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Baskinrobbinsproject 090923103908-phpapp02 Document Transcript

  • 1. A Brand Analysis Submitted for Academic Project on Brand Management September 2009Authors: Karthik Prasad V (25027) Padmanabha Ganapathi S (25036) Palaniappan K (25037) Sivakumar P S (25051) Surenderan E (25056) Ramkumar K (25095) BHARATHIDASAN INSTITUTE OF MANAGEMENT (School of Excellence of Bharathidasan University) TIRUCHIRAPALLI
  • 2. Baskin Robbins - A Brand Analysis September 2009 Table of Contents1 Introduction .............................................................................................................................. 1 1.1 Baskin Robbins ................................................................................................................... 1 1.2 Ice Cream Industry in India ................................................................................................. 1 1.2.1 Segmentation and branding........................................................................................ 2 1.2.2 New Segments ........................................................................................................... 3 1.2.3 MNC in India:.............................................................................................................. 3 1.2.4 Infrastructure worries:................................................................................................ 4 1.2.5 Consumption Pattern: ................................................................................................ 4 1.2.6 Ice Cream Flavours: .................................................................................................... 4 1.2.7 Distribution channel: .................................................................................................. 52 Competitor Analysis ................................................................................................................... 6 2.1 Competitors: ...................................................................................................................... 6 2.2 Competition in Parlours: .................................................................................................... 7 2.3 Changing Times: ................................................................................................................. 73 Customer Analysis ..................................................................................................................... 84 Communication Strategy ......................................................................................................... 10 4.1 Promotions: ..................................................................................................................... 10 4.1.1 The Spiderman 3 campaign:...................................................................................... 10 4.1.2 The Paanchvi Pass campaign:.................................................................................... 10 4.1.3 The Drona campaign:................................................................................................ 11 4.1.4 MTV Roadies 6.0:...................................................................................................... 11 4.1.5 The Love Story 2050 campaign: ................................................................................ 11 4.1.6 Other Promos: .......................................................................................................... 12 4.2 Change in Communication Strategy: ................................................................................. 125 Brand Baskin Robbins .............................................................................................................. 14 5.1 Brand Strategy: ................................................................................................................ 14 5.2 Brand Positioning: ............................................................................................................ 14 5.3 Brand Personality: ............................................................................................................ 14 5.4 Brand Identity: ................................................................................................................. 14 5.5 Value Proposition: ............................................................................................................ 15 Table of Contents 5.6 Brand Logo Evolution: ...................................................................................................... 156 Conclusion ............................................................................................................................... 167 References............................................................................................................................... 17
