Baskin robbins final

7ps of Service marketing

2. HISTORY OF BASKIN ROBBINS

Baskin-Robbins was founded in 1945 in Glendale, California by Burton Baskin
and Irvine Robbins, ice cream enthusiasts and brothers-in-law, whose passion
inspired what, is now the world's largest chain of ice cream specialty shops.
What was once a selection of 31 flavours—Baskin-Robbins "31®" stands for a
different ice cream flavour for each day of the month—has grown to more than
1,000 in its flavour library.

"We sell fun, not ice cream."

1945
Irv Robbins opens Snowboard ice-cream shop in Glendale, California. The
store‘s concept later became the first Baskin Robbins.
1946
Burt Baskins opens Burton‘s ice-cream shop in Passadena, California.
1948
Burt and Irv‘s stores grow to a chain of six stores and the founders decide to sell
their first licensing agreement pioneering the franchise business in the ice-cream
industry.
1949
Baskin-Robbins expands to 40 franchised stores across Southern California.
1950
Baskin-Robbins introduces the signature miniature Pink Spoon, encouraging
ice-cream enthusiasts to unlimited tastes.
1953
Burt and Irv consolidates stores under the name Baskin-Robbins 31 Ice-Cream,
creating the unique ―31‖ concept of offering a different flavour for each day of
the month.

3. 1957
Baseball Nut hits stores to commemorate the Dodgers move to Los Angeles
from Brooklyn.
1958
Baskin-Robbins offers nearly 150 flavours in the flavour library.
1959
The first Baskin-Robbins store outside of California opens in Phoenix, Arizona.
1960‘s
Baskin-Robbins expands nationwide with more than 400 stores.
1964
Beatle nuts hit the stores when the Beatle mania strikes the United States.

1965
0031 Secret Bonded appears in stores to celebrate the popular James Bond
007movie series.
1969
Lunar Cheesecake launches as the first man launches on the moon.
1970‘s
Baskin-Robbins expands internationally.
1970
Pink bubble Gums pops in stores.
1976
Valley Forges Fudge honours America‘s Bicentennial.

4. 1980‘s
Miami‘s Ice hits stores along with TV hit MiamiVice along with Preppy craze
Baskin-Robbins introduces Preppy Mints.
1985
Oreo Cookies ‗n cream becomes a new hit flavour.
1994
Cappuccino Blasts into stores nationwide.
1995
Love Potion #31 starts a Valentine‘s Day love affair.
2002
Shrek Swirl appears in dipping cabinets nationwide.
2005
o Bold Breezes arrives into stores across the country.
o Baskin-Robbins opens up the Birthday Club to ice-cream lovers of all
ages.
o Baskin-Robbins celebrates 60 years of providing innovative, high quality
ice-cream treats with over 1000 flavours in the flavour library.

2oo8

Baskin-Robbins launched Soft Serve, making it the largest national chain
to offer both Soft Serve and hand scooped ice cream.

Today, Baskin-Robbins is the world‘s largest chain of ice cream specialty
stores, serving over 300 million customers worldwide, but the brand is still
guided by the same credo and innovative thinking as its founders.


Baskin-Robbins has historically led the industry with innovations such as hand-
packed quarts of ice cream, a unique flavour ribbon technique and the use of
traditional ingredients such as apple pie and cheesecake. And, Baskin-Robbins

5. continues to introduce new creations that surprise and delight customers –

Today Baskin-Robbins continues the tradition of creating ice cream flavours
around historic moments and periods as well as honouring pop cultural figures,
both real and fictional.

6. BASKIN ROBBINS IN INDIA

In the year 1993, India was introduced to the wonderful paradise of Baskin
Robbins to give us a treat our taste-buds would never forget.
In the years that followed the colourful and vibrant experience, Baskin Robbins
has reached every corner of India-be it the Mumbai suburbs or the hilly
mountains of Shilong.
Currently Baskin Robbins has more than 425 outlets in over 95 cities in the
country including top-notch 5 star hotels, top airline companies, leading retail
chains and the finest malls and multiplexes in India.
It scoops out lip-smacking variety of flavours, sundaes, ice-cream shakes and
polar Pizza‘s.
With 1800 touch points all over the country Baskin Robbins has managed to
carve a name for itself in different corners of India, it is the most diverse of
businesses that belongs to Graviss Foods Pvt. Ltd. And a separate franchise that
exclusively caters to the SAARC region.

