GROUP

PROJECT

RETAIL BUSINESS
MANAGEMENT
GROUP 4
Comparison Shopping
Product category: - Ice- Cream
Retailers we had chosen is BASKIN ROBBINS and PAUL'S CREAMERY

1. Strategy

BASKIN ROBBINS (BR)

Baskin-Robbins is globally the largest chain of ice cream outlets belonging to the
Beverages and Food item industry. We had visit the BR outlet located inFlairs
Business Floors, Seaport - Airport Rd, in-front of Sunrise Hospital. We had visited
the showroom and we could find many varietiesof ice creams in the outlet. It’s a
colorful ice cream parlor chain known for its many flavors.

BR competes in the market based on the product quality, service quality, brand
value, price and convenience of the accessibility of the outlet. Also they are using
various strategies to increase sale satisfy the target market. The following are
strategies used by this outlet:

 Baskin and Robbinsoffers31 flavour and the customers able to sample

flavours for free until they found one they wanted to buy.

 Consumers are increasingly demand convenience – both in terms of offline

presence as well as them adopting an Omni channel.

 Real, natural, pure ingredients is something the millennial demands as a

birth right. The goodness of absolute, of real ingredients, real flavour is
attracting new customer.
   Offers better value to consumers through a combination of great never
before flavour and attractive pricing.

 Bright Choices a Frozen Treat item that has removed non-natural trans-fats
offers various options to the consumers. Ice creams areavailable
as Classic and Seasonalin flavours.

 Baskin-Robbins offers premium qualitative products and hence has kept

their pricing policy premium. They believe that their goods are far superior
and hence the monetary worth they receive is simply value added.

 They offer bulk discounts instead of lowering individual product prices to

maintain competitive edge and their premium status.

 BR App

They believe that their guests lead busy lives, which is why speed of service and
convenience is important. The mobile payment feature in the app offers the guests
another convenient payment option when they visit Baskin-Robbins shops. Guests
can also send virtual Baskin-Robbins cards to friends or family for their birthdays,
holidays or just because. They have taken the time to work with their franchisees
on training their crew members on how to accept mobile payments, and they are
excited to offer this option to guests who have downloaded the Baskin-Robbins
mobile app.
PAUL'S CREAMERY

Paul’s Creamery is homemade ice-cream outlet store which offers wide varieties of
freshly-made ice-creams, waffles, brownies, cakes, pastries, and coffee which
located Opposite Sub Jail Seaport - Airport Road, Kakkanad.They are using
various strategies to increase sale satisfy the target market.

The following are strategies used by this outlet:

 Outlet located near the college and populated area.

 They provide ice-creams, desert and shakes are always made with pure milk,
good cream and the freshest of ingredients.
 The customers able to sample flavours for free until they found one they
wanted to buy.
 They don’t use preservatives or any sort of artificial colouring. Instead they
make the ice-creams daily, with fresh fruit/ingredients.
 Fulfilling the customer’s expectations through natural ingredients and
ambience atmosphere.
 Provides an array of exotic ice creams, sundaes, waffles and creamy pastries
which satisfy all ice cream lovers.

RETAIL MIX

A retail mix, defined, is the marketing plan put in place to address key factors such
as location, price, personnel, services, and goods. The retail mix is also referred to
as the “6 Ps.”

One important thing to keep in mind is that any competitive advantages you have
in your strategy should help form your retail mix.  In addition, the retail mix should
always have the target market in mind.  The retail mix will differ based on the store
and the type of product offered to the customer.

1. Price

What is my pricing strategy?  What is my markup strategy and how does that affect
my overall retail price?  You must make sure you calculate your retail price based
on the markup you receive and not the costs involved.  You also want to think
about profitability and relate this back to the goals of your area as well as your
organization.

2. Promotion

What promotional tools will you use to influence the consumer’s purchase decision
and, overall, their intention to purchase?  This is where you also want to make sure
you include a budget that shows where resources are allocated as well as a time
table for the promotional activities.  Remember to include specific examples of
your proposed promotional activities.  Some examples include online promotions,
print advertising, and any television advertising.

3. Place

What are the hours of operation for your store?  How many employees do you need
and when do you need them?  This is where you can also include a general
description of the responsibilities of each associate along with some type of
detailed info on the organization’s structure.  This could also be dependent upon
the area in which you are located as well as the needs of the customer.

4. Product

What type of product do you intend to carry?  What is the depth (how much you
will carry of an item) as well as the breadth (number of SKUs) you will carry in
your assortment?  What is your anticipated turn as well as inventory levels?  Later
we will discuss in more detail the importance of inventory turnover and how it
contributes to profitability.  This is where you want to make sure you have
adequate inventory levels to meet customer demand.  Too much product could lead
to excessive markdowns which deteriorates profitability while too little desired
merchandise might lead to missed sales opportunities.  Does your product meet
your customer’s needs?

