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Client: Baskin
Robbins
PR
success with a Smart
Plan
Agency: Metamorphosis

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Situational Analysis
BASKIN ROBBINS

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Audio-Visual: Understanding the
brand

Ice Cream Market

Scenario in India

Ice cream, which once formed an important part of

post-dinner family treat, has since shed its `only
dessert' title and is gradually squeezing into the
overcrowded snacking space.

Consumers are increasingly choosing sticks and cones

-which are consumed at various occasions throughout
the day -over tubs and bricks that were an end-of-theday indulgence a decade ago.

Ice creams are mostly targeted at GenY who are ready

to experiment with flavours.

Premium ice-creams
households.

Frozen yogurt craze in recent years has hampered icecream consumption.

are

making

way

to

Indian

Indias current ice-cream market is worth

Rs 3,000 cr, including the unorganized
sector.

The branded market has a host of

homegrown players, namely, Amul,
Kwality Walls, Mother Dairy, Vadilal,
Cream Bell, who are available at wideranging price points.

Whilst International players include,

Hagen-Dazs, Baskin-Robbins, London
Dairy, New Zealand Naturals, and Hokey
Pokey, who cater to the high-end market.

Lately, the imported concepts such as

frozen yogurt and gelatos are gaining
popularity. The more recognizable Fro-Yo
brands are Cocoberry, Red Mango, and
Yogurberry, while Amore, Gelato Vinto
and Gelato Italiano are popular gelato
brands, and primarily belong to the super
premium to premium segments.

Competition

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About the Client
Baskin-Robbins

is a global chain of ice cream parlours

founded by Burt Baskin and Irv Robbins in 1953.

Headquartered

in Canton, Mass., Baskin-Robbins is

part of the Dunkin Brands Inc.

Their

exotic flavors and delicious treats have won over

the hearts of ice creams lovers in 7,000 locations and
in over 50 countries.

Baskin

Robbins welcomes over 300 million guests

each year and strives to be the market leader through
incomparable guest experiences and a comprehensive
product line of frozen desserts, beverages, hard scoop
ice cream, soft serve ice cream, cakes, individual
treats and a variety of health conscious flavours.

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About the Client

Baskin-Robbins has a strong following and significant

brand recognition. The companys variety of flavors
sets it apart from the competition, initially offering 31
flavors, one for every day of the month. The company
continues to introduce new flavors every year, and
their flavor library now consists of over 1,000 varieties.

The Baskin Robbins story in India began in 1993, when

the first store opened in Mumbai. Today it is spread
across the country with more than 300 outlets in 61
cities. Baskin Robbins also caters to other premium
channels like star hotels, leading airlines, malls,
multiplexes and top retail chains across India.

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Client Brief

With the ice-cream market expanding and hyper competition, we

want to enhance the brand visibility of Baskin Robbins through
strategic public relations and promotions where it could reach its
target segment better, frequently. In the last few years, only wordof-mouth publicity has made the brand grow. With changing times,
we want to use other media too.

We also want to promote Baskin-Robbins in a way that will make

people excited and aware about this enjoyable ice cream
experience, that can serve as a neighborhood gathering place for
friends, families, and students.

We also wish to increase consumption at boutiques and parlours

rather than our home-delivery ice-cream segment which is already
very strong and thus, we have made our stores more friendly and
interactive.

PR Budget: 1 Cr.

Time Duration to roll out the campaign: 6 months

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PR Objectives

Reassert Baskin Robbins position as a brand where

fun is unending.

Create more touch-points for the prospective

customers to interact with the brand, but also
keeping caution, that the premium brand doesnt get
depicted as a mass market brand.

Change the perception problem of being a costly buy,

by leveraging brand name and premium quality.

Chain has new look, new menu and new strategy,

give stores a face-lift to increase footfalls.

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Key Target Audience

Their main customer base consists of the following

demographics:

1.

Younger generations in the 18-34 year old range

(particularly attracted to the super-premium shops).

2.

Families.

3.

