Baskin Robbins is a premium ice cream brand that is a major source of revenue for its parent company Dunkin' Brands. It has established itself as a leader in the premium ice cream category in India since starting operations there in 1993. However, it is facing challenges in fully satisfying customers due to shortcomings in store ambience. This document outlines recommendations to strengthen Baskin Robbins' brand positioning and messaging as a place for fun and unique flavors. Suggestions include celebrity events, media articles, and experiential activities to boost engagement among target audiences like children and families. Franchisee relations are also addressed through proposed internal communications initiatives.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The Art of Telling Your Agency's Story.
This session will walk through the building blocks of creating a performance-based public relations plan for your agency. It also will explain how the strategic use of PR can enhance awareness and credibility; distinguish your agency from competitors; and make it easier for decision makers to find you.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The Art of Telling Your Agency's Story.
This session will walk through the building blocks of creating a performance-based public relations plan for your agency. It also will explain how the strategic use of PR can enhance awareness and credibility; distinguish your agency from competitors; and make it easier for decision makers to find you.
Contact Mail World is among the leaders in the World Email Database Providers. Our main mission is to deliver market-defining high-quality solutions that create value and reliable competitive advantage for our clients around the world with a view of providing quality, satisfactory and fruitful Web services at an affordable price in such a way that supports their overall goals and strategic priorities.
Presentation form for class project. Group created a strategic plan for Gardasil for Males HPV Vaccine. Details can be found in the word document titled Strategic PR Plan.
Sometimes the biggest obstacle to developing an online marketing strategy is simply not knowing how to get started. But if you understand your buyers and know how you can help solve their problems, a strategy will naturally begin to take shape. Use this simple, interactive template to begin planning your next marketing or PR strategy.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Sample strategy plan - Basillio Butter - Moses GomesMoses Gomes
This plan will you to understand how to create a brand launch strategy plan and how to present your ideas in a pitch presentation. It highlights all the essential sections like research, insights, case studies, and presentation of the strategy along with ideas.
A complete presentation on the company Pepsi and analysis of it from marketing point of view including a brief about the company's history and its competitors, SWOT Analysis, Segmentation, Targeting and Positioning and 4P's followed by recommendations at the end.
This is our Advertising project. We were asked to compare the advertising strategies of two competitors - one a public sector firm and other a private sector firm. Since the target market of these two brands are not the same we chose them so that there will be identifiable difference between the strategies that they adopt. We ha also shown tv ads of both the brands along with the power point presentation.
Aim of this presentation is to analyse challenges, orientation, concepts, SWOT and related issues in respect of Cadbury’s operations in India.
A ppt by students of PGDM 2012-14 of Era Business School, New Delhi
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. • Client Brief
• Target Market Profiling & Brand Proposition
• Weak Links & Recommended TalkPoints
• Concept Note
• Key Media (Indicated)
• Media FAM’s
• Fun at Happyville with BR
• Charlie & the BR Factory
• Alternate Plans
• Franchisee Special
3. A heavy franchise company,
Parent Brand – Dunkin’Brands
The sale of Baskin-Robbins ice
cream under the umbrella of
Dunkin’ Brands is the second
major source of revenue for the
company. It contributed 16%, or
$116 million, of Dunkin’Brands’
2014 revenue
Indirect competition
from other domestic
brands and other local
parlors: Amul, Kwality
Walls, Vadilal, Mother’s
Dairy, Haagen-Dazs
Started in India in 1993, with the first
outlet in Mumbai and first
manufacturing unit outside India in
Pune.
Sanjay Coutinho, current CEO,
Graviss Food and Master Licensee of
BR, India
Has established its leadership
in the premium ice cream
category in the country
Currently celebrating its 70th
birthday all year long
Offers 100% vegetarian and
low fat ice creams too
4. • Being a premium brand, the target market is children (including two year olds) and
young adults.
