A

Project Report
on
A CASE STUDY OF BASKIN ROBBINS

Submitted in Partial Fulfillment for the Degree of

Bachelor of Business Administration

.
S.S. JAIN SUBODH P.G. (AUTONOMOUS) COLLEGE, JAIPUR
(2020-21)

SUBMITTED BY SUBMITTED To
Kapil Showkwani Dr. Priti Gupta
2041098 Assistant Professor
 CERTIFICATE

This is to certify that the Project Report entitled “A CASE STUDY OF BASKIN ROBBINS” is a record of
project work done independently by KAPIL SHOWKWANI under my guidance and
supervision and that it has not previously formed the basis for the award of any degree,
fellowship or associate ship.

DR. PRITI GUPTA

S.S. Jain Subodh P.G. (Autonomous) College
Jaipur
 DECLARATION

I, KAPIL SHOWKWANI student of BBA Sem IV hereby declare that the project work
presented in this report is my own work and has been carried out under the supervision of
DR. PRITI GUPTA of S.S Jain Subodh P.G(Autonomous) College.

This work has not been previously submitted to any other university for any examination.

KAPIL SHOWKWANI
S.S.Jain Subodh P.G.(Autonomous)College

Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your feelings in
black and white to thank the people who have been a crucial part of your successes, your
accomplishments, and your being what you are today. I take this opportunity to first of all
thank the Faculty at S.S. Jain Subodh P.G.(Autonomous)College, especially Prof. K.B.Sharma,
Principal, and Dr. Chitra Rathore, Head, Department of BBA for inculcating and instilling me
the knowledge, learning, will-power, values and the competitiveness and professionalism
required by me as a management student.

I would like to give special thanks to Dr. PRITI GUPTA for

educating me silver lining in every dark cloud. Her enduring efforts, guidance, patience
and enthusiasm have given a sense of direction and purposefulness to this project and
ultimately made it a success.

I express my sincere and heartiest thanks to everyone who has contributed towards the
successful completion of the Project.

Last but not the least; I would like to thank my family: my parents for supporting me
spiritually throughout my life.

The errors and inconsistencies remain my own.

KAPIL SHOWKWANI
 Chapterisation

n
Important of study
Scope of study
Objective of the Study 6-7

1.1. Co tro
1. Introduction 7-19
1.2. Baskin Robbins

1.3. About Baskin Robbins

1.4. Founder History

1.1. Company Introduction
1.5. Corporate History
1.2. Baskin Robbins in Current Senario
1.6. Brief introduction of Competitor Company
1.3. About Baskin Robbins

1.4. Founder History

1.5. Corporate History

1.6. Brief introduction of Competitor Company

2. Brand Analysis 20-24

3. Analyzing Customer and Market Potential 25-26

4. Research Methodology 27-29

30-40
5. Data Analysis and Finding

6. Limitation

7. Conclusion

8. Suggestion 41-42

REFERENCES

5
 IMPORTANCE OF THE STUDY

Today the business environments are becoming more & more prone
to rapid change. Today the business problems are very complex and
change has become a part of every business. It's not difficult to be number
one in the market, the difficult is to retain the number one position, once
you again it. Thus preparing for future business risks is a big necessity.

Today innovative science encourage the scientists to create new

gadgets to make the mankind effortless, happy now and for every.

Many company are launching ice-cream according to the competition.

BASKIN ROBBINS also launch in ice-cream in various retail shops

like that.
BIG BAAZAR, RELIANCE RETAILER,METRO
CASH,SPENCERS......etc.

SCOPE OF THE STUDY

The scope of study is to understand the problem faced by the company

while increasing the retail outlets. With the help of this project NCR
Cooperative By this study company will get the information about current
competitive position of the BASKIN ROBBINS ice-cream in the market.

The whole approach of marketing pivot around the tenet of meeting

the consumer wants. It is essential to understand what the consumer
wants, how he\she perceive the product (service), what exactly(ideally)
does he she wants to derive out of the product(service), how does he she
make the brand choice decision , what are the sources of information
influence processes?

6
 Objective of the Study

Actually Baskin Robbins targeted customer is elite group and another

thing is that before in retail sector it was only in 5 star hotel and
Restaurants.

The main objective of this project is to find the present factor which
influence to the people for purchase Baskin Robbins in retail sector,
And customer perception, consumer behavior, brand preference of
BASKIN ROBBINS.

Introduction

7
 1. INTRODUCTION

COMPANY INTRODUCTION

COMPANY NAME -- BASKIN ROBBINS

EXECUTIVE DIRECTOR -- Mr. PANKAJ CHATURVEDI

NORTH REGIONAL MANAGER -- Mr.P.K. SINGH

RETAIL OUTLET -- 5600 IN 40 COUNTRIES

ICE CREAM FLAVORS -- 1000 DIFFERENT FLAVOR

IN INDIA

In India the BASKIN ROBBINS was established in 1993 and its Ist outlet or store in Mumbai.

Retail Outlet -- 350 outlets in 61 cities

BASKIN ROBBINS is one of the diverse business of GRAVISS FOOD Pvt. FOOD Ltd. AND
execlusive franchisee for the SAARC region

8
MODERN TRADE

BASKIN ROBBINS includes the top retailers such as, FUTURE

GROUP SPENCERS RETAIL, RELIANCE RETAIL, SHOPRITE, HYPERCITY, METRO
CASH AND CARRY, & FOOD WORLD.