7. SWOT ANALYSIS

STRENGTHS
Location Proximity
Strong brand awareness
Never-ending focus on fun combined with their commitment to
innovation and a quality customer experience is important when you are
considering investing in a business
More than 1000 flavours of ice-cream in the library include low fat and
no sugar ice-cream
Provide several services for different age groups

WEAKNESS
Expensive compared to competitors prices

OPPORTUNITIES
Market for expansion
Can push sales to hotels and resorts in the nearby localities
Provide party packs

THREATS
The number of competitors increasing including the traditional
competitors
Emerging competitors with cheaper alternatives

8. THE 7 P’S OF MARKETING IN RELATION TO
BASKIN ROBBINS

I. PRODUCT
ICE CREAMS
1. Flavour of the month: Savor the flavor of the season with our Flavor of
the Month. There's always new delicious scoops to try in a cup, cone,
shake or sundae, so stop by and ask for a free taste. Hurry in before the
end of the month!
2. Classic flavours
3. Seasonal flavours
4. Regional flavours
5. Bright choices
6. Soft serves: Smooth and creamy Vanilla Soft Serve is available at
Baskin-Robbins®. Try our Cones, Parfaits and 31° Below® Mix-In
Treats, or take home a 31° Below® Pie. These swirls of Soft Serve are
fun and delicious any way you eat them.
7. Grab and go: Take home your favorite flavors with our fresh-packed and
pre-packaged ice cream. Or discover our delicious take home treats. Get
any of our BRight Choices® flavors in a fresh-packed container.
8. The deep freeze

9. SUNDAES
1. Premium sundaes
2. Classic sundaes
3. Build your own sundaes
BEVERAGES
1. Shakes
2. Cappuccino blast
3. Fruit blast
4. Smoothies
5. Floats, freezes, & icecream sodas
CAKES
1. Cake bites
2. Classic cakes
3. Fudge crunch cakes
4. Roll cakes
5. Cake creator
6. Occasions

10. 7. Pies
8. Elegant cakes
GIFT CARDS


BIRTHDAY CLUBS

11. II. PRICE
The ice cream parlour spends spends about 8-9 % of its revenue on
advertising each year.
Baskin robins hiked their prices by 10 % in april 2010 due to the rise in
commodity prices.
With a turnover of nearly Rs 60 crores in 2008 the company is growing at
the rate on 35 % a year as compared to the industry average of 12% per
year.

12. III. PLACE

13. IV. PROMOTION

No need for too much marketing activities because of the already
established brand name.
Weekly lucky draw coupon is provided to the customers. In coupons also
they will collect all the contact details of the customers and will inform
them about the lucky winner.
The prices are in terms of one kg ice-cream, half a kg and a double scoop.
GET 31 ON 31: This offer is followed globally where on the last day of
the month any purchase made more than Rs 310(in India) is given a
discount of 31%.
They also give gift coupons to their customers during some seasons and
through corporate tie-ups.
Birthday clubs: in which birthdays are noted and stored into the system,
and they will send birthday reminders to their customers, started for
children but now after finding that it was good they have extended the
scheme for adults also.
Discount will be given to the customer on their birthday if they have a
record.
Contact details of the customers are being collected and stored into the
system and regular contact is maintained through e-mails and messages.
Baskin Robbins National level Junior Cricket 7s tournament.
‗Yo Yo Masters road show‘ f or Delhi‘s children and adults, organised
by Cartoon Network Enterprises was held in Baskin Robbins store in
Connaught Place, Delhi on July 2007.
Sponsored lucky coupons for ‗Monsoon Masti‘ festival organised by
Rajiv Gandhi International Airport Limited, Hyderabad held on July
2009.
Distributed free passes for ‗Amaze 2008‘, B-school fest, organised by
The Indian Institute of Planning and Management (IIPM) in Bangalore.
Sold tickets for rock concert ‗Rock ‗n India‘, designed along the lines of
international rock festivals, held in Bangalore in March 2008.
In March 2009, Pizza Hut & Baskin Robbins launched an offer that
provides Pizza Hut patrons an opportunity to sample a range of Baskin
Robbins ice-creams, on placing pizza delivery orders.
Baskin Robbins also advertises and promotes itself through various
movies and television shows.