  • 3. Baskin Robbins - A Brand Analysis September 20091 Introduction1.1 Baskin RobbinsBaskin-Robbins is a global chain of ice cream parlours founded by Burt Baskin and Irv Robbins in1953, from the merging of their respective ice cream parlours, in Glendale, California.Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin’ Brands Inc. family ofcompanies. It claims to be the worlds largest ice cream franchise, with more than 5,800 locations,2,800 of which are located in the United States. Baskin-Robbins sells ice cream in 34 countries,including Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt,Saudi Arabia, Australia, the Philippines, Thailand, Vietnam, Indonesia, Malaysia, China, Bangladesh,South Korea, India, Pakistan, Panama, Taiwan and the United Arab Emirates.The Baskin Robbins story in India began in 1993, when the first store opened in Mumbai. Today it isspread across the country with more than 300 outlets in 61 cities. Baskin Robbins also caters toother premium channels like star hotels, leading airlines, malls, multiplexes and top retail chainsacross India. Baskin Robbins is one of the diverse businesses of the Graviss Foods Pvt. Ltd. It has anexclusive franchise for the SAARC region. Our brand analysis is subjected to strategies of BaskinRobbins in India only. But the brand has a global presence where it maintains a similar brandstrategy, yet with some small differences.1.2 Ice Cream Industry in IndiaThe ice cream market growth in India picked up after de-reservation of the sector in 1997. Of thetotal size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, restall is with the unorganized sector.The Indian government adopted a lot of policy changes for the liberalization regarding the icecream industry also and it is since then that this sector has shown an annual growth ranging from15- 20% per annum for last 1- 2 year. In the Budget 2006-07 Excise Duty has been waived off on icecreams.In rural areas, kulfis / ice creams made by small / cottage industry are popular. The market fororganized sector is restricted to large metropolitan cities. In small towns and villages, there are Chapter: Introductionthousands of small players who produce ice- creams / kulfis in their home backyard and cater to thelocal market. Almost 40% of the ice creams sold in the country are consumed in the western regionwith Mumbai being the main market, followed by 30% in the north and 20% in the south. 1
  • 4. Baskin Robbins - A Brand Analysis September 2009In India the ice cream industry is dominated by a few players. This has made the global giants look atIndia to drive their growth. American ice-cream retailer Snowberry has announced that it wouldinvest $50 million by 2010 to start its business in India to be known as Snowberry India PrivateLimited.The sale of ice cream in India is seasonal and the ice cream makers always bet on the summer sales.For Amul the summer season contributing about 40 per cent of the companys overall sales.Furthermore, to take advantage of the demand during summer the Ice cream makers increase theprice of the products marginally .Most of the companies are adding that new and innovativeproducts that keep the consumers excited.1.2.1 Segmentation and brandingThe major volume growth for branded ice-cream players will come from the take-home-segmentrather than consumption at ice-cream boutiques and parlours. This is the key inference of a surveyconducted by Retail Research India (RRI). The survey attributes this shift in consumer priority to thefact that ice-cream eating is becoming more of a weekend pastime for families rather than a leisureactivity during outstation trips or picnics.The consumer perception audit reveals that branded ice-creams as a product category is now beingperceived as a product for the family rather than just as an indulgence during outing exercisesIn terms of leveraging brand presence, the branded ice-cream players need to focus more oninnovative retail initiatives like point-of-sale merchandising and danglers to attract consumerattention. The retail initiatives need to be given priority in comparison to the usual brand promotionexercise that is carried out in the mass-media.The ice-cream players have to confront secondary competition in the form of branded chocolatesand biscuits. Along with that they also face competition from unbranded ice-cream players whooperate on mobile cart wheels.It is believed that as a strategy to combat competition from productsacross the impulse segment, the need is to have innovative modes of merchandising that canenhance the display value for ice-cream brands.Consumers from the impulse market make a consumption choice on the basis of the instantattention that brands can grab by their innovative display.Further, with clutter in the mass media,such initiatives at the shop floor level can play the dual role of initiating brand awareness as well astriggering consumption for the brand. Chapter: IntroductionWith secondary competitors from the branded players segment undertaking mega retail exercises,branded ice-cream players will start witnessing consumer lapse if they are unable to consolidatetheir retail presence 2
