Marketing Plan for Baskin Robbins

Page 1

Marketing Plan

yolo

Shalaka Shah



Executive Summary The marketing plan includes a detailed analysis for the introduction of a new product for Baskin Robbins. Baskin Robbins will introduce a range of flavored frozen yogurts much similar to ice creams but will fall under the category of healthy desserts as it is low fat and made out of yogurt instead of cream. The system for this new product will be unique where the consumer can personalize the dessert with the flavor choice of the yogurt and add toppings to it, which will be weighed in the end and the price will be determined accordingly. The report includes in depth research about the product and it’s demand in the market. It includes marketing strategy and a proper plan to launch a product like this.



Contents Company Description

1

Goals & mission

2

Proposition

2

Category

3

Strategic focus and plan

3

SWOT Analysis

4

PEST analysis

6

Industry Analysis

8

Competition

9

Target Audience

12

Market Segmentation and Targeting

20

Market Focus- concept

21

Marketing & Product Objectives

21

Target Market

22

Points of Difference and USP

23

Positioning of product

24

Brand elements

25

Project Strategy- Marketing Program

26

Prcie Strategy

26

Promotional Strategy

27

Distribution Strategy

30

Evaluation and Control

31

References

33


1

Company Description As a teenager in the 1930s, Irv Robbins

drinks. Baskin-Robbins is part of Dunkin’

managed an ice cream shop in Tacoma,

Brands Inc., which also franchises

Washington. Bored with serving

Dunkin’ Donuts. Dunkin’ Brands Inc. is

traditional flavors like chocolate and

owned by a consortium of private equity

vanilla, Robbins began experimenting by

companies: Bain Capital, The Carlyle

mixing fruit and candy into the ice cream.

Group and Thomas H. Lee Partners.

After serving in World War II, Robbins

It is one of the largest chain of ice

bought an ice cream parlor in Glendale,

creams, serving 300 million customers

California.

worldwide. They are well known for

Three years later, he convinced his

providing premium ice creams in varied

brother-in-law, Burt Baskin, to join the

flavors. They keep on adding new flavors

business. The two men flipped a coin to

and surprises for their customer.

see whose name would go first on the

Baskin Robbins entered the Indian

sign. Baskin won, and in 1945, Baskin-

market in 1993 and since then people

Robbins was born.

have known the brand for its premium

In 1948 they opened few more stores in

ice creams. It is well known for bringing

California. By 1960 they had more than

innovative products and varied flavors.

400 stores all over the country and by

Since the beginning in the Indian market

1970 they spread internationally.

it has an image of being a premium

Today, Baskin-Robbins has locations in

and expensive brand delivering quality

more than 50 countries, each serving

products.

the company’s famous 31 flavors of ice cream, as well as sherbet, cakes and


2

Goals & mission Baskin Robbins’s vision is focused

people with all kinds of tastes and likes.

to provide its consumers world class

Another quality of this brand is that they

premium products in a wide range of

always are coming up with new flavours

flavours. They have and always aim to

and different kind of products to please

deliver premium quality products to

and give a change to the consumers.

its consumers. They have a something

Innovation is something it believes in and

for everyone. For all age groups and

tries to deliver it.

Proposition Baskin Robbins is known for its premium products and wide range of flavors. It has always surprised and pleased it’s customer. Introducing a range of flavored frozen yogurt could be advantageous for the company. Yogurt being a healthy product will be appreciated and preferred by customers. The customer can choose a flavor of their choice and quantity, add toppings to it and will pay according to the weight of the final order. This gives a sense of personalization which will be a positive point for the brand.


