HISTORY OF BASKIN ROBBINS

Baskin-Robbins was founded in 1945 in Glendale, California by Burton Baskin and Irvine Robbins, ice cream enthusiasts and brothers-in-law, whose passion inspired what, is now the world's largest chain of ice cream specialty shops. What was once a selection of 31 flavours—Baskin-Robbins "31®" stands for a different ice cream flavour for each day of the month—has grown to more than 1,000 in its flavour library.

"We sell fun, not ice cream."

1945Irv Robbins opens Snowboard ice-cream shop in Glendale, California. The store’s concept later became the first Baskin Robbins.

1946

Burt Baskins opens Burton’s ice-cream shop in Passadena, California.

1948

Burt and Irv’s stores grow to a chain of six stores and the founders decide to sell their first licensing agreement pioneering the franchise business in the ice-cream industry.

1949

Baskin-Robbins expands to 40 franchised stores across Southern California.

1950

Baskin-Robbins introduces the signature miniature Pink Spoon, encouraging ice-cream enthusiasts to unlimited tastes.

1953

Burt and Irv consolidates stores under the name Baskin-Robbins 31 Ice-Cream, creating the unique “31” concept of offering a different flavour for each day of the month.

1957

Baseball Nut hits stores to commemorate the Dodgers move to Los Angeles from Brooklyn.

1958

Baskin-Robbins offers nearly 150 flavours in the flavour library.

1959

The first Baskin-Robbins store outside of California opens in Phoenix, Arizona.

1960’s

Baskin-Robbins expands nationwide with more than 400 stores.

1964

Beatle nuts hit the stores when the Beatle mania strikes the United States.

1965

0031 Secret Bonded appears in stores to celebrate the popular James Bond 007movie series.

1969

Lunar Cheesecake launches as the first man launches on the moon.

1970’s

Baskin-Robbins expands internationally.

1970

Pink bubble Gums pops in stores.

1976

Valley Forges Fudge honours America’s Bicentennial.

1980’s

Miami’s Ice hits stores along with TV hit MiamiVice along with Preppy craze Baskin-Robbins introduces Preppy Mints.

1985

Oreo Cookies ‘n cream becomes a new hit flavour.

1994

Cappuccino Blasts into stores nationwide.

1995

Love Potion #31 starts a Valentine’s Day love affair.

2002

Shrek Swirl appears in dipping cabinets nationwide.

2005

o Bold Breezes arrives into stores across the country.

o Baskin-Robbins opens up the Birthday Club to ice-cream lovers of all

ages.o Baskin-Robbins celebrates 60 years of providing innovative, high quality

ice-cream treats with over 1000 flavours in the flavour library.

2oo8

Baskin-Robbins launched Soft Serve, making it the largest national chain to offer both Soft Serve and hand scooped ice cream.

Today, Baskin-Robbins is the world’s largest chain of ice cream specialty stores, serving over 300 million customers worldwide, but the brand is still guided by the same credo and innovative thinking as its founders.

Baskin-Robbins has historically led the industry with innovations such as hand-packed quarts of ice cream, a unique flavour ribbon technique and the use of traditional ingredients such as apple pie and cheesecake. And, Baskin-Robbins

continues to introduce new creations that surprise and delight customers –

Today Baskin-Robbins continues the tradition of creating ice cream flavours around historic moments and periods as well as honouring pop cultural figures, both real and fictional.

BASKIN ROBBINS IN INDIA

In the year 1993, India was introduced to the wonderful paradise of Baskin Robbins to give us a treat our taste-buds would never forget.

In the years that followed the colourful and vibrant experience, Baskin Robbins has reached every corner of India-be it the Mumbai suburbs or the hilly mountains of Shilong.

Currently Baskin Robbins has more than 425 outlets in over 95 cities in the country including top-notch 5 star hotels, top airline companies, leading retail chains and the finest malls and multiplexes in India.

It scoops out lip-smacking variety of flavours, sundaes, ice-cream shakes and polar Pizza’s.

With 1800 touch points all over the country Baskin Robbins has managed to carve a name for itself in different corners of India, it is the most diverse of businesses that belongs to Graviss Foods Pvt. Ltd. And a separate franchise that exclusively caters to the SAARC region.

