8/9/2019 BASKIN_ROBBINS-Ashlesha

1/9

8/9/2019 BASKIN_ROBBINS-Ashlesha

2/9

INTRODUCTION

FOUNDED BY BURT BASKIN AND IRV ROBBINS IN 1953

HEADQUARTERS IN GLENDALE, CALIFORNIA

MORE THAN 5800 LOCATIONS, 2800 OF WHICH ARE IN THE

U.S.

SELLS ICE CREAM IN 30 COUNTRIES WHICH INCLUDES

INDIA ALSO

8/9/2019 BASKIN_ROBBINS-Ashlesha

3/9

IN 1953

8/9/2019 BASKIN_ROBBINS-Ashlesha

4/9

SNOWBIRD ICE CREAM FEATURED 21 FLAVORS AND WAS A

NOVEL CONCEPT AT THAT TIME

WHEN THE SEPARATE COMPANIES MERGED IN 1953, THE

CONCEPT GREW TO 31 FLAVORS

BASKIN ROBBINS WAS KNOWN FOR ITS 31 FLAVORS SLOGAN

AND ALSO COUNT THE FLAVORS WHERE FLAVOR COUNTS

SLOGAN

8/9/2019 BASKIN_ROBBINS-Ashlesha

5/9

8/9/2019 BASKIN_ROBBINS-Ashlesha

6/9

FACTS ABOUT ICE CREAM IN INDIA

THE PERCAPITA CONSUMPTION OF ICE CREAM IN INDIA IS JUST

0.23 LITRES AS COMPARED TO THE U.S. WHICH IS 23 LITRES

THE CLIMATE CONDITIONS IN MOST PARTS OF INDIA ARE IDEAL

FOR THE PROMOTION OF ICE CREAMS

NOT A SINGLE MULTI NATIONAL BRAND HAS MADE ITS

PRESENCE FELT IN THE ICE CREAM MARKET IN INDIA

THE MARKET IS STILL RULED BY INDIAN BRANDS SUCH AS

AMUL, KWALITY WALLS, MOTHER DAIRY, VADILAL, ARUN AND

LAZZA

THESE WERE THE PROMOTING FACTORS FOR BASKIN ROBBINS TO

ESTABLISH IN INDIA

8/9/2019 BASKIN_ROBBINS-Ashlesha

7/9

8/9/2019 BASKIN_ROBBINS-Ashlesha

8/9

POSITIONING

31 FLAVORS

COUNT THE

FLAVORS WHERE

FLAVOR COUNTS

8/9/2019 BASKIN_ROBBINS-Ashlesha

9/9

SURPRISING FACTS ABOUT BASKIN ROBBINS AND INDIAN

ICE CREAM MARKET

MULTINATIONAL ICE CREAM BRANDS ACCOUNT FOR LESS

THAN 8% IN THE INDIAN MARKET

BASKIN ROBBINS THOUGH POSITIONED AND HAS BEEN

KNOWN FOR ITS MULTIPLE FLAVORS ABROAD FAILED TO

DO SO IN INDIA

A HUGE GAP BETWEEN THE LIST AND AVAILABILITY FAILED IN PROMOTING ITSELF AND GAINING A SHARE IN

THE UNORGANIZED SECTOR