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Service marketing &7 P's - Baskins and Robbins


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These slides describes about the Service Marketing , 7 P concepts of Service marketing, in relation with Baskins and Robbins as an example.

Service marketing &7 P's - Baskins and Robbins

  1. 1. Presented BY Metesh C Lodha Sreious P John Arun.VI L.Premananda Singh Service marketing Project at
  2. 2. Baskin Robbins <ul><li>B R has a company is know globally has most favorable ice creams ever been manufactured with 1000s of flavors. </li></ul><ul><li>Selected outlet: Techno Park Franchisee </li></ul><ul><li>They are also able to make sales to most of the transit customers in nature. </li></ul>
  3. 3. <ul><li>Vision </li></ul><ul><li>“ The BEST PREMIUM ICE CREAM PLAYER” </li></ul><ul><li>Mission </li></ul><ul><li> We exist to thrill customers, define and lead multi- branding, enrich stakeholder, and build powerful brands! </li></ul><ul><li>Values </li></ul><ul><li>We value Integrity, People, Connection, Innovation, Performance, Discipline, and Quality. </li></ul>
  4. 4. Contribution of the service sector to the Indian economy <ul><li>It contribute 55% of India’s GDP. </li></ul><ul><li>The contribution of service sector is increasing year by year. </li></ul>
  5. 5. Leading service sectors in Indian economy <ul><li>ITES. </li></ul><ul><li>Telecommunication. </li></ul><ul><li>Financial services. </li></ul><ul><li>Community services. </li></ul><ul><li>Hotels and Restaurant. </li></ul><ul><li>Travel, Transport and Insurance. </li></ul>
  6. 6. Recent trends in Service Sector <ul><li>Service sector is gaining from both the agriculture and industrial sector. </li></ul><ul><li>Structural transformation. </li></ul><ul><li>India’s public debt is 58% of GDP, even though service sector is showing significant growth rate. </li></ul>
  7. 7. Growth of Baskin Robbins <ul><li>More than 63 years of existent in the market. </li></ul><ul><li>Started by two brothers Burton “BURT” Baskin and Irvine “IRV” Robbins. </li></ul>
  8. 13. Baskin Robbins in Indian chapter <ul><li>Baskin Robbins is one of the diverse businesses of the Gravis foods Pvt. Ltd. </li></ul><ul><li>Baskin Robbins story in India began in 1993 when they open their first store in Mumbai. </li></ul><ul><li>Today they are spread across the country with more than 300 outlets in 61 cities. </li></ul><ul><li>There are catering to the other premium channels like Star Hotels, leading Airlines, Malls, Multiplexes and top retail chains across India. </li></ul>
  9. 14. Growth of the organisation (Techno-park outlet) <ul><li>Increase in number of customers from 40 to more than 80/ day </li></ul><ul><li>Marked increase in institutional selling </li></ul><ul><li>Tie up with a number of institutional clients ( eg. UST global) </li></ul>
  10. 15. Different service process <ul><li>(Explained in process - 7 P’s) </li></ul>
  11. 16. STP <ul><li>Segmentation – </li></ul><ul><ul><ul><ul><ul><li>Geographical </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>people of all ages </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Occupational (IT & ITES) & income based </li></ul></ul></ul></ul></ul><ul><li>The target group – Techies and transit customers </li></ul><ul><li>Positioning - delicious, mouth watering, stress buster </li></ul>
  12. 17. SWOT ANALYSIS OF BASKIN AND ROBBINS STRENGTH WEAKNESS <ul><li>Location Proximity </li></ul><ul><li>Strong brand awareness </li></ul><ul><li>Never-ending focus on fun combined with their commitment to innovation and a quality customer experience is important when you're considering investing in a business. </li></ul><ul><li>More than 1000 flavors of ice-cream in the library include low fat and no sugar ice-cream. </li></ul><ul><li>Provide several services for different age group. </li></ul><ul><li>Expensive compared to competitors prices. </li></ul>OPPORTUNITIES THREATS <ul><li>Market for expansion </li></ul><ul><li>Can push sales to hotels and resorts in the nearby localities </li></ul><ul><li>Provide party packs </li></ul><ul><li>The number of competitors increasing including the traditional competitors. </li></ul><ul><li>Emerging competitors with cheaper alternatives. </li></ul>