3

Category Yogurt is a food produced by bacterial

the substitution of pure milk in the place

fermentation of milk. To offset its natural

of heavy cream. This emphasis on a treat

sourness, yogurt is also sold sweetened

that is a little bit more healthy is why

or flavored. There are quite a few reasons

frozen yogurt is more than a craze. It

why people chose frozen yogurt over

has a lot of other benefits like it has high

ice cream. One of the main reasons that

calcium and protein content for healthy

people opt for frozen yogurt instead of

bones and teeth. It contains enzymes

traditional ice cream is the emphasis on

that help in digestion and also reduce

health that comes from the use of milk

the risk of certain cancers. It boosts the

instead of cream. While frozen yogurt

immune system and hence has a lot of

can taste more tart than ice cream, it is

advantages.

lower in fat than ice cream because of

Strategic focus and plan Baskin and Robbins being a brand that

for healthier food products. Similarly for

has developed the people’s trust can

desserts, they prefer to have low fat and

come up with an innovative new range

sugar free options. Personalization is

of frozen yogurts. People will be willing

something people appreciate and value

to try it out and appreciate this product

more. Adding of that element will attract

as the demand of such a product can

them and engage them as well.

be felt in the market. People are opting


4

Situational Analysis SWOT Analysis Strength • Baskin Robbins has been a part of

• Baskin Robbins has it’s outlet at

this field since a long time and has

number of places which makes it easy to

experience.

reach a larger number of people.

• People trust the brand for such

• People can chose the quantity they

products and will prefer it over any new

require and add toppings according to

brand serving the same product.

their liking which will suit a larger number of people.

• Baskin Robbins is known for its premium products and varied flavors so

• People in India prefer dairy products

customers will prefer this brand.

and considering the fact that it is healthy people will prefer it.

• There is a notable increase in consumption of dairy products and yogurt being one of the loved products

• The products offered have always been

by the target audience, it will be

targeted to various age groups of people.

accepted well.


5

Weakness • Baskin Robbins is known as a premium

• Frozen yogurt is almost like ice cream

brand and its products are comparatively

yet it tastes different and people might

expensive.

not like that.

• Baskin Robbins has many products

• Frozen yogurt being a healthy product

and flavors which gives the customer

might not be preferred by all kinds of

a lot of choice and hence it might be

people.

overshadowed by other products.

Opportunity • This being a new innovative product

• The cost of production will

will give the brand a boost among the

comparatively be low and Baskin

competitor brands.

Robbins being a premium brand can charge the customer more. This gives a

• There are not many brands offering

bigger profit margin.

this product and Baskin Robbins being a well known brand will be preferred by consumers.

Threats • People have become health conscious

• Competitor companies might try to

and might not prefer to have a flavored

come up with similar products to keep

product.

up the competition.

• The demand is increasing in the market

• There are a lot of new companies

for such products which will attract

entering the dairy product market with

foreign brands to enter.

cheaper products.


6

PEST analysis Political Analysis The product’s main ingredient is

entering the market is huge. The concept

yogurt. India has a huge market in dairy

of frozen yogurt might be new to the

products. Ingredients used for the frozen

Indian market but it has been around in

yogurt can be easily obtained from the

the US market since long and is quite

local market. The need for importing

established. Brands like 16 handles,

any goods will not be necessary. Due no

Sweet frog, The fuzzy peach, Yougurtini,

trade barriers and globalization in the

Pinkberry etc are wide spread abroad.

country the chances of foreign brands

Economic Analysis Baskin Robbins is known as a premium

the option of taking how much quantity

brand with quality desserts and a wide

he/she requires and pay according to

range. The price range has always

the weight. This is a common format

been higher than its competitors but

followed by most competitor companies

it gives it an image of being high

selling the same product. This will give

quality. The frozen yogurt is going to

the user to alter the price according

be less expensive to produce than the

to his choice. Toppings will also be

premium ice cream as its base product

included in the total weight. This can

is fermented milk and not heavy cream.

be considered as a unique selling

At the same time it will have the value of

proposition as the customer has the

being healthy and can be priced more

power to decide the quantity and price

based on that point. The user will have

accordingly.


