Baskin Final

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Type : wholly owned subsidiary

Industry: food and beverage

Head quarters: 130 royal street, canton,Massachusetts, United States

Area served: world wide

Products: ice cream, Cake

Parent : Dunkin brands

BASKIN ROBBINS


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DUNKIN BRANDS

Founded in 1950

Head quarters: Canton, Massachusetts United States

Subsidiaries: Dunkin' Donuts, Baskin-Robbins

One of the world's leading franchisors of quick service restaurants (QSR) serving hot and cold coffeeand baked goods, as well as hard-serve ice cream.


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Dunkin' Donuts - the largest coffee and bakedgoods restaurant in the world, with loyal customers

in 32 countries

Baskin-Robbins - the largest and one of the most

loved chains of ice cream specialty shops in the world.


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HISTORY

1945-Irv Robbins opens snowbirdice cream shop in Glendale ,California. The stores concept willlater become the first Baskin-Robbins.

1946-Burt Baskins opens Burtonsice cream shop in Pasadena ,California


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1948-Burt and Irv stores grow to chain of sixstores and the founders decide to sell their first

licensing agreement pioneering the franchisebusiness in the ice cream industry.

1949-Baskin Robbins expands to40 franchised stores acrosssouthern California.

1949 - Burt and Irv purchasedtheir first dairy in Burbank.


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1950-Baskin Robbinsintroduce the signatureminiature pink spoon,encouraging ice creamenthusiasts to unlimited tastes.

1953-Burt and Irv consolidatestores under the name Baskin-Robbins 31 ice cream, creating the unique 31 concept of offering a different flavour foreveryday of the month


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1957-Baseball nut hits storesto commemorate the dodgersmove to Los Angeles fromBrooklyn

1958-Baskin Robbins offersnearly 150 flavours in flavourlibrary

1959-The first Baskin-Robbinsstore outside California opensin Phoenix , Arizona


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1960-Baskin Robbins expands nationwide , withmore than 400 stores

In 1953 - ice cream chain dropped the separateidentities of Snowbird and Burton's and became

Baskin-Robbins.

A local advertising agency, Carson/Roberts,advised a uniform identity and image under thename Baskin-Robbins 31 Ice Cream.


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Included the "31 " logo torepresent a flavor for every day of the month, Cherry (pink)and Chocolate (brown) polka

1964-Beatle nut hits the stores when Beatle mania strikes theunited states

1965-Secret bonded appears into store to celebrate the popular

James bond 007 movie series.

R


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1969-Lunar cheesecake launches as the first manlands on the moon 1970-Baskin Robbins

expands internationally

1970-Pink bubble gum pops in stores

1976-Valley fordge fudge honours America'sbicentennial

1980-Miami ice hits stores along with TV hitMiami vice. Along with the preppy craze Baskin-Robbins introduced preppy mint


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1985-Oreo cookies n cream becomes a new hitflavor

1990- Gorba chocolate honours the soviet leaderand fall of communism

1994-Cappuccino blast blasts into storesnationwide

1995-Love potion#31 starts a valentine s day loveaffair


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2002-Shrek swirl appears in dipping cabinetsnation wide

2005-Bold breeze s arrives into stores acrossthe country


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INTERNATIONAL LOCATIONS


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SLOGANS 31 Flavors of Fun (1945-March 3, 1985, with the

exception of 1954-1955, 1964 1965, 1969 1970,and 1974 76)

31 Flavors for 10 Years (1954 1955) 20 Years of Ice Cream (1964 1965)

25 Years of Fun (1969 1970)

30 Years of Fun (1974 1975)


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31 Flavors, 31 Years (1975 1976)

31 Flavors of Happiness Only at Baskin Robbins(March 4, 1985-September 13, 1985)

31 Flavors in One Place (September 14, 1985-July 31, 1986)

Trust 31 (August 1, 1986-September 30, 1987) Celebrate 31 (October 1, 1987-September 8, 1988)


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Count on 31 Flavors of Fun (September 9, 1988-March 31, 1991)

Count on 31 Flavors of Ice Cream Every Day (April1, 1991-September 9, 1991)

Count on Us, We're Baskin Robbins (September 10,1991-August 4, 1992)

Your #1 Ice Cream Place (August 5, 1992-September13, 1993)


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31 Flavors At Their Best (September 14, 1993-September 7, 1994)

We're 31, We're Baskin Robbins (September 8,1994-September 5, 1995)

We're Baskin Robbins (September 6, 1995-September 9, 2000)

YAY! (September 10, 2000 Fall 2010)

More Flavors More Fun ul 2010 resent


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31 FLAVORS Banana Nut Fudge

Black Walnut

Burgundy Cherry

Butterscotch Ribbon

Cherry Macaroon Chocolate

Chocolate Almond

Chocolate Chip

Chocolate Fudge

Chocolate Mint

Chocolate Ribbon

Coffee Coffee Candy

Date Nut


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Egg Nog

French Vanilla

Green Mint Stick

Lemon Crisp

Lemon Custard

Lemon Sherbet

Maple Nut

Strawberry

Peach

Peppermint Stick

Pineapple Sherbet

Pistachio Nut

Raspberry Sherbet

Rocky Road

Vanilla

Orange Sherbet

Vanilla Burnt Almond


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LOGO EVOLUTION


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LOGO Starting 2006, the company went through a campaignto change its brand including redesign of its stores, its

website and even its logo.