  • 5. Baskin Robbins - A Brand Analysis September 2009Also, in terms of leveraging the brand through ice-cream parlours and vending machines, there is theneed to communicate the propositions through neon posters and vinyl signage, especially at specificconsumer eating spots. It is believed that some of the players may use such communicationexercises outside the parlours. But the need is to strategically evaluate consumer congregationpoints.The retail material should communicate the brand proposition through these materials atstrategically evaluated points since it can capture the consumers’ eye more than the usual exteriorsof retail shops and ice-cream outlets.Even in these avenues there are a host of other products thatare jostling for consumer attention. Hence, the need is to move away from these crowded venues inparlours and retail shelves and specifically communicate the brand proposition in the spots wherethere is less fragmentation yet a lot of consumer activity.Thats why, like Kwality Walls, Amul too wants to take its frozen and ambient platter on the roadthrough push carts and smaller outlets. It plans to supply freezers to bakeries and chemists to mom-and-pop shops and even STD booths. Even HLL has been trying hard to create excitement around itsbrands. Its Kwality Walls Max, for children, was relaunched with offerings, like Rainbow and Twister,supported by a new look Max lion.1.2.2 New SegmentsBetween kids and youth on the streets and adults at home, a large chunk of ice cream sales getstaken care of. Impulse purchase from youth and kids accounts for 50 per cent of the market. Familyconsumption adds another 35 per cent. Fifteen per cent of the market is in-parlour sale — a newsegment that has showed up in the last few years. This is dominated by niche regional players likeNaturals in the West, Nirula’s in the North and premium players like Baskin Robbins and the homegrown Italiano Gelato.1.2.3 MNC in India: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 per capita consumption, which means largeuntapped potential; and our ability to maintain competitive pricing - all these reasons make us wantto be in India.But MNC weren’t successful in India mainly due to the pricing pressure and margin squeeze. Despite Chapter: Introductionbeing a hot country with a young population, India has never made ice-cream culture its own, unlikein the West. 3
  • 6. Baskin Robbins - A Brand Analysis September 20091.2.4 Infrastructure worries:There are genuine problems, too. Since the demand for ice cream is seasonal, and it also requiresspecific infrastructure. Any retailer with a tub full of ice can sell soft drinks, but for ice cream he hasto have proper refrigeration. For that, one requires proper power supply, which is erratic in IndiaTransporting ice cream across India requires massive infrastructure, because of which “supplies overlong distances are irregular”.1.2.5 Consumption Pattern:The market for ice-creams in India was estimated at US$265 million in 2006–07, growing at the rateof 12–14 per cent. However, the per capita consumption of ice-cream in India is relatively low, whencompared to developed countries. Per capita consumption of ice-cream is around 250 mL per annumas against 22 litres in the US, 18 litres in Australia, 14 litres in Sweden and 5 litres in the UK.The percapita consumption of ice-creams in India is a paltry 250 ml per annum while the average globalconsumption is 2 litres.1.2.6 Ice Cream Flavours:Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavours;on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basisof flavours the market today has a number of flavours like vanilla, strawberry, chocolate, mango, Chapter: Introductionbutterscotch a number of fruit flavours; dry fruit flavours traditional flavours like Kesar- Pista, Kaju-Draksh etc. The market is totally dominated by Vanilla, Strawberry and chocolate, which togetheraccount for more than 70% of the market followed by butterscotch and other fruit flavours. 4
