Mamitag, Mark Angelou G.

MARN04B

Pricing Strategy

BAMM 201
I. Executive Summary

Baskin-Robbins is the world's most well-known ice cream treat brand

and the world's largest ice cream specialty company. Irvine Robbins and

Burton Baskin, brothers-in-law and ice cream enthusiasts, co-founded

Baskin-Robbins.

In 1993, Baskin-Robbins established a joint venture with the Graviss

Group in India. The first manufacturing factory outside of North America to

start in Pune was Baskin-Robbins. Baskin-Robbins has 725 locations in 190

cities and offers delicious and exciting desserts. Baskin-Robbins is the most

popular ice cream brand in the world. Baskin-Robbins will continue to lead

the ice cream market in terms of innovation. Every month, the brand

introduces a new flavor of the month, and the ice cream cakes continue to

evolve.

Finally, in the SAARC region, the Graviss group owns 100 percent of

Baskin-Robbins. The company is one of the few authorized to produce

products for the brand on a global scale.

II. Time Context

In India, there are around 600 Baskin-Robbins parlors spread

throughout 145 cities. Baskin-Robbins has found a niche for itself, and

customers swear by the taste and variety of Baskin-Robbins.

Ghai Enterprises, which owns a 60% stake in Maharashtra Dairy

Products, the Indian company that makes Baskin-Robbins, is buying out

three private equity funds that own the remaining shares. According to the

story, in 2012, Baskin-Robbins discovered that they were in a bind since

their product was seen to be pricey. Consumers were unsatisfied with the

product since the ice cream flavor was unsuited for the Indian palate. Before

becoming a global ice cream powerhouse, Baskin-Robbins had a number of

failures. Baskin-Robbins recognized the value of product localization and

employed a hit-or-miss approach to offer their many flavors.

Finally, after multiple setbacks, Baskin-Robbins overcome it and

believes they have the perfect solution to their dilemma. The company's

dedication makes their brand a comfortable place to visit for their customers.
III. Viewpoint

Baskin-Robbins has become well-known and successful all over the

world. Baskin-Robbins gave their customers the impression that they were

developing.

The company's marketing strategy focuses on its consumers, ensuring

that they return several times every month. In India, Baskin-Robbins is a

popular ice cream brand. Their products are known for their product variety,

high quality, and world-class packaging. Baskin-Robbins has a clear brand

promotion to improve the company's sales by providing a local-counter-

based measure. The brand made regional adjustments to their product in

India, such as using cow milk to make it satisfy Indian taste preferences,

such as non-dairy products. Baskin-Robbins has been a trailblazer in

creating innovative flavors including Blueberry Cheesecake, Caramel

Chocolate Cheesecake, Peanut Butter, and many others, which have

influenced the taste preferences and tastes of millennials all over the world.

Finally, Baskin-Robbins is focused on developing innovations that

help the older millennial generation while also allowing them to appreciate

the range of flavors offered by the company.

Reference:

https://www.gravissgroup.com/business/baskin-robbins/

https://news.baskinrobbins.com/internal_redirect/

cms.ipressroom.com.s3.amazonaws.com/286/files/20186/BaskinRobbins

%20History%20Fact%20Sheet.pdf

http://www.baskinrobbinsindia.com/aboutus

https://www.exchange4media.com/marketing-news/we-focus-on-innovations-
rooted-in-indian-flavours-samyukta-ganesh-iyer-baskin-robbins-96108.html

https://timesofindia.indiatimes.com/business/india-business/pe-funds-to-exit-

baskin-robbins-india/articleshow/1941465.cms

https://timesofindia.indiatimes.com/business/india-business/pe-funds-to-exit-

baskin-robbins-india/articleshow/1941465.cms