Group No: 6

Aryan Kushwaha
Kajol Sood
Manjeera Anand
Reshma Susan Thomas
S Parvathy Madhu
 Introduction
Baskin Robbins is an American chain of ice-cream
and cake speciality which believes in everyday
premium variety. Its parent company is Dunkin’
Brands and BR has over 8,000 retail outlets
spread across more than 54 countries.

They serve both take-home quarts and pints

along with hard scoop ice-cream to be consumed
in the parlor, the common ground being
innovation with flavours and a feeling of
youthfulness.

Majority sales are attributed to impulse buying,

leaving only a meager percentage towards in-
store sales. Given the highly seasonal nature of
Ice-cream along with Dunkin’s offerings at Dunkin’
Donuts, we thought Chocolates could be an
attractive extension category for BR.
 5C Analysis
Company Customers Competitors Collaborators Context

> World’s Largest > Caters to adults > Cold Stone > Promotional >The demand for
chain of Speciality as well as children Creamery campaigns with ice-cream (flagship
Ice-cream shops with 31 flavour > Ben & Jerry's celebrities and product) is highly
> Parlors operate variety > Dairy Queen newest releases; in seasonal
on Franchise > Premium > Amul: Already 2020 collab with >15% of purchases
model segment opened scoop the BTS are made for in-
> Frozen desserts, > Young, peppy, parlors > Franchise owners parlor consumption
beverages and feminine attributes and the customer
cakes drive the facing staff
> Present in more youngsters(visits
than 54 countries with friends,
colleagues,
children)
Brand Equity of Baskin Robbins
explain the brand equity of the brand
Reasons for Brand Extension

● Seasonal nature of Ice cream sales in India.

● Leading players have diversified into other food business areas, to reduce the reliance on ice cream sales.
● Homespun brands are also bringing in premium offerings
● Premium flavours are the image drivers for the Baskin Robbins, but other brands are also adopting it-
Mother Dairy(Western Classics),Amul(Exotica) and Vadilal(Gourmet).
● Premium ice cream segment suffers from low volume which means the company cannot benefit from
economies of scale.
● Parlours constitute close to half of Baskin-Robbins’ turnover in India, sustaining the ice-cream business on
parlours alone is a tough proposition in India because of high overhead and logistics cost.
Brand Extension Candidates Evaluation
CONSUMER
● Increase in demand for
premium dark and milk
chocolates from health
conscious consumers
● Indian consumers are becoming
experimental chocolate users
with many preferring
unconventional flavors
● Growing number of vegans
open up new target segments
to extend towards vegan and
non-dairy chocolates
● Millennial population putting
greater emphasis on
ingredients and ethical products
● The products are both hedonic
in nature
CORPORATE
● Diversified portfolio and
premium offerings in line with
the image of the brand
● Major part of revenue brought
in from consumers who target
premium products. Product
extension may bring in more
revenue
● Targeting the same segment of
customers and adopting
similar marketing practices as
existing ones lead to less cost
on marketing
● Marketing strategies such as
introducing a “Flavour of the
month” strategy can be
continued
Brand Extension Candidates Evaluation - Continued

COMPETITIVE FACTORS

● Their ice-cream portfolio is well

diversified in flavors which can be easily
adopted for chocolates
● Packaging of Baskin Robbins evokes
strong reminders of liveliness of the
associated flavour.This along with the
brand recognition can attract customers
for trial affecting competing brands.
 BRAND EXTENSION FOR BASKIN ROBBINS: CHOCOLATE
● The market size for Chocolate Confectionery is
expected to grow steadily over the next few
years
● The covid-19 outbreak has impacted the
forecasts for the India confectionery market. The
market is predicted to grow by 6.1% in 2020 and
the market value to grow with a CAGR of 8.2%
over the forecast period reaching a value of
$6,126.7m in 2024(considering COVID impact)
● Even though the companies leading the
market offers a wide variety of products in
the category, none of them offers innovative
flavours.
● The unique flavours offered by BR could be
incorporated in chocolates to create such
innovative flavours to create a competitive
advantage over the market leaders