1. Digital Marketing Plan for Baskin Robbins

2. Brand Preposition FUN CHEERFUL TENDER SOFT PREMIUM QUALITY VARIETY Logo PerceptionBlue: denotes harmony, faith, confidence Pink: denotes unconditional love and warmth 31 flavours of Ice-cream 3. Brand Objectives Brand Awareness Recall Value Increase Online Visibility 4. Target Audience 18-24 year olds who are college going like exploring food eating out with friends like junk food like spending time on social media want to be in trend 25-40 year olds young professionals married have children gets weekend to spend time with family like traditional brands look for quality brand concious 5. Online Strategy 18-24 hang out with friends college going like experimenting with taste like junk food more in trend 25-44 young professionals live a more corporate life married have children gets weekend to spend with family - goes out for lunch with colleagues Target Audience insights - A brand that suits the youth who like hanging out with friends and young professionals who hangout with their family, colleagues. Age group of 18-40 form the core audience When Flavours Unite! 6. Communication Strategy To promote Baskin Robbins products, varieties, flavors and outlets. Talk about every flavour and the meaning behind it. Relegate every flavour with the audience and build a connect with them Create hastags like #HangoutwithBR31 #flavourofthemonth #Brdailyoffer #Brrollcakes #honeynutcrunch #iluvsplishsplash #whenflavoursunite Create Blogs related to A hangout for All Flavours, promote Baskin Robbins as a place where people of different target group and age hangout, its a place where friends, family, children, colleagues can hangout. A place where you not only get different flavours of ice cream but 7. Launch Campaign #WhenFlavoursUnite About: An interactive mobile online contest that will make people to visit Baskin Robbins outlets. How it works: Contest to be promoted on social media where users will be asked to visit their nearest Baskin Robbins outlet and scan the code on their favourite flavour through their phone. Once they scan they will receive exciting offers on the favourite flavor and while doing so a photo proxy will take their live pictures and capture their moments. These images will be uploaded on Baskin Robbins Facebook page along with a caption #Whenflavoursunite Vijay gets a free tasty scoop of honey crunch. On every scan a new offer will pop up and thus connect with the overall them of what happens when you meet you flavour. The campaign can also be promoted via banner ads, twitter and print with the barcode 8. Brand Engagement Campaign #MixnMatch About: An engagement campaign where users have to create their own flavours out of the existing available flavours thus also connecting with the entire campaign theme. How it works: A campaign on Facebook application where users get to choose various flavours and create something of their own. They can add various ingredients out of the given choice in the application and give a unique name for it. The users have to describe their flavour in the best way and get maximum votes out of it. Baskin Robbins will decide 1 winner out of the top 3 flavours and this flavour will be available in select locations for a month. The gratification for the user is that the user will be promoted all over their official site and also through blogs. 9. Campaign Benefits High User Engagement Increase Online interactivity Build a positive brand personality Create brand recall value 10. Thank You