Baskin Robbins

Presented by : Devendra Kuradia :16 Mansi Jesrani : 29 Prateek Nilkund :40

Growth of Baskin Robins Brand

Set up in 1946 by Baskin and Robbins in California. 1948- Started giving franchisees. 1949- 43 stores offering 31 flavours. 1953- 31 sign becomes trademark. 1959- set up store outside california in phoenix, Arizona. Mid 1960s- 500+ stores.

 1980s- Faced competition from other ice cream companies. 1990,s tie up with movies to promote the brand.

Primary reason for popularity of brand

1st to create an ice cream set up. Ambience

Taste and then select.

Employees friendly behaviour New flavours.

Tie up with movies. How did it help?

Ice cream flavours theme of the movie Shrekd out chocolate mint, shrek swirl, etc Increase sale by 20%. Won EMMA awards.

Tie up with NBC- received $ 1 million in exposure on the no. 1 network.

Concentrate on 1 partner at time.

Did it help in increasing the brand value?

Elements of Marketing Strategy

(I) Focus on Promotional Activities (II) Product variation : The best Promotion (III) Intelligent Alliances To Boost Demand

(IV) Introduced concept of Franchising to Icecream Industry

Focus On Promotion
Hollywood Dreams Free Scoops For Charity Customer Orientation Baskin Robbins Birthday

Product Variation : The Best Promotion

Innovative Flavouring Whats Your Flavour? 31 To Choose from

Intelligent Alliances To Boost Demand

Dual Branding DunkinDonuts + Baskin Robbins

Three Under One Roof DunkinDonuts + Baskin Robbins + Togos

Positioning : Pioneer of Ice creams

INNOVATION

STORE AMBIENCE

NEW FLAVOURS

EVENT BASED

BASKIN ROBBINS Vs COMPETETIORS

FOOD QUALITY MENU VARIETY VALUE SERVICE ATMOSPHERE CLEANLINESS CONVENIE NCE

BASKIN ROBBINS
CARVEL BAKERY

71
62

56
39

27
31

35
33

25
24

38
36

35
37

DAIRY QUEEN HAAGEN DAZS TCBY TREATS

46 70 54

38 36 30

32 20 21

31 26 27

20 21 23

32 35 33

39 21 31

RANKING
FOOD MENU VALUE QUALITY VARIETY SERVIC E ATMO- CLEANSPHERE LINESS CONVENI ENCE OVERALL

BASKIN ROBBINS
CARVEL BAKERY

1
3

1
2

3
2

1
2

1
2

1
2

3
2

1
2

DAIRY QUEEN HAAGEN DAZS TCBY TREATS

5 2 4

3 4 5

1 5 4

3 5 4

5 4 3

5 3 4

1 5 4

3 4 5

Bottlenecks
Dilution of First mover Advantage. Expensive Brand Of Ice-creams The taste of the rich. Store Ambience Drop because of Limited Seating Arrangement. Speed of Innovation restricts Repeat Purchases. Baskin Robbins Lined with Health Hazards. Not all flavours succeed Cost increases