A LIVE MARKETING PROJECT REPORT ON

Baskin Robbins

BASKIN ROBBINS, GANESH CORNER,

SHOP NO 13, OPPOSITE KUMAR RESORT,

NEAR CHINA BLUE, LONAVALA.

P.G.D.M 2011-2013

KOHINOOR BUSINESS SCHOOL AND CENTRE FOR MANAGEMENT AND RESEARCH.

KHANDALA.

PROJECT BY: - PRATIK POHANKAR [1121]

RANVIR KATHURIA [1122]

RICHA KIRLOSKAR [1123]

ROHAN KHANDELWAL [1124]

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INDEX

Topic No

Topic Name Page No

1 Aim of the project 42 Introduction 53 STP 74 SWOT Analysis 85 Marketing Mix 96 Extended Marketing Mix Variables 117 Labeling, Packaging and Service

Productivity12

8 Conclusion and Recommendation 139 Questionnaire 14

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ACKNOWLEDGEMENT

We would sincerely like to thank Kohinoor Business School & Center for Management Research and our Hon. Director Dr. B. P. Verma for permitting us to carry out our research as a part of the institution.

We would like to thank Prof. Javed Sayed for giving us this opportunity to relate the marketing concepts likes segmentation, targeting and positioning, marketing mix in the real world scenario and also giving us timely guidance.

Most importantly we would like to thank Mr. Mohnish Pamnani, manager of Baskin-Robbins and also the staff for giving their valuable time in assisting us and answering all our queries.

We would also like to thank all the faculty members, the librarian and the assisting staff, the technicians in the computer laboratory and our friends at KBSCMR who supported us throughout the course of study.

Last but not the least we would like to thank all the members of our group without whom the completion of this live marketing project would have been an impossible task.

AIM OF PROJECT (Baskin-Robbins)

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Our aim of the project is to study the following aspects in ‘Baskin-Robbins’.

Study the Segmentation, Targeting, Positioning.

Marketing mix and extended marketing mix variables,

Service productivity during peak hours,

SWOT analysis

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Introduction:-

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan). The company is headquartered in Canton, Massachusetts.

Being ice-cream lovers they believed that variety was the flavor of life, hence they started their ice-cream parlous with 31 flavors with the notion of having one different flavor for every single day of the month. Since its inception, Baskin-Robbins has churned out more than 1000 recipies for ice-cream flavour today.

Baskin-Robbins is known for its "31 flavors" slogan. The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants.

The Indian Story:

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It was in 1993, that India was introduced to the wonderful paradise of Baskin-Robbins to give us a treat our taste-buds will never forget. In a 17 year stretched, colourful and vibrant experience, Baskin-Robbins has reached every corner of India.

Currently Baskin-Robbins scoops out lip-smacking variety of flavours, sundaes, ice-cream shakes, Polar Pizza’s across 425 outlets in over 95 cities in the country including hotels, top airline companies, leading retail chains and the finest malls and multiplexes in India.

It is the most diverse of businesses that belongs to Graviss Foods Pvt Ltd and a separate franchise that exclusively caters to the SAARC region.

Baskin-Robbins is the King in ice cream marketing; they created aunique positioning for its brand by introducing interesting new flavors. They allow their customer to sample as many flavors as they want before making their final choice. They have more than thousand flavors in the library and 31 different flavors in every store.

SLOGAN: WE MAKE PEOPLE HAPPY.

MARKET SEGMENTATION OF BASKIN ROBBINS:

Demographic Segmentation: Demographic variables of Baskin-Robbins target market are

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mostly age and income based. It has sugar free ice cream which is aimed to old agedpeople. If we consider the income segmentation, Baskin-Robbins is targeting upper,middle and high income groups.

Age: Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+

Family size: Young, single: young, married, no children: young, married,Youngest child under 6: Young, married, youngest child under 6 Or over: older, married, with children: older, married, no children under 18: older, single: other

Gender: Male, female

Education: School between 5 and 9 years, ssc/hsc, non graduate, graduate/postgraduate (general), graduate/postgraduate (professional)

Behavioral Segmentation:

Regular scheme of Chocó-fest. If it is multi-pack (400 gm) Party Pack.Family pack free (200 gms). Choco is available only from Monday-Thursday

Targeting:

There is no target as such. All segments categories are welcome here.

Positioning:

“Taste different flavors everyday”.The younger generation in India now seek variety in their fast paced lives. They want to try something new everyday. Positioning Baskin-Robbins in the minds of such consumers would be easy and effective for the brand.Baskin-Robbins means TREAT in short.

