2. • Client Brief
• Target Market Profiling & Brand Proposition
• Weak Links & Recommended TalkPoints
• Concept Note
• Key Media (Indicated)
• Media FAM’s
• Fun at Happyville with BR
• Charlie & the BR Factory
• Alternate Plans
• Franchisee Special
3. A heavy franchise company,
Parent Brand – Dunkin’Brands
The sale of Baskin-Robbins ice
cream under the umbrella of
Dunkin’ Brands is the second
major source of revenue for the
company. It contributed 16%, or
$116 million, of Dunkin’Brands’
2014 revenue
Indirect competition
from other domestic
brands and other local
parlors: Amul, Kwality
Walls, Vadilal, Mother’s
Dairy, Haagen-Dazs
Started in India in 1993, with the first
outlet in Mumbai and first
manufacturing unit outside India in
Pune.
Sanjay Coutinho, current CEO,
Graviss Food and Master Licensee of
BR, India
Has established its leadership
in the premium ice cream
category in the country
Currently celebrating its 70th
birthday all year long
Offers 100% vegetarian and
low fat ice creams too
4. • Being a premium brand, the target market is children (including two year olds) and
young adults.
• Also catering to other premium channels like Star Hotels, Leading Airlines, malls,
multiplexes and top retail chains across India. Secondary market is the health
conscious consumers who do not want to worry about calories wile having ice
cream Target audience are all the experiencers who look for unique treats in a
premium ambience. Also influencers in the lives of the Target Market like parents
in case of chidren
‘Brand Baskin Robbins’
Brand Positioning: Positioning the brand meaning as TREAT amongst the younger
generation who are innovators and experiencers
Brand Personality:
Product related characteristic- Soft/ Tender
User Imagery- Fun loving Youth & Children
Brand logo symbolism- Rich and Inviting
Core Brand Identity- Variety in Flavors, 100% Veg, Quality (even a three months old
baby can consume without any harm)
Extended Identity- Ambience of Stores/ Parlors, Packaging, Regional flavors
Value Proposition- “Where the fun is Unending & Flavor is the King”
5. Has been found that BR is not able to provide premium ambience at their
parlors/stores. Repeat Purchase is seen because of the customer’s liking
towards the ice-cream flavors offered. There has been negative feedback from
customers regarding the ambience and hence the brand lacks in providing total
customer satisfaction.
BR since its entrance in the Indian market has indulged in minimal
advertisement and promotional strategy. Whatever sales it is getting is from the
traditional word-of-mouth method and recently seen high boom in the social
media activities. BTL as well as a few radio advertisements have been one of
the few media vehicles for the brand.
Engagement Score based on
consumer interaction of BR viz-a-
viz it’s competitors in the year 2014
6. • 31 Flavors of Heaven- Every month the brand talks about the special 31
flavors and the history behind it as well as a concept of “Flavor of the
Month”. Also offers 31% Off on the 31st of every month
• Happyness Land- Creates a special happy environment for its consumers
by introducing the BR Moment where consumers can share their special Ice
cream moments with their loved ones and BR. Also has introduced a
Birthday Club where BR celebrates the birthday of its customers by
sending them wishes and a tub filled with their favorite BR Ice-Cream
• 70th Birthday, all year long celebration, of the brand can be used as the
background to prepare concept notes or place articles about BR currently.
• Other Talk Points:
– Offering 100% vegetarian and low calorie premium ice cream
– #PeppyPoetry to get ice cream lovers write poetry describing the
richness and tenderness of ice cream
– Leverage on the fact that it is the first brand in the world to offer ice-
cream tasting before buying thus “thinking consumers”
7. “We don’t sell Ice-Cream, we sell Fun at Happyville”- key message disseminated
across all media vehicles.
Recommended Approach
• Article Placements on “How low calorie ice-creams can be eaten while
dieting” by a popular nutritionist like Rujuta Diwekar (Kareena Kapoor’s
dietician), who has a youth based following.
• Special CEO Talk in the factory of BR (Pune) on the entire concept of
Happyville and how BR is trying to create an experiential perception for its
customers and have the appropriate media channels do an exclusive cover
on it
• Organizing special 8 weekend-long workshops for kids aged 8 to 14 with
celebrity chef Shilarna Vaze (Chinu) (who has previously worked in a
number of children shows telecasted in Disney Channel) in urban cities like
Pune, Mumbai, Kolkata, Ahmedabad, Bangalore, Chennai, Hyderabad. The
kids could be selected from govt. and private English schools in these
cities. The workshops would take place at Mayfair Hotel which is a part of
the Graviss Group of Hospitality in India (BR, India is also handled by the
Graviss Group of Food Solutions.
8. Newspapers (Geography Wise) Pune- TOI, Pune Mirror, Sakal Times, Indian
Express.