14. It also distributes pamphlets and advertises in the newspapers about its
various promotional offers.


V. PEOPLE

There are 3-6 employees, one manager and other staff members
The staff are recruited and trained by the manager(the training is on
the job and mainly consist of customer relationship and the
serving)
They have 2 daily shifts

VI. PROCESS
SERVICE DELIVERY PROCESS

15. VII. PHYSICAL EVIDENCE

Approximately 250 square feet outlet
Music being played
The ambience is light golden colour with yellowish lamps
Display of different ice-cream flavours
Different product pictures are displayed on the walls and behind
the counter
There are around 5-6 seats for the customers
There is less privacy to the customers

16. ANALYSIS OF THE CONSUMER SURVEY


1) Thinking of this visit, how satisfied were you with your overall
experience at Baskin Robbins?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied

Majority of the customers selected the option of being satisfied with their
experience at baskin robin which shows us an overall positive experience
2) Considering the quality of your experience in relation to what you
paid, how satisfied were you with the value you received for your
money?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied

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17. Almost 50 % of the customers are satisfied with the price as its reasonable and
at par with its competitors and provides good quality.
3) How satisfied were you with the price of the product that you
purchased?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied

Here most of the people are neutral and satisfied and not completely satisfied
which shows us room for improvement.
2%
8%
26%
48%
16%
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18. 4) Overall, how satisfied were you with the level of service received from
the crew?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied

Here again almost half of the customers were satisfied with the service which
shows good hospitality.

5) Thinking of this visit, how satisfied were you with the cleanliness of
Baskin Robbins?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied
2%
8%
33%
46%
11%
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19. Here again the response is positive as most of the people have selected the
option of satisfied and neutral.
6) Overall, how satisfied were you with the atmosphere of Baskin
Robbins?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied

According to the customers the place and atmosphere is good enough for an ice
cream parlour and are mostly satisfied.
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3%
11%
26%
44%
16%
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20. 7) Did the crew member help to influence your menu selection?
(a) Yes
(b) No

Many customers claimed that the crew member sometimes has a say its their
selection as they often suggest some new flavours that have been introduced and
often people are confused as to what flavour to select.
8) How likely is your decision influenced by a suggestive sell?
(a) Very unlikely
(b) Unlikely
(c) Average
(d) Likely
(e) Very likely

Many people say their decision is influenced by a suggestive sell on an
average.
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65%
2
35%
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21. 9) Thinking of your most recent visit to Baskin-Robbins, what did you
order?
(a) Ice-cream cone/cup
(b) Sundae
(c) Milkshake
(d) Cappuccino Blast
(e) Fruit blast/Smoothie
(f) Ice-cream Cake
(g) Take home ice-cream
(h) Other ________________

Most of the people select ice creams, sundaes and milkshakes as options mostly
one third of the customers selected these customers.

10) Overall, how satisfied were you with the quality of the product
purchased?
(a) Extremely dissatisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Extremely satisfied
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22. Everyone is satisfied mostly as baskin robins a good place.
11) Do you avail any promotional offers at Baskin Robbins?
(a) Yes
(b) No

More than half of the people do not avail of the promotional offers as they are
mostly not aware of it.
12) If Yes, which one?
(a) 31% off on every 31st
(b) Birthday club
(c) Weekly coupon
(d) Sseasonal offers
3%
10%
18%
52%
17%
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23. Here we realized that most of the people avail of the 31% off and on
seasonal offers compared to the others.
13) Based on your most recent visit, how likely are you to return to this
Baskin Robbins?
(a) Very unlikely
(b) Unlikely
(c) Average
(d) Likely
(e) Very likely

Most of the customers selected the very likely option as they would like to visit
the outlet again which shows they had a positive experience.
34%
6%23%
37%
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24. 14) Based on your most recent visit, how likely would you be to
recommend Baskin Robbins to friends or family?
(a) Very unlikely
(b) Unlikely
(c) Average
(d) Likely
(e) Very likely

Many people would definitely recommend it to their friends and family.






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4%
2
13%
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30%
4
40%
5
13%
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