SOME FLAVORS (MODERN TRADE)

1. COFEE ALMOND FUDGE

2. VERY BERRY STRAWBERRY
3. VANILLA
4. CHOCOLATE
5. GOLD MEDAL RIBBON
6. BLACK CURRENT
7. BAVARIAN CHOCOLATE
8. HONEY NUT CRUNCH
9. PRELIN AND CRUNCH

INSTITUTION

1. THE TAJ GROUP OF HOTEL

2. THE OBEROI GROUP
3. THE ITC GROUP
4. THE INTERCONTINENTAL HOTEL
5. THE ACCOR GROUP
6. THE HYATT GROUP
7. LE MERIDIEN HOTELS
8. RADISSON GROUP

• BASKIN ROBBINS is also linked with the aviation sector like JET AIRWAYS and
KINGFISHER AIRLINES.
• BASKIN ROBBINS is also known for innovative and exellent flavors.
• We get 31 flavors at any time in BASKIN ROBBINS parlor.

9
 THREE BASIC MODEL OF BUSINESS

1. CAFES
2. PARLOURS
3. KIOSKS

• Franchisee gets 25-30% margin of net sales.

• In India the ice cream are manufacturing at Pune. This is the only single factory of
BASKIN ROBBINS outside of North America.
• BASKIN ROBBINS was the first ice cream company to use franchisee based model for
its operation worldwide.

1.2 Baskin-Robbins: In Current Scenario

Baskin Robbins turned 65 this month. It is much younger in India. Owned by the US-based
Dunkin' Brands, Baskin Robbins entered the country 20 years ago in 1993 with a couple of
company-run outlets in Mumbai and Delhi. Over the years, it has expanded to 400 franchisee
outlets spread across 95 cities and is also available at some 600 hotels and restaurants and at
about 600 modern-format retail stores. The chain, which is run by Graviss Foods in India and the
SAARC region, says it has always grown close to 25 per cent year on year in India.

Now, Baskin-Robbins wants to penetrate deeper and denser. It's targeting to grow 30 per cent
this year. While it wants to expand the number of outlets in cities it is already present, covering
pockets where it is not there, the chain is also planning an aggressive roll out in a large number
of Tier II and III cities. Says Baskin-Robbins India Chief Operating Officer Subroto Mukherjee,
"In cities we are already there, we want to cover the entire geographical spread. For instance, in
Mumbai, we have 92 outlets, but there are pockets where we are not there. In and around Delhi,
we have 45 outlets, but I see potential for at least 200 outlets." The chain is looking at activating
80 to 85 ice cream parlours every year. Besides, it is also targeting aggressive growth from food
service (hotels and restaurants, and modern-format retail segments.

As for Tier II and III cities, Mukherjee says, "They are yielding excellent results. We've seen
some startling trends, for instance, parlours in cities like Nagpur and Guwahati have been our top
grosser. These cities have got a lot of money with not many places to spend. They are certainly a
key growth driver. While we'll enter newer markets in Tier II and III cities, we'll also explore
opportunities in Tier IV cities."

10
Baskin Robbins is perceived as a premium brand - a regular scoop costs Rs 45, while a
premium one costs Rs 50. It is thus positioned between the mass brands such as Amul, Kwality
Walls and Vadilal and the super-premium brands like Häagen-Dazs and Movenpik. It thus faces
some competition from both the categories as well as other dessert brands like Café Coffee Day
and Barista. Mukherjee says the positioning has actually benefited the brand. "We are a very
affordable brand and with brands like Movenpik, which cost Rs 150-plus a scoop, coming up, it
has made life easier for us. Baskin Robbins is perceived as excellent quality at a lesser price." He
adds, "We are slightly more expensive than our nearest competitor, however, we are confident
that the value the customer gets out of a superior product along with our healthy portion sizes
makes it great value. Today, hygiene and quality are critical to the customer and that is where
Baskin-Robbins scores over others."

Baskin-Robbins plans to support its expansion creating some buzz around the brand. Currently,
it's running a promotion campaign on radio as well as print and outdoors celebrating its 65th
anniversary. It will also promote the product through kids' camps, sampling of product through
schools, colleges as well as society campaigns, as it has done in the past.

COMPETITOR OF BASKIN ROBBINS

• INTERNATIONAL

1. HEGANDAS
2. LONDON DAIRY
3. MOVE AND PICK
4. BEN AND JERRY
5. NEWZELAND NATURALS

• IN INDIA

1. AMUL
2. KWALITY WALLS
3. MOTHER DAIRY
4. CREAM BELL
5. VADILAL

11
HIERARCHY OF BASKIN ROBBINS

HO - HOTEL
RE - RESTRAURENT
CA - CATERING

"We sell fun, not just ice cream."

Irv Robbins, co-founder.

Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an

innovative ice cream store that would be a neighborhood gathering place for families. Burton
"Burt" Baskin and Irvine Irv Robbins) had a mutual love of old-fashioned ice cream and the
desire to provide customers a variety of flavors made with ingredients of the highest quality in a
fun, inviting atmosphere.
Business Established: 1950

Franchising Since: 1950

Franchised Units: 4700

Company Owned Units: 0

Start-up Cost: N/A

Total Investment: N/A

12
 Offering Financial Assistance for a single Baskin-Robbins store the minimum initial
cash required is $100,000 with a net worth at least $300,000. Baskin-Robbins being
developed with Dunkin' Donuts.

1.3 About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the united states by enterpreneur
magazine's 29th annual franchise 500 ranking, Baskin Robbins is the world's largest chain of ice
cream specialty shops. Baskin Robbins creates and markets innovative, premium ice cream,
specialty frozen dessert and beverages, providing quality and value to the consumers at more
than 5,800 retail shops in 34 countries. Baskin Robbins was founded by two ice cream
enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide
variety of delicious treats. Headquarter iin Canton, Mass., Baskin-Robbins is part of the Dunkin'
Brands, Inc. Family of companies.

Baskin Robbins is a global chin of ice cream parlors founded by Burt Baskin and Irv Robbins in
1953, from the merging of their respective ice cream parlors, Glendale, California. It claims to be
the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are
located in United States. Baskin Robbins sells ice cream in over 30 countries, inluding Canada,
Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia,
Australia, Thailand, Vietnam, Indonasia, Malaysia, Bangladesh, South Korea, India, Pakistan,
Panama and Taiwan.

The Baskin-Robbins ice cream parlors started as seperate ventures from Burt Baskin and Irv
Robbins owning Burt's Ice Cream and Snowbird Ice Cream respectively. Snowbird Ice Cream
featured 21 flavors, a noval concept for the time. When the separate companies merged in 1953,
this concept grew to 31 flavors.

Baskin Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from
the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along
with the slogan “Count the flavors. Where flavor counts." 31 was also more than the 28 flavors
then famously offered at Haward Johnson's restaurents. Burt and Irv also believed that people
should be able to sample flavors until they found one they wanted to buy --- hence the iconic
small pink spoon. During a now famous promotion, Amy Bogging led a group of three who
finished 31 scoops of all 31 flavors in less than 31 minutes. In the movie Recess: School's Out.
During the flashback portion, when we see a hiegh zoom-out shot of the protesters at Third
Street. A building bearing the name "Baskin Robbins" can be seen in the lower left corner.
Baskin Robbins restaurent on Melrose Avenue in Los Angels, California. By 1948 Burt & Irv
opened six stores: the first franchise covering the sale of ice cream was executed May 20, 1948,
for the store at 1130 South Adams in Glendale. Burt & Irv were brother-in-law. In 1949 the
company's own production facility opened in Burbank. They made the decision to sell the stores
to the managers, thus becoming one of the first franchised food service businesses. In 1953,
Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of the 31 as well
as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the
circus. The first store that adopted the new 31 look was 804 North Glendale Ave. In Glendale,
California in March of 1953. Between 1949 and 1962, the corporate firm was Huntington Ice
Cream Company. The name succeeded the Baskin Robbins Partnership and was eventually
2. Panther and was one
changed back to Baskin-Robbins, Inc. On November 26, 1962.

13
The Baskin Robbins company was also the first to introduce ice cream cakes to the
public.Baskin Robbins was owned by the founders until purchased in 1967 (just prior to Burt
Baskin's death) by the United Brands Company (United Fruit) In 1972. The company went
public for the only time in its history when United Brands sold 17% in an IPO. A year later
(1973) the British food company J. Lyons and Co. Purchased Baskin-Robbins from United
Brands and all the public stock. J. Lyons then merged with Allied Breweries. Becoming Allied-
Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1994 and became Allied
Domecq. Baskin-Robbins, Togo's and Dunkin' Donuts now comprise Dunkin' Brands Inc.
Dunkin' Brands was part of Allied Domecq until its purchase in 2006 by a group of private
equity firms Bain Capital , Thomas Lee and The Carlyle Group.

n 1999, Baskin Robbins terminated approximately 200 domestic franchisee agreements in

Southern markets they deemed "nonstrategic". The terminated shop owners were all notified of
the agreement cancellation via a conference call. Over forty of the former franchisees united to
form a new company, Kaleido Scoops. Which operates as cooperative andis based in Aurora
Illinois. Other former Baskin Robbins franchisees converted their stores tofranchises of
McConnell's of Santa Barbara and The Ice Cream Club.

1.4 FOUNDER'S HISTORY

CHRONOLOGY: BURTON BASKIN AND IRVINE ROBBINS

1913: Baskin born in Chicago.

1917: Robbins born in Tacoma.

1945: Robbins opened "Snowbird" ice cream store.

1946: Baskin joined Robbins to form Baskin Robbins.

1948: Baskin Robbins created the industry's first franchise ice cream store.

1953: "31 Flavors" made its debut.

1967: Baskin died at age 54.

1973: J. Lyons & Co. of London purchased Baskin Robbins.

1974: Baskin Robbins went international

1978: Robbins retired as chairman.

1986: Baskin Robbins Incorporated was formed.

1996: Baskin Robbins celebrated 50th anniversary.

