IN RANCHI

A global chain of premium ice-cream parlors.

Founded by Burt Baskin and Irv Robbins in the year 1953. Largest ice-cream franchises with more than 6,000 locations in 35 countries.

Major markets are UK with 2800 outlets, Japan 800 outlets. Head quarters is in Massachusetts USA. More than 1000 flavors in library & 31 different flavors in every store.

 Baskin

Robbins is a company known globally for its most favourable ice creams ever been manufactured with 1000s of flavours. Selected outlet: GEL Church Complex , Main road Ranchi.

Baskin-Robbins offers three store formats that suit most trading environments, offer quality, variety and availability to consumers and have varying levels of investment for those interested in joining the BaskinRobbins family of franchisees. The three types of stores are as follows: Express Store Kiosk Store Neighborhood Store

History and Development to Ice Cream Ice cream undoubtedly evolved from iced beverages and fruit ices that were popular in early medieval periods. The United States has gained undisputed leadership among all other countries in the production of ice cream. The industry grew slowly until about 1900, when the output of ice cream did not exceed 25 to 30 million gallons per year. The annual production has been on a continuously increasing rate.

 Approximately

9% of the total U.S. milk production is utilized by the ice cream industry. The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure.

 Indian

summers are synonymous with ice cream. The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The Indian ice cream is currently estimated to be Rs 2002 crore growing at a rate of approximately 12%. In the last financial year in the branded ice cream market, Amul held the number one spot, with a market share of 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.

 The

per capita consumption of ice cream is 300 ml per annum. Peak season for ice cream still remains the summer months of April-June and dips in the months of November-February. The variation in ice cream from season to off season is 15 -30 %.

 More

than 63 years of existence in the market Started by two brothers Burton BURT Baskin and Irvine IRV Robbins 1945: Irv Robbins opens snowbird ice cream shop in Glendale, California. 1970s: Baskin Robbins expands internationally

 Baskin

Robbins is one of the diverse businesses of the Gravis Foods Pvt Ltd. Baskin Robbins story in India began in 1993 when they opened their first store in Mumbai Today they are spread across the country with more than 300 outlets in 61 cities There are catering to the other premium channels like star hotels, leading airlines, malls,multiplexes and top retail chains across India

 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

 The

central production unit is located in Pune. The produced ice cream is supplied from Pune to the outlets all over India. 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 The Ice Cream will be delivered on Mondays and Fridays.

 New

Zealand Naturals Kwality Walls Vadilal Amul Rollicks Cream Bell

To design an IMC campaign for Baskins Robbins in Ranchi

 It

is a preliminary piece of research conducted before a complete survey to test the effectiveness of the research methodology.

Awareness about the brand Baskin Robbins in Ranchi

Aware Unaware

INFERENCE- Most of the people are aware of the brand Baskin Robbins.

Preference Percentage Of Baskin Robbins In Ranchi

45 40 35 30 25 20 15 10 5 0 Amul Kwality Baskin Robbins New zealand Naturals

INFERENCE- People prefer Baskin Robbins less than Amul, Kwality Ice-cream. So we have to increase preference among the people.

Expected Price Range Of Ice-cream Among People In Ranchi

Below 40 40-60 Above 60

INFERENCEMore people expect the price range of Baskin Robbins Icecream should be below Rs. 40

 To
To

create preferences about the brand

make people aware about this brand in Ranchi create more liking as compared to other ice-cream products

To

If you have allergic reactions to milk, soy, eggs,

wheat, peanuts. Baskin Robbins make products without these ingredients and provides the information in their Nutrition Section of website

You can also get special promotional offers throughout the year i.e.31 % discount on every 31st of the month at the purchase ice cream of Rs310

 Worlds

largest ice-cream franchisee

Growth is 33.8%

Revenue

Offers more than 1000 flavors than 6000 retail outlet. and new flavors.31 flavor for 31

More

Innovations

days.
Brand

image. control and Customer service.

Quality

STRENGTHS
1) Baskins Robbins has a never ending focus on fun which is combined with a number of innovations and quality customer experience as it is important while investing in a business. 2) It provides varieties for different age groups.

3) In case of need they can get help from franchisee. 4) It has over 5000 global locations in over 40 countries and they are continuously opening new franchisee.
WEAKNESSES 1) Quite expensive 2) Not all branches offer same product. The customers might not be able to buy their favorite ice-cream flavors at all branches in that area.