  • 7. Baskin Robbins - A Brand Analysis September 20091.2.7 Distribution channel:Ice cream distribution in India typically involves a distributor, wholesaler and retailer. Most domesticbrands have small regional operations, with plants situated near their major markets due to the lackof cost-effective cold chain facilities. National brands have owned or leased cold storage facilities inmajor metropolitan areas, which ship to distributors or direct to retailers. Some major brands havebegun serving smaller cities by acquiring smaller plants and improving distribution networks.Distributors margins are about 18-20%.There are an estimated 70,000 retail ice cream outlets in India, including both fixed shops andmobile vendors -- pushcarts, tricycles and three-wheelers. Chapter: Introduction 5
  • 8. Baskin Robbins - A Brand Analysis September 20092 Competitor Analysis2.1 Competitors:On a telephonic conversation, the Zonal Manager-South of Baskin Robbins, Mr. Muthukumar told usthat Baskin Robbins doesn’t have any direct competition as they are a premium player. He also toldus that theirs is not a volume based business. But he also accepted the fact that there is indirectcompetition from domestic brands and other local parlours. Let us have a look at the competition inIndia for Baskin Robbins.Hindustan Unilever, which is owned 51 per cent by Unilever, has a 14 per cent share of the 100-million litres and Rs 1,200-crore per annum ice cream market, which makes it the second largestplayer after Amul (38 per cent market share). The gap is no less than 24 percentage points. Chart: Market Share of Ice Cream Brands in IndiaMarket leader Amul has a huge emotional connection with Indian consumers as it was the nervecentre of the White Revolution in India. Its ice cream is available in no less than 70,000 stores acrossthe country — a number it plans to raise to 100,000 in the next one year. Its growth target for theyear 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 strongplayer in western India (Maharashtra, Goa and Gujarat), has drawn up aggressive growth plans Chapter: Competitor AnalysisMother Dairy (market share: eight per cent) has fanned out from its stronghold of North India to theeastern and western parts of the country in the last few years. Its strength is the 4,000 pushcarts outon the streets of the country at all times. As a large category of consumers buy ice cream onimpulse, this fleet has helped Mother Dairy grow 35 per cent this summer. Mother Dairy, by the 6
  • 9. Baskin Robbins - A Brand Analysis September 2009way, has developed a strong portfolio of local flavours which could work well in the upcountrymarkets.2.2 Competition in Parlours:With the advent of modern trade, Baskin Robbins now covers 500 modern retail stores along with itsretail foot print of 370 outlets. Baskin Robbins will add 100 retail outlets during the year and alsogrow our modern trade footprint. Modern Trade now contributes to 15 per cent of their overallrevenues and they see this growing to 20 per cent in the next couple of years. Baskin Robbins hasestablished its leadership in the premium ice cream category in the modern trade channel.But competition is in no mood to give up without a fight. Amul too entered the segment this yearwith its Scooping parlours where it serves sundaes, thick shakes and an exclusive range of ice cream.It plans to have 1,000 franchises by the end of the financial year, up from the current 250, andthereon add 1,000 every year for the next five years and expects retail to contribute to 20 per centof Amul’s ice cream revenue in the next three to five years.2.3 Changing Times:Across the world, consumers have turned health-conscious. They want to cut down calorie intakebecause of the alarming spread of lifestyle ailments. And India is no different — it has the largestpopulation of diabetics anywhere in the world. Consumers have begun to look for health andgoodness in whatever they consume and ice cream is no exception. Baskin Robbins offers 100%Vegetarian ice creams and it also offers low fat ice creams too.Here, the lead has been taken by Amul. It has developed a portfolio on the health and wellnessplatform with its probiotic and sugar-free category last year. Its sugar-free probiotic Frozen Foodcontains 50 per cent less fat and half the calories than normal ice cream. “We expect this category toaccount for ten per cent of the ice cream market in the next three years,” says Sodhi.Hindustan Unilever too has got in to the act this year with the launch of its Selection range whichcomes with just 99 calories in 80 ml. This, in fact, is a segment where the company can draw on the Chapter: Competitor Analysisexpertise of its parent, Unilever. With growing health consciousness, Heartbrand is developingproducts that are lower in fat, sugar-free, lactose-free, as well as low-carb options and those withmore nutritional goodies like calcium and fruit. It has come out with new pack sizes which allowlower consumption. About 40 per cent of the research budget goes to enhance properties of healthand wellness. Clearly, there is nothing better than a well-stocked parent. 7