14
As a teen, Irv worked in his father's ice cream store. During World War II, Burt was a Lieutenant
in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two
entrepreneurs were eager to capitalize on America's love of ice cream. They started out in
separate ventures at the advice of Irv's father. In 1945, Irv opened Snowbird Ice Cream in
Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in
a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena,
CA. By 1948, they had six stores between them. This concept eventually grew into Baskin-
Robbins.

In 1949, there were more than 40 stores in Southern California when Burt and Irv purchased
their first dairy in Burbank. This business decision allowed them to have complete control over
the production of their ice cream, and the development of new ingredients and flavors.

It wasn't until 1953 that the ice cream chain dropped the separate identities of Snowbird and
Burton's and became Baskin Robbins. A local advertising agency, Carson/Roberts, advised a
uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their
recommendations included the "31" logo to represent a flavor for every day of the month,
Cherry (pink) and Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun
and lastly, the use of cartoons to bring their flavors alive with personality to graphically
highlight the name and delicious ingredients. With this over-arching branding, Baskin-Robbins'
iconic pink spoons were created with the belief that people should be able to try any of their
many flavors without cost.

In 1954, Baskin Robbins put their product on the line against their competitors at the Los
Angeles County Fair. That year they won their first Gold Medal and set the pattern for county
and state fair participation, earning Gold Medals for Baskin Robbins Ice Cream every year since
that first contest.

"Not everyone likes all our flavors, but each flavor is someone's favorite."
--Irv Robbins

Baskin Robbins continued to expand, and by the mid-1960s, the company had become an ice
cream empire with more than 400 stores throughout the United States. In the 1970s the chain
dine 1979 the e
went international, opening stores in Japan, Saudi Arabia, Korea and Australia.

"In the moments of greatest pride, Baskin Robbins is composed of those who contribute in a
special way to our fellow humans helping to nourish that quality of childlike enjoyment, which
is perhaps the most precious and hopeful part of our humanity."

Baskin Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins
in 1953, from the merging of their respective ice cream parlors, in Glendale California. It claims
to be the world's largest ice cream franchise with more than 5,800 locations, 2,800 of which are
located in the United States. Baskin Robbins sells ice cream in over 30 countries, including
Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi
Arabia, Australia, the Philippines, Thailand, Vietnam, Indonesia, Malaysia, Bangladesh, South
Korea, India, Pakistan, Panama and Taiwan.

The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv
Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice
Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in
1953, this concept grew to 31 flavors.

15
Baskin-Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from
the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along
with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors
then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people
should be able to sample flavors until they found one they wanted to buy – hence the iconic
small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who
finished 31 scoops of all 31 flavors in less than 31 minutes. In the movie Recess: School's Out,
during the flashback portion, when we see a high zoom-out shot of the protestors at Third Street,
a building bearing the name "Baskin Bobbins" can be seen in the lower left corner.

1.5 Corporate History

Baskin Robbins restaurant on Melrose Avenue in Los Angeles, California by 1948, Burt & Irv
opened six stores, the first franchise covering the sale of ice cream was executed May 20, 1948,
for the store at 1130 South Adams in Glendale (Store #1). Burt and Irv were brothers-in-law. In
1949, the company's own production facility opened in Burbank. They made the decision to sell
the stores to the managers, thus becoming one of the first franchised food service businesses. In
1953, Baskin Robbins hired Carson-Roberts Advertising who recommended adoption of the 31
as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent
of the circus. The first store that adopted the new 31 look was 804 North Glendale Ave. in
Glendale, California in March of 1953. Between 1949 and 1962, the corporate firm was
Huntington Ice Cream Company. The name succeeded The Baskin Robbins Partnership and was
eventually changed back to Baskin Robbins, Inc. on November 26, 1962. The Baskin Robbins
company was also the first to introduce ice cream cakes to the public.
Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt Baskin's
death) by the United Brands Company (United Fruit). In 1972, the company went public for the
only time in its history when United Brands sold 17% in an IPO. A year later (1973), the British
food company J. Lyons and Co. purchased Baskin Robbins from United Brands and all the
public stock. J. Lyons then merged with Allied Breweries, becoming Allied-Lyons in 1978.
Allied-Lyons then merged with Pedro Domecq S.A. in 1994 and became Allied Domecq.
Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands, Inc. Dunkin'
Brands was part of Allied Domecq until its purchase in 2006 by a group of private equity firms -
Bain Capital, Thomas Lee and The Carlyle Group. Dunkin' Donuts/Baskin Robbins co brand in
New Castle. Pennsylvania. Along with a drive-thru, Baskin Robbins was added in 2003 when the
store (a former Mister Donut, which converted to Dunkin' in 1994) was completely rebuilt.

Baskin Robbins has maintained solid, controlled growth over the last several years through
development of stores that combine Dunkin' Donuts and Togo's. Recently the company
announced plans to aggressively grow their standalone locations again and is currently actively
seeking franchises.

Irv Robbins died at Eisenhower Medical Center in Rancho Mirage, California on May 5, 2008, at
age 90.

The Competitor of Baskin Robbins in India.

