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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.