  • 10. Baskin Robbins - A Brand Analysis September 20093 Customer AnalysisBaskin Robbins is one of the premium ice cream brands in the world. Its differentiating strategy fromother ice cream brands or their brand identity is providing customers with 31 different varieties offlavour and its premium quality. But how the customers perceive the brand is different and wasevaluated by an interview process. Around Thirty customers were interviewed who had alreadyexperienced or come across the brand. Also two US customers were included in these twentycustomers. We went for an interview process because we found that many had only an aidedrecollection of the brand when asked about it.The questions asked during the interview are a) How often do you have ice cream in a month? b) How do you experience having ice cream in Baskin Robbins store? c) In your opinion what attribute is differentiating Baskin Robbins from other ice cream brands? d) Did you ever come across the brand name in some promotions or ads or any other communication medium? e) What will come to your mind immediately if you hear the name Baskin Robbins?Some of the inferences and key opinions extracted from this process are:Most of the customers want ice cream parlour or store to be a better hang out place. They wouldlike to have ice creams with different flavours during chat with their colleagues or girl friends andspend some time in a high end sophisticated premium parlours. They consider tasting a variety of icecreams as a great experience.The key insight derived from probing the customers is, “I want to taste unique treats in a premium ambience”Baskin Robbins’ proposition fits into this customer insight. But after the analysis we found that, theyprovide premium offerings with different world class flavours but not the experience. Customerswho go there for repeat purchase is due to the addiction to the flavour taste. But, in providingexperience of having ice cream in their parlour is really pathetic. Most of the customers don’t value Chapter: Customer Analysisthe store as a premium store which Baskin Robbins claims.Some of the attributes which customers think of Baskin Robbins are premium, young, feminine (aninfluence from Pink colours they project), soft, tender and different flavours. Customers would liketo 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. The 8
  • 11. Baskin Robbins - A Brand Analysis September 2009essence which customers expect from the brand is that “different premium offerings daily”.Customers want to show or communicate to the world that they are different and premium.Communication happens when the customer meets the brand. It came out that there is not frequentcommunication in the form of TV ads or print ads or any other promotions. It’s mostly by word ofmouth and the purchasing point /store where the customers come across this brand. Before comingto the store customers make up their mind to try different taste daily and hang out in the storewhich is premium. They communicate that they are different but store is lacking a premiumambience. This goes in a negative way of communication to the customer. Most of the store islocated in high class residential area. Customers think Baskin Robbins did not leverage in terms ofstore ambience as most of the stores are so cramped and do not have a place to sit and have the icecream. This is a sort of negative communication, which should be immediately addressed since otherice cream brands have started eyeing the modern retail format. Chapter: Customer Analysis 9
  • 12. Baskin Robbins - A Brand Analysis September 20094 Communication StrategyBaskin Robbins is a youthful, dynamic brand and they are open to good ideas. If theres a property orevent or opportunity that has the potential to capture the fancy of todays generation they are ready toadvertise/sponsor. The outlets sport a funky and vibrant look to attract young people.In India, apart from the sales of ice creams, Baskin Robbins enjoys great patronage among high endinstitutional clients ranging from the best five-star hotels in the country, to the premier airlines, highend retailers, corporate parks and campuses, cruise companies, the best restaurants and clubs, andof late, all the multiplexes, which is fast becoming a separate business channel in this country.Around 35% of their sales are from institutional sales. In the coming years, the brand plans toaggressively penetrate into the smaller towns apart from consolidating its present market in themajor cities and metros.4.1 Promotions:4.1.1 The Spiderman 3 campaign:The summer of 2007 witnessed an innovative tie-up of Baskin Robbins withSpiderman 3 movie in India. Baskin Robbins promoted Spiderman 3 by meansof