4. + Ice Cream Market
Scenario in India
Ice cream, which once formed an important part of post-
dinner family treat, has since shed its `only dessert' title and
is gradually squeezing into the overcrowded snacking space.
Consumers are increasingly choosing sticks and cones -
which are consumed at various occasions throughout the
day -over tubs and bricks that were an end-of-the-day
indulgence a decade ago.
Ice creams are mostly targeted at GenY who are ready to
experiment with flavours.
Premium ice-creams are making way to Indian households.
Frozen yogurt craze in recent years has hampered ice-cream
consumption.
5. +
Competition
India’s current ice-cream market is worth
Rs 3,000 cr, including the unorganized
sector.
The branded market has a host of
homegrown players, namely, Amul,
Kwality Walls, Mother Dairy, Vadilal, Cream
Bell, who are available at wide-ranging
price points.
Whilst International players include,
Häagen-Dazs, Baskin-Robbins, London
Dairy, New Zealand Naturals, and Hokey
Pokey, who cater to the high-end market.
Lately, the imported concepts such as
frozen yogurt and gelatos are gaining
popularity. The more recognizable Fro-Yo
brands are Cocoberry, Red Mango, and
Yogurberry, while Amore, Gelato Vinto and
Gelato Italiano are popular gelato brands,
and primarily belong to the super premium
to premium segments.
6. +
About the Client
Baskin-Robbins is a global chain of ice cream parlours
founded by Burt Baskin and Irv Robbins in 1953.
Headquartered in Canton, Mass., Baskin-Robbins is part
of the Dunkin’ Brands Inc.
Their exotic flavors and delicious treats have won over
the hearts of ice creams lovers in 7,000 locations and in
over 50 countries.
Baskin Robbins welcomes over 300 million guests each
year and strives to be the market leader through
incomparable guest experiences and a comprehensive
product line of frozen desserts, beverages, hard scoop
ice cream, soft serve ice cream, cakes, individual treats
and a variety of health conscious flavours.
7. +
About the Client
Baskin-Robbins has a strong following and significant brand
recognition. The company’s variety of flavors sets it apart
from the competition, initially offering “31 flavors, one for
every day of the month.” The company continues to
introduce new flavors every year, and their flavor library now
consists of over 1,000 varieties.
The Baskin Robbins story in India began in 1993, when the
first store opened in Mumbai. Today it is spread across the
country with more than 300 outlets in 61 cities. Baskin
Robbins also caters to other premium channels like star
hotels, leading airlines, malls, multiplexes and top retail
chains across India.
8. +
Client Brief
With the ice-cream market expanding and hyper competition, we
want to enhance the brand visibility of Baskin Robbins through
strategic public relations and promotions where it could reach its
target segment better, frequently. In the last few years, only word-
of-mouth publicity has made the brand grow. With changing times,
we want to use other media too.
We also want to promote Baskin-Robbins in a way that will make
people excited and aware about this enjoyable ice cream
experience, that can serve as a neighborhood gathering place for
friends, families, and students.
We also wish to increase consumption at boutiques and parlours
rather than our home-delivery ice-cream segment which is already
very strong and thus, we have made our stores more friendly and
interactive.
PR Budget: 1 Cr.
Time Duration to roll out the campaign: 6 months
9. +
PR Objectives
Reassert Baskin Robbin’s position as a brand where fun is
unending.
Create more touch-points for the prospective customers to
interact with the brand, but also keeping caution, that the
premium brand doesn’t get depicted as a mass market
brand.
Change the perception problem of being a costly buy, by
leveraging brand name and premium quality.
Chain has new look, new menu and new strategy, give stores
a face-lift to increase footfalls.
10. +
Key Target Audience
Their main customer base consists of the following
demographics:
1. Younger generations in the 18-34 year old range (particularly
attracted to the super-premium shops).
2. Families.
3. A third demographic, though not as large as the other two, is
older consumers who visit ice cream shops as away of
treating themselves.
12. +
Events: FAM Trips to Baskin
Robbins Factory
A thirty minute guided Baskin Robbins Ice-cream factory tour in Pune would be fun and
educational and can be conducted on special days for all ages. This will offer an
opportunity to the loyal and potential customers to learn about ice cream manufacturing
process and a full service ice-cream and merchandise shop in the factory premises will
get more people to try out their new flavours and it will get the target audience closer to
the brand.
Also, pictures posted by visitors on social media site can help garner a lot of earned
media, which can help increase the visibility of the brand.
These FAM tours will be n excellent way to get exposure and promote the brand.
13. +
Events: Ice-Cream Appreciation
Master Class
Ice-Cream Appreciation Master class: A master class can be conducted in
the Baskin Robbins outlets during non-peak hours(afternoons) where
participants can get a taste of all 31 flavours of the day and learn about
the process and ingredients in ice-cream production.
The flavours which the participant likes, he/she could be allowed to take
home for friends and family.
This will help increase touch-points between the brand and the target
audience and also increase footfalls.
Also, home-makers could be called for workshops, where they could be
taught how to use Baskin Robbins ice-cream in different recipes. This will
help in creating a perception of it being a neighborhood favourite ice-
cream parlor.
A press release could be released for the same.
14. +
Communication
Tactics: Tying up with
Food Shows
Food shows are the new staple of television, across
languages and channels. Homemakers are not the
only audience. With their combination of macho
ruggedness and exotic glamour, food-based
programmes are tailored to cut across sex, age and
geography. They are aspirational, combining cuisine
and lifestyle for the new India.
Nigella Lawson: This dessert queen has made
cooking look sexy. She is one of the most influential
food writers in UK with an international reputation
and numerous bestselling books in her kitty. This 55
year old gorgeous food enthusiast is known for her
easy and quick cooking recipes and delicious
desserts!
Amrita Raichand: The former model turned actor
became a household name after hosting the
cookery show 'Mummy Ka Magic' on FoodFood.
She is popular for giving recipes to mommys to feed
their little ones.
These celeb chefs could be roped in to prepare
desserts using flavours from Baskin Robbins on
their shows on FoodFood Channel. This will help
the brand to enter into the heart and minds of its
target audience.
Nigella Lawson
Amrita Raichand
15. +
Instagram
Using Instagram: Instagram
photo contest to earn shared and
earned media. Fans post their
photos having their favourite
flavours of ice-cream with the tag
#BRMoments
The winning pics can be featured
in local print, social media and
billboard ads.
People joke all the time about
taking pictures of food and
posting these to social media
sites. It will be a smart move to
harness that impulse for an
integrated marketing program.
16. + Create Baskin Robbins Saga App
based on popular Candy Crush Saga
Help create more awareness about new flavours and
engage with customers
In app rewards
could be
getting a free
Baskin
Robbins ice-
cream scoop,
when visit the
store within a
duration of
time. This
would help in
achieving PR
Objective of
increased
consumption at
parlours.
17. +
By-lined articles on Ice-
cream consumption as a
snacking option, health
concious flavours.
Major Frontlines
Vir Sanghvi,
Hemant
Oberoi, Suhel
Seth, Sanjeev
Kapoor
19. +
Evaluation
Campaign Measurement can be done through the amount
of Facebook likes, Twitter posts and re- tweets, Instagram
hash tags, no. of times Baskin Robbins app is downloaded,
T.R.P of shows produced on TV channel Food Food with
hosts Nigella and Amrita and foot-falls for the FAM tour and
on the days of the ice cream master class.
Over all increase in sales will also act as a measurement
tool.
