BISWA}IT SAHOO MONALISHA GHOSH NIDHI NIHARIKA SWATI SAHAY }A}NYA SENI PANY INTRODUCTION TO THE CASE INTRODUCTION TO THE CASE BASKIN-ROBBINS is a joini veniuie beiween MDPMC 8 ALLIED DOMECQ Came io INDIA in i Noi able io male piofii foi fiisi io yeais ISSUES WITH THE COMPANY: (i) Clallenges in global ice cieam sales (ii) Use of fauliy siiaiegies (iii) Impoiiance of aiieniive disiiibuiion clannels (iv) Effeciive sales piomoiion siiaiegies HAT ENT RONG ITH BASKIN ROBBINS???? AULTY ASSESSMENT O THE MARKET (i)Laige sioies as in Tle US (ii)ollowile US iiend in Indian Mailei (iii)Wiong consumei assessmeni HAT ENT RONG ITH BASKIN ROBBINS???? WRONG TARGET CUSTOMER AND MARKET SELECTION (i) iisi iaigeiing ile Higlei income gioup ilan moving io oileis (ii) Unwise expansion io small ciiies wiil ligl piice (iii) Cosily in a piice sensiiive mailei WRONG TARGET CUSTOMER AND MARKET SELECTION (i) iisi iaigeiing ile Higlei income gioup ilan moving io oileis (ii) Unwise expansion io small ciiies wiil ligl piice (iii) Cosily in a piice sensiiive mailei WRONG POLICY O IMPORTING RAW MATERIALS WRONG POLICY O IMPORTING RAW MATERIALS HURTING INDIAN EMOTIONS USING ANIMAL SUBSTANCES AS INGREDIENT HURTING INDIAN EMOTIONS USING ANIMAL SUBSTANCES AS INGREDIENT HAT CHANGED THE FACE OF BASKIN ROBBINS???? SCALING BACK O STORE SIZES ROM iooSQT TO :ooSQT VENTURED INTO PRE PACKED ICEECREAM AND STARTED HOME DELIVERY RELOCATING AND EVACUATING LOW PERORMANCE STORES INVESTING MORE IN PROMOTION 8 START GIVING RANCHISE INCENIVES }OINT VENTURE WITH MULTIPLEXES AND MALLS HAT CHANGED THE FACE OF BASKIN ROBBINS???? LAUNCHED SCHEMES LIKE: (i) Biocluie Scleme (:) Value addiiion scleme MARKETING AGREEMENT WITH PIZZA HUT CUTTING COST TO INCREASE TARGET CUSTOMER OUTSOURCE DISTRIBUTION AND LOGISTIC TRAINING AND DEVLOPMENT PROGRAMME OR RENCHISE HAT NEXT FOR BASKIN ROBBINS???? OCUS ON CUSTOMER SATISACTION ADOPT CHANGE WITH TECHNOLOGY EXPLORING NEW MARKET- MAY GO OR NEIGHBOUR COUNTRY MAY MAKE AGREEMENT WITH STAR HOTELS SHOULD PLAN OR EXPANSSION TO SMALLER CITIES