  13. 18. Effect Of Internet And Telecommunication Technologies
  14. 19. Effect of internet and telecommunication technologies <ul><li>Linking stores through a comprehensive computerization initiative, which include a point-of-sale solution for the customer at the front end. </li></ul><ul><li>Internal call centre for home delivery service. </li></ul><ul><li>Tying up with Hollywood studios to introduce movie-themed ice cream flavours </li></ul><ul><li>Baskin-Robbins had followed the practice of introducing flavours to commemorate important current events. </li></ul>
  15. 20. Effect of internet and telecommunication technologies.. Contd. <ul><li>Pioneers in introducing the concept of ‘ flavour of the month’, offering “free taste’ of ice cream to all our customers. </li></ul><ul><li>Advertising in television and in online </li></ul><ul><li>Direct mail campaign, birthday club email marketing </li></ul>
  16. 21. Marketing communication mix <ul><li>They are already established brand name. </li></ul><ul><li>The marketing communication mix consists of </li></ul><ul><ul><ul><li>Pamphlets - targeting the corporate at Technopak. </li></ul></ul></ul><ul><ul><ul><li>weekly lucky coupons . </li></ul></ul></ul><ul><ul><ul><li>Tie up with some of the corporate institutions. </li></ul></ul></ul><ul><ul><ul><li>Birthday clubs </li></ul></ul></ul><ul><ul><ul><li>Internet medium </li></ul></ul></ul>
  17. 22. 7 P’s of service marketing in relation with BR <ul><li>Product : </li></ul><ul><ul><li>flavored Ice creams ( more than 36 items are available in this outlet) </li></ul></ul>
  18. 23. Product menu
  19. 24. Product display
  20. 25. Product display
  21. 26. 7 P’s of service marketing in relation with BR contd.. <ul><li>Price: </li></ul>Price 310 525gm Large hand Pack 180 275gm Regular Hand Pack 70 110gm Jumbo` 100 140 gm Double scoop 50 70 grams Single scoop Price Quantity Item
  22. 27. Pricing <ul><li>The ice cream chain spends 8 to 9 per cent of its revenues on advertising each year. </li></ul><ul><li>company hiked prices by 10 per cent in April on the back of a rise in commodity prices. With a turnover of nearly Rs 60 crore in FY08, the company is growing at the rate of 35 per cent a year as compared with the industry average of 12 per cent. </li></ul>
  23. 28. Copy of bill
  24. 29. 7 P’s of service marketing in relation with BR contd.. <ul><li>Place : Technopark Trivandrum </li></ul>
  25. 30. 7 P’s of service marketing in relation with BR contd.. <ul><li>Promotion : </li></ul><ul><li>Not need for too much marketing activities because of the already established brand name. </li></ul><ul><li>Initially they were circulated pamphlets to all the corporate situated in Technopark. </li></ul><ul><li>Weekly lucky coupon is provided to the customers. In coupons also they will collect all the contact details of the customers and will inform them on lucky draw. </li></ul><ul><li>The prices for the coupon are </li></ul><ul><ul><ul><ul><li>First price – 1 liter ice-cream </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Second price – half liter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Third price -- double scoop </li></ul></ul></ul></ul>
  26. 31. Gift coupon Promotion
  27. 32. 7 P’s of service marketing in relation with BR contd.. <ul><li>Promotion : </li></ul><ul><li>Get 31 on 31 – this offer is followed globally where on the last day of the month any purchase made more than Rs. 310 is given a discount of 31 %. </li></ul><ul><li>They are also giving gift coupons to the customers during some seasons, and through corporate intuitions ( tie up) </li></ul>
  28. 33. Promotion Get 31 on 31
  29. 34. 7 P’s of service marketing in relation with BR contd.. <ul><li>Promotion & CRM </li></ul><ul><li>Birthday club : in which birthdays are noted and stored in to the system, and they will sent birthday remainders to their customers, started for children but now after finding that it was good they extend the scheme to adults also. </li></ul><ul><li>Gifts will be given on those particular days for the Birthday person. </li></ul><ul><li>Contact details of the customers are being collected and stored in to the system, regular contact with them through e-mails. </li></ul>
  30. 35. Promotion Birthday club
  31. 36. Birthday club ad.
