baskin robbins1

8/2/2019 BASKIN ROBBINS1

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INTRODUCTION

Baskin Robbins is a global Chain of ice-cream parlours founded by BurtBaskin and Irv Robbins in 1953,from the merging of their respective ice-cream parlours,in California.Baskin Robbins is part of the Dunkins BrandsInc. family of companies.It claims to be the worlds largest ice-creamfranchise,with more than 5800 locations,2800 of which are located in the

United States.

The Baskin Robbins story in India began in 1993,when the first store openedin Mumbai.Today it is spread across the country with more than 300 outletsin 61 cities.Baskin Robbins also caters to other premium channels like starhotels,leading airlines,malls,multiplexes and top retail chains across India.


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ICE CREAM INDUSTRY IN INDIA

The ice cream market growth in India picked up after de-reservation of the

sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the

hands of organized sector valued at Rs 4.9bn, rest all is with the

unorganized sector.

The Indian government adopted a lot of policy changes for the liberalization

regarding the ice cream industry also and it is since then that this

sector has shown an annual growth ranging from 15- 20% per annum

for last 1- 2 year. In the Budget 2006-07 Excise Duty has been waived

off on ice creams.

In rural areas, kulfis / ice creams made by small / cottage industry arepopular. The market for organized sector is restricted to large

metropolitan cities. In small towns and villages, there are thousands of

small players who produce ice- creams / kulfis in their home backyard

and cater to the

local market.


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In India the ice cream industry is dominated by a few players.

This has made the global giants look at India to drive their

growth. The sale of ice cream in India is seasonal and the

ice cream makers always bet on the summer sales. ForAmul the summer season contributing about 40 per cent of

the company's overall sales.

Furthermore, to take advantage of the demand during

summer the Ice cream makers increase the price of the

products marginally .Most of the companies are adding that

new and innovative products that keep the consumers

excited.


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MARKET SHARE OF ICE CREAM BRANDS

IN INDIA

AMUL, 38%

KWALITY WALLS, 14%VADILAL, 12%

MOTHER'S DAIRY, 9%

BASKIN ROBBINS, 8%

OTHERS, 19%

AMUL

KWALITY WALLS

VADILAL

MOTHER'S DAIRY

BASKIN ROBBINS

OTHERS


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Market leader Amul has a huge emotional connection with Indian

consumers as it was the nerve centre of the White Revolution

in India. Its ice cream is available in no less than 70,000 stores

across the country a number it plans to raise to 100,000 in

the next one year. Its growth target for the year is 20 per cent.

(The market has grown at 15 per cent per annum in the last

five years.)

Vadilal, the third largest player in the ice cream market with a

share of 12 per cent and a strong player in western India(Maharashtra, Goa and Gujarat), has drawn up aggressive

growth plans


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ENVIRONMENTAL ISSUES

In India, the consumption of the ice cream is very less compare

to USA and even to Pakinstan.But here in India there is

sufficient scope for the ice cream companies to expand their

business as because people are becoming more brand

conscious.so retailers want to become the part of this growing

fields and margin is also very good in comparison to other

products.


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PERSONAL SELLING EFFORTS

The company has no personal selling efforts though the

competitors are very good in that.Baskin Robbin only opened

up their exclusive outlets across the country.They can open up

their kiosk in different places,like-Railway station,Airport

etc.They also can start doing business at the celebration time

by giving their stalls in fairs,festivals etc.We have seen that

domestic players,like-Amul,Metro Dairy has already started to

increase their sales by different personal selling means.


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DISTRIBUTION CHANNEL

Ice cream distribution in India typically involves a distributor,wholesaler and retailer. Most domestic brands have smallregional operations, with plants situated near their majormarkets due to the lack of cost-effective cold chain facilities.

National brands have owned or leased cold storage facilities inmajor metropolitan areas, which ship to distributors or direct toretailers. Some major brands have begun serving smaller citiesby acquiring smaller plants and improving distributionnetworks. Distributors' margins are about 18-20%.

There are an estimated 70,000 retail ice cream outlets in India,including both fixed shops and mobile vendors -- pushcarts,tricycles and three-wheelers.


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CUSTOMER ANALYSIS

Baskin Robbins is one of the premium ice cream brands in the

world. Its differentiating strategy from other ice cream brands

or their brand identity is providing customers with 31 different

varieties of flavour and its premium quality.

Some of the attributes which customers think of Baskin

Robbins are premium, young, feminine (an influence from Pink

colours they project), soft, tender and different flavours.

Customers would like to take young colleagues or girlfriends

who are very peppy to this ice cream store. Even though thisbrand lives for more than sixty years, they maintain

youthfulness in the brand which is amazing.


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BRAND STRATEGY

1. Trends: Few trends that favour the brand strategy in India

are:Increasing disposable income of young Indians.Increasing

health consciousness of Indians(Low fat ice

creams,vegetarian ice creams)

2. Customer Motivations: The customer motivations that could

support the growth of the brand are,

. Flavours unique to Baskin Robbins

. I want to be seen as a premium consumer

. I need variety in my life


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BRAND POSITIONING

Taste different flavours everyday-Baskin 31 Robbins

The younger generation in India now seek variety in their fast

paced lives. They want to try something new every day.Positioning Baskin Robbins in the minds of such consumers

would be easy and effective for the brand. We suggest to have

a bridged positioning of,

Baskin Robbins means TREAT


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BRAND PERSONALITY

Product Related Characteristics: Soft/Tender

User imagery: Fun loving youth & children

Sponsorships: Events that attract todays generation youth &

children

Age: 60 years & still YOUNG!!!!!

Symbol: Baskin Robbins logo,Rich & Inviting .


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BRAND IDENTITY

Core Identity: Variety in flavours, 100 percent vegetarian,

Quality(Baskin Robbins focuses on providing very high quality

ice creams that even a 3 months old baby can consume itwithout any harm).

Extended Identity: Ambience of Stores/Parlours, Packaging,

Regional Flavours .


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VALUE PROPOSITION

Where the Fun is Unending & Flavour is King

The value proposition is strongly supported by the offerings from

Baskin Robbins. Just there needs to be an improvement inStore ambience to provide that Fun element.

Brand Logo Evolution: The brand logo has evolved over the years

without losing out its core identity of the Original 31 flavours.


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CONCLUSION

Baskin Robbins is doing well with excellent offerings. All that has to bechanged is the Baskin Robbins caters only to premium and elite customers.In country like India, majorities are middle class. Where, most of the majordomestic brands cater to all segments and more popular in India. BaskinRobbins has diversification related to its core product i.e. ice cream cakes,beverages, juices and milk shakes. Product variety is more in BaskinRobbins compared to any other. Baskin Robbins has to mainly concentrateon attracting the middle class audience in India. They can even distributetheir products to retail outlets, which is the easy way to reach thecustomers.

The reason that the MNCs indicate for their presence in India is It has the

right climate for ice-cream consumption; the country has a very low percapita consumption,which means large untapped potential; and our abilityto maintain competitive pricing - all these reasons make us want to be inIndia. But MNC werent successful in India mainly due to the pricingpressure and margin squeeze. Despite being a hot country with a youngpopulation, India has never made ice-cream culture its own, unlike

in the West.

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