RETAIL MANAGEMENT

INTRODUCTION

o Meaning

o Definition

oBaskin-Robbins is a global chain of ice cream parlours founded by Burt Baskin and Irv Robbins in 1953, from the merging of their respective ice cream parlours, in Glendale, California.

o The Baskin Robbins story in India began in 1993, when the first store opened in Mumbai.

INTRODUCTION

Vision“The BEST PREMIUM ICE CREAM PLAYER”MissionWe exist to thrill customers, define and lead multi-branding, enrich stakeholder, and build powerful brands! ValuesWe value Integrity, People, Connection, Innovation, Performance, Discipline, and Quality.

PRODUCTS

RETAIL OUTLETSo It has expanded to 400 franchisee outlets spread across 95 cities.o Is also available at some 600 hotels and restaurants and at about 600 modern-format retail stores.o In Mumbai, it has 92 outletso In Delhi, it has 45 outlets

BASKIN ROBBINS 31 FLAVORS

Competitor

1. AMUL

2. VADILAL

3. Mother Dairy

Porter Five Forces Analysis

o Baskin Robbins is a youthful, dynamic brand and they are open to good ideas.

o The outlets sport a funky and vibrant look to attract young people.

COMMUNICATION STRATEGY

PROMOTIONAL CAMPAIGN

Spider man 3

The panchavi pass—special panchavi pass flavor

The love storey 2050—2050 flavor

The Drona-- Cappuccino Nibs

CONCLUSION

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