1. Amul (Anand Milk Union Limited)

2. Kwality Wall's (Hindustan Unilever Limited)

3. Cream Bell (Jaipuria Group)

4. Mother Dairy

16
 1.6 Brief Introduction of Competitors Company

1. Amul (Anand Milk Union Limited)

In the year 1946 the first milk union was established. This union was started with 250 liters of
milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS' UNION .This union selected the
brand name AMUL in 1955. The brand name Amul means "AMULYA". This word derived
form the Sanskrit word "AMULYA" which means "PRICELESS". A quality control expert in
Anand had suggested the brand name "AMUL". Amul products have been in use in millions of
homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese,
Amul Chocolates, Amul Shrikh and, Amul Ice cream, Nutramul, Amul Milk and Amulya have
made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005).Today Amul is
a symbol of many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast cooperative network of the triumph of indigenous technology of the marketing
savvy of a farmers' organization. And have a proven model for dairy development (Generally
known as “ANAND PATTERN"). In the early 40's, the main sources of earning for the farmers
of Kaira district were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned
company and held monopoly over the supply of milk at Bombay from the Kaira district. This
system leads to exploitation of poor and illiterates' farmers by the private traders. The traders
used to beside the prices of milk and the farmers were forced to accept it without uttering a
single word. However, when the exploitation became intolerable, the farmers were frustrated.
They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent
the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a
meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a
society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at which
they can sell the milk. The district union was also form to collect the milk from such village
cooperative societies and to sell them. It was also resolved that the Government should be asked
to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response by
turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira
district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders.
As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay
then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the
farmers demand. Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union who was supported by Shri
Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level.
The Kaira district milk producers union was thus established in ANAND and was registered
formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-
operative union, it was commonly resolved to sell the milk under the brand name AMUL.

17
 2. Kwality Wall's

Kwality Wall's, launched in 1995, is the company's master brand for ice cream. Kwality Wall's
has combined state-of-the art technical know-how of Unilever - the global leader in ice cream -
with a deep insight of the Indian market, to deliver a range of superior quality products under its
international brands. Key launches include Cornetto, Feast, vien netta, and a range of Sundaes,
and also exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality
Wall's ensures that while each of its offerings is unique in taste and flavors, they are also
accessible to more consumers through breakthrough cost reengineering and value delivery.

Wall's (Ice Cream) Ltd is the name of the company that for many years, as an independent and
then as a Unilever subsidiary, made and marketed the Wall's brand of ice cream in the UK.

Originally an independent British meat producer, Thomas Wall and Son Ltd reputedly
considered manufacturing ice cream in 1913 to fill in the seasonal downturn in sales of meat pies
and sausages in the summer months, but the advent of the First World War prevented this. Wall's
was acquired by Mac Fisheries in 1920 and then (1922) by Lever Brothers Ltd (together with
Margarine Union, the founder company of Unilever). Ice cream production commenced in 1922
at a factory in Acton, London. As ice cream grew in significance, Unilever split the company
into two, T Wall and Son (Ice Cream) Ltd and T Wall and Son (Meats) Ltd, selling off the meat
company in 1994. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory
at Gloucester. England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds
Eye Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the
Gloucester factory was expanded and updated, and the Acton factory was closed ("Project
Phoenix" 1983). Unilever continues to use the brand for ice cream in the UK Whilst remaining
(2006) the market leader in the UK in impulse hand held products such as Cornetto and
Magnum, and creative in-home products such as Viennetta, the Wall's brand faces severe
competition from the major supermarket brands and to a lesser extent from Nestle's ice cream
and ice lollies (absorbing the Row tree's and Lyons Maid brands), and Mars spin-off ice cream
products.

3. Cream Bells

JAIPURIA GROUP, is a Rs. 1000 Crore, family controlled, reputed business house with over a
century of operations in diversified fields. The group as on today can boast of expertise and
leadership in the fields of food and beverages, textiles and real estate development with varied
interests in a wide range of products and services. The Jaipuria Group under the leadership of the
three brothers SK Jaipuria, RK Jaipuria and CK Jaipur ia has today become one of the leading
business houses of the country. From the 1975 The Jaipuria Group has been a renowned and
reputed mane in the field of soft drink bottling. Since itsfoay into this field the Group has bottled
almost all the major soft drink brands that existed in India like Coca Cola, Thumsup, Limca and
Pepsi etc. Today The Jaipuria Group commands almost 50% of the Pepsi business in India. With
an impressive turnover and plants equipped with the latest technology The Jaipuria Group can
boast of being the biggest name in the country when it comes to soft drink manufacturing.

