SUMMER PROJECT REPORT

on
“A COMPARATIVE BRAND ANALYSIS OR SHORT
PROMOTIONAL SCHEME OF BASKIN.ROBBINS IN NCR”

Submitted for the partial fulfillment of the requirement for the

award Of
Master of Business Administration
Of KNS WORLD MANAGEMENT COLLEGE
(2012-2014)

Submitted To:- Submitted By:-

KNS WORLD MANAGEMENT ABHISHEK KUMAR KESHRI

COLLEGE, GURGAON PGDM 4TH TRIMESTER

1
 DECLARATION

I, Abhishek kumar keshri, a student of KNSWORLD MANAGEMENT COLLEGE Gurgaon hereby

declare that the summer project titled “A COMPARATIVE BRAND ANALYSIS OR SHORT
PROMOTIONAL SCHEME OF BASKIN ROBBINS IN NCR.” has been completed by me under the
guidance of RICHA BHARDWAJ as part of the course curriculum for the partial fulfillment of the
MBA course for the academic session 2012-14. I further declare that the contents of the report are
authentic and specific references have been quoted along with the secondary data for better cross
check and verification. The primary survey had been done in NCR as a part of the project and the
results of the survey cannot be transferred or copied without prior approval. It is also declared that
this work is original and has not been published or presented earlier.

ABHISHEK KUMAR KESHRI

PGDM 4TH TRIMESTER

2
 CERTIFICATE OF COMPLETION

DEPARTMNET OF MANAGEMENT
KNS WORLD MANAGEMANT COLLEGE GURGAON

This is to certify that Abhishek kumar keshri, a student of KNS World Management College, Gurgaon
has successfully completed the summer project as partial fulfillment of the MBA course in the academic
year 2012-14. The title of the summer project was “A COMPARATIVE BRAND ANALYSIS OR
SHORT PROMOTIONAL SCHEME OF BASKIN ROBBINS IN NCR.” This project was
completed under the guidance of Richa Bhaardwaj Faculty, KNSWMC. KNSWMC wishes Abhishek
kumar keshri success in all him future endeavors.

Date: Signature

Place:

3
 PREFACE

The MBA curriculum is designed in such a way that student can grasp
maximum knowledge and can get practical exposure to the corporate in
minimum possible time. Business schools of today realize the importance of
practical knowledge over the theoretical base.

The research report is necessary for the partial fulfillment of MBA

curriculum and its provides an opportunity to the researcher in
understanding the industry with special emphasis on the development of skill
in analyzing and interpreting practical problem through the application of
management theories and techniques. It is a new platform of learning through
practical experience, which incorporates survey and comparative analysis. It
gives the learner an opportunity to relate the theory with the practice, to test
the validity and applicability of his classroom learning against real life
situation.

4
 ACKNOWLEDGEMENT

It is my second time to give my report on research that is done by me. Here was very typical
confusing work of it. The research work requires co-operation of many people and this work is no
exception. It is difficult to thank individually all the person who patronized this work. The
researcher has asked for favors, borrowed ideas, expression and facts from so many that it would
require one volume to give credit to all. So, the researcher wants to thanks all the patrons of this
report.

I take the opportunity to express my deep gratitude to BASKIN ROBBINS (Graviss) to taking me as a
summer trainee & extending me their full support & co – operation towards the completion of this
project.

First and foremost, I express my deep sense of gratitude to Mr. Ankur Singh (Senior Executive-
North) his helping nature and his enthusiasm has been source of constant inspiration. His
unhitching support during my work is very admirable. He is the true driving force behind this work
throughout, constantly encouraging us to do my best inspiring us to aim higher.

I also would like to give gratitude to Kunika Arora for help in project .

I gratitude to Rich Bhardwaj (Head of Management Department, World College of Technology and
Management, Gurgaon), whose provide me this training & give guidelines to complete the project.

I am very thankful to all the faculty members, the whole college staff for providing me with
necessary facilities and support, essential for bringing out this work in a short time.

Above all I thank my family and especially my Brother Prabhat Sharma for their constant
motivation and support. It was just because of their divine love and support that made me work
properly and complete my objectives in a splendid manner.

Abhishek kumar keshri

5
 ABSTRACT

WORLD COLLEGE OF TECNOLOGY AND MANAGEMENT,

GURGAON

ROLL NO : 01/ KNSWMC/12

NAME OF THE STUDENT : ABHISHEK KUMAR KESHRI

EMAIL ADDRESS : abhin64@gmail.com

ORAGANISATION NAME AND ADDRESS: BASKIN ROBBINS ,GRAVISS FOOD Pvt.Ltd

AAKASHDEEP BUILDING, NIRMAN VIHAR

SUPERVISOR’S NAME (INTERNAL): Mrs. Richa Bhardwaj

SUPERVISOR’S NAME (EXTERNAL): MR.P.K. SINGH

PROJECT REPORT TITLE: A COMPARATIVE BRAND ANALYSIS OR SHORT PROMOTIONAL

SCHEME OF BASKIN ROBBINS IN NCR.

6
 ABSTRACT:
I have done my project in BASKIN ROBBINS in marketing Dept.

It is totally based to know about the marketing strategies IN food service sector

By this I mean the project .entitled ―A COMPARATIVE BRAND ANALYSIS OR

SHORT PROMOTIONAL SCHEME OF BASKIN ROBBINS IN NCR‖ study provide

a Deep knowledge about brand analysis of BASKIN ROBBINS ice-cream & other ice-

Cream. And different strategy related to promotional activity .

BASKIN ROBBINS includes the Top retailers such as future group, Spencer‘s retail

Reliance retailer and food world.

Name: Abhishek kumar keshri

Date: 12/09/2013

Internal External

Name: Mrs. Richa Bhardwaj Name: Mr. P.K. SINGH

7
 TABLE OF CONTENTS

Executive Summary

ABOUT FMCG 10-19

Important of study 19-21

Scope of study 21-22

1. Introduction 22-40

1.1. Company Introduction

1.2. Baskin-Robbins in Current Senario

1.3. About Baskin Robbins

1.4. Founder History

1.5. Corporate History

1.6. Brief introduction of Competitor Company

2. A Comparative Brand Analysis 40-45

3. Analyzing Customer and Market Potential 45-47

8
4. Research Methodology 48-52

5. Data Analysis and Finding 52-62

6. Limitation 63

7. Conclusion 64

8. Suggestion 65

Bibiliography

Annexure

9
 ABOUT FMCG SECTOR

In the Food industry, the margins for error are slim due to the lifecycle properties of the
products. Besides the usual challenges of a supply chain operation, you also come across specific
inventory control issues such as picking stock according to expiration dates, manufacture dates
or lot IDs which need to be considered to optimize the efficiency of the warehouse.

In addition, you also have to check temperature and humidity levels to ensure the quality of your
products is the finest. Increased accuracy is the basis to running a successful operation and is the
goal to ensure ongoing customer satisfaction. The key to optimizing any warehouse operation
today is to provide immediate access of warehouse data to everyone who needs it. This smooth
flow of information and material can be optimized with clarity about the responsibility and
functioning in the warehouse.

A lot has been written on the issues concerning warehouse management with various industry
experts, consultants and academicians providing inputs through various sources e.g. journals,
books, internet etc. Some of such inputs proved to be helpful in construction of this project.

Like any other operations activity, warehouse management has many best practices. A couple
best practices he recommends are using effective slotting tools and bar coding.

Effective slotting tools include the placement of high-volume items close to the point of
shipping, use of clear slotting information under each item on the shelf, using the same slotting
information on pick documents, and sorting the slot numbers into a sequence that supports a ―no-
backtrack‖ path for the picker. Bar codes can help ensure that the right incoming product is put
in the right place and that the right outgoing product is picked in the right quantities. By using
bar code picking, not only can you pick faster, but you can also pick with virtually 100%
accuracy. It has been observed that bar code implementations pay for themselves within six

10
months, which leads to the most attractive aspect of warehouse management for purchasing
professionals i.e. the opportunity for cost savings.

