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Baskin Robbins Global Marketing

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Baskin Robbins ice cream

Baskin Robbins Global Marketing

  1. 1. Mayank Arpan Mohit 12336093 12329732 12332872
  2. 2. Content <ul><li>Internal Environment Analysis </li></ul><ul><ul><li>Company introduction </li></ul></ul><ul><ul><li>Vision-Mission-Objectives </li></ul></ul><ul><ul><li>Global Presence </li></ul></ul><ul><ul><li>Global competitors </li></ul></ul><ul><ul><li>Segmentation ,Targeting & Position </li></ul></ul><ul><ul><li>Marketing mix of the BR </li></ul></ul><ul><ul><li>Key success factors </li></ul></ul><ul><li>Marketing Environment Analysis </li></ul><ul><ul><li>Industry Growth </li></ul></ul><ul><ul><li>Distributors and Suppliers </li></ul></ul><ul><ul><li>SWOT </li></ul></ul><ul><ul><li>Countries analysis & comparison </li></ul></ul><ul><li>Why we are selecting Singapore </li></ul><ul><li>PEST of Singapore </li></ul><ul><li>Porter’s national diamond </li></ul>
  3. 3. Content (cont.) <ul><li>Entry Strategies </li></ul><ul><li>Short term & Long term strategies </li></ul><ul><li>Implications & Control </li></ul>Implementation Control
  4. 4. Internal Environment Analysis
  5. 5. Introduction <ul><li>A global chain of premium ice-cream parlors. </li></ul><ul><li>Founded by Burt Baskin and Irv Robbins in the year 1953. </li></ul><ul><li>Largest ice-cream franchises with more than 6,000 locations in 35 countries. </li></ul><ul><li>Major markets are UK with 2800 outlets, Japan 800 outlets. </li></ul><ul><li>Head quarters is in Massachusetts USA. </li></ul><ul><li>More than 1000 flavors in library & 31 different flavors in every store. </li></ul>http://www.baskinrobbins.com/About/
  6. 6. Vision, Mission & Objectives <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 brand image” </li></ul><ul><li>Objectives </li></ul><ul><li>Creating Brand awareness </li></ul><ul><li>Establishing BR outlets everywhere. </li></ul><ul><li>Providing better value to stakeholders </li></ul>http://www.baskinrobbins.com/
  7. 7. Global Presence http://www.baskinrobbins.com/About/International.aspx
  8. 8. Global Competitors NAME Born Available in Countries OUTLETS in World Country of Origin Baskin Robbins 1953 35 6000 Massachusetts US Haagen Dazs 1920 50 900+ Supermarkets New York, US Ben & Jerry 1978 19 800 app.+ Supermarkets Burlington, US Wall’s 1922 40 - London, UK Nestle 1994 45 - Switzerland Dairy Queen 1940 22 5900 Illinois, US Breyers 1882 25 - Philadelphia US
  9. 9. Segmentation, Targeting, Positioning <ul><li>Segmentation </li></ul><ul><li>Demographic </li></ul><ul><li>- All age group </li></ul><ul><li>- Higher middle & high income group </li></ul><ul><li>Geographic </li></ul><ul><li>- Malls </li></ul><ul><li>- High foot traffic area </li></ul><ul><li>Targeting </li></ul><ul><li>- Higher middle & higher income group </li></ul>“ Not everyone likes all our flavors, but each flavor is someone's favorite.&quot;    — Irv Robbins
  10. 10. High Low Price Quality Low High Positioning <ul><li>This positioning map exhibits existing global position of BR Before coming to Singapore market. </li></ul>
  11. 11. Marketing Mix <ul><li>Product </li></ul><ul><li>High and unique flavor range </li></ul><ul><li>Variety of Products viz. Ice creams, candy, sundae’s, shakes & softy </li></ul><ul><li>Price </li></ul><ul><li>Premium price because of innovative and quality products. </li></ul><ul><li>Place </li></ul><ul><li>Location selection is completely in the hands of the company </li></ul><ul><li>Prime locations </li></ul><ul><li>Places with high foot traffic. </li></ul><ul><li>Promotion </li></ul><ul><li>We sell fun, not just ice cream </li></ul><ul><li>In-store promotional campaigns </li></ul><ul><li>All sorts of promotional activities </li></ul>
  12. 12. Key success factors <ul><li>Innovations & New flavors </li></ul><ul><li>Brand Image </li></ul><ul><li>Quality control & customer service </li></ul><ul><li>Global presence </li></ul><ul><li>Excellent distribution network </li></ul>
  13. 13. Marketing Environment Analysis
  14. 14. Industry Growth http://www.researchandmarkets.com/reportinfo.asp?report_id=53588
  15. 15. Distribution& Suppliers <ul><li>Distribution </li></ul><ul><li>Company engages master franchisors & franchises </li></ul><ul><li>Suppliers </li></ul><ul><li>Selected number of suppliers to maintain quality standards </li></ul>
