SUBMITTED TO: - SUBMITTED BY:-

PROF. NARENDRA SHARMA RUCHI SHARMA

(RETAIL) JIM, Jaipur

 Baskin Robins
VISION- “The best premium ice-cream player”

MISSION-We exist to thrill customers, define and lead multibranding, enrich stake holders and
build powerful brands

VALUES- We value integrity , people, connection, innovation, performance, discipline and

quality

At Baskin Robins, our goal is to make people smile inside and out.

Baskin Robbins was first opened in 1945. It is a global chain of ice-cream parlors founded by
Burt Baskin and IRV Robbins in 1953. It claims to be the world‟s largest ice- cream franchise,
with more that 5,800 locations, 2800 of which are located in the united states. It‟s presence is in
more than 40 countries. Between 1949 and 1962company was also the first to introduce ice
cream cakes to the public. 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. To This day Baskin also incorporate the number 31 in it‟s promotion despite now
surpassing that number in terms of theit total selection of flavours. For example, in Malaysia this
includes giving a 31% off their handpacked icecreams every 31st in any given month in a year
which invariably causes a long queue at their outlets. Baskin Robins first started franchising in
1948.

In India it set up it‟s operations in 1993 and then set up it‟s own manufacturing plant in Pune,
Maharashtra the only of it‟s kind outside North America. In India its presence is spread across 58
cities having more than 200 ice-cream parlours. Baskin Robbins operates on a Franchise Model
with competitive business margins. Baskin Robins is known for it‟s innovation and excellent
flavours across the globe. They are the pioneers in introducing the concept of „Flavour of the
Month‟, offering “Free Taste” of ice-cream to all the customers and delivering ice-creams at the
door of customers through unique „Home Service‟ Model. They have a flavor bank of more than
1000 flavours and you customers can get at least 31 flavours in any BR parlour at any point of
time.
Baskin Robins operate 4 basic business models of business. These are lounges, cafes, parlours
and kiosks. The required investment ranges from Rs 800, 000 to Rs. 2,000,000 depending on
format chosen.
How to become franchisee

Start up cost and franchise fees

Total investment $145,700-$527, 800
Initial franchise fee $30,000
Royalty Fee 5.9%

Financial Requirements
In addition to these criteria all prospective franchisees must meet Baskin Robbins minimum
financial requirements, like a net worth of $350,000 and liquid assets of $125,000.

Eligibility for becoming a BR franchisee

You should be a enterprising person nursing commitment to the brand baskin robins
You should be a financially sound and willing to dedicate quality time to our brand
A food industry background will be an added advantage
People with available real estate at prime locations will get preference

Procedure to become a BR franchisee

Apply online- Click to visit 'Application Form'.

Once we receive your application, a representative of ours will get in touch with you.
Your proposed site will be inspected and if approved, we will sign a MOU with you.
You will have to pay the 'Franchise Fees' at the time of signing of the 'MOU'.
Once the 'MOU' is signed and 'Franchise Fees' is paid, we will handover the copy of 'Franchise
Agreement' to you in next 7 days.
Simultaneously, the work will start on site and should get completed in 20 working days.
The BR Team will assist you with the Training of your employees and other Operational
Requirements.
 Financial Aspects
BR Café BR Parlor BR Kiosk

Area Requirement (In 300+ sq ft 200-300 sq ft 100+ sq ft

Square Feet)
Frontage 12 - 15 feet 10-12 feet 10 feet
Gross Margins Approx. 50 % Approx. 50 % Approx. 50 %
Approximate Rs.14 Lakhs Rs. 10 Lakhs Rs.8 Lakhs
Investment
Recovery of
Investments
Agreement Period 3 Years 3 Years 3 Years

Site Development
Civil & Interiors 4,50,000 3,00,000 2,25,000
Machinery & 3,50,000 2,00,000 1,75,000
Equipment
Furniture & Fixtures 1,00,000 50,000 25,000
Branding 1,00,000 50,000 15,000

Fees & Other Charges 3,00,000 3,00,000 3,00,000

Franchisee Fees
Store Opening &
Marketing Fees
Project Consultancy
Fees
Training Fees
Software Fees
Service Tax As Applicable As Applicable As Applicable

Legal & Inventory Costs

Misc. Licenses 25,000 25,000 10,000
Inventory Cost 75,000 75,000 50,000
Total Investment Rs. 14Lakhs Rs. 10 Lakhs Rs. 8 Lakhs
(approx.)
All the figures (except fees and charges) are approximate and will vary as per the size of the outlet.

Italicks reserves the right to change the investment without prior notice.

Projected investment does not include the cost of real estate, rent deposit, brokerage, etc.

Porter’s five forces Model

1. Threat of new entrants

2. Bargaining power of customers

3. Bargaining power of suppliers

4. Rivalry among existing firms

5. Threat from substitutes.

The five forces together determine industry attractiveness and profitability, and, in turn,
influence firm‟s strategy.

1. Threat of new entrants

There are no unique ice cream manufacturing techniques or processes that are employed. In
general, brand loyalty presents a problem for new entrants because existing firms have already
marketed their products and possess a large number of loyal customers. A new entrant must
spend considerable resources in order to get their name out and convince consumers to begin
purchasing their products instead of what they previously used . New entrants like Dairy queen,
Ban and Jerry etc are entering this market.

2. Bargaining power of customers

Buyers‟ bargaining power is relatively high because the demand for icecreams is elastic. It is
mitigated by a variety of factors including buyers, tendency to search locally rather than go
further afield; and also by the relatively large number of diners and their tendency not to be too
influenced by pricing.
3. Bargaining power of suppliers

There is low customer switching costs in the Russian ice cream industry. Furthermore, some
other substitutes like beer, soda, yogurts, chocolates and other confectionary candies are
competing with ice cream products, threatening the already declining ice cream market. In
addition, such products are backed by fierce advertising campaigns.

4. Rivalry among existing firms

Few of the largest BR franchise rivals are Nestle, Amul, Wall‟s, Haagen Dazs Especially Haagen
Dazs has is available in more than 50 countries, even wall‟s and Nestle are the major rivals..

5. Threat from substitutes

BASKIN ROBINS competitors are all fast-food chains, because ice-cream is served everywhere
including McDonald‟s, Vadilal‟s as well as local ice-cream parlour options.
 Baskin Robins
Interesting Stories

As a teen, Irvine Robbins worked in his father‟s ice cream store and Burton Baskin, was a
Lieutenant in the U.S. Navy and produced ice cream for his fellow troops. They started out in
separate ventures but later their separate identities merged into a single ice-cream chain, world
knows as Baskin-Robbins.

Baskin-Robbins has been criticized for selling shakes with an extremely highcaloric amount. For
instance the Baskin-Robbins

 2,310 Calories
 108 g Fat (64 g Saturated)
 266 g Sugar

Son of founder Irv Robbins, the author John Robbins in his book Diet for a New America,
advocates against the use of dairy products, and attributes the early deaths and health problems
of many in his family to the consumption of ice cream.