7

Social Analysis Baskin Robbins is a trusted brand

15% less calories than ice cream and it

which is known to deliver high quality

tastes about the same. As other brands

product. The brand image of Baskin

have made this product available, people

Robbins in India is that they serve high

prefer to have frozen yogurts. The need

quality premium desserts with a wide

of such a product for Baskin Robbins is

range. Indian market has a lot of brands

required as it was of the most well known

entering which provide a huge range of

brand for ice creams. It is known more

products of all types. People these days

for the ice creams than it’s desserts. The

have become very health conscious.

packaging used for the frozen yogurt is

The other brands available in the market

going to be recyclable paper cups which

also have kept up to the expectation and

will comparatively low in cost and not

provide desserts that are sugar free, low

harmful to the environment yet will be

fat etc. The base product being yogurt

appealing to the consumer.

instead of milk and heavy cream it has

Technological Analysis The process of making the frozen yogurt

their need and that will make work easier.

is not very complicated. There will be no

The toppings are also according to the

need of a large number of manpower in

customer’s needs so again here also

its production. The customer can take

there’s no need of anybody extra to do

the yogurt on their own according to

the work.


8

Industry Analysis India has a huge dairy industry

retail cocoberry is leading the chart .

production as well as market. In the

Yogurt is considered good for the

past years it has constantly shown a

digestive system because of its coolant

remarkable increase. The consumption

properties. It has extremely low calorie

of ice cream and similar products has

content and thus people don’t have

also increased. There was an increase

to stop and feel guilty for having

of 15-20% in the last few years in this

something sweet. It has high content of

sector and hence the government has

calcium and protein which is good for

waved off the excise duty on ice creams

bones and teeth. It contains enzymes

since 2006-7. Yogurt has always been

that help in digestion and improve the

preferred by the Indian market since

immune system. Frozen yogurt due

it has been an important ingredient of

to all these reasons is considered to

their meals. Buttermilk, lassi, dahi etc

be the healthiest dessert of all time.

the bi products are widely consumed by

The growing health consciousness in

people here. Frozen flavored yogurt is a

society has encouraged people to opt for

new concept for the Indian market but it

healthy food choices. People will prefer

is well known at other places. In India,

the healthy product over the others.

probiotic Yoghurt is the leading category

Technopak estimates the Indian yoghurt

which accounts for more than 50% share

market at around Rs 1,000 crore, made

in 2011 followed by Probiotic Ice Cream

up of packaged yoghurt and its varieties

and Probiotic drinks. It is expected

including the packaged drink and frozen

that Probiotic yoghurt sales will cross

yoghurt service market. This is expected

100,000 packets by 2015. Amul is the

to grow at a compounded annual growth

leader in the packaged Probiotic yoghurt

of around 25 % with the expectation that

sales in India and is likely to remain as a

it will double in the next three years.

leader in the years to come whereas in


9

Competition Baskin Robbins as such does not have any strong competition in the Indian market compared to what the brands have. It is known for its premium high quality products and not many brands serve the same quality at this price. Competition regarding this product is also not that much. This is comparatively a new concept for the Indian market. There are a few new local competitors and few international competitors.

Direct Competition Cocoberry On the top is GS Bhalla’s venture, the

and Sundaes.

first of its kind to penetrate the Indian

(source: business map of India)

market. It occurred to him that frozen

Cocoberry has a lot of options containing

yoghurt would go down well when he

yogurt and people would prefer this

was casting about for a unique food

as it gives a huge range of options

and beverage business idea and this is

of products and also a varied price

how Cocoberry was born in 2009. The

range accordingly. At the same time

different products offered are Premium

people might not trust the brand as it is

Frozen Yogurt, Fresh Fruit and Yogurt

comparatively new.