  16. 16. SWOT Analysis http://www.healthyarkansas.com/rules_regs/milk_and_milk_products.pdf http://findarticles.com/p/articles/mi_m3301/is_9_102/ai_79007885/ <ul><li>Strength </li></ul><ul><li>Good brand image </li></ul><ul><li>Exclusive innovations </li></ul><ul><li>Exclusive flavors </li></ul><ul><li>Free testers to every one </li></ul><ul><li>Weakness </li></ul><ul><li>Not all stores sell the same product range </li></ul><ul><li>Initial investment for opening a store is high. </li></ul><ul><li>Sells only in stores not in super markets </li></ul><ul><li>Opportunity </li></ul><ul><li>Untapped new geographical markets </li></ul><ul><li>More product innovations and product range </li></ul><ul><li>Substituting raw materials to reduce cost </li></ul><ul><li>Threats </li></ul><ul><li>Intense Rivalry </li></ul><ul><li>Strengthening government rules & regulations </li></ul><ul><li>Recession Period </li></ul><ul><li>Increasing price of raw materials </li></ul><ul><li>Gelato & ice crush </li></ul>
  17. 17. Ready for further Expansion? <ul><li>Y E S </li></ul>
  18. 18. Country analysis &comparison https://www.cia.gov/library/publications/the-world-factbook/index.html Country GDP (per capita) USD$ Nearest Existing Market Storage & Distribution Industry Growth (Yearly) Population Customers Competitors (Price) Infrastructure Philippines 3300 Indonesia Average 4.6% 97.97 million Country nationals Low Low Singapore 38972 Malaysia Or Indonesia Excellent 6.9% 4.6 million Global customers High to Low Excellent Brunei 53100 Indonesia Moderate 0.4% 0.3 million Moderate Middle & Low Good
  19. 19. Why Singapore <ul><li>Per capita income Factor </li></ul><ul><li>Government support (FTA) </li></ul><ul><li>Global customers in Singapore (10million) </li></ul><ul><li>Covered nearby regions </li></ul><ul><li>Transportation is easy and convenient from Malaysia and Indonesia </li></ul><ul><li>Ample of Cold storage facilities </li></ul><ul><li>Fast logistic & distribution </li></ul>http://directory.mocca.com/biz/bycategories/I/105819 , http://www.huayongmoving.com/ , ttp://www.stbannualreport.com.sg/main.html , http://www.singstat.gov.sg/pubn/reference/yos/statsT-income.pdf
  20. 20. Tourism Sector Performance http://www.stbannualreport.com.sg/main.html
  21. 21. PEST Singapore http://www.oppapers.com/essays/Singapore-Pest-Analysis-For/194357 , http://www.heritage.org/index/country/Singapore , http://www.reports-research.com/market-surveys/country-analysis-report-singapore-indepth-pestle-insights-p-59460.html <ul><li>Political </li></ul><ul><li>Government supports FTA </li></ul><ul><li>No red-tape & bureaucratic delays. </li></ul><ul><li>Transparent system </li></ul><ul><li>Economical </li></ul><ul><li>Per capita income is very high </li></ul><ul><li>Corruption free environment, an educated & determinate workforce. </li></ul><ul><li>Business friendly economy in the world </li></ul><ul><li>Social </li></ul><ul><li>1. A multiracial & Multi cultural country </li></ul><ul><li>2.High spending nature </li></ul><ul><li>Technological </li></ul><ul><li>Improving production technology (such as Batch freezers, Continue freezers, pressurizes, Homogenizers) </li></ul><ul><li>Improved & better logistic </li></ul>
  22. 22. Porter’s National Diamond- Singapore <ul><li>Government </li></ul><ul><li>FDI promotions </li></ul><ul><li>CIT reduced to 17 from 18% </li></ul><ul><li>Price ceiling </li></ul><ul><li>Free trade agreements </li></ul><ul><li>Factors </li></ul><ul><li>Per capita income </li></ul><ul><li>Labor </li></ul><ul><li>Tourism </li></ul><ul><li>Industry growth rate </li></ul><ul><li>Demand </li></ul><ul><li>Demanding Customer Forces firms to Improved Competitiveness via innovative products, high quality </li></ul><ul><li>Supportive Ind. </li></ul><ul><li>Advertisement media </li></ul><ul><li>Transportation </li></ul><ul><li>Storage facilities </li></ul><ul><li>Human Resource </li></ul><ul><li>Firm Strategy </li></ul><ul><li>Improved competitive strategies </li></ul><ul><li>- Core competencies </li></ul><ul><li>-Differentiation </li></ul>
  23. 23. Entry Mode & Strategies <ul><li>Entry Mode </li></ul><ul><li>Importing & Franchising </li></ul><ul><li>Entry Strategies </li></ul><ul><li>Location selection </li></ul><ul><li>Promotional Mix </li></ul><ul><li>Human Resource & training </li></ul>
  24. 24. Strategies <ul><li>Short term Strategies </li></ul><ul><li>Maintain constant intervals in advertising </li></ul><ul><li>Sponsoring in community events </li></ul><ul><li>Loyalty programs </li></ul><ul><li>Cross branding </li></ul><ul><li>Long term Strategies </li></ul><ul><li>Increasing number of outlets </li></ul><ul><li>Outsourcing in-stores Ads after building up chain </li></ul><ul><li>Getting in shelf’s of the supermarkets </li></ul><ul><li>Building production unit in Malaysia- raw material & currency rates. </li></ul>
  25. 25. Implications & Control 1 . Cultural and language problems for employees and customer . We can appoint local employees and expat manager who is multilingual and knows Chinese culture. 2 . Economical consumer resist high price product. BR is a premium brand for high middle and higher income group. 3 . Brand awareness By opening Kiosks in parks ,schools and good locations etc as promotion for limited time period.
  26. 26. Thanks…

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