Fixing an inefficient warehouse operation can produce labor cost savings of 30 to 50%. So even
if you‘ve never dreamed of being the purchasing and warehouse manager, such an expanded role
may help you deliver more measurable bottom line results.Warehouse management is the
technique of supervising the receiving, handling, storing, moving, packaging, and distributing of
materials in and around the warehouse. They deal in finished goods and involve functions such
as cross-reference lists and warehouse master records. On the other hand, there are other tasks
such as allocation of the goods, transfer in process, safety of stock, acquiring statistics by
location, and safety of stock, also maneuvered by the warehouse management. To supervise all
the above functions, a warehouse manager is appointed, who is required to record and supervise
deliveries and pickups, keep an account of the tracking systems, loading and unloading supplies
and other materials. Amongst all the responsibilities, distribution of necessary stock to required
places at accurate times is the most important task of the warehouse manager (Art Avery,
Principal Consultant Avery & Associates).Warehouse managers must have appropriate
knowledge of inventory measures and control, warehousing systems, material storage, unloading
and loading techniques and mathematical knowledge. The warehouse management is an essential
constituent and deals in effective distribution chain management system solutions. Today the
term warehouse management also deals in accounting systems, transportation management, light
manufacturing, and order manufacturing - apart from the traditional role of storage and delivery.

Today a full-featured warehouse management system enables us to take advantage of the

changes brought about by the electronic business revolution. It also provides the flexibility
required to match your unique business requirements. Warehouse management is the technique
of supervising the receiving, handling, storing, moving, packaging, and distributing of materials
in and around the warehouse.

They deal in finished goods and involve functions such as cross-reference lists and warehouse
master records. On the other hand, there are other tasks such as allocation of the goods, transfer
11
in process, safety of stock, acquiring statistics by location, and safety of stock, also maneuvered
by the warehouse management. To supervise all the above functions, a warehouse manager is
appointed, who is required to record and supervise deliveries and pickups, keep an account of the
tracking systems, loading and unloading supplies and other materials. Amongst all the
responsibilities, distribution of necessary stock to required places at accurate times is the most
important task of the warehouse.

Some experts are of the view that in order to achieve any goal in this industry, supply chain
execution software is required. Mulvany Attard Associates (MAA), the leader in providing
interactive computer software solutions specifically for the Food Distribution and Processing
industry says that today comprehensive and efficient Food Distribution Software package
available to Food Distributors and Manufacturers today.

These software tools are an empowerment tool, allowing managers to take better control of
business data in order to:-

1. Improve operational efficiency (process orders accurately, on time, every time; re-order
inventory on an optimal schedule; get meaningful reports to those who need them when
they need them).
2. Improve marketing effectiveness by giving sales managers real time customer
information, inventory status, order status, and having their questions answered quickly.
3. Plan better for the future and adapt faster as needs arise.
4. Free up time and resources so executives can concentrate on growing their business and
dramatically reduces the burden of managing clerical and administrative detail.

2.1Scope of FMCG Sector

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the
economy. Well-established distribution networks, intense competition between the organized and
unorganized segments characterize the sector. FMCG Sector is expected to grow by over 60% by

12
2010. That will translate into an annual growth of 10% over a 5-year period. It has been
estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores
in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments, says an HSBC report.
Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine
recovery since then. For example, Hindustan Levers Limited (HLL) has shown a healthy growth
in the last quarter. An estimated double-digit growth over the next few years shows that the good
times are likely to continue.

2.2. Growth Prospects of FMCG Market:

With the presence of 12.2% of the world population in the villages of India, the Indian rural
FMCG market is something no one can overlook. Increased focus on farm sector will boost rural
incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure
facilities will improve their supply chain. FMCG sector is also likely to benefit from growing
demand in the market. Because of the low per capita consumption for almost all the products in
the country, FMCG companies have immense possibilities for growth. And if the companies are
able to change the mindset of the consumers, i.e. if they are able to take the consumers to
branded products and offer new generation products, they would be able to generate higher
growth in the near future. It is expected that the rural income will rise in 2007, boosting
purchasing power in the countryside. However, the demand in urban areas would be the key
growth driver over the long term. Also, increase in the urban population, along with increase in
income.

2.3. Changing Phase of FMCG Marketing In Ice Cream Sector

The good news is: fast-moving consumer goods (FMCG) companies are poised for improved
bottom lines this year. The better news is: the growth is here to stay. The Rs48,000-crore Indian

13
FMCG sector is expected to register growth ranging between 5% and 15% this year as compared
to 6% growth last last, predict industry analysts and trade bodies like Assoc ham. Moreover, they
also expect the size of the market to double in 2010. Others like HLL‘s chairman, MS Banga,
expect it to become Rs 100,000 crore over the next few years. The signs are already visible. Take
the country‘s stock markets, the barometer for checking sectoral health in an economy, for
instance. In June 2005, the FMCG sector accounted for about 6.4% of the total market
capitalization as compared to 6.1% in December 2004. Companies like ITC, HLL, Nestle and
Dabur are seeing a rise in their prices. Sectoral market capitalization has increased from Rs
72,326 crore in April 2003 to Rs 93,525 crore in June 2005. Yet another indication is the
stabilization of product prices. After cut-throat competition and competitive price reductions by
companies like HLL and P&G in 2003-04, the industry is finally regaining some pricing power.
In February 2005, HLL hiked prices by 4 to 7.1% in some categories. A Rs 10-packet of Nestle
India‘s Maggi noodle now comes for Rs 11, marking a 10% rise in price. This trend
demonstrates that FMCG majors have now begun passing on the increased costs of raw material
and taxes to the consumer instead of absorbing it themselves.

2.4. What went wrong?

Industry watchers attribute the under-performance of the FMCG industry primarily to two
reasons. First, the rural market has changed significantly in the last 4-5 years. With more money
to spare, people in the rural areas settled for aspiration items like TVs and refrigerators. Once
they bought the items they decided to compromise on many items of daily use. However, that
phase is almost over now, and people have started to revert to their old habits which will drive
the FMCG companies this year. Second, HLL bled after indulging in price wars in the last 1-2
years. Since HLL is considered to set benchmarks in the FMCG industry, its under-performance
pulled the entire industry down. According to a syndicated retail audit research conducted by AC
Nielsen, the Indian FMCG industry has registered a 6.3% growth during the period April 2004-
March 2005.

14
2.5. Demand drivers

Commenting on the revival of the Indian FMCG sector, Godrej Consumer Products Ltd
executive director & President Hoshedar K Press say: ―The trend is expected to accelerate in the
next few months. In the last four years, the growth of the FMCG markets was stalled. But now,
there seems to be a revival. In fact, the growth of the sector since the beginning of this year‖.
This indeed seems to be the case. In February 2005, the FMCG industry registered an 8% growth
rate. Confirming this trend further is Vikas Gupta, vice-president (marketing), Coca-Cola India.
―In 2005, the carbonated soft drink (CSD) market has shown some very encouraging signs. Just
to cite an example, the volume growth delivered by Sprite in the 12 months of 2003 has already
been surpassed in the January-June period of 2005.‖

Who will drive the FMCG sector‘s demand this time? And which segments will accelerate the
revival process? What will be the strategy of the Indian FMCG majors to pump up volumes?

While metros remain high spenders, the demand from tier-II, tier-III and the rural markets is also
fast catching up. According to National Council Applied Economic Research (Ncaer) estimates,
while the main metros remain the country‘s richest cities, the pace of growth has been far higher
in smaller cities like Nagpur, Surat, Vadodara, Ahmedabad, and Vijaywada with a population of
more than half a million each.

Estimates say that about 75% of India‘s ‗sheer rich‘, 64% of ‗clear rich‘ and 58% of the ‗near
rich‘ live in these 67 smaller cities.As a proof of the rising consuming power of the Indian small

15
cities, analysts expect about 40% of the 225 malls to operate in India by ‘07 to be in second-tier
cities. Retailers and companies are increasingly investing in firming up distribution channels in
rural India. Mr Banga says Project Shakti complements HLL‘s rural reach in small villages. By
end 2005, it is expected to cover 100 million people.