Current logo incorporates the 31 (in pink) thatrepresents the 31 flavors, cleverly embedding it inthe B R of the logo.

Pink represents the pink spoon which is given whencustomers ask for samples


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MISSION

We exist to thrill customers, define and leadmultibranding, enrich stake holder and build powerfulbrands

VISION The best premium ice cream player


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OBJECTIVES

Creating brand awareness Establishing BR outlets everywhere Providing better value to stake holders

"Not everyone likes allour flavors, but each

flavor is someone'sfavorite." Irv Robbins


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STPSegmentation

DemographicHigher disposable income tospend on frivolous luxuries

such as premium ice cream. Psychographic

Lifestyle Those who enjoy the luxury and indulgence associated

with the brand.


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Targeting

Higher middle & higher income group Teenagers, young adults and students


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MARKETING MIX


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Product High & unique flavor range variety of products viz.

ice creams, candy, sundaes, Shakes, softy. Punch line whats your flavor -31 to choose from Even though the company has achieved almost100% brand awareness in 2008 it decided torevitalize the brand by introducing soft ice cream to its customers Introduction of low fat ice-cream flavors(specially for people with diabetes and in general to take careof growing health concerns among customers)


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WHATS YOUR FLAVOUR? Ice cream Sundaes

Beverages Cakes Hand packed

Prepacked


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Ice cream

Flavour of the month Permanent Rotators

Sherbets Sorbets Sorbets/ices No sugar added Lighter side Low fat


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MARKETING MIX

ProductHigh & unique flavor range

variety of products viz. icecreams, candy, sundae s Shakes ,softy.

PricePremium price because of innovative and quality products

PlaceLocation selection is completely

in the hands of the company Prime locationsPlaces with high foot traffic

Promotion We sell fun not just ice cream

In store promotional campaigns All sorts of promotionalactivities


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PricePremium price because of innovative and quality productsSometimes it focused on giving discount forcustomers .


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PlaceLocation selection is completely in the hands of the company Prime locationsPlaces with high foot traffic, malls and in most

important locations


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PROMOTION

WE SELL FUN, NOT JUST ICE CREAMS

Entered into a marketing tie-up with Tricon Groups

Pizza Hut. Free coupons

Birthday club

Flavour of the month


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FRANCHISEStart-up costs & franchise fees Total investment $1,45,700-$5,27,800 Initial franchise fee-$30,000 Royalty fee-5.9%

Training & support

Training Available at headquarters Ongoing support- newsletter, meetings, toll free

phone line security/safety procedures field

operations / evaluations


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Marketing support Regional advertising


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MARKETING STRATEGIES Want to penetrate deeper and denser

It wants to expand the number of outlets in

cities it is already present, covering pockets where it is not there the chain is also planning anaggressive roll out in a large no of tier 2 and 3cities.


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VALUES Honesty

Humility

Respectfulness

Transparency

Integrity

Fairness

Responsibility

GUIDING PRINCIPLES Leadership

Execution

Fun

Innovation

Social Stewardship

KEY SUCCESS


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KEY SUCCESSFACTORS

Innovations & new flavors

Brand image

Quality control andcustomer service

Global presence

Excellent distributionnetwork


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STRATEGIES

Short term strategiesMaintain constant intervals

in advertising Sponsoring in community

eventsLoyalty programs

Cross branding


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Long term strategiesIncreasing number of outletsOutsourcing in stores ads after

building up chains

Getting in shelf's of the supermarkets


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GLOBAL COMPETITORS

Haagen dazas Ben & jerry

Walls

Nestle

Dairy queen

Breyers


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Baskin Robbins India

Joint venture-Maharashtra Dairy ProductsManufacturing Company Pvt. Ltd. (MDPMC) andthe US subsidiary of Allied Domecq PLC, a UK-based company.

Set up shop in India in December 1993

First ice-cream parlor in Mumbai.

BASKIN ROBBINS INDIA


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Fun facts There are more than 6,700 Baskin-Robbins

locations around the world, with more than 2,500nationwide.

Baskin-Robbins international locations featureflavors of ice cream popular to the tastes of eachcountry, such as Red Bean and Green Tea.

FUN FACTS


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Baskin-Robbins colors are pink and blue, but the

original colors were brown (representing chocolate) and pink (representing cherry), andour famous polka dots represented circus

balloons.

The top 5 selling Baskin-Robbins ice cream

flavors are Vanilla, Chocolate, Mint ChocolateChip, Pralines 'n Cream and Chocolate Chip.


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TH ANK YOU

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