5. Presentation

Will you have a free-standing location?  Will you be located in the mall?  How is
the location you have chosen a good fit for your target market?  It is during this
time you will also want to provide a thorough trade analysis that shows the
population in the area and how they are a good fit for your business.

6. Personnel

How are you selling to your customers?  What kind of internal marketing supports
your sales team? What are the graphics that set your store apart?  What does the
signage look like inside and outside of your store?  These are all key elements you
want to consider.

RETAIL MIX OF BASKIN ROBBINS

PRICE

- Baskin Robbins offers premium products at high quality and hence the pricing
strategy used is premium. Baskin Robbins followed promotional pricing and
psychological pricing strategies at times i.e not rounding off to nearest digit. It
introduced low price candies. They decided to offer bulk discounts instead of
lowering individual product prices to maintain competitive edge and their premium
status. Sometimes Baskin Robbins offer weekly coupons depending on the new
seasonal arrivals.

PROMOTION

Baskin Robbins has focused on a strong promotional strategy as a part of its

marketing mix. Baskin Robbins started online promotions to greater extent and
realised that engaging customers is very important. Posts that engage users,
contests, writing about current happenings etc are simple and effective ways of
gaining customer base. They are making sure that the company reaches to almost
all the people all over the world. Baskin Robbins used all the channels like
newspaper, posters, television, hoarding, interactive games. In its first promotional
activity, a local agency was hired which came up with the concept of 31 flavours
i.e new flavour each day of the month. In India, it sponsors famous reality TV
show MTV roadies. In 2007, Baskin Robbins tied up with the launch of Spiderman
3 movie and extended many promotional campaigns. It also introduced new
flavours and packaging cups pertaining to characters of the movie. It also sold
tickets for rock concerts, partnered with movies and TV shows. All such activities
helped enhance the visibility of Baskin Robbins as a brand. NBA Star LeBron
James as brand ambassador of Dunkin’ Donuts and Baskin Robbins. Hence, this
covers the entire marketing mix of Baskin Robbins.

PLACE

Approximately 7300 outlets across 50 countries including India. Baskin Robbins

follow franchising policy where it provides licence to the franchise owner to do
business and provide assistance in organising and managing the franchisee
according to standards with all respect. Hence the places are selected based on
consumer behaviour at their own will with maximum footfall(centre square mall,
kacherippadi). General working hours of the shop is 12 hours(11am to
11.30pm)and need 3 to 4 employees

PRODUCT

Baskin-Robbins is an international brand that believes in catering to the different

tastes of various countries with some popular flavors as well as flavors that relate
to that particular place. The company decided to provide its customers at least
thirty-one different flavors for thirty-one days of the month. At present, the brand
can boast of a minimum of one thousand flavours that are tasty, delicious and
appealing. Baskin-Robbins has a variety of items in
its product portfolio like Frozen Beverages, Ice creamCakes, Frozen Treats and Ice
cream.

Bright Choices a Frozen Treat item that has removed non-natural trans-fats offers
various options to the consumers. Ice creams areavailable
as Classic and Seasonalin flavors. Some of the Classic items are Cherries Jubilee
Ice Cream, Chocolate Chip Ice Cream, Gold Medal Ribbon Ice Cream, Jamoca
Almond Fudge Ice Cream etc.

The flavor profile includes Purist, Mix-in Maniac, Nutmania, Fruitastic and

Chocoholic. The brand is committed to provide new flavors with exciting
combinations. One of their famous innovations is “ice-cream quartz” made by the
ribbon technique with unique flavors and traditional ingredients. Its “Cappuccino
Blasts”in the beverages category is also a favored product of the consumers.
Presently the newest and most popular item on the brand menu is “Soft Serve” that
has minimum milk fat and is available in a cup, a cone and even a pie. The famous
international flavors of theBaskin-Robbins ice cream are Coconut Grove, Black
Currant, Cantaloupe, Litchi Gold and Red Bean.

PRESENTATION

The shop Located inside the central square mall, so they get regular customers.
store design which will give guests an entirely new and engaging experience when
they visit Baskin-Robbins

New ice cream dipping cabinets: An expanded row of modern and sleek glass
cases prominently display premium ice cream flavors, ice cream cakes and a new
“novelties” collection.

Wall mural: A colorful wall mural features unique and interactive artwork to
celebrate the key attributes of each local community and help create a strong
connection between Baskin-Robbins and local guests. The mural also includes
images that are intended for guests to engage with and share photos of on social
media. The Fresno mural features local landmarks and features, including forest
campsites and local parks.

Flexible and modern seating: Indoor seating gives guests more options and features
upholstered banquette and swivel chairs as well as high tables with bar stools.
Outdoor seating will also be available.