SWOT ANALYSIS

STRENGTHS

Location Proximity Strong brand awareness Never-ending focus on fun combined with their commitment to

innovation and a quality customer experience is important when you are considering investing in a business

More than 1000 flavours of ice-cream in the library include low fat and no sugar ice-cream

Provide several services for different age groups

WEAKNESS

Expensive compared to competitors prices

OPPORTUNITIES

Market for expansion Can push sales to hotels and resorts in the nearby localities Provide party packs

THREATS

The number of competitors increasing including the traditional competitors

Emerging competitors with cheaper alternatives

THE 7 P’S OF MARKETING IN RELATION TO

BASKIN ROBBINS

I. PRODUCT

ICE CREAMS

1. Flavour of the month: Savor the flavor of the season with our Flavor of the Month. There's always new delicious scoops to try in a cup, cone, shake or sundae, so stop by and ask for a free taste. Hurry in before the end of the month!

2. Classic flavours 3. Seasonal flavours 4. Regional flavours 5. Bright choices 6. Soft serves: Smooth and creamy Vanilla Soft Serve is available at

Baskin-Robbins®. Try our Cones, Parfaits and 31° Below® Mix-In Treats, or take home a 31° Below® Pie. These swirls of Soft Serve are fun and delicious any way you eat them.

7. Grab and go: Take home your favorite flavors with our fresh-packed and pre-packaged ice cream. Or discover our delicious take home treats. Get any of our BRight Choices® flavors in a fresh-packed container.

8. The deep freeze

SUNDAES

1. Premium sundaes2. Classic sundaes3. Build your own sundaes

BEVERAGES

1. Shakes2. Cappuccino blast3. Fruit blast4. Smoothies5. Floats, freezes, & icecream sodas

CAKES

1. Cake bites2. Classic cakes3. Fudge crunch cakes4. Roll cakes5. Cake creator6. Occasions7. Pies

8. Elegant cakes

GIFT CARDS

BIRTHDAY CLUBS

II. PRICE

The ice cream parlour spends spends about 8-9 % of its revenue on advertising each year.

Baskin robins hiked their prices by 10 % in april 2010 due to the rise in commodity prices.

With a turnover of nearly Rs 60 crores in 2008 the company is growing at the rate on 35 % a year as compared to the industry average of 12% per year.

III. PLACE

IV. PROMOTION

No need for too much marketing activities because of the already established brand name.

Weekly lucky draw coupon is provided to the customers. In coupons also they will collect all the contact details of the customers and will inform them about the lucky winner.

The prices are in terms of one kg ice-cream, half a kg and a double scoop. GET 31 ON 31: This offer is followed globally where on the last day of

the month any purchase made more than Rs 310(in India) is given a discount of 31%.

They also give gift coupons to their customers during some seasons and through corporate tie-ups.

Birthday clubs: in which birthdays are noted and stored into the system, and they will send birthday reminders to their customers, started for children but now after finding that it was good they have extended the scheme for adults also.

Discount will be given to the customer on their birthday if they have a record.

Contact details of the customers are being collected and stored into the system and regular contact is maintained through e-mails and messages.

Baskin Robbins National level Junior Cricket 7s tournament. ‘Yo Yo Masters road show’ f or Delhi’s children and adults, organised

by Cartoon Network Enterprises was held in Baskin Robbins store in Connaught Place, Delhi on July 2007.

Sponsored lucky coupons for ‘Monsoon Masti’ festival organised by Rajiv Gandhi International Airport Limited, Hyderabad held on July 2009.

Distributed free passes for ‘Amaze 2008’, B-school fest, organised by The Indian Institute of Planning and Management (IIPM) in Bangalore.

Sold tickets for rock concert ‘Rock ‘n India’, designed along the lines of international rock festivals, held in Bangalore in March 2008.

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.

Baskin Robbins also advertises and promotes itself through various movies and television shows.

It also distributes pamphlets and advertises in the newspapers about its various promotional offers.