Mumbai- TOI, Hindustan Times, Mid Day Mirror
Kolkata- The Telegraph + special features in
Graphiti, TOI, Dainik Jagran,
Ahmedabad- Divya Bhaskar, TOI, Indian Express
Bangalore- Deccan Herald, Vijay Karnataka,
Bangalore Mirror
Delhi- Hindustan Times, TOI, The Hindu, Dainik
Jagran
Magazines Time Out, Frontline, India Today, e-
Health, Apollo Life Magazine, Complete
Wellbeing, Food & Beverage, Bakery
Review, FirstFoodie
Article Placements in In-house
magazines at Gold Gym, Talwalkars
Media Channels NDTV India, NDTV Good Times, FOOD
FOOD, MTV, Disney, Cartoon Network
Radio Partners Radio Mirchi
9. Objective:- To establish ‘Fun & Flavors at a premium level’
as the key message of Baskin Robbins in India
Recommended Approach
– Media experiential that go beyond just increasing footfalls
and creating awareness about the 31 flavors at BR.
– Ensure personal interactions, creating and planning BR
moments that makes the consumer feel lucky
– Ensuring repeat purchase based on not just the flavors but
the engaging all the senses of the consumers and creating a
brand association that reflects its values of being premium
– Reaching out to the kids section of T.G by association with
several shows in Disney that reflect the same brand values
10. • Focusing on the concept note and collaborating it with the occasion of the
70th anniversary of the brand, a special event at Intercontinental Hotel-
Marine Drive Mumbai (part of Graviss Group of Hospitality) could be
organized by BR where all the famous celebrate moms could be invited
with their kids to be a part of the event.
• It would be a day’s event wherein there would be games for both the
mother and the child. There would be BR special Ice-cream and cake
counters for them to enjoy. Also, three celebrity photographers to capture
the BR Moment between the celeb and their kids.
Agenda of the Event is to associate the brand’s premium position, its fun and flavor
values with the target market
The target market of BR- Children have their mothers as the key influencers in their lives.
So the principle objective for this event would be to get the mothers on board who are the
role models of many women and associate them with the brand’s key message.
11. • Follow up - A special coffee table personalized book for each celebrity
containing pictures of them with their children sharing the special BR
Moment and a personalized BR Token of appreciation in the form of a
customized low-calorie ice cream tub based on their favorite flavors.
• Celebrities Invited (Indicated)-
– Twinkle Khanna (who is a popular social media figure. Later, we could get
her to write about her experience at Happyville)
– Sussane Khan
– Gauri Khan
– Shilpa Shetty Kundra
– Kiran Rao
– Sushmita Sen
– Malaika Arora Khan
– Maria Goretti
– Mini Mathur, etc.
Event wouldn’t require for the invitation of media as celebrities would
attract appropriate media coverage.
12. Objective- To establish the exclusiveness of the brand in association with the
concept note
Selection of five young adults and five children (from the company
database who have been BR loyal. They could also bring along one
person with them) for a special trip to the BR Factory where they
would be shown the process of making of the ice-cream. A special 4
course Ice-Cream meal would be prepared for them.
This programme would happen once every month and everytime in
a new city.
Follow-up:- A special recipe book containing a number of ways in
which Oreo and BR Ice Cream can be used to create a healthy
dessert.
PR Opportunity-
Behind the scenes actions shooting and getting a media channel to
do an exclusive cover on that.
13. • To revamp the stores so that the ambience has a premium feel.
• Customized Ice-Cream combinations to bring about the
exclusivity factor and to satisfy the customers who like to have
a differentiating factor in their products & the most popular
combination would be included in the menu.
• Increasing media presence through byline articles, tapping
expert’s columns and contributing on topics related to the
concept note and talkpoints of the brand
• In house magazine at the parlors carrying articles on the
experiences of the Ice-Cream makers in the factory, articles on
ways of staying healthy, health hazards related to artificial
sweeteners and a special feature on one celebrity & their BR
Moment and one customer and their BR Moment
14. Baskin Robbins being a franchisee heavy company needs to stay consolidated
and feel that the company is standing for them in order to survive the market
lulls. Therefore, a PR Plan for Internal Communications is mentioned below:-
– An In-house e-newsletter carrying articles about the one franchisee every
month to be circulated within the company
– Special events twice every year to acknowledge and reward the efforts put
in by the franchisee holder towards the development of the brand.
– In order to resonate the values and key message of BR within the company
special fun-filled workshops sponsored by the company for the internal
staff (factory workers) where they would learn more about the brand, it’s
values and a seminar to facilitate the workers with cash prize
– Special workers’ insurance scheme to make them feel safe and secure in the
company
– Franchisee Conclave to be held twice every year where franchisee holders
across India would be addressed by the CEO and the Franchisee one-on-
one analysis (city wise) would be done. This would give the franchisees a
platform to share their experiences and direct redressal of their problems
Agenda is to keep all the franchisees knitted together under one umbrella i.e. Baskin Robbins.