a creative promotion. This not only added visibility but also enhancedcustomer interactivity with the brand. The highlight of the promotion was the co-branded TVC whichwas aired on key kids’ channels. The promotion extended to creating three new trendy flavourskeeping in tune with the characters of the movie- Web Slinger, Sand Storm, and Green Gobbler. Theelements of the promotion included poster, standee, cup design, bags, t-shirts, tags, shelf talker anda Spiderman 3 comic free with every single scoop of ice cream.4.1.2 The Paanchvi Pass campaign:Baskin Robbins successfully captured the attention of the kids by entering intoa tie-up with ‘Paanchvi Pass’, a popular reality show telecast in 2008 by StarPlus and hosted by Shahrukh Khan. A special Paanchvi Pass flavour was created Chapter: Communication Strategyto make it appealing to the customers and add excitement to the entire campaign. A gift wasassured to any customer who walked into the store and purchased a Panchvi Paas flavour and 3lucky draw winners got a chance to meet the biggest Bollywood star, Shahrukh Khan. The promotionhelped Star Plus take its message to niche audience across the country. The activity providedtremendous on ground visibility for Star Plus and Baskin Robbins in terms of wall visuals, tent cards, 10
  • 13. Baskin Robbins - A Brand Analysis September 2009danglers, posters, t-shirts, cups, shelf talkers and a quiz book. Besides, it got good publicity andgenerated enthusiasm among the kids.4.1.3 The Drona campaign:Baskin Robbins has become an attractive partner for Production Houses topromote movies better among its target audience-the youth. This is done bymeans of appealing visuals and colorful displays like banners, posters, standeesetc. Drona, a magical adventure movie based on the warrior ‘Drona’ tied up with Baskin Robbins topromote the movie among the teenagers. Visual displays for the promotion of the movie usingBaskin Robbins as a brand included posters, standees, bags, shelf-talker, drop box and banner.Cappuccino Nibs was named the Drona flavour, also known as the flavour of magic to get the touchand feel of the movie. The Drona promotion gives kids across the country a chance to meet AbhishekBachchan through a lucky draw.4.1.4 MTV Roadies 6.0:MTV Roadies -a cult following among youth has now associated with BaskinRobbins for promotion of the programme and for the integration of the brandwith its content. The promotion makes a lot of sense for both the brandsbecause the target audience of Roadies is synonyms with the target audience for Baskin Robbins.The audition promotion was done in selected cities in India where the Roadies audition was carriedout-Mumbai, Delhi, Bangalore, Kolkatta, Ahemdabad, Chandigarh. JTQ-‘Jump the Queue’ passeswere given to those lucky draw winners who purchased Baskin Robbins ice cream worth Rs. 250/-.Promotion was done through posters, banners, standees and the JTQ passes. Interactive gamesduring the auditions were incorporated which included wild games centered on ice cream.4.1.5 The Love Story 2050 campaign:The movie was unique in the sense that for the first time introduced the timemachine concept in the Indian film industry and therefore, there was a big hypearound the movie. Baskin Robbins built on this hype and therefore associated Chapter: Communication Strategyitself with Love Story 2050. The publicity for the movie was done using posters, standees, bannersand shelf talkers. The flavour was called the 2050 Flavour with a tagline-The taste of the future ishere. The promotion offered a chance to the lucky draw winners to meet the debutant actorHarmen Baweja and Priyanka Chopra and a chance to win a Boo (a character from the movie) withevery 2050 flavour. 11
  • 14. Baskin Robbins - A Brand Analysis September 20094.1.6 Other Promos:  Baskin Robbins National level Junior Cricket 7s tournament  ‘Yo Yo Masters Road Show’ for Delhi’s children and adults, organised by Cartoon Network Enterprises, was held in Baskin Robbins store in Connaught Place, Delhi on July 2007.  Sponsored lucky coupons for ‘Monsoon Masti’ festival organized by Rajiv Gandhi International Airport Limited, Hyderabad held on July 2009.  Distributed free passes for “Amaze 2008”, B-School fest, organised by the Indian Institute of Planning and Management (IIPM) in Bangalore.  Sold tickets for Rock Concert Rock ’n India, designed along the lines of international rock festivals, held in Bangalore in March 2008.  