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 4. Mother Dairy
Real milk. Abundant toppings. And an utterly delectable taste. That's the secret of mother Dairy's
fascinating range of rich and creamy ice creams - a lip-smacking array of ice candies, milk
lollies, bars, cones, real fruit ice creams, Sundaes, low fat desserts and take-home packs. Mother
Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata,
Punjab, Rajasthan, UP & Uttaranchal. Mother Dairy - Delhi was set up in 1974 under the
Operation Flood Programme. It is now a wholly owned company of the National Dairy
Development Board (NDDB). Mother Dairy markets & sells dairy products under the Mother
Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils
and the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national
level through its sales and distribution networks for marketing food items. Mother Dairy sources
significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother
Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also
contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range
of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy's
constant endeavor to
(a) Ensure that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive prices
and;
(b) Uphold institutional structures that empower milk producers and farmers through processes
that are equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-
art microprocessor technology is adopted to integrate and completely automate all functions of
the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is
an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its
Quality Assurance Laboratory is certified by National Accreditation Board for Testing and
Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the
branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing
operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.The
company's derives significant competitive advantage from its unique distribution network of
bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the
year 1995 have shown continuous growth over the years and today boasts of approximately 62%
market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of
dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and
most of these products are available across the country.
The company markets an array of fresh and frozen fruit and vegetable products under the brand
name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000
retail outlets in various parts of the country. Fresh produce from the producers is handled at the
Company's modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF
facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art
fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in
1996 at Mumbai supplies quality products in the international market. With increasing demand
another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling

capacity of around 250 MT per day. Mother Dairy has also been marketing the Dhara range of
edible oils for the last few years. Today it is a leading brand of edible oils and is available across
the country in over 2,00,000 outlets. The brand is currently available in the following variants:
Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil,
Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched extra
virgin Olive Oil under the Daroliva brand. Mother Dairy has over the last 3 decades, harnessed
the power of farmer cooperatives to deliver a range of delicious products and bring a smile on
your face. In times to come, Mother Dairy shall strive to remain one of India's finest food
companies.

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Brand Analysis

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2. Baskin Robbins - Brand Analysis

On a telephonic conversation, the Zonal Manager-North of Baskin Robbins, Mr. P.K. Singh told
us that Baskin Robbins doesn't have any direct competition as they are a premium player. He
also told us that theirs is not a volume based business. But he also accepted the fact that there is
indirect competition from domestic brands and other local parlours. Let us have a look at the
competition in India for Baskin Robbins. Hindustan Unilever, which is owned 51 per cent by
Unilever, has a 14 per cent share of the 100-million litres and Rs 1,200-crore per annum ice
cream market, which makes it the second largest player after Amul (38 per cent market share).
The gap is no less than 24 percentage points.

Market Share of Ice Cream Brands in India Market leader Amul has a huge emotional
connection with Indian consumers as it was the nerve centre of the White Revolution in India.
Its ice cream is available in no less than 70,000 stores across the country - a number it plans to
raise to 100,000 in the next one year. Its growth target for the year is 20 per cent. (The market
has grown at 15 per cent per annum in the last five years.) Vadilal, the third largest player in the
ice cream market with a share of 12 per cent and a strong player in western India (Maharashtra,
Goa and Gujarat), has drawn up aggressive growth plans Competitor Analysis Mother Dairy
(market share: eight per cent) has fanned out from its stronghold of North India to the eastern
and western parts of the country in the last few years. Its strength is the 4,000 pushcarts out on
the streets of the country at all times. As a large category of consumers buy ice cream on
impulse this fleet has helped Mother Dairy grow 35 per cent this summer.

2.1. The Scope of Marketing:

Marketing is typically seen as the task of creating, promoting and delivering goods
and services to consumer and businesses. Marketers are skilled in stimulating demand
for a company's products, but this is a too limited view of the tasks marketer
performs. Just as production and logistics professionals are responsible for supply
management, marketer responsible for dem and management.

Marketing people are involved in 10 types of entities: goods, services, experiences,

events, persons, place, properties, organizations, information and ideas.

2.2. Marketing Concepts and Tools:

Here is social definition that serves our purpose: Marketing is societal process by
which individual and group obtain what they need and want through creating, offering
and freely exchanging product and services of value with other.

For a managerial definition marketing as often been described as "the art of selling
products", but people are surprised when they hear that the most important part of
marketing is not selling! Selling is only the tip of the marketing ice berg.

There will always, one can assume, be needed for some selling. But the aim of
marketing is to know make selling superfluous. The aim of marketing is to know and
understand the customer so well that the product or services fits them and sells it.
Ideally, marketing should result in a customer who is ready to buy. All that should be
needed then is to make the product or service available.

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2.3. Target markets and segments:

A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft
dink, hotel room, restaurant, automobile, college and movies. Therefore, marketers
start by dividing up the market. They identify and profile distinct groups of buyers
who might prefer or require varying product and service mixes. Market segments can
be identifying by examining demographic, psychographic, and behavioral differences
among buyers.

2.4. Marketers and Prospects:

A marketer is seeking response (attention, a purchase, a vote, a donation) from other

party, called the prospect. If two parties seeking tom sell something to each other, we
call them both marketers.

2.5. Need Want and Demand:

The marketer must try to understand the target market's need, want and demand.
Needs are the basic human requirements. People need food, air, clothing and shelter to
survive. People also have strong needs for recreation, education, and entertainment.
These need become wants when they are di rected to specific objects that might satisfy
the need. Wants are shaped by one's society. Demands are wants for specific products
backed by an ability to pay. Many people want a Mercedes; only a few are able and
willing to buy one.

2.6. Product, Offering, and Brand:

Companies adders needs by putting a forth a value preposition, a set of benefits they
offer to customers to satisfy their needs. The intangible value preposition is made
physical by an offering, which can be combination of products, service, information,
and experience. A brand is an offering from a known source. A brand carries many
associations in the mind of people. These associations make up the brand image. All
companies strive to build brand strength that is, a strong, favorable brand image.

