Baskin Robbins-A Brand Analysis - Document Transcript

1. A Brand Analysis Submitted for Academic Project on Brand Management September 2009
Authors: Karthik Prasad V (25027) Padmanabha Ganapathi S (25036) Palaniappan K (25037) Sivakumar P
S (25051) Surenderan E (25056) Ramkumar K (25095) BHARATHIDASAN INSTITUTE OF MANAGEMENT
(School of Excellence of Bharathidasan University) TIRUCHIRAPALLI

2. Baskin Robbins - A Brand Analysis September 2009 Table of Contents 1

Introduction .............................................................................................................................. 1 1.1 Baskin
Robbins ................................................................................................................... 1 1.2 Ice Cream
Industry in India ................................................................................................. 1 1.2.1 Segmentation and
branding........................................................................................ 2 1.2.2 New
Segments ........................................................................................................... 3 1.2.3 MNC in
India:.............................................................................................................. 3 1.2.4 Infrastructure
worries:................................................................................................ 4 1.2.5 Consumption
Pattern: ................................................................................................ 4 1.2.6 Ice Cream
Flavours: .................................................................................................... 4 1.2.7 Distribution
channel: .................................................................................................. 5 2 Competitor
Analysis ................................................................................................................... 6 2.1
Competitors: ...................................................................................................................... 6 2.2
Competition in Parlours: .................................................................................................... 7 2.3 Changing
Times: ................................................................................................................. 7 3 Customer
Analysis ..................................................................................................................... 8 4 Communication
Strategy ......................................................................................................... 10 4.1
Promotions: ..................................................................................................................... 10 4.1.1 The
Spiderman 3 campaign:...................................................................................... 10 4.1.2 The Paanchvi Pass
campaign:.................................................................................... 10 4.1.3 The Drona
campaign:................................................................................................ 11 4.1.4 MTV Roadies
6.0:...................................................................................................... 11 4.1.5 The Love Story 2050
campaign: ................................................................................ 11 4.1.6 Other
Promos: .......................................................................................................... 12 4.2 Change in
Communication Strategy: ................................................................................. 12 5 Brand Baskin
Robbins .............................................................................................................. 14 5.1 Brand
Strategy: ................................................................................................................ 14 5.2 Brand Positioning:
............................................................................................................ 14 5.3 Brand
Personality: ............................................................................................................ 14 5.4 Brand
Identity: ................................................................................................................. 14 5.5 Value
Proposition: ............................................................................................................ 15 Table of Contents 5.6
Brand Logo Evolution: ...................................................................................................... 15 6
Conclusion ............................................................................................................................... 16 7
References............................................................................................................................... 17
3. Baskin Robbins - A Brand Analysis September 2009 1 Introduction 1.1 Baskin Robbins Baskin-
Robbins is a global chain of ice cream parlours founded by Burt Baskin and Irv Robbins in 1953, from the
merging of their respective ice cream parlours, in Glendale, California. Headquartered in Canton, Mass.,
Baskin-Robbins is part of the Dunkin’ Brands Inc. family of companies. It claims to be the world's largest
ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States.
Baskin-Robbins sells ice cream in 34 countries, including Canada, Japan, Mexico, Bahrain, the United
Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, the Philippines, Thailand, Vietnam,
Indonesia, Malaysia, China, Bangladesh, South Korea, India, Pakistan, Panama, Taiwan and the United
Arab Emirates. 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. Baskin Robbins is one of the diverse businesses of the Graviss Foods Pvt. Ltd. It has an
exclusive franchise for the SAARC region. Our brand analysis is subjected to strategies of Baskin Robbins
in India only. But the brand has a global presence where it maintains a similar brand strategy, yet with
some small differences. 1.2 Ice Cream Industry in India The ice cream market growth in India picked up
after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands
of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. The Indian government
adopted a lot of policy changes for the liberalization regarding the ice cream industry also and it is since
then that this sector has shown an annual growth ranging from 15- 20% per annum for last 1- 2 year. In
the Budget 2006-07 Excise Duty has been waived off on ice creams. In rural areas, kulfis / ice creams
made by small / cottage industry are popular. The market for organized sector is restricted to large
metropolitan cities. In small towns and villages, there are Chapter: Introduction thousands of small
players who produce ice- creams / kulfis in their home backyard and cater to the local market. Almost
40% of the ice creams sold in the country are consumed in the western region with Mumbai being the
main market, followed by 30% in the north and 20% in the south. 1