SWOT ANALYSIS:

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STRENGTH: Theme: “We make people happy” No other ice-cream parlor is located in that area so demand

of ice-cream is full-filled by Baskin-Robbins in Lonavala. Pure veg ice-cream products. 31 flavors as choice to choose from. 365 days open. Friendly behavior with the customers is their biggest

strength. They give free taste to customers.

WEAKNESS:

Its been only two months the shop has been opened here, so people are unaware about the ice-cream parlor.

Ice-cream there is made up of cream and self life is around 15 days.

No Credit card/Debit card facility.

OPPORTUNITIES: They can expand the store upstairs for sitting arrangement.

THREATS: Competition is from Naturals Ice-cream in Maharashtra

and Kwality-Walls in Lonavala. They also have competiton from Café Coffee Day and

Quick Service Joints from lonavala. There is also a threat that 2 shops in front of baskin robbins

is vacant and if naturals open their outlet then it is a problem for the baskin robbins in lonavala .

MARKETING MIX VARIABLES

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Mostly people or businesses will focus on Price, Place, Promotion and Product as their elements of marketing mix.

PRODUCT:

Baskin-Robins has unique range of flavors and they have variety of products like Ice-cream, candy, sundae’s, shakes & softy. They provide their product with high quality soconsumers never mind paying more. They have more than thousand flavors in library andthirty one different flavors in every store.

PRICE:

Baskin-robins way of pricing is premium pricing that means using a high price where there is uniqueness about the product. The quality they provide is very high which will match the price.Minimum Price is Rs.45/-Maximum Price is Rs.99/-There are 3 categories for buying:

Classic (indicated in White color): weighs 6.2 gmsRegular (indicated in Pink color): weighs 9.5 gmsPremium (indicated in Blue colour): weighs 124 gms

PLACE:

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Baskin-Robins has their own privilege of selecting their locations, theyusually target their place where there is high foot traffic, malls and in most importantlocations. They have opened a store in Lonavala just 2 months before and have acquired almost 30% of population.

PROMOTION:

Baskin-Robins not only sell the product but also sell the fun. Their promotionsays “We sell fun, not just ice cream”. They also do in-store promotion campaign andalso do all sort of promotional activities like grand opening activities, direct mailcampaign, Birthday club email marketing and they advertise in television and in online.Flavour of the month is also introduced which starts at just Rs 39/-.

They have Ice-cream lovers club only in India for all the Ice-cream lovers. The customers are updated with the new flavours.

EXTENDED MARKETING MIX:

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PEOPLE:

“Happy Employees make Happy Customers”The employess in Baskin-Robbins are well educated. They are trained to speak in English and are very polite with the customers.They are updated with the product details.

PHYSICAL EVIDENCE:

The ambience at Baskin-Robbins is not too good as the store has been opened in lonavala just two months before.It has sitting arrangement for maximum 12-15 people.For entertainment the store has T.V. and soothing music played at the background.

PROCESS:

The serving process at Baskin-Robbins is completely transperent.Ice-cream cone making machine is present at the store.So the customers get fresh cones at each point of time.All kinds of fudge and shakes are prepared in front of the customers which shows their authneticity.

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Labeling:-

In Baskin-Robbins there are some standard things like net content, MRP rate etc… will be available in labeling and their label colors are very attractive and in all the labeling you can see letter “B” and “R” in big font and bold.

It makes the customer to find their product through labeling.

Baskin Robbins caters only to premium and elite customers. In country like India, majorities are middle class.Baskin Robbins has diversification related to its core product i.e. ice cream cakes, beverages, juices and milk shakes. Product variety is more in Baskin Robbins.

Baskin Robbins has to mainly concentrate on attracting the middle class audience in India.

Packaging of Baskin-Robins Ice cream:

Baskin-robins ice cream are packaged in cups, cones, waffle bowls, shakes, roll cakes, pre-packed ice creams, hand-packed ice creams, novelties and in snack type.

Service productivity:

Baskin-Robbins store is open all 365 days.

Working hours are from 11:00 A.M to 11:00 P.M. During weekend, Mumbai crowd is observed

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Conclusion:

We can conclude that Baskin-Robbins serves not only good quality products but also gives a great service. It also keeps its regular customer database through which they inform them about their various discounts and offers. This increases their future prospects.

Recommendation:

1) Baskin-Robbins should improve on ambience of the parlour.2) They should expand the shop for sitting arrangement as soon as possible for the

customers.3) Most importantly, they should made Credit-cards machine available so that the purchases

can be made easily.

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QUESTIONNAIRE:

1) Why did you open shop in Lonavala?

2) What is your target segment?

3) Whom you consider as your competitors?

4) How do you promote your brand?

5) What is your greatest strength?

6) What are your future plans?

7) Is customer database maintained?

8) Why you don’t advertise much in the market?

9) What are the products you offer?

10) What is unique about Baskin-Robbins?

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