About Baskin
Robbins
────
Baskin-Robbins is the
world's largest chain of ice
cream specialty shop
restaurants. Based in
Canton, Massachusetts, it
was founded in 1945 by Burt
Baskin and Irv Robbins in
Glendale, California. The
company is known for its
"31 flavors" slogan, with the
idea that a customer could
have a different flavor every
day of any month. The
slogan came from the
Carson-Roberts advertising
agency (which later merged
into Ogilvy & Mather) in
1953. Baskin and Robbins
believed that people should
be able to sample flavors
until they found one they
wanted to buy, hence their
famous small pink spoons.
The company has
introduced more than 1,000
flavors since 1945.
Hey you know the
SOCIAL MEDIA parent – Dunkin Brand
PLAN BASKIN-ROBBINS HAS MORE
This plan is specific to the Indian market THAN 7,300 SHOP LOCATIONS
IN NEARLY 50 COUNTRIES
In India Baskin Robbins is part of The Graviss Group which was founded in1945. OUTSIDE THE U.S
Other brands that currently form part of the Graviss Group are Hotel
InterContinental Marine Drive Mumbai, Mayfair Banquet, Rich’s, Kwality Ice
Creams Middle East, 6th Street Yogurt, Meats & More. Graviss has newly acquired
Zaffran and Kebab Corner by Zaffran. The Group directly employs in excess of Offering delicious and fun treats
800 people across all the regions in India as well as in the Middle East in 150 cities/ towns with 600+
stores, Baskin Robbins is one of
the largest retail chains in India.
Understanding the category
Market Dynamics
The ice-cream market is evolving with new and unusual flavours, textures and fusions, while a growing consumer
base, product acceptability, and stiff competition is pushing operators to strive for competitive advantages
through innovations in product offerings and delivery of service
The ice-cream market has been through an evolution wherein the category has grown in shape and form right
from consumer perception to the products and services being offered. Ice-cream, which was considered an
indulgent category in the past, has now evolved to a stage where it is largely and happily perceived as a
snacking option by consumers. This change in perception has come about thanks to increasing disposable
incomes and greater discretionary spending. Also, the growing reach of the media has allowed operators in
this category to expand their range and recall value. The change in the perception of consumers has allowed
the category to grow in volume. Ice-cream, as a category, has been growing at a healthy CAGR of ~10-15%.
Competitive Scenario
National operators like Amul and Mother Dairy, along with international players like Unilever, Cream Bell,
Movenpick, etc. occupy the center stage circled by many regional operators. Amul is the market leader in the
ice-cream category making up an almost one-third of the market, followed by Hindustan Unilever and Mother
Dairy. The growing consumer base, product acceptability, and stiffening competition has pushed operators to
strive for competitive advantages through innovations with respect to product offerings and delivery of service.
Vadilal has the largest range of ice creams in the country with 150 plus flavors, sold in a variety of more than
300 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs,
and economy packs.
Changing Consumer Preference
Consumers changing their preference, and being more inclined towards healthy and premium options
Baskin Robbins USP
Baskin Robbins have adopted innovation as the mantra to allure their consumers, via offering better and unique
taste variants is matched by the rising aspirations of consumers and their will to pay a premium. Baskin Robbins
serves 31 flavors in their exclusive stores, e.g. Rum Punch, Mississippi Mud, Banana Caramel, etc.
Defining the target audience
The target audience can be defined in following categories:
Consumer
• Ideally its Ice cream lovers of any age and gender
• However due to its premium offering the core audiences can be defined as both male and female of age
21 – 40
• Sec A+, A and B+
• With is its recent foray into sticks and retail presence in India it also targeting students and youth at large
• Baskin Robbins consumers are who love premium taste, unique flavours and celebrate occasions with
ice-cream or ice cream-cakes
• Additionally Baskin Robbins in India serve 100% veg ice creams and hence attract a lot of attention from
markets like Gujarat, Rajasthan and other prominent veg dominated markets
Influencers
• Mothers
• Youth icons
• Media
• Retailers
Other important stakeholders
• Regulatory bodies like FSSAI (Food Safety and Standards Authority of India)
Reason to choose the defined TG
The above categories are chosen to address the holistic need of the brand of not only to engage current
consumers but to influence the consumption pattern by driving the potential customers to brand offering and thus
increase brand connect and recall which will ultimately support increase in footfalls.
Engaging the audiences by building relationship
To define the engagement strategy a small survey was conducted with the audiences to
understand how they relate to ice-cream
• A questionnaire was made filled at ice cream parlours in Mumbai and a small group of 25
respondents participated
• Questions asked were
1) What time you consumer ice-cream?
2) Which emotion you would relate with ice-cream
What time you consume ice-cream?
15
12
10
7
5
5
2
0
Morning Evening/ night Any time Special Occasions
only*
One respondent said special occasion as well as anytime
Which emotion do you associate with Ice-cream?