Recently in March 2009, Pizza Hut & Baskin Robbins launched an offer that provides Pizza Hut patrons an opportunity to sample a range of Baskin Robbins ice creams, on placing pizza delivery orders.4.2 Change in Communication Strategy:The events/movies sponsored by Baskin Robbins have been not so effective in creating visibility forthe brand. This is because the brand seems to get lost in the array of other brands sponsoring theevents. Say, in launch of Spiderman 3, Baskin Robbins was one among 9 brands to sponsor. Alsowhen sponsoring MTV Roadies, we felt that the brand doesn’t communicate its value properly.Because Roadies is an adventure reality show which depicts a tough person which is opposite to thatof Baskin Robbins’ core identity of fun and soft, tender nature conveyed by the brand as such.From our interviews we found that around 21 people had only an aided recollection of the brand. Allthese interviewees would rightly fit into the target segment of Baskin Robbins. Also we inferred that,almost invariably all our interviewees never had any other interaction with the brand, apart from thestores. So the brand has to enhance its visibility through strategic advertising and promotions whereit could reach its target segment better, frequently. Interesting thing that came up was that BaskinRobbins has strong customer retention but new customer acquisition is not much. Only word-of- Chapter: Communication Strategymouth publicity has made the brand growing at least in the southern parts of India. Also we wouldwant the brand to communicate its premium status in all its touch points with the customer.Please have a look at the following photograph of a bill given at a Baskin Robbins kiosk in Forummall, Bangalore. The bill is handwritten and is not even a printed one. As a customer of a premiumbrand we would really feel bad when such an experience occurs. Though this might seem irrelevanton a side, we have to acknowledge a fact that the customer goes for a premium brand with someexpectations. It is these small things like these which give the customer the brand’s identity. 12
  • 15. Baskin Robbins - A Brand Analysis September 2009 Chapter: Communication StrategyA Photograph of Bill given at a Baskin Robbins kiosk at Forum Mall, Bangalore 13
  • 16. Baskin Robbins - A Brand Analysis September 20095 Brand Baskin RobbinsFrom the customer analysis, communication strategy and the telephonic conversation had with theZonal manager-South of Baskin Robbins we conclude with the following.5.1 Brand Strategy: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)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 life5.2 Brand Positioning: “Taste different flavours everyday”-Baskin 31 RobbinsThe younger generation in India now seek variety in their fast paced lives. They want to trysomething new every day. Positioning Baskin Robbins in the minds of such consumers would be easyand effective for the brand. We suggest to have a bridged positioning of, Baskin Robbins means TREAT5.3 Brand Personality: Product Related Characteristics: Soft/Tender User imagery: Fun loving youth & children Sponsorships: Events that attract today’s generation youth & children Age: 60 years & still YOUNG!!!!! Symbol: Baskin Robbins logoRich & Inviting5.4 Brand Identity: Chapter: Brand Baskin Robbins Core Identity: Variety in flavours, 100 percent vegetarian, Quality (The Zonal Manager whom we interviewed said that Baskin Robbins focuses on providing very high quality ice creams that even a 3 months old baby can consume it without any harm). Extended Identity: Ambience of Stores/Parlours, Packaging, Regional Flavours 14
  • 17. Baskin Robbins - A Brand Analysis September 20095.5 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 tobe an improvement in Store ambience to provide that “Fun” element.5.6 Brand Logo Evolution:The brand logo has evolved over the years without losing out its core identity of the “Original 31flavours”. Chapter: Brand Baskin Robbins 15
  • 18. Baskin Robbins - A Brand Analysis September 20096 ConclusionBaskin Robbins is doing well with excellent quality offerings. All that has to be changed is thecommunication strategy.Baskin Robbins has to create more touch-points for the prospectivecustomers to interact with the brand. But caution has to be taken that the premium brand doesn’tget depicted as a mass market brand. Selective advertisements in premium magazines, lifestyletelevision channels, malls, airports etc would do well. The brand can position itself as a premiumalternative to other mass market brands like Kwality Walls, Vadilal, Amul etc. Also more visibility canbe created by maintaining premium ice cream parlours with excellent ambience that would generateWord-of-Mouth, the most powerful form of positioning the brand. Chapter: Conclusion 16
  • 19. Baskin Robbins - A Brand Analysis September 20097 References 1. Mr. Muthukumar, Zonal Manager-South, Baskin Robbins, Graviss Foods Pvt Ltd (master franchisee), Chennai. 2. www.beta.hindu.com 3. www.business-standard.com/india/ 4. www.baskinrobbins.com 5. http://br31.in Chapter: References 17