PR Plan

Content• Client Brief• Target Market Profiling & Brand Proposition• Weak Links & Recommended TalkPoints• Concept Note• Key Media (Indicated)• Media FAM’s• Fun at Happyville with BR• Charlie & the BR Factory• Alternate Plans• Franchisee Special

Client Brief

A heavy franchise company, Parent Brand – Dunkin’ Brands The sale of Baskin-Robbins ice cream under the umbrella of Dunkin’ Brands is the second major source of revenue for the company. It contributed 16%, or $116 million, of Dunkin’ Brands’ 2014 revenue Indirect

competition from other domestic brands and other local parlors: Amul, Kwality Walls, Vadilal, Mother’s Dairy, Haagen-Dazs

Started in India in 1993, with the first outlet in Mumbai and first manufacturing unit outside India in Pune.Sanjay Coutinho, current CEO, Graviss Food and Master Licensee of BR, India

Has established its leadership in the premium ice cream category in the countryCurrently celebrating its 70th birthday all year long Offers 100% vegetarian and low fat ice creams too

Target market profiling & Brand Proposition

• Being a premium brand, the target market is children (including two year olds) and young adults.

• Also catering to other premium channels like Star Hotels, Leading Airlines, malls, multiplexes and top retail chains across India. Secondary market is the health conscious consumers who do not want to worry about calories wile having ice cream Target audience are all the experiencers who look for unique treats in a premium ambience. Also influencers in the lives of the Target Market like parents in case of chidren

‘Brand Baskin Robbins’Brand Positioning: Positioning the brand meaning as TREAT amongst the

younger generation who are innovators and experiencersBrand Personality:

Product related characteristic- Soft/ TenderUser Imagery- Fun loving Youth & ChildrenBrand logo symbolism- Rich and Inviting

Core Brand Identity- Variety in Flavors, 100% Veg, Quality (even a three months old baby can consume without any harm)

Extended Identity- Ambience of Stores/ Parlors, Packaging, Regional flavorsValue Proposition- “Where the fun is Unending & Flavor is the King”

Weak Links of the Brand Has been found that BR is not able to provide premium

ambience at their parlors/stores. Repeat Purchase is seen because of the customer’s liking towards the ice-cream flavors offered. There has been negative feedback from customers regarding the ambience and hence the brand lacks in providing total customer satisfaction.

BR since its entrance in the Indian market has indulged in minimal advertisement and promotional strategy. Whatever sales it is getting is from the traditional word-of-mouth method and recently seen high boom in the social media activities. BTL as well as a few radio advertisements have been one of the few media vehicles for the brand.

Engagement Score based on consumer interaction of BR viz-a-viz it’s competitors in

the year 2014

Recommended Talk Points• 31 Flavors of Heaven- Every month the brand talks about the special

31 flavors and the history behind it as well as a concept of “Flavor of the Month”. Also offers 31% Off on the 31st of every month

• Happyness Land- Creates a special happy environment for its consumers by introducing the BR Moment where consumers can share their special Ice cream moments with their loved ones and BR. Also has introduced a Birthday Club where BR celebrates the birthday of its customers by sending them wishes and a tub filled with their favorite BR Ice-Cream

• 70th Birthday, all year long celebration, of the brand can be used as the background to prepare concept notes or place articles about BR currently.

• Other Talk Points:– Offering 100% vegetarian and low calorie premium ice cream– #PeppyPoetry to get ice cream lovers write poetry describing

the richness and tenderness of ice cream– Leverage on the fact that it is the first brand in the world to offer

ice-cream tasting before buying thus “thinking consumers”

Concept Note“We don’t sell Ice-Cream, we sell Fun at Happyville”- key

message disseminated across all media vehicles.

Recommended Approach

• Article Placements on “How low calorie ice-creams can be eaten while dieting” by a popular nutritionist like Rujuta Diwekar (Kareena Kapoor’s dietician), who has a youth based following.

• Special CEO Talk in the factory of BR (Pune) on the entire concept of Happyville and how BR is trying to create an experiential perception for its customers and have the appropriate media channels do an exclusive cover on it

• Organizing special 8 weekend-long workshops for kids aged 8 to 14 with celebrity chef Shilarna Vaze (Chinu) (who has previously worked in a number of children shows telecasted in Disney Channel) in urban cities like Pune, Mumbai, Kolkata, Ahmedabad, Bangalore, Chennai, Hyderabad. The kids could be selected from govt. and private English schools in these cities. The workshops would take place at Mayfair Hotel which is a part of the Graviss Group of Hospitality in India (BR, India is also handled by the Graviss Group of Food Solutions.