Smoothies, Fruit Platters, Yogurt Parfaits


10

Amul Amul, a part of Gujarat Cooperative Milk

Amul is a well known and trusted

Marketing Federation launched Flaavyo

brand. It gives a range of flavors and

in early 2011. It may not provide retail

at a reasonable price. One of the major

services, but Amul’s packaged yoghurt,

drawback is that it is not provided

Flaavyo is not far behind. Available in

in retail service like Cocoberry. The

different flavours like mango, pineapple,

fascination of customizing and adding

strawberry, vanilla and misti doi, Flaavyo

toppings to the yogurt is lost and people

is one of the most economical yoghurts

will not be attracted enough to pick this

priced at Rs 35 per cup. It contains

option. They also fall back as a proper

live probiotic bacteria which helps in

advertising campaign was not done for

digestion and improving immunisation. It

this product and not many people know

is made with a special culture to give a

about it.

smooth acidic taste. (source: business map of India)

Danone Danone launched its creamy stirred

Danone being an international brand

yoghurt in 2011 to target the health

people consider its product to be good

conscious population in India, in

and might pick it over the local brand

three flavours: plain sweet, strawberry

such as Amul. It faces the same problem

and pineapple, at outlets in Delhi/

as Amul does. They do not have a

NCR, Mumbai, Pune, Hyderabad and

retail store and the product is limited to

Bangalore. This France-based company

flavored yogurt.

sells one cup of packaged yoghurt at a price of Rs 55 and is fighting a tough competition with big names such as Amul, Nestle, and Mother Dairy. (source: business map of India)


11

Indirect competition Indirect competitors would be those

be a competition. Indirect competitors

who sell ice cream and other deserts.

include companies like Amul, Nestle,

Ice cream isn’t the same as yogurt yet is

Kwality Walls, Haggen Dazs, Cream bell,

competition. Brands selling low fat ice

Mother dairy and many more local joints.

creams, sugar free ice creams can also

Risk to keep up with the competition Baskin Robbins India has kept its

with similar price range and used a smart

place strong by keeping up with the

marketing strategy. The tag line used

competition. With the introduction of

was “happyness now everywhere” and

“Magnum” by Kwallity Walls in the

they reached the consumers by doing

market, it attracted a lot of customers

something they had never done before.

which was direct competition to Baskin

They made it available at retail shops and

Robbins. “Magnum” was a premium

ice cream parlors as well as their outlets.

quality chocolate bar available at retail

This was a huge risk they took but it kept

stores and ice cream parlors which made

its position strong in the market with this

it easy to reach a larger audience. Baskin

step and a smart marketing strategy.

Robbins came up with a similar product

L- Magnum advertisment R- Baskin Robbins advertisment of a similar product with the “happyness now everywhere” strategy.


12

Target Audience The research was based about

the product to understand it’s scope

introducing a new healthier dessert .

and limitations. There were two kinds

There were multiple tools used to collect

of tools used to do this- qualitative and

data and further analyze it. This was

quantitative. This helps to get a broader

necessary to get a different view point

perspective making the result more

of the consumer or the expert about

accurate.

Quantitative Research The quantitative research consisted of an

an alternative for ice creams

online survey sent out to various people

These were the basic points about the

from different age groups, lifestyle, liking

brand and the kind of people who would

etc in order to create a fair survey. The

pick this product.

questionnaire consisted of 8 multiple

The other questions were aimed to be

choice questions. These questions were

more specific like.

aimed to determine various things like-

• The flavors people would prefer

• The brand image of Baskin Robbins

• If they would want toppings for their

• The age group of people who would

yogurt

prefer to consume frozen yogurt

• The price they would pay for the product

• People being health conscious while

This gave a statistics about the questions

picking desserts

made which helped come to a solid

• If people would prefer frozen yogurt as

conclusion backed up with the data.

Qualitative Research The qualitative research included an

person closely related to the brand to

interview of the branch manager of

give his inputs about this. The interview

Baskin Robbins. This would give more

consisted of a few basic questions.

insight about the company and give a

It ended up being a very interactive

different view point. The first research

discussion which gave even better

was customer based and hence it

viewpoint which wasn’t seen before.

made sense to have the view point of a


13

Quantitative Research The product being flavored frozen

health conscious and prefer healthy

yogurt, which according to the research

options was one of the learning’s from

made is quite successful outside the

the research. This was backed up by

Indian market. The research said that

research but it needs to be tested on

the product could work well with the

the actual market before execution to

Indian market as yogurt and other dairy

confirm the learning’s. Here are the

industry are booming here. People are

outcomes of the survey.