Take the classic case of Brij Mohan Khaitan-promoted Eveready Industries India ltd, which has
batteries, torchlight‘s and packet tea. The company claims not to have suffered despite an under-
performance of the FMCG industry in the last 4-5 years. Eveready sources attribute this to the
fact that batteries and torchlights are a ―necessity‖ in rural areas. Says Eveready‘s chief financial
officer Suvomoy Saha, ―In the last five years, batteries have reported a CAGR of 8% whereas we
grew by almost 12% CAGR.‖ Eveready currently has a 46% market share in zinc-carbon
batteries and a 85% market share in torchlight‘s. In the current year, the company has set its
sights on setting up a new factory at Uttaranchal for making dry cell batteries. The company is
eyeing sales of 2 billion batteries by the end of 2006-07.

2.6. Key segments

According to Assocham secretary-general DS Rawat, FMCG growth will be led by segments like
biscuits, toothpaste, shampoos, detergents, skin creams, consumer durables or even ice cream.
An AC Nielson study showed namkeens, refined oil, batteries, biscuits, hair oils, scourers,
shampoo, mosquito repellents and packaged atta as the top ten fastest growing segments for the
year ended March 31, 05. This replaced categories like chocolates, beverages, packaged pure
ghee and vermicelli. Mr Press expects a few segments like hair colures, shampoos and cosmetics
to drive demand as personal grooming is an increasing priority with consumers today. Dinesh
Shahra, managing director of Ruchi Soya Industries Ltd maintains that health foods will drive
the revival of the FMCG sector.

16
2.7. Growth strategies

To increase sales, growing the consumer pie rather than sharing it, has emerged as one of the key
strategies being used by FMCG majors. Offering more product variants, categories, price points,
sizes and different marketing and distribution channels, all form part of a FMCG corporate
strategy.

17
2.8. COMPETITIVE STRATEGY AND PROMOTIONAL SCHEME

In Indian market, there are many ice cream companies providing or serving the frozen
dessert.

They are using vegetables fat oil in their ice cream, But BASKIN ROBBINS used pure
cow milk in their production.

BASKIN ROBBINS contains 14% fat in their ice cream ; if it is less than 10% then it‘s called
frozen dessert not ice cream.

18
IMPORTANCE OF THE STUDY

Today the business environments are becoming more & more prone
to rapid change. Today the business problems are very complex and
change has become a part of every business. It’s not difficult to be number
one in the market, the difficult is to retain the number one position, once
you again it. Thus preparing for future business risks is a big necessity.

Today innovative science encourage the scientists to create new

gadgets to make the mankind effortless, happy now and for every.

Many company are launching ice-cream according to the competition

.

BASKIN ROBBINS also launch in ice-cream in various retail shops

like that.

BIG BAAZAR, RELIANCE RETAILER,METRO

CASH,SPENCERS……etc

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 SCOPE OF THE STUDY

The scope of study is to understand the problem faced by the company

while increasing the retail outlets. With the help of this project NCR
Cooperative By this study company will get the information about current
competitive position of the BASKIN ROBBINS ice-cream in the market.

The whole approach of marketing pivot around the tenet of meeting

the consumer wants. It is essential to understand what the consumer
wants, how he\she perceive the product (service) , what exactly(ideally)
does he\she wants to derive out of the product(service), how does he\she
make the brand choice decision , what are the sources of information
influence processes?

20
 Objective of the Study:
Actually Baskin Robbins targeted customer is elite group and another
thing is that before in retail sector it was only in 5 star hotel and
Restaurants.

The main objective of this project is to find the present factor which
influence to the people for purchase Baskin Robbins in retail sector ,
And customer perception, consumer behavior, brand preference of
BASKIN ROBBINS.

21
INTRODUCTION

22
 1. INTRODUCTION

COMPANY INTRODUCTION

COMPANY NAME -- BASKIN ROBBINS

EXECUTIVE DIRECTOR -- Mr. PANKAJ CHATURVEDI

NORTH REGIONAL MANAGER -- Mr. P.K. SINGH

RETAIL OUTLET -- 5600 IN 40 COUNTRIES

ICE CREAM FLAVORS -- 1000 DIFFERENT FLAVOR

IN INDIA

In India the BASKIN ROBBINS was established in 1993 and its 1st outlet or store in Mumbai.

Retail Outlet -- 350 outlets in 61 cities

23
BASKIN ROBBINS is one of the diverse business of GRAVISS FOOD Pvt. FOOD Ltd. AND
execlusive franchisee for the SAARC region

MODERN TRADE

BASKIN ROBBINS includes the top retailers such as, FUTURE

GROUP,SPENCERS RETAIL, RELIANCE RETAIL, SHOPRITE, HYPERCITY, METRO
CASH AND CARRY, & FOOD WORLD.

SOME FLAVORS ( MODERN TRADE )

1. COFEE ALMOND FUDGE

2. VERY BERRY STRAWBERRY
3. VANILLA
4. CHOCOLATE
5. GOLD MEDAL RIBBON
6. BLACK CURRENT
7. BAVARIAN CHOCOLATE
8. HONEY NUT CRUNCH
9. PRELIN AND CRUNCH

INSTITUTION
1. THE TAJ GROUP OF HOTEL
2. THE OBEROI GROUP
3. THE ITC GROUP
4. THE INTERCONTINENTAL HOTEL
5. THE ACCOR GROUP
6. THE HYATT GROUP
7. LE MERIDIEN HOTELS
24
 8. RADISSON GROUP

BASKIN ROBBINS is also linked with the aviation sector like JET AIRWAYS and
KINGFISHER AIRLINES.
BASKIN ROBBINS is also known for innovative and exellent flavors.
We get 31 flavors at any time in BASKIN ROBBINS parlor.

THREE BASIC MODEL OF BUSINESS

1. CAFES
2. PARLOURS
3. KIOSKS

Franchisee gets 25-30% margin of net sales.

In India the ice cream are manufacturing at Pune. This is the only single factory of
BASKIN ROBBINS outside of North America.
BASKIN ROBBINS was the first ice cream company to use franchisee based model for
its operation worldwide.

1.2 Baskin-Robbins: In Current Scenario

Baskin-Robbins turned 65 this month. It is much younger in India. Owned by the US-based
Dunkin‘ Brands, Baskin-Robbins entered the country 20 years ago in 1993 with a couple of
company-run outlets in Mumbai and Delhi. Over the years, it has expanded to 400 franchisee
outlets spread across 95 cities and is also available at some 600 hotels and restaurants and at
about 600 modern-format retail stores. The chain, which is run by Graviss Foods in India and the
SAARC region, says it has always grown close to 25 per cent year on year in India.

Now, Baskin-Robbins wants to penetrate deeper and denser. It‘s targeting to grow 30 per cent
this year. While it wants to expand the number of outlets in cities it is already present, covering
pockets where it is not there, the chain is also planning an aggressive roll out in a large number
of Tier II and III cities. Says Baskin-Robbins India Chief Operating Officer Subroto Mukherjee,
―In cities we are already there, we want to cover the entire geographical spread. For instance, in
Mumbai, we have 92 outlets, but there are pockets where we are not there. In and around Delhi,
we have 45 outlets, but I see potential for at least 200 outlets.‖ The chain is looking at activating
80 to 85 ice cream parlours every year. Besides, it is also targeting aggressive growth from food
service (hotels and restaurants) and modern-format retail segments.
25
As for Tier II and III cities, Mukherjee says, ―They are yielding excellent results. We‘ve seen
some startling trends; for instance, parlours in cities like Nagpur and Guwahati have been our top
grosser. These cities have got a lot of money with not many places to spend. They are certainly a
key growth driver. While we‘ll enter newer markets in Tier II and III cities, we‘ll also explore
opportunities in Tier IV cities.‖

Baskin-Robbins is perceived as a premium brand — a regular scoop costs Rs 45, while a

premium one costs Rs 50. It is thus positioned between the mass brands such as Amul, Kwality
Walls and Vadilal and the super-premium brands like Häagen-Dazs and Movenpik. It thus faces
some competition from both the categories as well as other dessert brands like Café Coffee Day
and Barista. Mukherjee says the positioning has actually benefited the brand. ―We are a very
affordable brand and with brands like Movenpik, which cost Rs 150-plus a scoop, coming up, it
has made life easier for us. Baskin-Robbins is perceived as excellent quality at a lesser price.‖ He
adds, ―We are slightly more expensive than our nearest competitor; however, we are confident
that the value the customer gets out of a superior product along with our healthy portion sizes
makes it great value. Today, hygiene and quality are critical to the customer and that is where
Baskin-Robbins scores over others.‖

Baskin-Robbins plans to support its expansion creating some buzz around the brand. Currently,
it‘s running a promotion campaign on radio as well as print and outdoors celebrating its 65th
anniversary. It will also promote the product through kids‘ camps, sampling of product through
schools, colleges as well as society campaigns, as it has done in the past.

