The document provides information about Baskin-Robbins, including its vision, mission, values, history, and marketing strategies. Baskin-Robbins' vision is to be "The BEST PREMIUM ICE CREAM PLAYER". Its mission includes thrilling customers, leading multi-branding, enriching stakeholders, and building powerful brands. Key elements of Baskin-Robbins' marketing strategy included tying promotions to movie releases, offering 31 flavors, innovative flavors, and customer orientation. Currently, Baskin-Robbins has over 7,000 retail shops in nearly 50 countries and creates more than 1,000 ice cream flavors annually.

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2. • Ashish Singh [P-06]
• Ashish Mathew [P-07]
• Ganesh Bhadugale [P-08]
• Harshada Kambli [P-09]
• Hemant Telang [P-10]
Group Members
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3. Vision
“The BEST PREMIUM ICE CREAM PLAYER”
Mission
 We exist to thrill customers, define and lead multi-branding, enrich
stakeholder, and build powerful brands!
Values
 We value Integrity, People, Connection, Innovation, Performance,
Discipline, and Quality.
Baskin-Robbins
The Best Premium Ice Cream Player
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5. HISTORY
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6. HISTORY
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7. HISTORY
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8. HISTORY
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9. HISTORY
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10. 1.Baskin-Robbins was known as “America’s
favorite sweet chain”, discuss the growth
of the Baskin-Robbins brand. what
according to you is the primary reason for
the popularity of the brand?
Questions
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11. • Innovator in the Ice cream industry
• Unique positioning by Exotic new flavors
• First to create ‘Ice cream experience’
• BR developed a range of ice cream &
Novelties based on Theme of Sinbad: The
Legend of the Seven Seas.
– Sinbad’s Triple Punch Sherbet
– Deep Blue Menace Sundae
America’s Favorite sweets chain
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12. 2. Baskin-Robbins discovered an innovative
way of marketing by tying up with movie
releases. How did tying up with movies
help promote the Baskin-Robbins brand?
Do you think it enhanced the brand value
in any way?
Questions
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13. • BR hit on a unique way of marketing its
products, when tied up with Hollywood
studio to introduce movie-based ice cream
flavors.
• Dual Advantage – Help publicize the
release of the movie as well as improving
the sale of ice cream.
Hollywood Dreams
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14. 1. Shrek
– Hot Sludge Sundae
– Shrek Swirl
– Swamp Fizz
– Shrek’d Out Chocolate Mint
1. Spirit: Stallion of the Cimarron
– Sprit Swirl & Shake
– Wild & Reckless Spirit
Movie Based Flavors
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15. 3. NBC
– Fear Factor Sundae
– Pralines ‘n American Dreams
4. X-Men 2
– Oreo(R) X-Mint
– X-Treme Berry Sherbet
– Chocolate Vortex Sundae
– Wolverine’s Berry Rampage sundae
Movie Based Flavors
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16. 3. Baskin-Robbins was one of the well-
recognized brands in the Us. Discuss the
elements of the company’s marketing
strategy and how they helped promote the
Baskin-Robbins Brand.
