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