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• Ashish Singh [P-06]

• Ashish Mathew [P-07]

• Ganesh Bhadugale [P-08]

• Harshada Kambli [P-09]

• Hemant Telang [P-10]

Group Members

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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.

Baskin-RobbinsThe Best Premium Ice Cream Player

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HISTORY

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HISTORY

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HISTORY

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HISTORY

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HISTORY

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1.Baskin-Robbins was known as “America’s favorite sweet chain”, discuss the growth of the Baskin-Robbins brand. what according to you is the primary reason for the popularity of the brand?

Questions

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• Innovator in the Ice cream industry

• Unique positioning by Exotic new flavors

• First to create ‘Ice cream experience’

• BR developed a range of ice cream & Novelties based on Theme of Sinbad: The Legend of the Seven Seas.– Sinbad’s Triple Punch Sherbet– Deep Blue Menace Sundae

America’s Favorite sweets chain

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2. Baskin-Robbins discovered an innovative way of marketing by tying up with movie releases. How did tying up with movies help promote the Baskin-Robbins brand? Do you think it enhanced the brand value in any way?

Questions

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• BR hit on a unique way of marketing its products, when tied up with Hollywood studio to introduce movie-based ice cream flavors.

• Dual Advantage – Help publicize the release of the movie as well as improving the sale of ice cream.

Hollywood Dreams

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1. Shrek– Hot Sludge Sundae– Shrek Swirl– Swamp Fizz– Shrek’d Out Chocolate Mint

2. Spirit: Stallion of the Cimarron– Sprit Swirl & Shake– Wild & Reckless Spirit

Movie Based Flavors

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3. NBC– Fear Factor Sundae– Pralines ‘n American Dreams

4. X-Men 2– Oreo(R) X-Mint– X-Treme Berry Sherbet– Chocolate Vortex Sundae– Wolverine’s Berry Rampage sundae

Movie Based Flavors

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3. Baskin-Robbins was one of the well-recognized brands in the Us. Discuss the elements of the company’s marketing strategy and how they helped promote the Baskin-Robbins Brand.

Questions

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1. Hollywood Dreams

2. Innovative Flavoring‘What’s Your Flavor?’-31 To Choose From

3. Free Scoops for Charity

4. Customer Orientation

5. Baskin-Robbins’ Birthdays

6. Novelties

7. Dual Branding

Marketing Strategies

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Baskin-RobbinsProducts ~ Ice Cream

Permanent Flavors Gold Medal Ribbon®

Vanilla and chocolate ice creams with a

caramel ribbon World Class® Chocolate

White chocolate mousse ice cream swirled with milk chocolate ice cream

Flavor Fanatics Apple Pie a la Mode

Real apples, crunchy pie crust, caramel cinnamon crème ribbon and vanilla ice cream. Tastes like homemade

Triple PlayPopcorn, peanuts and pretzels load a caramel ice cream base. Best if completed unassisted

Seasonal Flavors Baseball Nut™

Vanilla ice cream swirled with black raspberry ribbon and loaded with cashews

No Sugar Added & Lowfat Chocolate Chocolate Chip

Lowfat chocolate ice cream with rich chocolate chunks

Espresso 'N Cream Lowfat Ice CreamJamoca® and vanilla ice creams sprinkled with chocolate flakes

Regional Flavors Chocolate Mousse Royale®

Milk chocolate mousse ice cream with chocolate flakes

Banana NutNutty combination of banana ice cream and walnuts

Yoghurt Gone Crazy (Lowfat) Raspberry Cheese Louise

Lowfat cheesecake yogurt with raspberry cheesecake pieces and graham cracker bits swirled with a raspberry ribbon

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Baskin-RobbinsProducts ~ Sundaes and Cakes

Signature Sundaes Tiramisu Sundae - French Vanilla and Jamoca® ice creams topped with cake pieces,

hot fudge and whipped cream then drizzled with coffee and chocolate syrups.

Classic Sundaes Banana Royale - Your favorite ice cream flavors topped with bananas, hot fudge,

chopped almonds, whipped cream and a cherry.

Build Your Own Sundaes Choose one, two or three scoops of your favorite Baskin-Robbins ice cream

flavor in a waffle cone or cup.

Custom Ordering Cakes Step 1 : Choose Your Size Step 2 : Choose Your Flavor Step 3 : Choose Your Design

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Baskin-RobbinsProducts ~ Beverages & Snacks

Cappuccino Blasts Oreo® 'n Cookies

Oreo® Cookies 'n Cream ice cream blended with coffee and crushed chocolate cookies

Bold Breezes

Creamy Bold Breezes

Shakes & Malts

BestSweet™ CandyYour favorite ice cream flavors in a hard candy

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4. Discuss The positioning of the Baskin-Robbins brand and the differentiating strategy adopted by the company. Also comment on the Bottlenecks ahead of the company.

Questions

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1. Baskin robbins is considered as premium brand positioned between Amul, kwality walls and super premium brands like Haagen-Dazs and Movenpik.

2. It is trying give quality products with cheaper rates than super premium brands but slightly expensive than nearest competitors.

Brand Positioning

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3.‘’Taste different flavours everyday’’-The younger generation in India now seek variety and they seek something new everyday.

4. Baskin Robbins means TREAT

5. Planning aggressive roll out in a large number of Tier II and III cities.

Brand Positioning

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• Where the Fun is Unending & Flavour is King• It faces indirect competition from its competitors

through mass brands & premium brand• There strategy is to provide excellent quality at

cheaper rates• Hygiene and value to money products• 100 percent vegetarian and attractive

ambience.

Differentiating strategy

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SWOT Analysis

StrengthGood brand imageExclusive innovationsExclusive flavorsFree testers to every one

WeaknessNot all stores sell the same product rangeInitial investment for opening a store is high.Sells only in stores not in super markets

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

Threats Intense RivalryStrengthening government rules & regulationsRecession PeriodIncreasing price of raw materialsGelato & ice crush

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• 7,000 Retail shops in nearly 50 countries

• Creation of more than 1,000 ice cream flavors

• Global franchisee-reported sales of approximately $1.8 billion. Headquartered in Canton, Mass.

• Baskin-Robbins is the world's largest chain of ice cream specialty shops.

Current Scenario

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Thanks…

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