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