4. Baskin Robbins - A Brand Analysis September 2009 In India the ice cream industry is dominated
by a few players. This has made the global giants look at India to drive their growth. American ice-cream
retailer Snowberry has announced that it would invest $50 million by 2010 to start its business in India
to be known as Snowberry India Private Limited. The sale of ice cream in India is seasonal and the ice
cream makers always bet on the summer sales. For Amul the summer season contributing about 40 per
cent of the company's overall sales. Furthermore, to take advantage of the demand during summer the
Ice cream makers increase the price of the products marginally .Most of the companies are adding that
new and innovative products that keep the consumers excited. 1.2.1 Segmentation and branding The
major volume growth for branded ice-cream players will come from the take-home-segment rather than
consumption at ice-cream boutiques and parlours. This is the key inference of a survey conducted by
Retail Research India (RRI). The survey attributes this shift in consumer priority to the fact that ice-cream
eating is becoming more of a weekend pastime for families rather than a leisure activity during
outstation trips or picnics. The consumer perception audit reveals that branded ice-creams as a product
category is now being perceived as a product for the family rather than just as an indulgence during
outing exercises In terms of leveraging brand presence, the branded ice-cream players need to focus
more on innovative retail initiatives like point-of-sale merchandising and danglers to attract consumer
attention. The retail initiatives need to be given priority in comparison to the usual brand promotion
exercise that is carried out in the mass-media. The ice-cream players have to confront secondary
competition in the form of branded chocolates and biscuits. Along with that they also face competition
from unbranded ice-cream players who operate on mobile cart wheels.It is believed that as a strategy to
combat competition from products across the impulse segment, the need is to have innovative modes of
merchandising that can enhance the display value for ice-cream brands. Consumers from the impulse
market make a consumption choice on the basis of the instant attention that brands can grab by their
innovative display.Further, with clutter in the mass media, such initiatives at the shop floor level can play
the dual role of initiating brand awareness as well as triggering consumption for the brand. Chapter:
Introduction With secondary competitors from the branded players segment undertaking mega retail
exercises, branded ice-cream players will start witnessing consumer lapse if they are unable to
consolidate their retail presence 2

5. Baskin Robbins - A Brand Analysis September 2009 Also, in terms of leveraging the brand
through ice-cream parlours and vending machines, there is the need to communicate the propositions
through neon posters and vinyl signage, especially at specific consumer eating spots. It is believed that
some of the players may use such communication exercises outside the parlours. But the need is to
strategically evaluate consumer congregation points. The retail material should communicate the brand
proposition through these materials at strategically evaluated points since it can capture the consumers’
eye more than the usual exteriors of retail shops and ice-cream outlets.Even in these avenues there are
a host of other products that are jostling for consumer attention. Hence, the need is to move away from
these crowded venues in parlours and retail shelves and specifically communicate the brand proposition
in the spots where there is less fragmentation yet a lot of consumer activity. That's why, like Kwality
Wall's, Amul too wants to take its frozen and ambient platter on the road through push carts and smaller
outlets. It plans to supply freezers to bakeries and chemists to mom- and-pop shops and even STD
booths. Even HLL has been trying hard to create excitement around its brands. Its Kwality Wall's Max,
for children, was relaunched with offerings, like Rainbow and Twister, supported by a new look Max
lion. 1.2.2 New Segments Between kids and youth on the streets and adults at home, a large chunk of
ice cream sales gets taken care of. Impulse purchase from youth and kids accounts for 50 per cent of the
market. Family consumption adds another 35 per cent. Fifteen per cent of the market is in-parlour sale
— a new segment that has showed up in the last few years. This is dominated by niche regional players
like Naturals in the West, Nirula’s in the North and premium players like Baskin Robbins and the home
grown Italiano Gelato. 1.2.3 MNC in India: The reason that the MNCs indicate for their presence in India
is “It has the right climate for ice- cream consumption; the country has a very low per capita
consumption, which means large untapped potential; and our ability to maintain competitive pricing - all
these reasons make us want to be in India. But MNC weren’t successful in India mainly due to the pricing
pressure and margin squeeze. Despite Chapter: Introduction being a hot country with a young
population, India has never made ice-cream culture its own, unlike in the West. 3