COMPETITOR OF BASKIN ROBBINS

INTERNATIONAL

1. HEGANDAS
2. LONDON DAIRY
3. MOVE AND PICK
4. BEN AND JERRY
5. NEWZELAND NATURALS

26
 IN INDIA

1. AMUL
2. KWALITY WALLS
3. MOTHER DAIRY
4. CREAM BELL
5. VADILAL.

27
HIERARCHY OF BASKIN ROBBINS

BASKIN
ROBBINS

FOOD SERVICES
OPERATION AND MODERN
TRADES
(HO RE CA )
Fig. 1

HO - HOTEL

RE - RESTRAURENT

CA - CATERING

28
"We sell fun, not just ice cream."
Irv Robbins, co-founder.

Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an

innovative ice cream store that would be a neighborhood gathering place for families. Burton
"Burt" Baskin and Irvine(Irv Robbins) had a mutual love of old-fashioned ice cream and the
desire to provide customers a variety of flavors made with ingredients of the highest quality in a
fun, inviting atmosphere.

Business Established: 1950

Franchising Since: 1950

Franchised Units: 4700

Company Owned Units: 0

Start-up Cost: N/A

Total Investment: N/A

29
Offering Financial Assistance for a single Baskin-Robbins store the minimum initial
cash required is $100,000 with a net worth at least $300,000. Baskin -Robbins being
developed with Dunkin' Donuts.

1.3 About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the united states by enterpreneur
magazine‘s 29th annual franchise 500 ranking, Baskin-Robbins is the world‘s largest chain of ice
cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream,
specialty frozen dessert and beverages , providing quality and value to the consumers at more
than 5,800 retail shops in 34 countries. Baskin-Robbins was founded by two ice cream
enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide
variety of delicious treats. Headquarter iin Canton, Mass., Baskin-Robbins is part of the Dunkin‘
Brands, Inc. Family of companies.

Baskin-Robbins is a global chin of ice cream parlors founded by Burt Baskin and Irv Robbins in
1953, from the merging of their respective ice cream parlors, Glendale, California. It claims to be
the world‘s largest ice cream franchise, with more than 5,800 locations, 2,800 of which are
located in United States. Baskin-Robbins sells ice cream in over 30 countries, inluding Canada,
Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia,
Australia, Thailand, Vietnam, Indonasia, Malaysia, Bangladesh, South Korea, India, Pakistan,
Panama and Taiwan.

The Baskin-Robbins ice cream parlors started as seperate ventures from Burt Baskin and Irv
Robbins . owning Burt‘s Ice Cream and Snowbird Ice Cream respectively. Snowbird Ice Cream
featured 21 flavors, a noval concept for the time. When the separate companies merged in 1953,
this concept grew to 31 flavors.

Baskin-Robbins is known for its ―31 flavors‖ slogan. The idea for having 31 flavors came from
the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along
with the slogan ― Count the flavors. Where flavor counts.‖ 31 was also more than the 28 flavors

30
then famously offered at Haward Johnson‘s restaurents. Burt and Irv also believed that people
should be able to sample flavors until they found one they wanted to buy --- hence the iconic
small pink spoon. During a now famous promotion, Amy Bogging led a group of three who
finished 31 scoops of all 31 flavors in less than 31 minutes. In the movie Recess: School‘s Out.
During the flashback portion, when we see a hiegh zoom-out shot of the protesters at Third
Street. A building bearing the name ―Baskin-Robbins‖ can be seen in the lower left corner.
Baskin-Robbins restaurent on Melrose Avenue in Los Angels, California. By 1948 Burt & Irv
opened six stores: the first franchise covering the sale of ice cream was executed May 20, 1948,
for the store at 1130 South Adams in Glendale. Burt & Irv were brother-in-law. In 1949 the
company‘s own production facility opened in Burbank. They made the decision to sell the stores
to the managers, thus becoming one of the first franchised food service businesses. In 1953,
Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of the 31 as well
as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the
circus. The first store that adopted the new 31 look was 804 North Glendale Avc. In Glendale,
California in March of 1953. Between 1949 and 1962, the corporate firm was Huntington Ice
Cream Company. The name succeeded the Baskin-Robbins Partnership and was eventually
changed back to Baskin-Robbins, Inc. On November 26, 1962.

The Baskin-Robbins company was also the first to introduce ice cream cakes to the
public.Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt
Baskin‘s death) by the United Brands Company (United Fruit) In 1972. The company went
public for the only time in its history when United Brands sold 17% in an IPO. A year later
(1973) the British food company J. Lyons and Co. Purchased Baskin-Robbins from United
Brands and all the public stock. J. Lyons then merged with Allied Breweries. Becoming Allied-
Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1994 and became Allied
Domecq. Baskin-Robbins, Togo‘s and Dunkin‘ Donuts now comprise Dunkin‘ Brands. Inc.
Dunkin‘ Brands was part of Allied Domecq until its purchase in 2006 by a group of private
equity firms Bain Capital , Thomas Lee and The Carlyle Group.

In 1999, Baskin-Robbins terminated approximately 200 domestic franchisee agreements in

Southern markets they deemed ―nonstrategic‖. The terminated shop owners were all notified of
the agreement cancellation via a conference call. Over forty of the former of the former
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franchisees united to form a new company, Kaleido Scoops. Which operates as cooperative and
is based in Aurora Illinois. Other former Baskin-Robbins franchisees converted their stores to
franchises of McConnell‘s of Santa Barbara and The Ice Cream Club.

A Dunkin‘Donuts/ Baskin-Robbins co brands in New Castle. Along with a drive-thru, Baskin-

Robbins was added in 2003 when the store (a former Mister Donut, which converted to Dunkin‘
in 1994) was completely rebuilt.

Baskin-Robbins has maintained solid, controlled growth over the last several years through
development of strores that combine Dunkin‘ Donuts and Togo‘s. Recently the company
announced plans to aggressively grow their standalone locations again and is currently actively
seeking franchises.

1.4 FOUNDER’S HISTORY

CHRONOLOGY: BURTON BASKIN AND IRVINE ROBBINS

1913: Baskin born in Chicago.

1917: Robbins born in Tacoma.

1945: Robbins opened "Snowbird" ice cream store.

32
1946: Baskin joined Robbins to form Baskin–Robbins.

1948: Baskin–Robbins created the industry's first franchise ice cream store.

1953: "31 Flavors" made its debut.

1967: Baskin died at age 54.

1973: J. Lyons & Co. of London purchased Baskin–Robbins.

1974: Baskin–Robbins went international.

1978: Robbins retired as chairman.

1986: Baskin–Robbins Incorporated was formed.

1996: Baskin–Robbins celebrated 50th anniversary.

As a teen, Irv worked in his father's ice cream store. During World War II, Burt was a Lieutenant
in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two
entrepreneurs were eager to capitalize on America's love of ice cream. They started out in
separate ventures at the advice of Irv‘s father. In 1945, Irv opened Snowbird Ice Cream in
Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in
a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena,
CA. By 1948, they had six stores between them. This concept eventually grew into Baskin-
Robbins.

In 1949, there were more than 40 stores in Southern California when Burt and Irv purchased
their first dairy in Burbank. This business decision allowed them to have complete control over
the production of their ice cream, and the development of new ingredients and flavors.