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2.7. Value and Satisfaction:

We can define value as a ratio between what the customer gets and what he gives. The
customer benefits and assumes cost. The benefits include functional benefits and
emotional benefits. The cost includes monetary cost, time cost, energy cost and
psychic costs.

The marketer can increase the value of the customers offering in several ways:

1. Raise benefits
2. Reduce costs
3. Raise benefits and Reduce costs
4. Raise benefits by more than the raise in costs
5. Lower benefits by less than the reduction in costs

2.8. Relationship and Networks:

Transaction marketing is part of larger idea called relationship marketing.

Relationship marketing has the aim of building mutually satisfying long term relations
with key parties- customers, suppliers, distributors- in order to earn and retain there
business. Marketers accomplish this by promising and delivering high quality products
and services at fair price to the other parties over time. Relationship marketing builds
strong economic, technical, and social ties among the parties. It cuts down on
transaction costs and time.A marketing network consists of the company and it's
supporting stakeholders with whom it has built mutually profitable business
relationships. Competition is not between companies but between marketing networks.

2.9. Marketing channel:

To reach a target market, the marketer use three kind of marketing channels-
communication channel, distribution channel, and service channel. Communication
channel deliver and receive massage from target buyer, and include news papers,
magazines, radio, television, mail, telephone and internet. Beyond these,
communications are conveyed by facial expression and clothing, the look of retail
stores, and many other media. Marketers are increasingly adding dialogue channels to
counter balance the more normal monologue channels. The marketer use distribution
channels to display, sell, or deliver the physical products or services to the buyer or
user. They include distributor, wholesalers, retailers and agents. The marketer also use
service channels to carry out transaction with potential buyers. Service channels
include warehouses, transportation companies, banks and insurance companies that
facilitate transaction.

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2.10. Supply chain:

Marketing channels connect the marketer to the target buyers; the supply chain
describes a longer channel stretching from raw materials to components to final
products that are carried to final buyers. Supply chain represents a value delivery
system. Each company captures only a certain percentage of the total value generated
by the supply chain.

2.11. Competition:

Competition includes all the actual and potential rival offering and substitutes that a
buyer might consider. We can broaden the picture by distinguishing four levels of
competition based on the degree of product substitutability:

1. Brand competition: A company sees its competitors as other companies offering

similar prices.

2. Industry competition: A company sees its competitors as all companies making

the same product or class of products.

3. Form competition: A company sees its competitors as all companies

manufacturing products that supply the same service.

4. Generic competition: A company sees its competitors as all companies that

compete for the same customer dollars.

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Analyzing Customer and Market Potential

25
 3.Analyzing Customer and Market Potential

3.1 Customer and Market Potential Estimates:

• Estimate the revenue potential of your customers to determine their current, potential and
life-time value.

• Estimate your market potential for more effective acquisition initiatives.

• Quantify and qualify your market opportunities.

3.2. Customer and Market Profiles:

• Develop more effective communication strategies through a better understanding of who

your customers are.

• Learn more about your customers (their age, income, family structure, media usage, life-
styles, and more) and use this information in your branding, advertising and direct
marketing strategies.

• Identify your market potential through a better understanding of your targets.

3.3. Customer and Market Segmentation:

• Develop more effective communication strategies through a better understanding of
different customer groups and your market segments.

• Customize your product offers by different customer and market segments.

• Identify your target segments and optimize your marketing spend.

3.4. Product and Service Potential:

• Identify products/services that best suit your customers' needs and market your offerings
more effectively.

• Be relevant and improve your up-sell and cross-sell initiatives.

• Manage your products and services through a better understanding of market needs.

3.5. Store Network Optimization:

• Determine the optimum number of stores to support market needs.

• Customize and optimize your stores attract more customers.

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RESEARSH METHODOLOGY

27
4. METHODOLOGY

Marketing research is the process collecting and analyzing marketing information and ultimately
arrived at certain conclusion. Management in any organization needs information about potential
marketing plans and to change in the market place. Marketing research includes all the activities
that enable an organization to obtain the information. This research is very important in strategy
formation and feed back of any organizational plan.
Research design is the plan, structure and strategy of investigation conceived so as to obtain to
research problem and control variances. It is the specification of methods and procedures for
acquiring the information needed. It is overall operational pattern or framework of the project
that stipulated what information is to be collected and from which source and by what procedure.

4.1 RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives from
which a research study can be viewed. There are three fundamental categories that we used
frequently are given below.

1. EXPLORATORY RESEACH:-In the case of exploratory research, the focus is on the discovery
of ideas. An exploratory study is generally based on the secondary data that are readily available.
It does not have formal and rigid as the researcher may have to change his focus or direction,
depending on new idea and relationships among variables. An exploratory research is in nature of
a preliminary investigation.

2. DESCRIPTIVE RESEARCH:-The objective of such a study is to answer the "who, what, when,
where and how." Of the subject under investigation, descriptive studies are well structured and
tend to be rigid and its approach cannot be changed every now and then. It is therefore, necessary
that the researcher give sufficient thought to farming research question and deciding the types of
data to be collected and procedure to be used for this purpose.