6. Baskin Robbins - A Brand Analysis September 2009 1.2.4 Infrastructure worries: There are
genuine problems, too. Since the demand for ice cream is seasonal, and it also requires specific
infrastructure. Any retailer with a tub full of ice can sell soft drinks, but for ice cream he has to have
proper refrigeration. For that, one requires proper power supply, which is erratic in India Transporting
ice cream across India requires massive infrastructure, because of which “supplies over long distances
are irregular”. 1.2.5 Consumption Pattern: The market for ice-creams in India was estimated at US$265
million in 2006–07, growing at the rate of 12–14 per cent. However, the per capita consumption of ice-
cream in India is relatively low, when compared to developed countries. Per capita consumption of ice-
cream is around 250 mL per annum as against 22 litres in the US, 18 litres in Australia, 14 litres in
Sweden and 5 litres in the UK.The per capita consumption of ice-creams in India is a paltry 250 ml per
annum while the average global consumption is 2 litres. 1.2.6 Ice Cream Flavours: Indian Ice Cream
market can be segmented in three different ways, namely on the basis of flavours; on the basis of stock
keeping units / packaging and on the basis of consumer segments. On the basis of flavours the market
today has a number of flavours like vanilla, strawberry, chocolate, mango, Chapter: Introduction
butterscotch a number of fruit flavours; dry fruit flavours traditional flavours like Kesar- Pista, Kaju-
Draksh etc. The market is totally dominated by Vanilla, Strawberry and chocolate, which together
account for more than 70% of the market followed by butterscotch and other fruit flavours. 4

7. Baskin Robbins - A Brand Analysis September 2009 1.2.7 Distribution channel: Ice cream
distribution in India typically involves a distributor, wholesaler and retailer. Most domestic brands have
small regional operations, with plants situated near their major markets due to the lack of cost-effective
cold chain facilities. National brands have owned or leased cold storage facilities in major metropolitan
areas, which ship to distributors or direct to retailers. Some major brands have begun serving smaller
cities by acquiring smaller plants and improving distribution networks. Distributors' margins are about
18-20%. There are an estimated 70,000 retail ice cream outlets in India, including both fixed shops and
mobile vendors -- pushcarts, tricycles and three-wheelers. Chapter: Introduction 5

8. Baskin Robbins - A Brand Analysis September 2009 2 Competitor Analysis 2.1 Competitors: On a
telephonic conversation, the Zonal Manager-South of Baskin Robbins, Mr. Muthukumar told us that
Baskin Robbins doesn’t have any direct competition as they are a premium player. He also told us that
theirs is not a volume based business. But he also accepted the fact that there is indirect competition
from domestic brands and other local parlours. Let us have a look at the competition in India for Baskin
Robbins. Hindustan Unilever, which is owned 51 per cent by Unilever, has a 14 per cent share of the
100- million litres and Rs 1,200-crore per annum ice cream market, which makes it the second largest
player after Amul (38 per cent market share). The gap is no less than 24 percentage points. Chart:
Market Share of Ice Cream Brands in India Market leader Amul has a huge emotional connection with
Indian consumers as it was the nerve centre of the White Revolution in India. Its ice cream is available in
no less than 70,000 stores across the country — a number it plans to raise to 100,000 in the next one
year. Its growth target for the year is 20 per cent. (The market has grown at 15 per cent per annum in
the last five years.) Vadilal, the third largest player in the ice cream market with a share of 12 per cent
and a strong player in western India (Maharashtra, Goa and Gujarat), has drawn up aggressive growth
plans Chapter: Competitor Analysis Mother Dairy (market share: eight per cent) has fanned out from its
stronghold of North India to the eastern and western parts of the country in the last few years. Its
strength is the 4,000 pushcarts out on the streets of the country at all times. As a large category of
consumers buy ice cream on impulse, this fleet has helped Mother Dairy grow 35 per cent this summer.
Mother Dairy, by the 6