Questions
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17. 1. Hollywood Dreams
2. Innovative Flavoring
‘What’s Your Flavor?’-31 To Choose From
1. Free Scoops for Charity
2. Customer Orientation
3. Baskin-Robbins’ Birthdays
4. Novelties
5. Dual Branding
Marketing Strategies
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18. Baskin-Robbins
Products ~ Ice Cream
Permanent Flavors
 Gold Medal Ribbon®
Vanilla and chocolate ice creams with a
caramel ribbon
 World Class® Chocolate
White chocolate mousse ice cream swirled
with milk chocolate ice cream
Flavor Fanatics
 Apple Pie a la Mode
Real apples, crunchy pie crust, caramel
cinnamon crème ribbon and vanilla ice
cream. Tastes like homemade
 Triple Play
Popcorn, peanuts and pretzels load a
caramel ice cream base. Best if completed
unassisted
Seasonal Flavors
 Baseball Nut™
Vanilla ice cream swirled with black
raspberry ribbon and loaded with cashews
No Sugar Added & Lowfat
 Chocolate Chocolate Chip
Lowfat chocolate ice cream with rich chocolate
chunks
 Espresso 'N Cream Lowfat Ice Cream
Jamoca® and vanilla ice creams sprinkled with
chocolate flakes
Regional Flavors
 Chocolate Mousse Royale®
Milk chocolate mousse ice cream with
chocolate flakes
 Banana Nut
Nutty combination of banana ice cream and
walnuts
Yoghurt Gone Crazy (Lowfat)
 Raspberry Cheese Louise
Lowfat cheesecake yogurt with raspberry
cheesecake pieces and graham cracker bits
swirled with a raspberry ribbon
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19. Baskin-Robbins
Products ~ Sundaes and Cakes
Signature Sundaes
 Tiramisu Sundae - French Vanilla and Jamoca® ice creams topped with cake pieces,
hot fudge and whipped cream then drizzled with coffee and chocolate syrups.
Classic Sundaes
 Banana Royale - Your favorite ice cream flavors topped with bananas, hot fudge,
chopped almonds, whipped cream and a cherry.
Build Your Own Sundaes
 Choose one, two or three scoops of your favorite Baskin-Robbins ice cream
flavor in a waffle cone or cup.
Custom Ordering Cakes
 Step 1 : Choose Your Size
 Step 2 : Choose Your Flavor
 Step 3 : Choose Your Design
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20. Baskin-Robbins
Products ~ Beverages & Snacks
Cappuccino Blasts
 Oreo® 'n Cookies
Oreo® Cookies 'n Cream ice cream blended
with coffee and crushed chocolate cookies
Bold Breezes
Creamy Bold Breezes
Shakes & Malts
BestSweet™ Candy
Your favorite ice cream flavors in a hard candy
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21. 4. Discuss The positioning of the Baskin-
Robbins brand and the differentiating
strategy adopted by the company. Also
comment on the Bottlenecks ahead of the
company.
Questions
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22. 1. Baskin robbins is considered as premium
brand positioned between Amul, kwality
walls and super premium brands like
Haagen-Dazs and Movenpik.
2. It is trying give quality products with
cheaper rates than super premium
brands but slightly expensive than
nearest competitors.
Brand Positioning
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23. 3.‘’Taste different flavours everyday’’-The
younger generation in India now seek
variety and they seek something new
everyday.
4. Baskin Robbins means TREAT
5. Planning aggressive roll out in a large
number of Tier II and III cities.
Brand Positioning
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24. • Where the Fun is Unending & Flavour is King
• It faces indirect competition from its
competitors through mass brands & premium
brand
• There strategy is to provide excellent quality at
cheaper rates
• Hygiene and value to money products
• 100 percent vegetarian and attractive
ambience.
Differentiating strategy
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25. SWOT Analysis
Strength
Good brand image
Exclusive innovations
Exclusive flavors
Free testers to every one
Weakness
Not all stores sell the
same product range
Initial investment for
opening a store is high.
Sells only in stores not in
super markets
Opportunity
Untapped new
geographical markets
More product innovations
and product range
Substituting raw materials
to reduce cost
Threats
Intense Rivalry
Strengthening government
rules & regulations
Recession Period
Increasing price of raw
materials
Gelato & ice crush
http://www.healthyarkansas.com/rules_regs/milk_and_milk_products.pdf
http://findarticles.com/p/articles/mi_m3301/is_9_102/ai_79007885/
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26. • 7,000 Retail shops in nearly 50 countries
• Creation of more than 1,000 ice cream
flavors
• Global franchisee-reported sales of
approximately $1.8 billion. Headquartered
in Canton, Mass.
• Baskin-Robbins is the world's largest
chain of ice cream specialty shops.
Current Scenario
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27. Thanks…
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