Media – Indicatively Newspapers (Geography Wise) Pune- TOI, Pune Mirror, Sakal Times, Indian

Express.Mumbai- TOI, Hindustan Times, Mid Day MirrorKolkata- The Telegraph + special features in Graphiti, TOI, Dainik Jagran, Ahmedabad- Divya Bhaskar, TOI, Indian ExpressBangalore- Deccan Herald, Vijay Karnataka, Bangalore MirrorDelhi- Hindustan Times, TOI, The Hindu, Dainik Jagran

Magazines Time Out, Frontline, India Today, e-Health, Apollo Life Magazine, Complete Wellbeing, Food & Beverage, Bakery Review, FirstFoodieArticle Placements in In-house magazines at Gold Gym, Talwalkars

Media Channels NDTV India, NDTV Good Times, FOOD FOOD, MTV, Disney, Cartoon Network

Radio Partners Radio Mirchi

Media FAM’sObjective:- To establish ‘Fun & Flavors at a

premium level’ as the key message of Baskin Robbins in India

Recommended Approach– Media experiential that go beyond just increasing

footfalls and creating awareness about the 31 flavors at BR.

– Ensure personal interactions, creating and planning BR moments that makes the consumer feel lucky

– Ensuring repeat purchase based on not just the flavors but the engaging all the senses of the consumers and creating a brand association that reflects its values of being premium

– Reaching out to the kids section of T.G by association with several shows in Disney that reflect the same brand values

Special Event- “Fun at Happyville with BR”

• Focusing on the concept note and collaborating it with the occasion of the 70th anniversary of the brand, a special event at Intercontinental Hotel-Marine Drive Mumbai (part of Graviss Group of Hospitality) could be organized by BR where all the famous celebrate moms could be invited with their kids to be a part of the event.

• It would be a day’s event wherein there would be games for both the mother and the child. There would be BR special Ice-cream and cake counters for them to enjoy. Also, three celebrity photographers to capture the BR Moment between the celeb and their kids.

Agenda of the Event is to associate the brand’s premium position, its fun and flavor values with the

target market

The target market of BR- Children have their mothers as the key influencers in their lives. So the principle objective for this event would

be to get the mothers on board who are the role models of many women and associate them with the brand’s key message.

• Follow up - A special coffee table personalized book for each celebrity containing pictures of them with their children sharing the special BR Moment and a personalized BR Token of appreciation in the form of a customized low-calorie ice cream tub based on their favorite flavors.

• Celebrities Invited (Indicated)- – Twinkle Khanna (who is a popular social media figure. Later, we

could get her to write about her experience at Happyville)– Sussane Khan– Gauri Khan– Shilpa Shetty Kundra– Kiran Rao– Sushmita Sen– Malaika Arora Khan– Maria Goretti– Mini Mathur, etc.

Event wouldn’t require for the invitation of media as celebrities would attract appropriate media coverage.

Charlie & the BR FactoryObjective- To establish the exclusiveness of the brand in

association with the concept note Selection of five young adults and five children (from the

company database who have been BR loyal. They could also bring along one person with them) for a special trip to the BR Factory where they would be shown the process of making of the ice-cream. A special 4 course Ice-Cream meal would be prepared for them.

This programme would happen once every month and everytime in a new city.

Follow-up:- A special recipe book containing a number of ways in which Oreo and BR Ice Cream can be used to create a healthy dessert.

PR Opportunity-Behind the scenes actions shooting and getting a media channel to do an exclusive cover on that.

Alternate Plans• To revamp the stores so that the ambience has a

premium feel.• Customized Ice-Cream combinations to bring about the

exclusivity factor and to satisfy the customers who like to have a differentiating factor in their products & the most popular combination would be included in the menu.

• Increasing media presence through byline articles, tapping expert’s columns and contributing on topics related to the concept note and talkpoints of the brand

• In house magazine at the parlors carrying articles on the experiences of the Ice-Cream makers in the factory, articles on ways of staying healthy, health hazards related to artificial sweeteners and a special feature on one celebrity & their BR Moment and one customer and their BR Moment

Franchisee SpecialBaskin Robbins being a franchisee heavy company needs to stay consolidated and feel that the company is standing for them in order to survive the market lulls. Therefore, a PR

Plan for Internal Communications is mentioned below:-

– An In-house e-newsletter carrying articles about the one franchisee every month to be circulated within the company

– Special events twice every year to acknowledge and reward the efforts put in by the franchisee holder towards the development of the brand.

– In order to resonate the values and key message of BR within the company special fun-filled workshops sponsored by the company for the internal staff (factory workers) where they would learn more about the brand, it’s values and a seminar to facilitate the workers with cash prize

– Special workers’ insurance scheme to make them feel safe and secure in the company

– Franchisee Conclave to be held twice every year where franchisee holders across India would be addressed by the CEO and the Franchisee one-on-one analysis (city wise) would be done. This would give the franchisees a platform to share their experiences and direct redressal of their problems

Agenda is to keep all the franchisees knitted together under one umbrella i.e. Baskin Robbins.

Thank You