Presented By:Mallika Shetty 74

Baskin-Robbins

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

ICE CREAM INDUSTRY (contd.)

The market for organized sector is restricted to large metropolitan cities

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

40% 30%

10% 20%

MARKET SHARE

History of Baskin RobbinsA 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

More than 1000 flavors in its library

Entered India in 1993, first store in Mumbai

More than 400 outlets in 93 cities across the country

Baskin-Robbins

Vision“The BEST PREMIUM ICE CREAM PLAYER”Mission We exist to thrill customers, define and lead multi-

branding, enrich stakeholder, and build powerful brands! Values We value Integrity, People, Connection, Innovation,

Performance, Discipline, and Quality

The Best Premium Ice Cream Player

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."   — Irv Robbins

Hig

hLo w

Price

Qua

lity Low

High

Positioning

Marketing Mix• Product:• Flavored ice creams (more than 36 ice-creams available in

the outlet)

• Price : Premium price because of innovative and quality products

• Place : Location selection is completely in the hands of the companyPrime locationsPlaces with high foot traffic(Modern retail, Multiplexes have helped generate demand for its brand)

Item Quantity PriceSingle Scoop 70 grams 70Double Scoop 140 grams 100

Jumbo 110 grams 70Regular Hand

Pack275 grams 180

Large Hand Pack

525 grams 310

Promotion We sell fun, not just ice cream• Spiderman 3 Campaign

• Paanchvi pass Campaign

• MTV Roadies 6.0

Drona Campaign

Love Story 2050 campaign

Baskin Robbins teams up with

Eros International

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

Other promotional eventsPromoting 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

StrengthGood brand imageExclusive innovationsExclusive flavorsFree testers to every one

WeaknessNot all stores sell the same product rangeExpensive compared to competitors price

Opportunity Untapped new geographical marketsMore product innovations and product rangeSubstituting raw materials to reduce cost

Threats Intense RivalryEmerging competitors with cheaper alternativesIncreasing price of raw materials

Who Are the Buyers?Who Are the Buyers?Teenagers(13-19), Adults(20-40), Older adults(40 and above)Teenagers(13-19), Adults(20-40), Older adults(40 and above)

How Often Do They Purchase?How Often Do They Purchase?Not very often

Who Are the Influencers?Who Are the Influencers?Kids, & Teenagers Kids, & Teenagers

Who Consumes the product? Who Consumes the product? Kids, Teenagers, Adults as wellKids, Teenagers, Adults as well

Who Are Baskin Robins’ Target Market?Who Are Baskin Robins’ Target Market?Kids in the age group of 6 to 13 & Youngsters between 14 to 25Kids in the age group of 6 to 13 & Youngsters between 14 to 25

Baskin RobBins’ Customer AnalysisGeneral 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?

•Other Questions…

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

Focus on health drinks and wide range of health ice creams with low caloriese.g. Amul, Naturals, Gelato

Thanks…