It wasn‘t until 1953 that the ice cream chain dropped the separate identities of Snowbird and
Burton's and became Baskin-Robbins. A local advertising agency, Carson/Roberts, advised a
uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their

33
recommendations included the "31®" logo to represent a flavor for every day of the month,
Cherry (pink) and Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun
and lastly, the use of cartoons to bring their flavors alive with personality to graphically
highlight the name and delicious ingredients. With this over-arching branding, Baskin-Robbins'
iconic pink spoons were created with the belief that people should be able to try any of their
many flavors without cost.

In 1954, Baskin-Robbins put their product on the line against their competitors at the Los
Angeles County Fair. That year they won their first Gold Medal and set the pattern for county
and state fair participation, earning Gold Medals for Baskin-Robbins Ice Cream every year since
that first contest.

"Not everyone likes all our flavors, but each flavor is someone's favorite."
— Irv Robbins

Baskin-Robbins continued to expand, and by the mid-1960s, the company had become an ice
cream empire with more than 400 stores throughout the United States. In the 1970s the chain
went international, opening stores in Japan, Saudi Arabia, Korea and Australia.

"In the moments of greatest pride, Baskin-Robbins is composed of those who contribute in a
special way to our fellow humans—helping to nourish that quality of childlike enjoyment, which
is perhaps the most precious and hopeful part of our humanity."

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins
in 1953, from the merging of their respective ice cream parlors, in Glendale California. 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 over 30 countries, including
Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi
Arabia, Australia, the Philippines, Thailand, Vietnam, Indonesia, Malaysia, Bangladesh, South
Korea, India, Pakistan, Panama and Taiwan.

34
The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv
Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice
Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in
1953, this concept grew to 31 flavors.

Baskin-Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from
the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along
with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors
then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people
should be able to sample flavors until they found one they wanted to buy ― hence the iconic
small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who
finished 31 scoops of all 31 flavors in less than 31 minutes. In the movie Recess: School's Out,
during the flashback portion, when we see a high zoom-out shot of the protestors at Third Street,
a building bearing the name "Baskin Bobbins" can be seen in the lower left corner.

1.5 Corporate History

Baskin-Robbins restaurant on Melrose Avenue in Los Angeles, California by 1948, Burt & Irv
opened six stores, the first franchise covering the sale of ice cream was executed May 20, 1948,
for the store at 1130 South Adams in Glendale (Store #1). Burt and Irv were brothers-in-law. In
1949, the company‘s own production facility opened in Burbank. They made the decision to sell
the stores to the managers, thus becoming one of the first franchised food service businesses. In
1953, Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of the 31
as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent
of the circus. The first store that adopted the new 31 look was 804 North Glendale Ave. in
Glendale, California in March of 1953. Between 1949 and 1962, the corporate firm was
Huntington Ice Cream Company. The name succeeded The Baskin-Robbins Partnership and was
eventually changed back to Baskin-Robbins, Inc. on November 26, 1962. The Baskin-Robbins
company was also the first to introduce ice cream cakes to the public.

35
Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt Baskin's
death) by the United Brands Company (United Fruit). In 1972, the company went public for the
only time in its history when United Brands sold 17% in an IPO. A year later (1973), the British
food company J. Lyons and Co. purchased Baskin-Robbins from United Brands and all the
public stock. J. Lyons then merged with Allied Breweries, becoming Allied-Lyons in 1978.
Allied-Lyons then merged with Pedro Domecq S.A. in 1994 and became Allied Domecq.
Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands, Inc. Dunkin'
Brands was part of Allied Domecq until its purchase in 2006 by a group of private equity firms -
Bain Capital, Thomas Lee and The Carlyle Group. Dunkin' Donuts/Baskin-Robbins co brand in
New Castle, Pennsylvania. Along with a drive-thru, Baskin-Robbins was added in 2003 when the
store (a former Mister Donut, which converted to Dunkin' in 1994) was completely rebuilt.

Baskin-Robbins has maintained solid, controlled growth over the last several years through
development of stores that combine Dunkin' Donuts and Togo's. Recently the company
announced plans to aggressively grow their standalone locations again and is currently actively
seeking franchises.

Irv Robbins died at Eisenhower Medical Center in Rancho Mirage, California on May 5, 2008, at
age 90.

The Competitor of Baskin Robbins in India.

1. Amul (Anand Milk Union Limited)

2. Kwality Wall‘s (Hindustan Unilever Limited)
3. Cream Bell (Jaipuria Group)
4. Mother Dairy

36
1.6 Brief Introduction of Competitors Company

1. Amul (Anand Milk Union Limited)

In the year 1946 the first milk union was established. This union was started with 250 liters of
milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘ UNION .This union selected the
brand name AMUL in 1955. The brand name Amul means ―AMULYA‖. This word derived
form the Sanskrit word ―AMULYA‖ which means ―PRICELESS‖. A quality control expert in
Anand had suggested the brand name ―AMUL‖. Amul products have been in use in millions of
homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese,
Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have
made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005).Today Amul is
a symbol of many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast cooperative network, of the triumph of indigenous technology, of the marketing
savvy of a farmers' organization. And have a proven model for dairy development (Generally
known as “ANAND PATTERN‖). In the early 40‘s, the main sources of earning for the farmers
of Kaira district were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned
company and held monopoly over the supply of milk at Bombay from the Kaira district. This
system leads to exploitation of poor and illiterates‘ farmers by the private traders. The traders
used to beside the prices of milk and the farmers were forced to accept it without uttering a
single word. However, when the exploitation became intolerable, the farmers were frustrated.
They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent
the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a
meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a
society for collection of the milk.

37
These village societies would collect the milk themselves and would decide the prices at which
they can sell the milk. The district union was also form to collect the milk from such village
cooperative societies and to sell them. It was also resolved that the Government should be asked
to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response by
turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira
district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders.
As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay
then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the
farmers demand. Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union who was supported by Shri
Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level.
The Kaira district milk producers union was thus established in ANAND and was registered
formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-
operative union, it was commonly resolved to sell the milk under the brand name AMUL.

2. Kwality Wall’s

Kwality Wall's, launched in 1995, is the company's master brand for ice cream. Kwality Wall's
has combined state-of-the art technical know-how of Unilever - the global leader in ice cream -
with a deep insight of the Indian market, to deliver a range of superior quality products under its
international brands. Key launches include Cornetto, Feast, viennetta, and a range of Sundaes,
and also exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality
Wall's ensures that while each of its offerings is unique in taste and flavors, they are also
accessible to more consumers through breakthrough cost reengineering and value delivery.

Wall's (Ice Cream) Ltd is the name of the company that for many years, as an independent and
then as a Unilever subsidiary, made and marketed the Wall's brand of ice cream in the UK.

38
Originally an independent British meat producer, Thomas Wall and Son Ltd reputedly
considered manufacturing ice cream in 1913 to fill in the seasonal downturn in sales of meat pies
and sausages in the summer months, but the advent of the First World War prevented this. Wall's
was acquired by Mac Fisheries in 1920 and then (1922) by Lever Brothers Ltd (together with
Margarine Union, the founder company of Unilever). Ice cream production commenced in 1922
at a factory in Acton, London. As ice cream grew in significance, Unilever split the company
into two, T Wall and Son (Ice Cream) Ltd and T Wall and Son (Meats) Ltd, selling off the meat
company in 1994. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory
at Gloucester, England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds
Eye Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the
Gloucester factory was expanded and updated, and the Acton factory was closed ("Project
Phoenix" 1983). Unilever continues to use the brand for ice cream in the UK Whilst remaining
(2006) the market leader in the UK in impulse hand held products such as Cornetto and
Magnum, and creative in-home products such as Viennetta, the Wall's brand faces severe
competition from the major supermarket brands and to a lesser extent from Nestle's ice cream
and ice lollies (absorbing the Row tree‘s and Lyons Maid brands), and Mars spin-off ice cream
products.