9. Baskin Robbins - A Brand Analysis September 2009 way, has developed a strong portfolio of local
flavours which could work well in the upcountry markets. 2.2 Competition in Parlours: With the advent
of modern trade, Baskin Robbins now covers 500 modern retail stores along with its retail foot print of
370 outlets. Baskin Robbins will add 100 retail outlets during the year and also grow our modern trade
footprint. Modern Trade now contributes to 15 per cent of their overall revenues and they see this
growing to 20 per cent in the next couple of years. Baskin Robbins has established its leadership in the
premium ice cream category in the modern trade channel. But competition is in no mood to give up
without a fight. Amul too entered the segment this year with its Scooping parlours where it serves
sundaes, thick shakes and an exclusive range of ice cream. It plans to have 1,000 franchises by the end
of the financial year, up from the current 250, and thereon add 1,000 every year for the next five years
and expects retail to contribute to 20 per cent of Amul’s ice cream revenue in the next three to five
years. 2.3 Changing Times: Across the world, consumers have turned health-conscious. They want to cut
down calorie intake because of the alarming spread of lifestyle ailments. And India is no different — it
has the largest population of diabetics anywhere in the world. Consumers have begun to look for health
and goodness in whatever they consume and ice cream is no exception. Baskin Robbins offers 100%
Vegetarian ice creams and it also offers low fat ice creams too. Here, the lead has been taken by Amul. It
has developed a portfolio on the health and wellness platform with its probiotic and sugar-free category
last year. Its sugar-free probiotic Frozen Food contains 50 per cent less fat and half the calories than
normal ice cream. “We expect this category to account for ten per cent of the ice cream market in the
next three years,” says Sodhi. Hindustan Unilever too has got in to the act this year with the launch of its
Selection range which comes with just 99 calories in 80 ml. This, in fact, is a segment where the
company can draw on the Chapter: Competitor Analysis expertise of its parent, Unilever. With growing
health consciousness, Heartbrand is developing products that are lower in fat, sugar-free, lactose-free,
as well as low-carb options and those with more nutritional goodies like calcium and fruit. It has come
out with new pack sizes which allow lower consumption. About 40 per cent of the research budget goes
to enhance properties of health and wellness. Clearly, there is nothing better than a well-stocked
parent. 7

10. Baskin Robbins - A Brand Analysis September 2009 3 Customer Analysis Baskin Robbins is one of
the premium ice cream brands in the world. Its differentiating strategy from other ice cream brands or
their brand identity is providing customers with 31 different varieties of flavour and its premium quality.
But how the customers perceive the brand is different and was evaluated by an interview process.
Around Thirty customers were interviewed who had already experienced or come across the brand. Also
two US customers were included in these twenty customers. We went for an interview process because
we found that many had only an aided recollection of the brand when asked about it. The questions
asked during the interview are a) How often do you have ice cream in a month? b) How do you
experience having ice cream in Baskin Robbins store? c) In your opinion what attribute is differentiating
Baskin Robbins from other ice cream brands? d) Did you ever come across the brand name in some
promotions or ads or any other communication medium? e) What will come to your mind immediately if
you hear the name Baskin Robbins? Some of the inferences and key opinions extracted from this
process are: Most of the customers want ice cream parlour or store to be a better hang out place. They
would like to have ice creams with different flavours during chat with their colleagues or girl friends and
spend some time in a high end sophisticated premium parlours. They consider tasting a variety of ice
creams as a great experience. The key insight derived from probing the customers is, “I want to taste
unique treats in a premium ambience” Baskin Robbins’ proposition fits into this customer insight. But
after the analysis we found that, they provide premium offerings with different world class flavours but
not the experience. Customers who go there for repeat purchase is due to the addiction to the flavour
taste. But, in providing experience of having ice cream in their parlour is really pathetic. Most of the
customers don’t value Chapter: Customer Analysis the store as a premium store which Baskin Robbins
claims. Some of the attributes which customers think of Baskin Robbins are premium, young, feminine
(an influence from Pink colours they project), soft, tender and different flavours. Customers would like
to take young colleagues or girlfriends who are very peppy to this ice cream store. Even though this
brand lives for more than sixty years, they maintain youthfulness in the brand which is amazing. The 8

11. Baskin Robbins - A Brand Analysis September 2009 essence which customers expect from the
brand is that “different premium offerings daily”. Customers want to show or communicate to the world
that they are different and premium. Communication happens when the customer meets the brand. It
came out that there is not frequent communication in the form of TV ads or print ads or any other
promotions. It’s mostly by word of mouth and the purchasing point /store where the customers come
across this brand. Before coming to the store customers make up their mind to try different taste daily
and hang out in the store which is premium. They communicate that they are different but store is
lacking a premium ambience. This goes in a negative way of communication to the customer. Most of
the store is located in high class residential area. Customers think Baskin Robbins did not leverage in
terms of store ambience as most of the stores are so cramped and do not have a place to sit and have
the ice cream. This is a sort of negative communication, which should be immediately addressed since
other ice cream brands have started eyeing the modern retail format. Chapter: Customer Analysis 9

