Baskin Robin Ppt

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Mayank Arpan Mohit 12336093 12329732 12332872

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Transcript of Baskin Robin Ppt

Page 1: Baskin Robin Ppt

Mayank ArpanMohit

123360931232973212332872

Page 2: Baskin Robin Ppt

Content

Internal Environment Analysis Company introduction Vision-Mission-Objectives Global Presence Global competitors Segmentation ,Targeting & Position Marketing mix of the BR Key success factors

Marketing Environment Analysis Industry Growth Distributors and Suppliers SWOT Countries analysis & comparison

Why we are selecting Singapore PEST of Singapore Porter’s national diamond

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Content (cont.)

Entry Strategies Short term & Long term strategies Implications & Control

Impl

emen

tatio

n

Con

trol

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Internal Environment Analysis

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Introduction

A global chain of premium ice-cream parlors.

Founded by Burt Baskin and Irv Robbins in the year 1953.

Largest ice-cream franchises with more than 6,000

locations in 35 countries.

Major markets are UK with 2800 outlets, Japan 800 outlets.

Head quarters is in Massachusetts USA.

More than 1000 flavors in library & 31 different flavors in

every store.http://www.baskinrobbins.com/About/

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Vision, Mission & Objectives

Vision

“The BEST PREMIUM ICE CREAM PLAYER”

Mission

“We exist to thrill customers, define and lead

multi-branding, enrich stakeholder, and build

powerful brand image”

Objectives

Creating Brand awareness

Establishing BR outlets everywhere.

Providing better value to stakeholdershttp://www.baskinrobbins.com/

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Global Presence

http://www.baskinrobbins.com/About/International.aspx

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Global Competitors

NAME Born Available in Countries

OUTLETS in World

Country of Origin

Baskin Robbins 1953 35 6000 Massachusetts US

Haagen Dazs 1920 50 900+Supermarkets

New York, US

Ben & Jerry 1978 19 800 app.+Supermarkets

Burlington, US

Wall’s 1922 40 - London, UK

Nestle 1994 45 - Switzerland

Dairy Queen 1940 22 5900 Illinois, US

Breyers 1882 25 - Philadelphia US

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Segmentation, Targeting, Positioning

Segmentation

• Demographic

- All age group

- Higher middle & high income group

• Geographic

- Malls

- High foot traffic area

Targeting

- Higher middle & higher income group

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

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Hig

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Price

Qu

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Low High

Positioning

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Marketing Mix

Product

High and unique flavor range

Variety of Products viz. Ice

creams, candy, sundae’s, shakes

& softy

Price

Premium price because of

innovative and quality products.

Place

Location selection is completely

in the hands of the company

Prime locations

Places with high foot traffic.

Promotion

We sell fun, not just ice cream

In-store promotional campaigns

All sorts of promotional

activities

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Key success factors

Innovations & New flavors

Brand Image

Quality control & customer service

Global presence

Excellent distribution network

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Marketing Environment Analysis

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Industry Growth

http://www.researchandmarkets.com/reportinfo.asp?report_id=53588

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Distribution& Suppliers

Distribution Company engages master franchisors &

franchises

Suppliers Selected number of suppliers to maintain

quality standards

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SWOT Analysis

StrengthGood brand imageExclusive innovationsExclusive flavorsFree testers to every one

WeaknessNot all stores sell the same product rangeInitial investment for opening a store is high.Sells only in stores not in super markets

Opportunity Untapped new geographical marketsMore product innovations and product rangeSubstituting raw materials to reduce cost

Threats Intense RivalryStrengthening government rules & regulationsRecession PeriodIncreasing price of raw materialsGelato & ice crush

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Ready for further Expansion?

YES

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Country analysis &comparison

Country GDP(per

capita)USD$

Nearest Existing Market

Storage &

Distribution

Industry Growth (Yearly)

Population

Customers

Competitors

(Price)

Infrastructure

Philippines

3300 Indonesia Average 4.6% 97.97 million

Country nationals

Low Low

Singapore

38972 Malaysia Or

Indonesia

Excellent 6.9% 4.6 million

Global customer

s

High to Low

Excellent

Brunei 53100 Indonesia Moderate 0.4% 0.3 million

Moderate Middle & Low

Good

https://www.cia.gov/library/publications/the-world-factbook/index.html

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Why Singapore

Per capita income Factor

Government support (FTA)

Global customers in Singapore (10million)

Covered nearby regions

Transportation is easy and convenient from

Malaysia and Indonesia

Ample of Cold storage facilities

Fast logistic & distribution

http://directory.mocca.com/biz/bycategories/I/105819, http://www.huayongmoving.com/, ttp://www.stbannualreport.com.sg/main.html, http://www.singstat.gov.sg/pubn/reference/yos/statsT-income.pdf

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Tourism Sector Performance

http://www.stbannualreport.com.sg/main.html

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PEST Singapore

Political

Government supports FTA

No red-tape & bureaucratic

delays.

Transparent system

Economical

Per capita income is very high

Corruption free environment, an

educated & determinate workforce.

Business friendly economy in the

world

Social

1. A multiracial & Multi cultural

country

2.High spending nature

Technological

Improving production technology

(such as Batch freezers, Continue

freezers, pressurizes, Homogenizers)

Improved & better logistic

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Porter’s National Diamond- Singapore

Government FDI promotionsCIT reduced to 17 from 18%Price ceilingFree trade agreements

Factors Per capita incomeLabor Tourism Industry growth rate

DemandDemanding Customer Forces firms to Improved Competitiveness via innovative products, high quality

Supportive Ind.Advertisement media TransportationStorage facilitiesHuman Resource

Firm StrategyImproved competitive strategies- Core competencies-Differentiation

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Entry Mode & Strategies

Entry Mode

Importing & Franchising

Entry Strategies• Location selection• Promotional Mix• Human Resource & training

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Strategies

Short term Strategies

Maintain constant intervals in advertising

Sponsoring in community events

Loyalty programs

Cross branding

Long term Strategies

Increasing number of outlets

Outsourcing in-stores Ads after building up chain

Getting in shelf’s of the supermarkets

Building production unit in Malaysia- raw material &

currency rates.

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Implications & Control

1. Cultural and language problems for employees and customer.

We can appoint local employees and expat manager who is

multilingual and knows Chinese culture.

2. Economical consumer resist high price product.

BR is a premium brand for high middle and higher

income group.

3. Brand awareness

By opening Kiosks in parks ,schools and good

locations etc as promotion for limited time period.

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Thanks…