A third demographic, though not as large as the other

two, is older consumers who visit ice cream shops as
away of treating themselves.

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Multi-active Strategy
ACTION EVENTS & COMMUNICATION TACTICS

Events: FAM Trips to Baskin

Robbins Factory

A thirty minute guided Baskin Robbins Ice-cream factory tour in Pune would be fun and
educational and can be conducted on special days for all ages. This will offer an
opportunity to the loyal and potential customers to learn about ice cream manufacturing
process and a full service ice-cream and merchandise shop in the factory premises will
get more people to try out their new flavours and it will get the target audience closer to
the brand.

Also, pictures posted by visitors on social media site can help garner a lot of earned
media, which can help increase the visibility of the brand.

These FAM tours will be n excellent way to get exposure and promote the brand.

Events: Ice-Cream Appreciation

Master Class

Ice-Cream Appreciation Master class: A master class can be conducted

in the Baskin Robbins outlets during non-peak hours(afternoons) where
participants can get a taste of all 31 flavours of the day and learn
about the process and ingredients in ice-cream production.

The flavours which the participant likes, he/she could be allowed to

take home for friends and family.

This will help increase touch-points between the brand and the target
audience and also increase footfalls.

Also, home-makers could be called for workshops, where they could be

taught how to use Baskin Robbins ice-cream in different recipes. This
will help in creating a perception of it being a neighborhood favourite
ice-cream parlor.

A press release could be released for the same.

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Communication
Tactics: Tying up
with Food Shows

Nigella Lawson
Amrita Raichand

Food shows are the new staple of television,

across languages and channels. Homemakers are
not the only audience. With their combination of
macho ruggedness and exotic glamour, foodbased programmes are tailored to cut across sex,
age and geography. They are aspirational,
combining cuisine and lifestyle for the new India.

Nigella Lawson: This dessert queen has made

cooking look sexy. She is one of the most
influential food writers in UK with an international
reputation and numerous bestselling books in her
kitty. This 55 year old gorgeous food enthusiast is
known for her easy and quick cooking recipes and
delicious desserts!

Amrita Raichand: The former model turned

actor became a household name after hosting the
cookery show 'Mummy Ka Magic' on FoodFood.
She is popular for giving recipes to mommys to
feed their little ones.

These celeb chefs could be roped in to

prepare desserts using flavours from Baskin
Robbins on their shows on FoodFood Channel.
This will help the brand to enter into the
heart and minds of its target audience.

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Instagram

Using
Instagram:
Instagram
photo contest to earn shared
and earned media. Fans post
their
photos
having
their
favourite flavours of ice-cream
with the tag #BRMoments

The winning pics can be

featured in local print, social
media and billboard ads.

People joke all the time about

taking pictures of food and
posting these to social media
sites. It will be a smart move to
harness that impulse for an
integrated marketing program.

Create Baskin Robbins Saga App

+based on popular Candy Crush
Saga
Help create more awareness about new
flavours and engage with customers
In app
rewards
could be
getting a free
Baskin
Robbins icecream scoop,
when visit
the store
within a
duration of
time. This
would help in
achieving PR
Objective of
increased

Vir Sanghvi,
Hemant
Oberoi, Suhel
Seth,
Sanjeev
Kapoor

Drag picture to
placeholder or
click icon to add

By-lined articles on Ice-cream

consumption as a snacking
option, health concious flavours.

Major Frontlines

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Indicative Media

Selective
advertisements in
premium culinary
magazines, lifestyle
television channels,
malls, airports etc.
would do well.
Position the brand
as a premium
alternative to other
mass market
brands.

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Evaluation

Campaign Measurement can be done through the

amount of Facebook likes, Twitter posts and retweets, Instagram hash tags, no. of times Baskin
Robbins app is downloaded, T.R.P of shows produced
on TV channel Food Food with hosts Nigella and
Amrita and foot-falls for the FAM tour and on the
days of the ice cream master class.

Over all increase in sales will also act as a

measurement tool.

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Thank You