Garage door and window: A garage door and window that open to the outside and
features a counter where guests can take a moment to enjoy their frozen treats.
Upgraded digital menu boards: An entirely new digital menu board displays
products in an engaging way with high quality photos and video imagery

PERSONNEL

There have 3 employees, one manager and two staff, the staffs are recruited and
trained by the manager. The training include customer relationship and service.
They are working on shift basis. There customer relationship was excellent and
show a friendly behaviour towards the customers

RETAIL MIX OF AMUL

PRICE- Amul Ice Cream has kept a market-oriented pricing policy for selling its products. Amul
is a brand that believes in mass consumption and all its product prices are kept at such levels
that they can easily be purchased by its consumers.

At its onset, Amul Ice Cream adopted a penetration pricing policy and kept its product prices
marginally lower than the prices of its rival brands. The brand has maintained its low-
cost pricing strategy so that it could easily make inroads in new markets. Amul also offers
periodic discounts and incentives to attract customer interest and increase its sales. It believes
in bulk sales and generally offers incentives on bulk packs.

As it became popular and faced competition from competitors it also adopted a competitive
pricing strategy and kept product prices affordable and reasonable. Recently it launched its
EPIC Ice Cream a day before the launch day of the same type of Ice Cream of its rival brand
and kept its prices much lower even when they both had the same basic ingredient Belgian
Chocolate which was making them unique. This helped the cause of Amul to a great extent and
resulted in mass sales.

PROMOTION- Amul has adopted several marketing strategies to market its products in the
consumer market. Its above-the-line marketing is less compared to its below-the-line policy
for advertising its products because it does not want to spend excessively on marketing.

It is an established brand with very heavy footfall. The brand advertises via radio, television,
newspapers, magazines, hoardings, billboards through its longest and unique brand
ambassador and advertising character The Amul Girl. Amul Ice Cream does not believe in
other celebrity endorsements as its poster girl is the best advertisement tool according to the
brand as well as media reports.

Amul Ice Cream takes part in several events like distributing free products during school events,
or sports day. It is a firm believer of sales promotion activities, discount schemes and
trade promotions. Several discount options like 20% extra and one free with other are its
favourite marketing strategy.

It has received several awards and recognition for its efforts. In the year 2007, its Amul Pro-
Biotic Ice Cream, which is sugar-free, won The International Dairy Federation Marketing Award.

PLACE- Amul Ice Cream is available in most cities and towns of India as its product has a
Pan-India presence.  It includes famous cities like Mumbai, Kolkata, Bangalore, Ahmedabad,
Pune, Chandigarh, Chennai and Delhi as well as towns like Rohtak, Nohar, Rajgarh, Burdwan,
Durgapur and Darjeeling. Head office of Amul Ice Cream is established at Anand in Gujarat.
Amul Ice Cream is manufactured at HACCP and ISO certified state-of-the-art factories with
absolute hygienic standards so that food safety can be ensured.

The brand has a well-spread distribution network that helps in transferring the products from
manufacturing outlets to retail outlets quite easily. Amul Ice Cream has taken help of the
distribution channel set up by its parent company. It includes both procurement channels that
are responsible for collecting the ingredients from dairy co-operatives and other sources and
the distribution channel that helps in distribution of its end-products via C&F agents, distributors,
suppliers, retailers and dealers to the retail outlets which are in direct contact with consumers. It
has such a strong and powerful distribution channel that its products reach
the consumer market easily in most parts of the country.

Amul Ice Creams are sold in exclusive parlours, retail outlets, discount stores, hotels, canteens,
restaurants, café, supermarkets, fast-food joints, clubs and shopping malls. Amul has its own
outlets where it sells its products exclusively.

PRODUCT- mul is an established brand in India with a strong market value. It is one of the

most popular as well as desirable brands in terms of dairy products. Amul Ice Creams has a lot
of variants in its product kitty to tempt its consumers like Kulfi, cones, pack tubs, cups, sticks,
choco bars and ice candies.

These ice creams are easily available in different flavours like strawberry, litchi and pasta and
sizes like 120ml, 50 ml, bulk packs, family packs and combo packs to suit individual needs. In
the year 2007, the company introduced sugar-free ice cream for health-conscious consumers.
Amul is a trusted brand and its ice creams are made from fresh and real milk. The calcium and
protein content makes it a nutritional product. Packaging of any item is very important and Amul
ice cream packaging is very attractive. Amul Ice Cream includes
Amul Epic Strawberry Twist, Amul Frostik, Amul Chaupati .Amul Malai Kulfi ,Amul Epic Choco
Cappuccino ,Amul Epic Choco Almond ,Amul Choco Caramel,Amul Orange Vanilla ,Amul Dark
Choco Sin ,Amul Jigar Thandai .Amul Kesar Delight ,Amul Mango Marble..etc

PRESENTATION – look like calm and clean. Did not have a premium look but
affordable to middle and lower customers. Ice cream is well presented but the wall
colour and design is not that much appreciatable.

PERSONNEL - There have 3 employees, one manager and two staff, the staffs are
recruited and trained by the manager. The training include customer relationship
and service. They are working on shift basis. There customer relationship was
excellent and show a friendly behaviour towards the customers