3. Cream Bells

JAIPURIA GROUP, is a Rs. 1000 Crore, family controlled, reputed business house with over a
century of operations in diversified fields. The group as on today can boast of expertise and
leadership in the fields of food and beverages, textiles and real estate development with varied
interests in a wide range of products and services. The Jaipuria Group under the leadership of the
three brothers SK Jaipuria, RK Jaipuria and CK Jaipuria has today become one of the leading
business houses of the country. From the 1975 The Jaipuria Group has been a renowned and
reputed mane in the field of soft drink bottling. Since itsfoay into this field the Group has bottled
almost all the major soft drink brands that existed in India like Coca Cola, Thumsup, Limca and

39
Pepsi etc.Today The Jaipuria Group commands almost 50% of the Pepsi business in India. With
an impressive turnover and plants equipped with the

latest technology The Jaipuria Group can boast of being the biggest name in the country when it
comes to soft drink manufacturing.

4. Mother Dairy

Real milk. Abundant toppings. And an utterly delectable taste. That's the secret of mother Dairy's
fascinating range of rich and creamy ice creams - a lip-smacking array of ice candies, milk
lollies, bars, cones, real fruit ice creams, Sundaes, low fat desserts and take-home packs. Mother
Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata,
Punjab, Rajasthan, UP & Uttaranchal. Mother Dairy – Delhi was set up in 1974 under the
Operation Flood Programme. It is now a wholly owned company of the National Dairy
Development Board (NDDB). Mother Dairy markets & sells dairy products under the Mother
Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils
and the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national
level through its sales and distribution networks for marketing food items. Mother Dairy sources
significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother
Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also
contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range
of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy‘s
constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive prices
and;

40
(b) Uphold institutional structures that empower milk producers and farmers through processes
that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-

art microprocessor technology is adopted to integrate and completely automate all functions of
the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is
an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its
Quality Assurance Laboratory is certified by National Accreditation Board for Testing and
Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the
branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing
operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.The
company‘s derives significant competitive advantage from its unique distribution network of
bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the
year 1995 have shown continuous growth over the years and today boasts of approximately 62%
market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of
dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and
most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand
name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000
retail outlets in various parts of the country. Fresh produce from the producers is handled at the
Company‘s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF
facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art
fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in
1996 at Mumbai supplies quality products in the international market. With increasing demand
another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling

41
capacity of around 250 MT per day. Mother Dairy has also been marketing the Dhara range of
edible oils for the last few years. Today it is a leading brand of edible oils and is available across
the country in over 2,00,000 outlets. The brand is currently available in the following variants:
Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil,
Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched extra
virgin Olive Oil under the Daroliva brand.Mother Dairy has over the last 3 decades, harnessed
the power of farmer cooperatives to deliver a range of delicious products and bring a smile on
your face. In times to come, Mother Dairy shall strive to remain one of India‘s finest food
companies.

2. Baskin Robbins – A Comparative Brand Analysis

On a telephonic conversation, the Zonal Manager-North of Baskin Robbins, Mr. P.K. Singh 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.

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 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
42
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.

4.1. The Scope of Marketing:

Marketing is typically seen as the task of creating, promoting and delivering goods
and services to consumer and businesses. Marketers are skilled in stimulating demand
for a company‘s products, but this is a too limited view of t he tasks marketer
performs. Just as production and logistics professionals are responsible for supply
management, marketer responsible for demand management.

Marketing people are involved in 10 types of entities: goods, services, experiences,

events, persons, place, properties, organizations, information and ideas.

4.2. Marketing Concepts and Tools

Here is social definition that serves our purpose: Marketing is societal process by
which individual and group obtain what they need and want through creating, offering
and freely exchanging product and services of value with other.

For a managerial definition marketing as often been described as ―the art of selling
products ―, but people are surprised when they hear that the most important part of
marketing is not selling! Selling is only the tip of the marketing ice berg.

There will always, one can assume, be needed for some selling. But the aim of
marketing is to know make selling superfluous. The aim of marketing is to know and
understand the customer so well that the product or services fits them and sells it.
Ideally, marketing should result in a customer who is ready to buy. All that should be
needed then is to make the product or service available.

43
4.3. Target markets and segments

A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft
dink, hotel room, restaurant, automobile, college and movies. Therefore, marketers
start by dividing up the market. They identify and profile distinct groups of buyers
who might prefer or require varying product and service mixes. Market segments can
be identifying by examining demographic, psychographic, and behavioral differences
among buyers.

4.4. Marketers and Prospects

A marketer is seeking response (attention, a purchase, a vote, a donati on) from other
party, called the prospect. If two parties seeking tom sell something to each other, we
call them both marketers.

4.5. Need Want and Demand

The marketer must try to understand the target market‘s need, want and demand.
Needs are the basic human requirements. People need food, air, clothing and shelter to
survive. People also have strong needs for recreation, education, and entertainment.
These need become wants when they are directed to specific objects that might satisfy
the need. Wants are shaped by one‘s society. Demands are wants for specific products
backed by an ability to pay. Many people want a Mercedes; only a few are able and
willing to buy one.

44
4.6. Product, Offering, and Brand

Companies adders needs by putting a forth a value pr eposition, a set of benefits they
offer to customers to satisfy their needs. The intangible value preposition is made
physical by an offering, which can be combination of products, service, information,
and experience. A brand is an offering from a known source. A brand carries many
associations in the mind of people. These associations make up the brand image. All
companies strive to build brand strength that is, a strong, favorable brand image.

4.7. Value and Satisfaction

We can define value as a ratio between what the customer gets and what he gives. The
customer benefits and assumes cost. The benefits include functional benefits and
emotional benefits. The cost includes monetary cost, time cost, energy cost and
psychic costs.

The marketer can increase the value of the customers offering in several ways:

1. Raise benefits
2. Reduce costs
3. Raise benefits and Reduce costs
4. Raise benefits by more than the raise in costs
5. Lower benefits by less than the reduction in costs

4.8. Relationship and Networks

Transaction marketing is part of larger idea called relationship marketing.

Relationship marketing has the aim of building mutually satisfying long term relations
with key parties- customers, suppliers, distributors- in order to earn and retain there
45
business. Marketers accomplish this by promising and delivering high quality products
and services at fair price to the other parties over time. Relationship marketing builds
strong economic, technical, and social ties among the parties. It cuts down on
transaction costs and time.A marketing network consists of the company and it‘s
supporting stakeholders with whom it has built mutually profitable business
relationships. Competition is not between companies but between marketing networks.

4.9. Marketing channel

To reach a target market, the marketer use three kind of marketing channels -
communication channel, distribution channel, and service channel. Communication
channel deliver and receive massage from target buyer, and include news papers,
magazines, radio, television, mail, telephone and internet. Beyond these,
communications are conveyed by facial expression and clothing, the look of retail
stores, and many other media. Marketers are increasingly adding dialogue channels to
counter balance the more normal monologue channels. The marketer use distribution
channels to display, sell, or deliver the physical products or services to the buyer or
user. They include distributor, wholesalers, retailers and agents. The marketer also use
service channels to carry out transaction with potential buyers. Service channels
include warehouses, transportation companies, banks and insurance companies that
facilitate transaction.

4.10. Supply chain

Marketing channels connect the marketer to the target buyers; the supply ch ain
describes a longer channel stretching from raw materials to components to final

46
products that are carried to final buyers. Supply chain represents a value delivery
system. Each company captures only a certain percentage of the total value generated
by the supply chain.

4.11. Competition

Competition includes all the actual and potential rival offering and substitutes that a
buyer might consider. We can broaden the picture by distinguishing four levels of
competition based on the degree of product substitutability:

1. Brand competition: A company sees its competitors as other companies offering

similar prices.
2. Industry competition: A company sees its competitors as all companies making
the same product or class of products.
3. Form competition: A company sees its competitors as all companies
manufacturing products that supply the same service.
4. Generic competition: A company sees its competitors as all companies that
compete for the same customer dollars.

47
 3.Analyzing Customer and Market Potential

3.1 Customer and Market Potential Estimates

• Estimate the revenue potential of your customers to determine their current, potential and
life-time value

• Estimate your market potential for more effective acquisition initiatives

• Quantify and qualify your market opportunities

3.2. Customer and Market Profiles

• Develop more effective communication strategies through a better understanding of who

your customers are

• Learn more about your customers (their age, income, family structure, media usage, life-
styles, and more) and use this information in your branding, advertising and direct marketing
strategies

• Identify your market potential through a better understanding of your targets

3.3. Customer and Market Segmentation

• Develop more effective communication strategies through a better understanding of

different customer groups and your market segments.