12. Baskin Robbins - A Brand Analysis September 2009 4 Communication Strategy Baskin Robbins is
a youthful, dynamic brand and they are open to good ideas. If there's a property or event or opportunity
that has the potential to capture the fancy of today's generation they are ready to advertise/sponsor.
The outlets sport a funky and vibrant look to attract young people. In India, apart from the sales of ice
creams, Baskin Robbins enjoys great patronage among high end institutional clients ranging from the
best five-star hotels in the country, to the premier airlines, high end retailers, corporate parks and
campuses, cruise companies, the best restaurants and clubs, and of late, all the multiplexes, which is fast
becoming a separate business channel in this country. Around 35% of their sales are from institutional
sales. In the coming years, the brand plans to aggressively penetrate into the smaller towns apart from
consolidating its present market in the major cities and metros. 4.1 Promotions: 4.1.1 The Spiderman 3
campaign: The summer of 2007 witnessed an innovative tie-up of Baskin Robbins with Spiderman 3
movie in India. Baskin Robbins promoted Spiderman 3 by means of a creative promotion. This not only
added visibility but also enhanced customer interactivity with the brand. The highlight of the promotion
was the co-branded TVC which was aired on key kids’ channels. The promotion extended to creating
three new trendy flavours keeping in tune with the characters of the movie- Web Slinger, Sand Storm,
and Green Gobbler. The elements of the promotion included poster, standee, cup design, bags, t-shirts,
tags, shelf talker and a Spiderman 3 comic free with every single scoop of ice cream. 4.1.2 The Paanchvi
Pass campaign: Baskin Robbins successfully captured the attention of the kids by entering into a tie-up
with ‘Paanchvi Pass’, a popular reality show telecast in 2008 by Star Plus and hosted by Shahrukh Khan.
A special Paanchvi Pass flavour was created Chapter: Communication Strategy to make it appealing to
the customers and add excitement to the entire campaign. A gift was assured to any customer who
walked into the store and purchased a Panchvi Paas flavour and 3 lucky draw winners got a chance to
meet the biggest Bollywood star, Shahrukh Khan. The promotion helped Star Plus take its message to
niche audience across the country. The activity provided tremendous on ground visibility for Star Plus
and Baskin Robbins in terms of wall visuals, tent cards, 10

13. Baskin Robbins - A Brand Analysis September 2009 danglers, posters, t-shirts, cups, shelf talkers
and a quiz book. Besides, it got good publicity and generated enthusiasm among the kids. 4.1.3 The
Drona campaign: Baskin Robbins has become an attractive partner for Production Houses to promote
movies better among its target audience-the youth. This is done by means of appealing visuals and
colorful displays like banners, posters, standees etc. Drona, a magical adventure movie based on the
warrior ‘Drona’ tied up with Baskin Robbins to promote the movie among the teenagers. Visual displays
for the promotion of the movie using Baskin Robbins as a brand included posters, standees, bags, shelf-
talker, drop box and banner. Cappuccino Nibs was named the Drona flavour, also known as the flavour
of magic to get the touch and feel of the movie. The Drona promotion gives kids across the country a
chance to meet Abhishek Bachchan through a lucky draw. 4.1.4 MTV Roadies 6.0: MTV Roadies -a cult
following among youth has now associated with Baskin Robbins for promotion of the programme and
for the integration of the brand with its content. The promotion makes a lot of sense for both the brands
because the target audience of Roadies is synonyms with the target audience for Baskin Robbins. The
audition promotion was done in selected cities in India where the Roadies audition was carried out-
Mumbai, Delhi, Bangalore, Kolkatta, Ahemdabad, Chandigarh. JTQ-‘Jump the Queue’ passes were given
to those lucky draw winners who purchased Baskin Robbins ice cream worth Rs. 250/-. Promotion was
done through posters, banners, standees and the JTQ passes. Interactive games during the auditions
were incorporated which included wild games centered on ice cream. 4.1.5 The Love Story 2050
campaign: The movie was unique in the sense that for the first time introduced the time machine
concept in the Indian film industry and therefore, there was a big hype around the movie. Baskin
Robbins built on this hype and therefore associated Chapter: Communication Strategy itself with Love
Story 2050. The publicity for the movie was done using posters, standees, banners and shelf talkers. The
flavour was called the 2050 Flavour with a tagline-The taste of the future is here. The promotion offered
a chance to the lucky draw winners to meet the debutant actor Harmen Baweja and Priyanka Chopra
and a chance to win a Boo (a character from the movie) with every 2050 flavour. 11