Age group

There were 92 people who took the survey. 40% of the people belonged to the age group of 15-25 years being the maximum. The age group of 45-55 years was 26% which was not as expected. According to the initial research and learnings, elder people ( 35 and above) were expected to be more health conscious and hence would pick a product like this over ice creams or any other dessert.


14

What brands come to mind when you think of premium quality products?

Baskin Robbins has been around in India since long and have created a strong brand image of having premium products which is clearly seen by the result of this survey. 48% of the people consider Baskin Robbins and Amul and Natural give a strong competition with 34%


15

What is important to you while picking a dessert?

People have become health conscious which is quite obvious. 18% of the people pick health over the taste while 48% of the people pick both. In this case frozen yogurt is the best option as it is balanced between taste and health.

Would you prefer frozen yogurt over ice cream?

This is something that makes it’s obvious that this product would work as 58% people will pick frozen yogurt over even ice creams which is loved by all.


16

What flavors would you prefer for frozen yogurt?

Baskin Robbins being a brand known for it’s varied flavors, people will expect different yet loved by all flavors for their frozen yogurt. 60% of the people picked chocolate while strawberry, vanilla, mango etc are the other flavors preferred by people.


17

How would you prefer for you frozen yogurt?

People said that they would like flavored yogurt and would want to add toppings on it. 52% people having said that makes it the majority while 23% said they would like plain yogurt.

How much would you pay for frozen yogurt?

40% people said they would pay up

150. This shows a lot of variation. The

to Rs- 100 for their yogurt while 22%

method of weighing the product will

said they would pay up to Rs- 70. 13%

allow them to pay according to their

people said they would pay upto Rs-

choice.


18

Would you try flavored frozen yogurt by Baskin Robbins?

81% people said that they would try the frozen yogurt by Baskin Robbins this shows how it is a trusted brand and will be a success.


19

Qualitative Research Interview-

up with the competition the other local brands give. With Kwality Walls coming

For a fair research method the input of

up with the ‘Magnum’ ice cream which

an experienced person and someone

is a chocolate bar, Baskin Robbins had

who understands the brand could be

to keep up with the competition and get

used. By interviewing someone who is

something similar for its customers. They

closely related to the brand itself would

came up with a similar product and they

give a broader perspective and will help

made it available at various dairy parlors

bring up points which otherwise cannot

and provision stores. The marketing of

be found through survey or research.

the particular product is also done in a

An interview was conducted with the

very specific way. They use the tag line-

manager, Chetan Thakkar at the head

“Happyness now everywhere” They have

office of Baskin Robbins, Mumbai.

priced it cheaper than the other products

The interview started with the basic

which was a risk they took. They

introduction. There was a discussion

have never done something like this.

about how the brand image of Baskin

Baskin Robbins products were always

Robbins has developed through the

exclusively available at their outlets

years they have been present in India.

but to keep up with the competition

It is known to be an international

they took a risk. Considering this the

brand and people have developed

manager agreed how people are opting

trust towards it. At times people would

for their low fat ice creams which says

actually pick Baskin Robbins over other

that they are health conscious and frozen

new international or even local brands

yogurt being the healthier option, people

for no reason says the manger. He

should accept it well. He acknowledged

strongly believed that any new good

the idea of adding toppings of the

product launched by Baskin Robbins

customer’s choice. They already allow

will be accepted by the public well. He

their customers to add chocolate chips,

pointed out that one big advantage

sauces, brownie etc to their ice creams

Baskin Robbins holds is that they are

and this could work well for the frozen

spread across the country and each city

yogurt considering the competition. The

has numerous outlets in all major areas

interview concluded with him agreeing

in malls, shopping centers, airports

to the fact that this product could work

etc. This way they reach more people.

for Baskin Robbins and some higher

In Mumbai they have about 55 outlets.

authorities should give a thought to it.