V. PEOPLE

There are 3-6 employees, one manager and other staff members The staff are recruited and trained by the manager(the training is on

the job and mainly consist of customer relationship and the serving)

They have 2 daily shifts

VI. PROCESS

SERVICE DELIVERY PROCESS

VII. PHYSICAL EVIDENCE

Approximately 250 square feet outlet Music being played The ambience is light golden colour with yellowish lamps Display of different ice-cream flavours Different product pictures are displayed on the walls and behind

the counter There are around 5-6 seats for the customers There is less privacy to the customers

ANALYSIS OF THE CONSUMER SURVEY

1) Thinking of this visit, how satisfied were you with your overall experience at Baskin Robbins?(a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

1 2 3 4 50

5

10

15

20

25

30

35

40

45

50

Series1

Majority of the customers selected the option of being satisfied with their experience at baskin robin which shows us an overall positive experience

2) Considering the quality of your experience in relation to what you paid, how satisfied were you with the value you received for your money? (a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

3%

8%

26%

48%

16%

Chart Title1 2 3 4 5

Almost 50 % of the customers are satisfied with the price as its reasonable and at par with its competitors and provides good quality.

3) How satisfied were you with the price of the product that you purchased?(a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

1 2 3 4 50

10

20

30

40

50

60

Series1

Here most of the people are neutral and satisfied and not completely satisfied which shows us room for improvement.

4) Overall, how satisfied were you with the level of service received from the crew?(a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

3%

8%

33%

46%

11%

Chart Title

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Here again almost half of the customers were satisfied with the service which shows good hospitality.

5) Thinking of this visit, how satisfied were you with the cleanliness of Baskin Robbins?(a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

1 2 3 4 50

10

20

30

40

50

60

70

Series1

Here again the response is positive as most of the people have selected the option of satisfied and neutral.

6) Overall, how satisfied were you with the atmosphere of Baskin Robbins? (a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

3%

11%

26%

44%

16%

Chart Title1 2 3 4 5

According to the customers the place and atmosphere is good enough for an ice cream parlour and are mostly satisfied.

7) Did the crew member help to influence your menu selection?(a)Yes(b)No

165%

235%

Chart Title

Many customers claimed that the crew member sometimes has a say its their selection as they often suggest some new flavours that have been introduced and often people are confused as to what flavour to select.

8) How likely is your decision influenced by a suggestive sell?(a)Very unlikely(b)Unlikely (c) Average (d)Likely(e) Very likely

1 2 3 4 50

10

20

30

40

50

60

Series1

Many people say their decision is influenced by a suggestive sell on an average.

9) Thinking of your most recent visit to Baskin-Robbins, what did you order?(a) Ice-cream cone/cup(b)Sundae(c) Milkshake(d)Cappuccino Blast(e) Fruit blast/Smoothie(f) Ice-cream Cake(g)Take home ice-cream(h)Other ________________

1 2 3 4 50

5

10

15

20

25

30

35

40

45

Series1

Most of the people select ice creams, sundaes and milkshakes as options mostly one third of the customers selected these customers.

10) Overall, how satisfied were you with the quality of the product purchased?(a) Extremely dissatisfied(b) Dissatisfied(c) Neutral(d) Satisfied(e) Extremely satisfied

3%

10%

18%

52%

17%

Chart Title1 2 3 4 5

Everyone is satisfied mostly as baskin robins a good place.

11) Do you avail any promotional offers at Baskin Robbins?(a)Yes(b)No

1 20

10

20

30

40

50

60

70

80

35

75

Series1

More than half of the people do not avail of the promotional offers as they are mostly not aware of it.

12) If Yes, which one?(a) 31% off on every 31st(b) Birthday club(c) Weekly coupon(d) Sseasonal offers

34%

6%

23%

37%

Chart Title

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Here we realized that most of the people avail of the 31% off and on seasonal offers compared to the others.

13) Based on your most recent visit, how likely are you to return to this Baskin Robbins?(a) Very unlikely(b)Unlikely (c) Average (d)Likely(e) Very likely

1 2 3 4 50

5

10

15

20

25

30

35

40

45

Series1

Most of the customers selected the very likely option as they would like to visit the outlet again which shows they had a positive experience.

14) Based on your most recent visit, how likely would you be to recommend Baskin Robbins to friends or family?(a)Very unlikely(b)Unlikely(c) Average(d)Likely(e) Very likely

14%

213%

330%

440%

513%

Chart Title

Many people would definitely recommend it to their friends and family.