Baskin Robbins
Client: Baskin RobbinsPR success with a Smart Plan
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Situational AnalysisBASKIN ROBBINS
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Audio-Visual: Understanding the brand
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Ice Cream Market Scenario in IndiaIce cream, which once formed
an important part of post-dinner family treat, has since shed its
`only dessert' title and is gradually squeezing into the
overcrowded snacking space. Consumers are increasingly choosing
sticks and cones -which are consumed at various occasions
throughout the day -over tubs and bricks that were an
end-of-the-day indulgence a decade ago.Ice creams are mostly
targeted at GenY who are ready to experiment with flavours.Premium
ice-creams are making way to Indian households.Frozen yogurt craze
in recent years has hampered ice-cream consumption.
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CompetitionIndias current ice-cream market is worth Rs 3,000 cr,
including the unorganized sector. The branded market has a host of
homegrown players, namely, Amul, Kwality Walls, Mother Dairy,
Vadilal, Cream Bell, who are available at wide-ranging price
points.Whilst International players include, Hagen-Dazs,
Baskin-Robbins, London Dairy, New Zealand Naturals, and Hokey
Pokey, who cater to the high-end market.Lately, the imported
concepts such as frozen yogurt and gelatos are gaining popularity.
The more recognizable Fro-Yo brands are Cocoberry, Red Mango, and
Yogurberry, while Amore, Gelato Vinto and Gelato Italiano are
popular gelato brands, and primarily belong to the super premium to
premium segments.
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About the ClientBaskin-Robbins is a global chain of ice cream
parlours founded by Burt Baskin and Irv Robbins in
1953.Headquartered in Canton, Mass., Baskin-Robbins is part of the
Dunkin Brands Inc. Their exotic flavors and delicious treats have
won over the hearts of ice creams lovers in 7,000 locations and in
over 50 countries. Baskin Robbins welcomes over 300 million guests
each year and strives to be the market leader through incomparable
guest experiences and a comprehensive product line of frozen
desserts, beverages, hard scoop ice cream, soft serve ice cream,
cakes, individual treats and a variety of health conscious
flavours.
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About the ClientBaskin-Robbins has a strong following and
significant brand recognition. The companys variety of flavors sets
it apart from the competition, initially offering 31 flavors, one
for every day of the month. The company continues to introduce new
flavors every year, and their flavor library now consists of over
1,000 varieties. The Baskin Robbins story in India began in 1993,
when the first store opened in Mumbai. Today it is spread across
the country with more than 300 outlets in 61 cities. Baskin Robbins
also caters to other premium channels like star hotels, leading
airlines, malls, multiplexes and top retail chains across
India.
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Client BriefWith the ice-cream market expanding and hyper
competition, we want to enhance the brand visibility of Baskin
Robbins through strategic public relations and promotions where it
could reach its target segment better, frequently. In the last few
years, only word-of-mouth publicity has made the brand grow. With
changing times, we want to use other media too.We also want to
promote Baskin-Robbins in a way that will make people excited and
aware about this enjoyable ice cream experience, that can serve as
a neighborhood gathering place for friends, families, and students.
We also wish to increase consumption at boutiques and parlours
rather than our home-delivery ice-cream segment which is already
very strong and thus, we have made our stores more friendly and
interactive.PR Budget: 1 Cr.Time Duration to roll out the campaign:
6 months
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PR ObjectivesReassert Baskin Robbins position as a brand where
fun is unending. Create more touch-points for the prospective
customers to interact with the brand, but also keeping caution,
that the premium brand doesnt get depicted as a mass market brand.
Change the perception problem of being a costly buy, by leveraging
brand name and premium quality.Chain has new look, new menu and new
strategy, give stores a face-lift to increase footfalls.
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Key Target AudienceTheir main customer base consists of the
following demographics: Younger generations in the 18-34 year old
range (particularly attracted to the super-premium
shops).Families.A third demographic, though not as large as the
other two, is older consumers who visit ice cream shops as away of
treating themselves.
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Multi-active StrategyACTION EVENTS & COMMUNICATION
TACTICS
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Events: FAM Trips to Baskin Robbins Factory
A thirty minute guided Baskin Robbins Ice-cream factory tour in
Pune would be fun and educational and can be conducted on special
days for all ages. This will offer an opportunity to the loyal and
potential customers to learn about ice cream manufacturing process
and a full service ice-cream and merchandise shop in the factory
premises will get more people to try out their new flavours and it
will get the target audience closer to the brand.Also, pictures
posted by visitors on social media site can help garner a lot of
earned media, which can help increase the visibility of the
brand.These FAM tours will be n excellent way to get exposure and
promote the brand.
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Events: Ice-Cream Appreciation Master ClassIce-Cream
Appreciation Master class: A master class can be conducted in the
Baskin Robbins outlets during non-peak hours(afternoons) where
participants can get a taste of all 31 flavours of the day and
learn about the process and ingredients in ice-cream production.The
flavours which the participant likes, he/she could be allowed to
take home for friends and family.This will help increase
touch-points between the brand and the target audience and also
increase footfalls.Also, home-makers could be called for workshops,
where they could be taught how to use Baskin Robbins ice-cream in
different recipes. This will help in creating a perception of it
being a neighborhood favourite ice-cream parlor.A press release
could be released for the same.
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Communication Tactics: Tying up with Food ShowsFood shows are
the new staple of television, across languages and channels.
Homemakers are not the only audience. With their combination of
macho ruggedness and exotic glamour, food-based programmes are
tailored to cut across sex, age and geography. They are
aspirational, combining cuisine and lifestyle for the new
India.Nigella Lawson: This dessert queen has made cooking look
sexy. She is one of the most influential food writers in UK with an
international reputation and numerous bestselling books in her
kitty. This 55 year old gorgeous food enthusiast is known for her
easy and quick cooking recipes and delicious desserts!Amrita
Raichand: The former model turned actor became a household name
after hosting the cookery show 'Mummy Ka Magic' on FoodFood. She is
popular for giving recipes to mommys to feed their little ones.
These celeb chefs could be roped in to prepare desserts using
flavours from Baskin Robbins on their shows on FoodFood Channel.
This will help the brand to enter into the heart and minds of its
target audience.Nigella LawsonAmrita Raichand
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InstagramUsing Instagram: Instagram photo contest to earn shared
and earned media. Fans post their photos having their favourite
flavours of ice-cream with the tag #BRMomentsThe winning pics can
be featured in local print, social media and billboard ads.People
joke all the time about taking pictures of food and posting these
to social media sites. It will be a smart move to harness that
impulse for an integrated marketing program.
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Create Baskin Robbins Saga Appbased on popular Candy Crush
Saga
Help create more awareness about new flavours and engage with
customersIn app rewards could be getting a free Baskin Robbins
ice-cream scoop, when visit the store within a duration of time.
This would help in achieving PR Objective of increased consumption
at parlours.
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By-lined articles on Ice-cream consumption as a snacking option,
health concious flavours.Major Frontlines
Vir Sanghvi, Hemant Oberoi, Suhel Seth, Sanjeev Kapoor
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Indicative Media
Selective advertisements in premium culinary magazines,
lifestyle television channels, malls, airports etc. would do well.
Position the brand as a premium alternative to other mass market
brands.
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EvaluationCampaign Measurement can be done through the amount of
Facebook likes, Twitter posts and re- tweets, Instagram hash tags,
no. of times Baskin Robbins app is downloaded, T.R.P of shows
produced on TV channel Food Food with hosts Nigella and Amrita and
foot-falls for the FAM tour and on the days of the ice cream master
class.Over all increase in sales will also act as a measurement
tool.
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Thank You
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