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Baskin-Robbins' India Strategy

Baskin-Robbins entered the Indian market in 1993 by establishing its first shop in Mumbai. However, it made some mistakes such as targeting only upper-income households in large cities and setting up costly parlors. As a result, the company did not properly tap into the retail market in India. Moving forward, Baskin-Robbins' strategy should focus on expanding its distribution channels, targeting all types of consumers, establishing low-investment parlors, and improving customer service in order to increase sales and sustain profits.

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Sweetie Arshad Ali
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77 views8 pages

Baskin-Robbins' India Strategy

Baskin-Robbins entered the Indian market in 1993 by establishing its first shop in Mumbai. However, it made some mistakes such as targeting only upper-income households in large cities and setting up costly parlors. As a result, the company did not properly tap into the retail market in India. Moving forward, Baskin-Robbins' strategy should focus on expanding its distribution channels, targeting all types of consumers, establishing low-investment parlors, and improving customer service in order to increase sales and sustain profits.

Uploaded by

Sweetie Arshad Ali
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Manoj Das Gupta (109) Ekta Kumari (81) Prafulla Panda (99) Nivedita Jena(138) Ashutosh

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Baskin-Robbins

Introduction
Baskin Robbins was U.K Based Company J.V with MDPMC. It established first shop in India Dec 1993 in Mumbai. It Expanded its network to 127 Franchise In 60 cities Including A,B And C class Cities of India.

Baskin-Robbins
Answer 1

Mistake of Baskin-Robbins.
Indian Ice-cream Market not developed at that time. The company Targeted Abc Class cities with more higher price. Its targeted Upper income house hold. Its concentred setting of parlour posh locality Its set up Costly ice cream parlour (1500-2000 Sq fit).

Baskin-Robbins

Not Proper Retail Chain like Mall, Multiplex ,Super Market and Home delivery. Company provide Imported flavor in India. Some people might find it difficult to open their own Baskin-Robbins ice cream parlor.

Baskin-Robbins

Psychology of Indian consumer at that time

Higher price Taste lifestyle Brand

Answer 2

Strategy of Baskin-Robbins for Higher sale


# More focus On Distribution channel
- Provide home delivery. - Mall And multiplexes. - Follow Shop-in shop Distribution Policy. - Decrease The size parlour. - Improve Supply Chain

# # # #

Target all Type consumer. Provide Better service. Establish Low investment in Ice parlour. Improve Customer service.

Sustain Profit in future..


# Pricing Policy.
# Enter New Market. # Improve Distribution Channel. # Concentrate on New Product.

Thanks.

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