• Customize your product offers by different customer and market segments

48
• Identify your target segments and optimize your marketing spend.

3.4. Product and Service Potential

• Identify products/services that best suit your customers‘ needs and market your offerings
more effectively

• Be relevant and improve your up-sell and cross-sell initiatives

• Manage your products and services through a better understanding of market needs

3.5. Store Network Optimization

• Determine the optimum number of stores to support market needs

• Customize and optimize your stores to attract more customers

49
RESEARCH METODOLOGY

50
 METHODOLOGY

Marketing research is the process collecting and analyzing marketing information and ultimately arrived at
certain conclusion. Management in any organization needs information about potential marketing plans and to
change in the market place. Marketing research includes all the activities that enable an organization to obtain
the information. This research is very important in strategy formation and feed back of any organizational plan.

Research design is the plan, structure and strategy of investigation conceived so as to obtain to research problem
and control variances. It is the specification of methods and procedures for acquiring the information needed. It
is overall operational pattern or framework of the project that stipulated what information is to be collected and
from which source and by what procedure.

4.1.2 RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives from which a research
study can be viewed. There are three fundamental categories that we used frequently are given below.

1. EXPLORATORY RESEACH: - In the case of exploratory research, the focus is on the discovery of ideas. An
exploratory study is generally based on the secondary data that are readily available. It does not have formal
and rigid as the researcher may have to change his focus or direction, depending on new idea and
relationships among variables. An exploratory research is in nature of a preliminary investigation.

2. DESCRIPTIVE RESEARCH: - The objective of such a study is to answer the ―who, what, when, where and
how.‖ Of the subject under investigation, descriptive studies are well structured and tend to be rigid and its
approach cannot be changed every now and then. It is therefore, necessary that the researcher give sufficient
thought to farming research question and deciding the types of data to be collected and procedure to be used
for this purpose.

51
3. CAUSAL RESEARCH: - A causal research investigates is cause and effect relationship between two or more
variables. The causal research design is based on reason along well-tested line. We use inductive logic for
confirming hypothesis with the help of future evidence.

RESEARCH DESIGN

Research methodology/ Design mean the procedure used and method applied for the
collection of data used in the completion of the project report. The research design spell out how
you are going to achieve the stated research objectives.

Data collection Method

Specific research instrument.
The sampling plan that you will use for collecting the data.
Sampling units
Sampling size
Selection of sampling units
Sampling media

Type of research

I have done my research survey under Exploratory research. It is also termed as

formulative research studies.

52
 Research problem

Research problem is the foundation of any research method. Any research cannot
be a pure research. There are always some limitations. With the research under which a
researcher has to work. My research has also some limitations which are as follows.

1. Some people don’t give the remarkable answer, so the surveyor has to make his own
assumption
2. Since the survey has been conducted in NCR, being so big place it might not give true
picture.
3. The time period allotted for the study was limited as it had to be completed with this
stipulated period of time.
4. The number of respondent covered in the study is limited. Although all efforts has been
taken to make this study a representative of total market of NCR, the sample size is too
small so that data are not reliable. Most of the customer were busy in their work and saying
“sorry I don’t have time” .So it was very difficult to access information from those people.
5. The respondents were unable to read exact data spontaneously.
It is very difficult to catch the exact word of customers through questionnaire.

53
SAMPLE SIZE

Sample size refers to the numbers of respondents you have selected for the
survey.

I have selected 200 Consumer from different locations in NCR.

According to a famous statistician “YULE’ the objective of sampling is to get maximum

information about parent population with minimum effort.

SAMPLING TECHNIQUE

The sample design provides information on the target information and final
sample sizes. Sample design is sometimes used in a clearly defined sense, with
reference to a given frame, as the set of rules or specification for the drawing of a
sample

54
Type of sampling method

I have chosen non-probability sampling method, i have purposively choose the

particular units of the universe for constituting a sample. We can also say that this is a
haphazard or convenience sampling.

Data collection

For preparing this project I have used primary data, which was gathered through
market survey in NCR region using questionnaire.

Since I had to prepare this project on the basis of current market in the ncr region. So, I
decided to gather the primary data rather taking help from the secondary data gathered by the
researcher in the past. I have visited different retail shop in ncr region market to gather the
information for completing this project.

I found it easier to approach the consumer by going directly to them at the time when they are
free especially in the lunch hour or in the evening when they are free to spare their time for us. It
was easier for me to convince them to spare their time to respond to my questions. So I decided
to do for market survey using questionnaire.

55
TYPE OF RESEARCH CARRIED OUT: -

In my project work I used Causal research,

Data collection tool

I have used Questionnaire, as the research instrument to conduct the market survey.
The questionnaire consisted of a mixture of open and closed questions designed in such a way
that it should gather maximum information possible.

The questionnaire was a combination of 15 questions. If choices are given it is easier for
the respondent to respond from the choices rather they think and reply also it takes lesser time.
Because the keep on responding and one has tick mark the right choice accordingly.

Sources of Primary data

Questionnaire
Interview

Sources of secondary data

Company website.
Internet.

Software and operating system

MS OFFICE

56
 4.2. Objective of the Study:

Actually Baskin Robbins targeted customer is elite group and another thing is that before in retail
sector it was only in 5 star hotel and Restaurants.

The main objective of this project is to find the present factor which influence to the people for
purchase Baskin Robbins in retail sector , And customer perception, consumer behavior, brand
preference of BASKIN ROBBINS.

4.3. Data Collection

The primary data was collected by way of a non-disguised primary survey in the selected areas
(ncr in Retail shops). The survey was done with the help of a semi structured questionnaire.
Closed ended question for fact based responses and Open ended questions for opinion based
responses. I have taken 200 hundred sample size, which was randomly selected

To achieve the objectives, the primary as well as secondary sources of data are used. Primary
source includes the retailers and company‘s offici

57
4.4 SAMPLE DESIGN

The sampling designs are mainly of two types‘ non-probability sample designs and probability sample design.

 RANDOM SAMPLING: - A random sample gives every unit of population a known and non-probability of
being selected. Since random sampling implies equal probability to every unit in the population; it is
necessary that the selection of the sample must be free from human judgment.

 SYSTEMATIC SAMPLING: - In this method first a sampling fraction is calculated as N/n where N is total
no. of units in the population and ―n‖ is the size of sample.

 STRATIFIED RANDOM SAMPLING: - A stratified random sampling is divided into mutually exclusive
and mutually exhaustive strata or sub group and then a simple random sample is selected with in each of the
strata or sub group.

 CLUSTER SAMPLING: - cluster sampling implies that instead of selecting individual units from the
population entire groups or clusters are selected random.

 QUOTA SAMPLING: - quota sampling involves the fixation of certain quotas, which are to be fulfilled by
the interviewers, since quota sampling is not based on random selection it is not possible to calculate
estimates of standard errors for the sample result.

 JUDGEMENTAL SAMPLING: - the main characteristics of judgmental sampling are that units or elements
of the population are purposely selected it is because of this that judgment samples are also called purposive
samples. Since the process of judgmental sampling is not based on random sampling it is also called non-
probability sampling.

58
 7. Data Analysis and Findings

The data analysis is to be done using quantitative techniques. The result is to be critically analyzed
and every aspect of the objectives to be dealt with great detail. The findings are to be reported with
the help of suitable graphs and diagrams where ever required. The comparative analytical findings
are to be reported for most aspects of the objectives.

1. Analysis of Ice-cream eating behavior....

How often you eat ice cream ?

Reasons Respondent Respondent Respondent Respondent

Everyday 75
2-5 Times in Week 25
When Weather Is 85
Hot
Others 15

Others
8%

Everyday
When 37%
Weather Is
Hot
43%
2-5 Times in
Week
12%

Interpretation: In this analysis, I found that most of the people eat ice cream when weather
is hot.

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 Ice-cream brands analysis.....

2. Which Brand Ice Cream You Like Most?

Brands Respondent Respondent Respondent Respondent

Baskin Robbins 190
Kwality Walls 10

Cream Bell 0
Mother Dairy 0

Baskin Robbins Kwality Walls Cream Bell Mother Dairy

0% 0%
5%

95%

Interpretation: In this analysis, I found that mostly people like Baskin Robbins .