3. CAUSAL RESEARCH:- A causal research investigates is cause and effect relationship between
two or more variables. The causal research design is based on reason along well-tested line. We
use inductive logic for confirming hypothesis with the help of future evidence.

Research methodology/ Design mean the procedure used and method applied for the collection
of data used in the completion of the project report. The research design spell out how you are
going to achieve the stated research objectives.

• Data Collection Method

• Specific research instrument.

• The sampling plan that you will use for collecting the data.

• Sampling units

• Sampling size

• Selection of sampling units

• Sampling media

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 4.2 Research problem
Research problem is the foundation of any research method. Any research cannot
be a pure research. There are always some limitations. With the research under
which a researcher has to work. My research has also some limitations which are
as follows.

1.Some people don't give the remarkable answer, so the surveyor has to make his
own assumption.
2. The time period allotted for the study was limited as it had to be completed with
this stipulated period of time.
3.The respondents were unable to read exact data spontaneously.
It is very difficult to catch the exact word of customers through questionnaire.

4.3 Data collection tool

I have used Questionnaire, as the research instrument to conduct the market survey.
The questionnaire consisted of a mixture of open and closed questions designed in
such a way that it should gather maximum information possible.

The questionnaire was a combination of 15 questions. If choices are given it is easier

for the respondent to respond from the choices rather they think and reply also it takes
lesser time. Because the keep on responding and one has tick mark the right choice
accordingly.

Sources of Primary data :-

• Questionnaire
• Interview
Sources of secondary data :-
• Company website.
• Internet.

Software and operating system :-

• MS OFFICE

29
Data Analysis and Findings

30
 5. Data Analysis and Findings

The data analysis is to be done using quantitative techniques. The result is to be critically analyzed
and every aspect of the objectives to be dealt with great detail. The findings are to be reported with
the help of suitable graphs and diagrams where ever required. The comparative analytical findings
are to be reported for most aspects of the objectives.

► Analysis of Ice-cream eating behavior....

1. How often you eat ice cream?

Interpretation: In this analysis, I found that most of the people eat ice cream when weather
is hot.

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► Ice-cream brands analysis....

2. Which Brand Ice Cream You Like Most?

Interpretation:In this analysis, I found that mostly people like Baskin Robbins.

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► Favorite flavor analysis in baskinrobbins...

3. What is your favorite ice cream flavor in this brand?

Interpretation: In this analysis, I found that most of the people like Honey
Nut Crunch.

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► Reasons for liking of Baskin robbins....

4. Why do you like this Brand?

Interpretation:In this analysis, Due to Quality most of the people like this
Brand.

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► Effect on purchasing, if Baskin robbins increases its price.....

5. What would be the impact of your purchasing, if Baskin Robbins

increases its price?

Interpretation:In this analysis, I found that if Baskin Robbins increases

their price customer will purchase less quantity.

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► Analysis for: Up to what % increase in price will not affect the
purchase....

6. Increase in price up to what % will not affect your purchase?

Interpretation: In this analysis, I found that up to 5-10% increase in price

will not affect to the customer in purchasing.

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► After increase in price which change needed by consumers most...

7. If the company increases the price what changes you like to have?

Interpretation:In this analysis, I found that after increases in price most of

the consumer needs packaging.

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► Suggestion recommended by respondents....

8. Do you want to recommend any suggestion for this brand?

Interpretation: In this analysis I found that according to the customer,

price should be low.

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► Effect of promotions on consumer's mind and sell....

9. Have you ever buy ice cream due to promotion?

Interpretation: In this analysis, I found that people purchase ice cream

due to promotions somtimes and that will also lead the sell.

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►Consumer's choice about launching new flavors....

10. Which new flavor would you like Baskin Robbins to introduce?

Interpretation: In this analysis, I found that many people wants new flavor
in this brand

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Limitations, Conclusion, Suggestions
REFERENCES

41
6. Limitations:
In a research there are always some limitations. The major limitation of my research
is that, I have collected data only from Online platforms. By this data company can't
take any decisions.

7. Conclusion:

In spite of having some drawbacks this company has good response among its targeted
customers i. e. elite people, due to its high quality and good taste. This company has a
large variety of products which contains different type of taste like Honey Nut Crunch,
Vanilla, and Coffee Almond Fudge, which is liked by the all aged group people. It is an
American company so it has a psychological benefit in Indian market amongst the elite
group people.

8. Suggestions :
• It is recommended that the company should focus more on price.

• Company should be focus on good and attractive packaging.

• The-value-for-money means that people will definitely buy, but they will buy only that
product which suits their price. If once they purchase a wrong product they will never
purchase it again. This word-of-mouth may spread across and company might lose in
the long run; so its products should be evaluate the concept of value-for-money.

• Company should think about reduse its price.

• Introduses some new flavors like fruit mix cream etc.

• Company should think about to increase promotions.

REFERENCES
Book

• Marketing Management; Kotler (Philip) keller-koshy and jha

Pearson Prentice Hall

Websites
• www.google.com
• www.businessworld.com
• www.gravissgroup.com
• www.retailbiz.com.
• www.slideshare.com

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