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BY:

PRITAM KUMAR PANIGRAHI


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

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