OPPORTUNITIES 1) In Summer season it finds a big market. 2) Can push the sales to Hotels and resorts in the whereby localities provide party orders.
THREATS 1) The number of competitors increasing including the traditional competitors. 2) Switching between product is relatively easy. 3) People switch to competitors because product is quite expensive

Segmentation is a process of dividing into segments. In terms of market segmentation the process of dividing a market into groups of similar consumers and selecting the most appropriate groups of individuals for the firm to serve.

GEOERAPHIC SEGMANTATION-(cities, states, countries)

DEMOGRAPHIC SEGMENTATION-(age and lifestyle, gender, income, occupation, generation, social classes ) PSYCHOGRAPHIC SEGMENTATION- (personality traits, lifestyles or values) BEHAVIORAL SEGMENTATION- (occasions, benefits, usage status, loyalty status)

 Demographic

-All age group of people Higher middle and high income group- Baskin Robbins ice-cream is expensive; its price ranges from Rs.39 toRs.79. Geographic -Malls , high foot traffic area , residential area , college campus REFERENCE Marketing management (PHILIP KOTLER) Website- www.wiki.answer.com.

A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.

Target group- Targeted group of Baskin Robbins are youth, teenagers, children and old age people. Baskin Robbins has many flavors of ice-cream which attract people all age groups.

REFERENCE Marketing management book (KOTLER), Website- www.wikipedia.org.

Positioning: Delicious, mouthwatering, stress buster

 Percentage

of Sales method Objective and Task method Competitive Parity method Market Share method Unit Sales method All Available Funds method Affordable method

Under this method an advertiser takes a percentage of either past or anticipated sales and allocates that percentage of the overall budget to advertising. The projected sales for a year is Rs.18,50,000. So by considering percentage method, 12% of the sales will be used for advertising and IMC campaign. Rs. 2,22,000 is our budget for IMC campaign

Source: http://www.answers.com/topic/advertisingbudget#ixzz1XlEaajFb

PAMPHLETS Printing cost for 1000 pamphlets =Rs850 Cost of 30000 pamphlets= Rs (850*30) =Rs25500 Cost in 1 year pamphlets printing 4 times=4*25500 = Rs102000 .(i) For distribution of pamphlets each vendor is given Rs.500 We choose7 location for pamphlets distribution Cost of distribution of pamphlets for 1 year=7*500*4
=Rs14000 .(ii) Therefore total cost of pamphlet printing and distribution= (i) + (ii) = Rs. 116000

INTERNET We are using social networking site which cost negligible RADIO For Prime time advertisement cost in BIG FM for 10 sec=Rs 370 We decided to give advertisement twice a day both at prime time=2*370 Advertisement would be carried for 8 times in 1 month and 192 times in a year Therefore cost of advertisement for 1 year=192*370 =Rs.71040 EVENTS We are considering 3 major events for advertising Baskin Robbins in Ranchi (BITOTSAV, PANASH, PANTHEON) budget taken =Rs.37000

 Once

a business decides how much money it can allocate for advertising, it must then decide where it should spend that money. Certainly the options are many, including print media (newspapers, magazines, direct mail), radio, television (ranging from 30-second ads to 30-minute infomercials), and the Internet. The mix of media that is eventually chosen to carry the business's message is really the heart of the advertising strategy.

 Continuity

method Flighting method Pulsing method

 We

are using Event and sponsors as advertising tool whenever they are being conducted.

Market analysis set the media, media objective Media strategy ,development and implementation Evaluation and follow up

Allocation of each media tools(in %age)

Internet 2%

Event and sponsor 16% Pamplet 51%

Radio 31%

 Target

consumer The product or service being advertised, The cost Overall business objectives Desired geographic coverage Availability of media options.

Radio Target customer Youths, Housewives, old age persons Reasons for using Radio as an IMC tool Nowadays Radio i.e. FM channels are among the most common advertising tool in order to create awareness about any product. Channels like Big FM (92.7) involves a nominal charge of advertising and its advertising at prime time will make the different target customer aware according to their convenience.

Internet Target customer Youths, job holding persons Reasons for using Internet as an IMC tool As we know that social networking sites are highly used by the youths as well as job holding persons. Face book as well twitters are the most common place where Advertising could be done to increase the awareness, preference and we are using this medium , basically it involve less cost with a very strong impact.

Pamphlets Target customer Residential people, shops, market Reasons for using Pamphlet as an IMC tool Pamphlets are being used for the purpose of our IMC in order to make the people aware about the various offers and location as well as the price range in additional manner

 We

are using radio on prime time 2 times a week. One on Wednesday & one on Sunday. The reason being the leisure time for common public and the best time for promotion. Pamphlet are being used 4 times a year, starting from the month of October, February, and in May and July considering the festive season of October and February and summer of may and July. This is used basically for creating preference and liking among the people .