Baskin Robbins is also trying to keep


20

Market Segmentation and Targeting Demographic People ranging from 10 years to elder

products and consume it in a much

people up to 55 years are the consumers

larger amount during summers. The

of such desserts in India. Both male

consuming power of the people have

and females in India consume desserts

increased at the same time people

specially during the summer time. The

get to weigh the final quantity and pay

dairy industry is booming as a result

accordingly so the power lies with them.

of that. People prefer to have dairy

Psychographic People these days are considering health

frozen yogurt as it will be a balanced

over anything else. Low fat, sugar free

option for them. Consumption of yogurt

ice creams etc are preferred by people

and it’s bi products is increasing and has

these days. They want to consume

been there since long which people in

desserts but they consider how it affects

India will automatically prefer.

their health. This is why people will prefer

Behavioral Personalization is something any

a positive point. The concept of self serve

consumer likes. People will pay more

hasn’t been experienced much by the

for any kind of personalization they are

Indian market. Surprisingly people like

offered. By allowing the consumer to add

the fact that they get to do it on their own

the toppings of his choice and tweak it

and pick the quantity and toppings of

according to his taste can turn out to be

their choice.


21

Market Focus Concept The concept is to come up with

will be appreciated and preferred by

an innovative product that will be

customers. The customer can choose

accepted considering the market and

from a range of flavors according to the

understanding the consumer. Baskin

quantity they need, add toppings that

Robbins is known for its premium

will also include a wide range to chose

products and wide range of products.

from and in the end will pay according to

Introducing a range of flavored frozen

the weight of the final order. This gives

yogurt could be advantageous for the

a sense of personalization as they can

company. Yogurt being low fat and a

make it according to their taste, which

healthier option compared to ice cream

will be a positive point for the brand.

Marketing & Product Objectives • Come up with a new product for Baskin Robbins • To give the consumer the option of a new upcoming dessert option • To give a healthier alternative for ice creams • Give the consumer the option to personalize • To keep up with the competition in the market • Achieve profitability within the first year and gain substantial growth rate annually


22

Target Market The target audience was defined based on Qualitative and Quantitative research methods. The things that could be defined with the help of the survey and interview are• People from the age group 35 and

• Consumer are ready to pay Rs-150 or

above are the possible target audience

above

but the young generation (15-25 years) will be equally interested

• People voted that they would try the product from Baskin Robbins

• Consumers do care about their health even will picking desserts. 48% people

Through the interview one can

consider health and taste both while

understand how Baskin Robbins is ready

19% consider health over taste.

to take risks and will keep up with the competition by getting new products .

• 58% of the people said that they would

It also gave a clear idea about how the

prefer frozen yogurt over ice creams

brand image is in the market and how

which is a huge number and it shows

people trust and prefer to pick it over the

how successful this product can turn out

other brands.

to be. • Consumer like the idea of adding toppings to their yogurt with flavors like Chocolate, Strawberry, Vanilla etc


23

Points of Difference and USP • This product is giving the consumer a variation from ice creams which is already widely consumed and liked by people • This product is a lighter form of ice cream • It is low fat and is considered to be the healthiest form of dessert • This product will be available in a wide range and innovative falour options like the ice creams of this brand • Along with the wide range of flavours, toppings to be added will also have options • With a wide range of flavours and toppings, consumer can create his dessert acoording to his/her own choice • The quantity will also be defined by the consumer which will be weighed and the price will be determined accordingly • The sense of personalization is not only with the product taste but also with the price as it will be weighed • The major competitors do not have a similar product with this approach • The characteristics of the product fit well with the brand image


24

Positioning of product Due to the nature of the product it is not possible to determine the price yet a comparision can be made with other brands based on their quality and price.