  32. 37. Promotion contd. <ul><li>Baskin Robbins National level Junior Cricket 7s tournament </li></ul><ul><li>‘ 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. </li></ul>
  33. 38. Promotion contd. <ul><li>Sponsored lucky coupons for ‘Monsoon Masti ’ festival organized by Rajiv Gandhi International Airport Limited, Hyderabad held on July 2009. </li></ul><ul><li>Distributed free passes for “Amaze 2008”, B-School fest, organised by the Indian Institute of Planning and Management (IIPM) in Bangalore. </li></ul>
  34. 39. Promotion contd. <ul><li>Sold tickets for Rock Concert Rock ’n India, designed along the lines of international rock festivals, held in Bangalore in March 2008. </li></ul><ul><li>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 </li></ul>
  35. 40. 7 P’s of service marketing in relation with BR contd.. <ul><li>People: </li></ul><ul><li>There are 3 employees, one manager( franchisee) and two staffs </li></ul><ul><li>The staffs are recruited, and trained by the manager (the training method is on the job and mainly consist of customer relationship and the serving) </li></ul><ul><li>They are working on a shift basis </li></ul>
  36. 41. 7 P’s of service marketing in relation with BR contd.. <ul><li>Process: </li></ul><ul><li>Tange – soft drinks + cake + ice-cream flavors </li></ul><ul><li>Thick shake – Mixture of different flavors of ice cream </li></ul><ul><li>Flavored ice cream – custom made ( more than 36 flavors available in this outlet) </li></ul>
  37. 42. Tange & Thick shake
  38. 43. 7 P’s of service marketing in relation with BR contd.. <ul><li>Physical evidence: </li></ul><ul><li>250 square feet show room </li></ul><ul><li>music played ( world space station) </li></ul><ul><li>The ambience is light golden color with yellowish lamps </li></ul><ul><li>Display of different ice-cream flavors, different products pictures etc.. </li></ul><ul><li>There are 10 seats for the customers </li></ul><ul><li>There is less privacy to the customers </li></ul>
  39. 44. Physical evidence - pictures
  40. 45. Physical evidence - pictures
  41. 46. Physical evidence - pictures
  42. 47. Physical evidence - pictures
  43. 48. Physical evidence - pictures
  44. 49. Special branding activities by BR <ul><li>The three Aladin flavors, available at all Baskin Robbins outlets across India this October, are aptly named </li></ul><ul><li>Choco 'aladin (Malt flavored ice cream swirled with a chocolate fudge ribbon and chocolate bits) linked to Riteish Deshmukh’s character of Aladin. </li></ul><ul><li>Princess' Delite (Creamy Vanilla ice cream loaded with chocolate coated nuts and swirled with a chocolate ribbon), linked to Jacqueline Fernandez’ character of Jasmine </li></ul><ul><li>and Ringmaster's Whip (Devilicious chocolate ribbon and chocolate chips whipped into a sinful chocolate ice cream), linked to Sanjay Dutt’s character of Ring Master in the film. </li></ul>
  45. 50. Service Delivery Process
  46. 51. Service delivery process ( B to C) Order taking From the Display, menu Customer visit Service processing according to the order Informing the customer when the flavor is prepared Self service from delivery counter Billing Payment at cash counter Customer feedback Tasting samples
  47. 52. Service delivery process ( B to B) Order taking through Phone Customer visit (or) Service processing according to the order Service delivery to the institution by the service boy Billing Cash collection by the service boy Customer feedback Packing
  48. 53. Service Delivery – Packing materials
  49. 54. Distribution system of BR
  50. 55. Raw materials Central unit -Pune Kerala central unit Eranakulam Techno Park Franchisee (F5) Trivandrum F1 F2 F3 F4 ‘ Snowman’ The cold company Customers Distribution system of BR
  51. 56. Distribution system of BR <ul><li>The central production unit is located in Pune. The produced ice cream will be supplied from Pune to the outlets all over India </li></ul><ul><li>They have out-sourced the logistics to – ‘ Snowman- The cold company’, the TPL agency have cold rooms and they will supply the ice creams to all the outlets </li></ul>
  52. 57. Distribution system of BR contd. <ul><li>In kerala the central warehouse is situated in Eranakulam and the billing has to be done at this unit in order to avoid interstate tax burden </li></ul><ul><li>When there is less inventory they will place order to Eranakulam unit through phone </li></ul><ul><li>The Ice cream will be delivered on Mondays and Fridays. </li></ul>
  53. 58. Distribution system of BR contd. <ul><li>Baskin Robbins in India is planning to widen its distribution network by moving out of exclusive parlors currently to retail pre-packed cups in premium outlets at </li></ul><ul><li>shopping malls, </li></ul><ul><li>supermarkets and </li></ul><ul><li>multiplexes across the country. </li></ul><ul><li>The company is all set to foray into the pre-packed ice-cream cups segment (100 ml priced at Rs 30) for the first time in the Indian market. [2003] </li></ul>
  54. 59. Distribution system of BR contd. <ul><li>Through this strategy, the company is planning to set up 50 exclusive ‘Baskin Robbins’ mini shop-in-shop ice-cream counters in cities such as </li></ul><ul><li>Mumbai, </li></ul><ul><li>Kolkata, </li></ul><ul><li>Delhi, </li></ul><ul><li>Pune, </li></ul><ul><li>Bangalore and </li></ul><ul><li>Goa </li></ul>
  55. 60. References <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  56. 61. Presented BY Metesh C Lodha Sreious P John Arun.VI L.Premananda Singh