• Also catering to other premium channels like Star Hotels, Leading Airlines, malls,
multiplexes and top retail chains across India. Secondary market is the health
conscious consumers who do not want to worry about calories wile having ice
cream Target audience are all the experiencers who look for unique treats in a
premium ambience. Also influencers in the lives of the Target Market like parents
in case of chidren
‘Brand Baskin Robbins’
Brand Positioning: Positioning the brand meaning as TREAT amongst the younger
generation who are innovators and experiencers
Brand Personality:
Product related characteristic- Soft/ Tender
User Imagery- Fun loving Youth & Children
Brand logo symbolism- Rich and Inviting
Core Brand Identity- Variety in Flavors, 100% Veg, Quality (even a three months old
baby can consume without any harm)
Extended Identity- Ambience of Stores/ Parlors, Packaging, Regional flavors
Value Proposition- “Where the fun is Unending & Flavor is the King”
5. Has been found that BR is not able to provide premium ambience at their
parlors/stores. Repeat Purchase is seen because of the customer’s liking
towards the ice-cream flavors offered. There has been negative feedback from
customers regarding the ambience and hence the brand lacks in providing total
customer satisfaction.
BR since its entrance in the Indian market has indulged in minimal
advertisement and promotional strategy. Whatever sales it is getting is from the
traditional word-of-mouth method and recently seen high boom in the social
media activities. BTL as well as a few radio advertisements have been one of
the few media vehicles for the brand.
Engagement Score based on
consumer interaction of BR viz-a-
viz it’s competitors in the year 2014
6. • 31 Flavors of Heaven- Every month the brand talks about the special 31
flavors and the history behind it as well as a concept of “Flavor of the
Month”. Also offers 31% Off on the 31st of every month
• Happyness Land- Creates a special happy environment for its consumers
by introducing the BR Moment where consumers can share their special Ice
cream moments with their loved ones and BR. Also has introduced a
Birthday Club where BR celebrates the birthday of its customers by
sending them wishes and a tub filled with their favorite BR Ice-Cream
• 70th Birthday, all year long celebration, of the brand can be used as the
background to prepare concept notes or place articles about BR currently.
• Other Talk Points:
– Offering 100% vegetarian and low calorie premium ice cream
– #PeppyPoetry to get ice cream lovers write poetry describing the
richness and tenderness of ice cream
– Leverage on the fact that it is the first brand in the world to offer ice-
cream tasting before buying thus “thinking consumers”
7. “We don’t sell Ice-Cream, we sell Fun at Happyville”- key message disseminated
across all media vehicles.
Recommended Approach
• Article Placements on “How low calorie ice-creams can be eaten while
dieting” by a popular nutritionist like Rujuta Diwekar (Kareena Kapoor’s
dietician), who has a youth based following.
• Special CEO Talk in the factory of BR (Pune) on the entire concept of
Happyville and how BR is trying to create an experiential perception for its
customers and have the appropriate media channels do an exclusive cover
on it
• Organizing special 8 weekend-long workshops for kids aged 8 to 14 with
celebrity chef Shilarna Vaze (Chinu) (who has previously worked in a
number of children shows telecasted in Disney Channel) in urban cities like
Pune, Mumbai, Kolkata, Ahmedabad, Bangalore, Chennai, Hyderabad. The
kids could be selected from govt. and private English schools in these
cities. The workshops would take place at Mayfair Hotel which is a part of
the Graviss Group of Hospitality in India (BR, India is also handled by the
Graviss Group of Food Solutions.
8. Newspapers (Geography Wise) Pune- TOI, Pune Mirror, Sakal Times, Indian
Express.
Mumbai- TOI, Hindustan Times, Mid Day Mirror
Kolkata- The Telegraph + special features in
Graphiti, TOI, Dainik Jagran,
Ahmedabad- Divya Bhaskar, TOI, Indian Express
Bangalore- Deccan Herald, Vijay Karnataka,
Bangalore Mirror
Delhi- Hindustan Times, TOI, The Hindu, Dainik
Jagran
Magazines Time Out, Frontline, India Today, e-
Health, Apollo Life Magazine, Complete
Wellbeing, Food & Beverage, Bakery
Review, FirstFoodie
Article Placements in In-house
magazines at Gold Gym, Talwalkars
Media Channels NDTV India, NDTV Good Times, FOOD
FOOD, MTV, Disney, Cartoon Network
Radio Partners Radio Mirchi
9. Objective:- To establish ‘Fun & Flavors at a premium level’
as the key message of Baskin Robbins in India
Recommended Approach
– Media experiential that go beyond just increasing footfalls
and creating awareness about the 31 flavors at BR.