High Price

Low Quality

High Quality

Low Price


25

Brand elements

The name Yolo comes from yogurt

communicate the same values. Based on

and the fact of it being low fat. YOLO

the initial research, the target audience

also stands for ‘You only live once’

being a wide range and age group of

The identity is created keeping in mind

people, the logo should communicate to

the mother brand Baskin Robbins. As

all of them. A quirky look is opted as it

it is just a new product for the same

is suppose to communicate values of it

brand, the logo should be relatable and

being fun and personalized.


26

Project Strategy Marketing Program Baskin Robbin’s Yolo will have falvours like- Tooppings• Strawberry

• Chocolate chips

• Banana

• Sprinkles

• Chocolate

• Nuts

• Vanilla

• Cookies

• Mango

• Candy

• Rapberry

• Chocolate

• Caramel

• Fruits

• Coconut

• Sauses

Prcie Strategy The price strategy is to allow the consumer to pick according to his/her choice and the weight will determine the price. The wide range of toppings will also add to the total weight of the final product which will add to the profit margin of the total product.


27

Promotional Strategy In the past year, Baskin Robbins India

direct. Promotions outdoors and print

has started focusing on online promotion

promotions are equally important

on social media websites. This is a very

to communicate to all of the target

effective way to communicate to the

audience. Promotions during summer

target audience. Here the approach

time when the consumption of desserts

that is currently being used can be

increase will be the best time to promote.

taken forward. Engagement with the

The USP of the product should be

consumers is very important to spread

highlighted in order to work. It should

the word and also develop a relation

have the fact of it being low fat and

with the viewer. Posts that engage the

hence healthy, should be the highlight.

users, contests, posts about current

The fact that it can be personalized

happenings etc are the subtle ways

should be clear as people will be

to engage the audience without being

attracted to that point.

They use the summer season as an

The ads are done in a fun relateable

advantage and the fact that people

way that communicates to the target

consume more desserts during this time,

audience.

they do not miss out on this opportunity.


28

No matter what season, they try to use

highlight the fact that have the delivery

it as their advantage. They understand

service for the customers. This helps the

the fact that people have difficulties

audience connect to them.

travelling during the rains so they

Engaging the audience is one way

communication is not just one way now

to spread the word. People feel

it also includes the audience and they

connected to the brand. In this way the

develop a relation with the brand.


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They try talking about the current trends

just the fact that it is summer and people

and happenings so people understand,

consume mangoes. They study the

connect and relate to the brand. Be it

market and target accordingly.

some special day like mother’s day or

By saying such things, they try to

the users in a subtle way and give them

eliminate the reasons people do not

the options of being healthy yet being

consume desserts. They try to convince

able to consume the desserts.


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Hosting contests and convincing people

others are doing and liking. At the same

to share their experience through photos,

time, contacts of that users also see and

is a very smart strategy. This way

people later tend to follow as it is an

through the brand people can see what

honest opinion of another user.

Distribution Strategy One major advantage Baskin Robbins

places like malls, theaters, airports etc.

holds is that it is wide spread and can

The store already being at such places

reach people easily. They have multiple

plays a huge advantage for yolo. People

outlets located in various cities. It covers

will visit stores and they can self serve

all the major areas and is also located at

which engages them.


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Evaluation and Control There has to be a proper method to evaluate the response people give to this new product and the system of it. This could give important insights which further should be evaluated and necessary changes should be made to improve it. The one very important step would be to document responses from the consumer to understand if the plan is working the way it was suppose to. Controlling needs to be done based on that. The need to add or subtract features from the system might be required for progress.


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References http://en.wikipedia.org/wiki/Target_market http://business.lovetoknow.com/wiki/Define_Target_Market http://business.lovetoknow.com/wiki/Customer_Analysis_in_Marketing_Plans http://www.baskinrobbinsindia.com/ https://instagram.com/baskinrobbinsin/


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Shalaka Shah


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