14. Baskin Robbins - A Brand Analysis September 2009 4.1.6 Other Promos: • Baskin Robbins
National level Junior Cricket 7s tournament • ‘Yo Yo Masters Road Show’ for 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 organized 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. • Recently 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. 4.2 Change in Communication Strategy: The events/movies sponsored by Baskin
Robbins have been not so effective in creating visibility for the brand. This is because the brand seems to
get lost in the array of other brands sponsoring the events. Say, in launch of Spiderman 3, Baskin
Robbins was one among 9 brands to sponsor. Also when sponsoring MTV Roadies, we felt that the brand
doesn’t communicate its value properly. Because Roadies is an adventure reality show which depicts a
tough person which is opposite to that of Baskin Robbins’ core identity of fun and soft, tender nature
conveyed by the brand as such. From our interviews we found that around 21 people had only an aided
recollection of the brand. All these interviewees would rightly fit into the target segment of Baskin
Robbins. Also we inferred that, almost invariably all our interviewees never had any other interaction
with the brand, apart from the stores. So the brand has to enhance its visibility through strategic
advertising and promotions where it could reach its target segment better, frequently. Interesting thing
that came up was that Baskin Robbins has strong customer retention but new customer acquisition is
not much. Only word-of- Chapter: Communication Strategy mouth publicity has made the brand
growing at least in the southern parts of India. Also we would want the brand to communicate its
premium status in all its touch points with the customer. Please have a look at the following photograph
of a bill given at a Baskin Robbins kiosk in Forum mall, Bangalore. The bill is handwritten and is not even
a printed one. As a customer of a premium brand we would really feel bad when such an experience
occurs. Though this might seem irrelevant on a side, we have to acknowledge a fact that the customer
goes for a premium brand with some expectations. It is these small things like these which give the
customer the brand’s identity. 12

15. Baskin Robbins - A Brand Analysis September 2009 Chapter: Communication Strategy A
Photograph of Bill given at a Baskin Robbins kiosk at Forum Mall, Bangalore 13

16. Baskin Robbins - A Brand Analysis September 2009 5 Brand Baskin Robbins From the customer
analysis, communication strategy and the telephonic conversation had with the Zonal manager-South of
Baskin Robbins we conclude with the following. 5.1 Brand Strategy: Trends: Few trends that favour the
brand strategy in India are: • Increasing disposable income of young Indians • Increasing health
consciousness of Indians(Low fat ice creams, vegetarian ice creams) Customer Motivations: The
customer motivations that could support the growth of the brand are, • Flavours unique to Baskin
Robbins • I want to be seen as a premium consumer • I need variety in my life 5.2 Brand Positioning:
“Taste different flavours everyday”-Baskin 31 Robbins The younger generation in India now seek variety
in their fast paced lives. They want to try something new every day. Positioning Baskin Robbins in the
minds of such consumers would be easy and effective for the brand. We suggest to have a bridged
positioning of, Baskin Robbins means TREAT 5.3 Brand Personality: Product Related Characteristics:
Soft/Tender User imagery: Fun loving youth & children Sponsorships: Events that attract today’s
generation youth & children Age: 60 years & still YOUNG!!!!! Symbol: Baskin Robbins logoRich &
Inviting 5.4 Brand Identity: Chapter: Brand Baskin Robbins Core Identity: Variety in flavours, 100 percent
vegetarian, Quality (The Zonal Manager whom we interviewed said that Baskin Robbins focuses on
providing very high quality ice creams that even a 3 months old baby can consume it without any harm).
Extended Identity: Ambience of Stores/Parlours, Packaging, Regional Flavours 14

17. Baskin Robbins - A Brand Analysis September 2009 5.5 Value Proposition: “Where the Fun is
Unending & Flavour is King” The value proposition is strongly supported by the offerings from Baskin
Robbins. Just there needs to be an improvement in Store ambience to provide that “Fun” element. 5.6
Brand Logo Evolution: The brand logo has evolved over the years without losing out its core identity of
the “Original 31 flavours”. Chapter: Brand Baskin Robbins 15

18. Baskin Robbins - A Brand Analysis September 2009 6 Conclusion Baskin Robbins is doing well
with excellent quality offerings. All that has to be changed is the communication strategy.Baskin Robbins
has to create more touch-points for the prospective customers to interact with the brand. But caution
has to be taken that the premium brand doesn’t get depicted as a mass market brand. Selective
advertisements in premium magazines, lifestyle television channels, malls, airports etc would do well.
The brand can position itself as a premium alternative to other mass market brands like Kwality Walls,
Vadilal, Amul etc. Also more visibility can be created by maintaining premium ice cream parlours with
excellent ambience that would generate Word-of-Mouth, the most powerful form of positioning the
brand. Chapter: Conclusion 16