovativePrice quality and Item Quantity products
Single Scoop Jumbo Regular Hand Pack Large Hand Pack 70 grams 70 70 180 310 Double Scoop 140 grams 110 grams 275 grams 525 grams 100

Place : Location selection is completely in the hands of the company Prime locations Places with high foot traffic

Promotion We sell fun, not just ice cream

Spiderman 3 Campaign Drona Campaign

Love Story 2050 campaign Paanchvi pass Campaign Baskin Robbins teams up with Eros International

MTV Roadies 6.0

Cheer up every Wednesday as it's a Pink Day at Baskin Robbins!

Other promotional events

Promoting the movie Avatar with the tag line Your ticket to the new world March 2009, Pizza Hut & Baskin Robbins launched an offer that provides Pizza Hut patrons an opportunity to sample a range of Baskin Robbins ice creams, on placing pizza delivery orders Sold tickets for Rock Concert Rock n India held in Bangalore in March 2008 Special offers, coupons and discounts on-pack

SWOT Analysis
Strength Good brand image Exclusive innovations Exclusive flavors Free testers to every one Weakness Not all stores sell the same product range Expensive compared to competitors price

Opportunity Threats Untapped new Intense Rivalry Emerging competitors geographical markets More product with cheaper alternatives innovations and product Increasing price of raw range materials Substituting raw materials to reduce cost

Baskin RobBins Customer Analysis

General Questions

Who Are the Buyers?

Teenagers(13-19), Adults(20-40), Older adults(40 and above)

How Often Do They Purchase?

Not very often

Who Are the Influencers?

Kids, & Teenagers

Who Consumes the product?

Kids, Teenagers, Adults as well

Who Are Baskin Robins Target Market?

Kids in the age group of 6 to 13 & Youngsters between 14 to 25

Other Questions

How Do they experience having ice-cream in Baskin Robbins Store? In their opinion what attribute is differentiating Baskin Robbins from other ice creams brands? Did they ever come across the brand name in some promotions or ads or any other communication medium? What will come to their mind immediately if they hear the name Baskin Robbins?

Recommendations
Ambience: Most of the stores are cramped and do not have place to sit and have ice cream Feel good factor: Premium brand and therefore should provide complete customer satisfaction Mobile Ice-cream Vans near Colleges and Call Centre buildings, thus targeting the people in the age groups of 16 to 25 Change the look of the stores to attract more customers The company should launch large format stores with a new dessert line Baskin Robbins should sport new and possibly cheaper formats, to make its brand more affordable, thus tapping the middle income and lower income groups

Thanks