– Ensure personal interactions, creating and planning BR
moments that makes the consumer feel lucky
– Ensuring repeat purchase based on not just the flavors but
the engaging all the senses of the consumers and creating a
brand association that reflects its values of being premium
– Reaching out to the kids section of T.G by association with
several shows in Disney that reflect the same brand values
10. • Focusing on the concept note and collaborating it with the occasion of the
70th anniversary of the brand, a special event at Intercontinental Hotel-
Marine Drive Mumbai (part of Graviss Group of Hospitality) could be
organized by BR where all the famous celebrate moms could be invited
with their kids to be a part of the event.
• It would be a day’s event wherein there would be games for both the
mother and the child. There would be BR special Ice-cream and cake
counters for them to enjoy. Also, three celebrity photographers to capture
the BR Moment between the celeb and their kids.
Agenda of the Event is to associate the brand’s premium position, its fun and flavor
values with the target market
The target market of BR- Children have their mothers as the key influencers in their lives.
So the principle objective for this event would be to get the mothers on board who are the
role models of many women and associate them with the brand’s key message.
11. • Follow up - A special coffee table personalized book for each celebrity
containing pictures of them with their children sharing the special BR
Moment and a personalized BR Token of appreciation in the form of a
customized low-calorie ice cream tub based on their favorite flavors.
• Celebrities Invited (Indicated)-
– Twinkle Khanna (who is a popular social media figure. Later, we could get
her to write about her experience at Happyville)
– Sussane Khan
– Gauri Khan
– Shilpa Shetty Kundra
– Kiran Rao
– Sushmita Sen
– Malaika Arora Khan
– Maria Goretti
– Mini Mathur, etc.
Event wouldn’t require for the invitation of media as celebrities would
attract appropriate media coverage.
12. Objective- To establish the exclusiveness of the brand in association with the
concept note
Selection of five young adults and five children (from the company
database who have been BR loyal. They could also bring along one
person with them) for a special trip to the BR Factory where they
would be shown the process of making of the ice-cream. A special 4
course Ice-Cream meal would be prepared for them.
This programme would happen once every month and everytime in
a new city.
Follow-up:- A special recipe book containing a number of ways in
which Oreo and BR Ice Cream can be used to create a healthy
dessert.
PR Opportunity-
Behind the scenes actions shooting and getting a media channel to
do an exclusive cover on that.
13. • To revamp the stores so that the ambience has a premium feel.
• Customized Ice-Cream combinations to bring about the
exclusivity factor and to satisfy the customers who like to have
a differentiating factor in their products & the most popular
combination would be included in the menu.
• Increasing media presence through byline articles, tapping
expert’s columns and contributing on topics related to the
concept note and talkpoints of the brand
• In house magazine at the parlors carrying articles on the
experiences of the Ice-Cream makers in the factory, articles on
ways of staying healthy, health hazards related to artificial
sweeteners and a special feature on one celebrity & their BR
Moment and one customer and their BR Moment
14. Baskin Robbins being a franchisee heavy company needs to stay consolidated
and feel that the company is standing for them in order to survive the market
lulls. Therefore, a PR Plan for Internal Communications is mentioned below:-
– An In-house e-newsletter carrying articles about the one franchisee every
month to be circulated within the company
– Special events twice every year to acknowledge and reward the efforts put
in by the franchisee holder towards the development of the brand.
– In order to resonate the values and key message of BR within the company
special fun-filled workshops sponsored by the company for the internal
staff (factory workers) where they would learn more about the brand, it’s
values and a seminar to facilitate the workers with cash prize
– Special workers’ insurance scheme to make them feel safe and secure in the
company
– Franchisee Conclave to be held twice every year where franchisee holders
across India would be addressed by the CEO and the Franchisee one-on-
one analysis (city wise) would be done. This would give the franchisees a
platform to share their experiences and direct redressal of their problems
Agenda is to keep all the franchisees knitted together under one umbrella i.e. Baskin Robbins.