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  Favorite flavor analysis in baskinrobbins....

3. What is your favorite ice cream flavor in this brand?

Flavor Respondent Respondent Respondent Respondent

Vanilla 45
Honey Nut Crunch 118

Chocolate 10
Others 7

Others
4%
Chocolate
5%
Vanilla
25%

Honey nut crunch

66%

Interpretation: In this analysis, I found that most of the people like Honey Nut Crunch.
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 Reasons for liking of Baskin robbins....

4. Why do you like this Brand?

Reasons Respondent Respondent Respondent Respondent

Quality 160
Price 8

Quantity 12
Others 10

others
5%
Quantity
7%
Price
4%

Quality
84%

Interpretation: In this analysis, Due to Quality most of the people like this Brand.

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  Effect on purchasing, if Baskin robbins increases its price.....

5. What would be the impact of your purchasing, if Baskin Robbins increases its price?

Result Respondent Respondent Respondent

Stay With The Brand 73
Switch Over The Another Brand 27
By Less Quantity 90

Stay with the brand Switch over another brand By less quantity

0%

39%

47%

14%

Interpretation: In this analysis, I found that if Baskin Robbins increases their price customer
will purchase less quantity.

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  Analysis for: Up to what % increase in price will not affect the
purchase.....

6. Increase in price up to what % will not affect your purchase?

Price Respondent Respondent Respondent Respondent

5-10% 160
10-15% 10

15-20% 15
20-25% 5

5-10 % 10-15% 15-20% 20-25%

3%
8%

5%

84%

Interpretation: In this analysis, I found that up to 5 – 10 % increase in price will not affect to
the customer in purchasing.

64
gchhgcghcghc

 After increase in price which change needed by consumers most...

7. If the company increases the price what changes you like to have?

Changes Respondent Respondent Respondent Respondent

Quality 30
Quantity 50

Packaging 90
Others 20

Others
Quality
11%
16%

Quanity
26%

Packaging
47%

Interpretation: In this analysis, I found that after increases in price most of the consumer needs
packaging.

65
 Suggestion recommended by respondents....

8. Do you want to recommend any suggestion for this brand?

Recommendations Respondent Respondent Respondent

Quantity Should Be More 28
Packaging Should Be Good 73
Price Should Be Low 89

66
 0%

Quantity Should Be
More
15%

Packaging Should
Be Good
38%

Price Should Be
Low
47%

Interpretation: In this analysis,I found that according to the customer, price should be low.

67
 Effect of promotions on consumer’s mind and sell....

9. Have you ever buy ice cream due to promotion?

Due to Promotions Respondent Respondent Respondent

Yes 47
No 77
Sometimes 76

0%

Yes
23%

Some Times
38%

No
39%

Interpretation: In this analysis, I found that people purchase ice cream due to promotions
somtimes and that will also lead the sell.

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 Consumer’s choice about launching new flavors.....

10. Which new flavor would you like Baskin Robbins to introduce?

New Flavors Respondent Respondent Respondent

Mixture of fruits & creams 85
vegetable 45
Fruit Flavors 60

Fruit Flavours
31%

Mixture of fruits &

creams 45%

Vegetable 24%

Interpretation: In this analysis, I found that many people wants new flavor in this brand
69
10. Limitations:

In a research there are always some limitations. The major limitation of my research is that, I

have collected data only from retail shop in NCR area only. By this data company can‘t take any

decisions.

70
8. Conclusion:

In spite of having some drawbacks this company has good response among its targeted

customers i. e. elite people, due to its high quality and good taste. This company has a large

variety of products which contains different type of taste like Honey Nut Crunch, Vanilla, and

Coffee Almond Fudge, which is liked by the all aged group people. it is an American company

so it has a psychological benefit in Indian market amongst the elite group people.

71
9. Suggestions :

It is recommended that the company should focus more on price .

Company should be focus on good and attractive packaging.

The ―value-for-money means that people will definitely buy, but they will buy only that

product which suits their price. If once they purchase a wrong product they will never

purchase it again. This word-of-mouth may spread across and company might lose in the

long run ; so its products should be evaluate the concept of value-for-money.

Company should think about reduse its price.

Introduses some new flavors like fruit mix cream etc.

Company should think about to increase promotions .

REFERENCES

Book

Marketing Management; Kotler (Philip) keller-koshy and jha

Pearson Prentice Hall

72
 Websites

www.google.com

www.businessworld.com

www.gravissgroup.com

www.retailbiz.com.

Questionnaire for the Respondent

Name :

Age :

Occupation :

(1). Do you like ice cream?

(a). Yes (b). No

(2). Which type Ice cream do you eat?

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(a). Branded (b). Non Branded

(3). How often you eat ice cream?

(a). Every day (b). 2-5 times a week (c). When the weather is hot (d). Other

(4). Which Brand Ice cream you most like?

(a). Baskin Robbins (b). Kwality Walls (c). Cream Bell (d). Mother Dairy

(5). What is your favorite ice cream flavors in this brand?

(a). Vanilla (b). Honey nut crunch (c). Chocolate (d) Others

(6). Why do you like this Brand?

(a). Quality (b). Price (c). Quantity (d). Others

(7). What would be the impact of your purchasing, if Baskin Robbins increase its price?

(a). Stay with the brand (b). Switch over another brand (c). By less quantity.

(8). Increase in price up to what % will not affect your purchase?

(a). 5 – 10 (b). 10 – 15 (c). 15 – 20 (d). 20 – 25

(9). If the company increases the price what changes you like to have?
74
(a). Quality (b). Quantity (c). Packaging (d). Others (Specify)

(10).Would you interested in promotional offer in this brand?

(a). Yes (b). No

(11). What did you get differences from others in this brand? (Open Question)

---------------------------------------------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------------------------------------------------

(12). Which company packaging you like most?

(a). Baskin Robbins (b). Kwality Walls (c). Cream Bell (d). Mother Dairy

(13). Do you believe in advertisement for promote any brand?

(a). Yes (b). No

(14). Do you want to recommend any suggestion for this brand? (Open Question)

---------------------------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------------------------

(15). Which kind of flavor should be highly promoted? (Open Question)

---------------------------------------------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------------------------------------------------

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(16). Have you ever buy ice cream due to promotion?

(a). Yes (b).No

(17). Which flavor of Baskin Robbins do you like most ?

(a). Chocolate (b). Honey nut crunch

(c). Vanilla (d). Butterscotch

(e). Or Any other please specify :

(18). Which new flavor would you like Baskin Robbins to introduce?(Open question)

---------------------------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------------------------

76
 Checklist

1. Is the report properly hard bound/Spiral bound. Yes / No

2. Is the Cover page in proper format as given in Annexure A? Yes / No
3. Is the Title page (Inner cover page) in proper format? Yes / No
4. (a) Is the Certificate from the Supervisor in proper format? Yes / No
(b) Has it been signed by the Supervisor? Yes / No
5. Is the Abstract included in the report properly written within one page? Yes / No
Have the keywords been specified properly?
Yes / No
6. Is the title of your report appropriate? The title should be adequately Yes / No
descriptive, precise and must reflect scope of the actual work done.

7. Have you included the List of abbreviations / Acronyms? Uncommon Yes / No

abbreviations / Acronyms should not be used in the title.
8. Does the Report contain a summary of the literature survey? Yes / No
9. Does the Table of Contents include page numbers?
(i). Are the Pages numbered properly? Yes / No
(ii). Are the Figures numbered properly? (Figure Numbers and Yes / No
Figure Titles at the bottom of the figures)
(iii). Are the Tables numbered properly? (Table Numbers and
Table Titles at the top of the tables) Yes / No
(iv). Are the Captions for the Figures and Tables proper? Yes / No
(v). Are the Appendices numbered properly? Yes / No
10. Is the conclusion of the Report based on discussion of the work? Yes / No
11. Are References or Bibliography given at the end of the Report? Yes / No
Have the References been cited properly inside the text of the Report? Yes / No
Is the citation of References in proper format? Yes / No

77