Inference from the research
• People who were interviewed related eating ice cream with Happiness
• It was observed that Ice cream as a commodity is no longer a summer product or eaten only on special
occasions but consumed anytime
Proposed Strategy
#AnytimeHappiness
Build a strong connect with anything happy, anytime happy and the brand. Define
moments of happiness – making new friends, meeting old ones, achievement and
success in personal and professional life etc.
Bring the brand USP of innovative and premium flavours to play. Each flavor can be symbolizing the
reason for happiness. E.g.: @ Mississippi Mud for meeting friends and @cotton candy for success etc.
Be building a strong narrative around Happiness the brand will connect emotionally well with its target
audiences and be the partner in happy times and the recall will always be positive. Also happiness is
not restricted to a gender or age group and hence it will attract a larger set of audiences who will not
only like and share but also advocate about the brand.
Examples for the above strategy:
Increase social media likes and followers
Create a bank of videos of situations where people feel happy. Meeting long lost friend @Mississippimud
#anytimehappiness. Creating an urgency to meet the long lost friend by a time bound contest on make your wish
true by posting a friend you would like to meet and BR will make it happen.
Increase shares
Share your success stories @cotton candy #anytimehappiness for others to get inspired by your work in field of
social service, art and music, professional life or personal achievements. Baskin Robbins will share the success
story on its wall of honour.
Advocacy for the brand
Enabling people to meet and share positive influencing stories will definitely create advocates for the brand.
In order to increase the pool of advocates take issues which matter to the society at large such as stress related
issues and how all can be dealt by #AnytimeHappiness. Sharing interesting but not preachy information about
benefits of positive sentiments and happiness and leverage all possible special days – Valentine, Women’s Day
etc.
Release a research report and infographic on how happy is Mumbai v/s Bangalore V/s Delhi on a special day
such as World happiness Day on 20th of March. Drive headlines such as 90% of people in Mumbai say they
are unhappy. 74% of Indians feel happiness is in meeting old friends.
Engaging at an emotional level beyond just the product is essential to build long term mutual
relationships benefiting both the brand and consumer.
Editorial Calendar
The above activities need to happen in a sustained manner over a period of time to build a
strong connect and long lasting recall. Hence a calendar is essential. Keeping in mind the date
of 20th March we need to build up to release the report and talk at a larger platform thereon.
Timeline Type of content Platform/ tool Desired
outcome/purpose
10th -13th of February Snackable content: A Instagram, Facebook and To create curiosity on
picture a small boy with a twitter what makes him happy
straight face and each
day the smile increases Potential to go Viral
A tweet using
#anytimehappiness
saying are you happier
today?
14th February Incentivized : send Twitter and Facebook Build connect and
smiles to the kid and increase likes and
show your love this followers for
valentine day and win #anytimehappiness
goodies – ice creams
15th Feb -20th Feb Organic: share videos, YouTube, Facebook and Establish interest and
pictures of long lost Twitter ( links) increase awareness
friends meeting and about the flavours and
success stories using connect with happiness.
flavor handles. Re-post Videos has a potential to
and retweet the stories go viral
21st Feb – 28th Feb Editorial : Share news of Company website, blog, Spread the word of new
flavor of the month, new facebook and twitter flavors and options
sticks and cakes
introduced and relate it to
#anytimehappiness
1st March – 7th March Advertorials: Can Paid blog posts, Build yet another
women be happy anytime sponsored tweets etc. occasion of upcoming
she wants? Women’s Day
8th March Organic: share tweets Facebook and Twitter Further building
and posts on the #AnytimeHappiness
women’s day and how
they can achieve
#anytimehappy. Retweet
them using own handle
and promote through FB
pages
9th March – 15th March Organic : Twitter poll for Twitter , Facebook, Building content and
the research YouTube interest for research
Organic : Simultaneously
keep sharing the stories
of success and happy
moments Building a stronger
connect with brand
Incentivized: Time
bound contest on you
want to meet your friend
16th – 18th March Full meal: Blog on 31 Blog Continuous connect and
easy ways to be happy curiosity for the D - day
YouTube, Facebook and
Organic: Two friends Twitter
meeting from two Viral content of emotional
different countries after a appeal of two friends
gap of 31 years meeting
Advertorial: watch out
the space to know if India
is happy?
#anytimehappiness
19th March Snackable content: few Twitter Curiosity
interesting insights of the
research
20th March Full meal : Press release Positioning Baskin
on the research results Robbins as thought
leaders and change
Snackable content : drivers to bring the
Inforgraphic quotient of
#AnytimeHappines
Organic : Repost and
share the outcomes and
news items which
appears on the research
findings
Applying Theories
Social Object Theory
A social object is something that people have a common interest in and can mediate
relationships between people. It is the centerpiece in a dialogue between two or more people.
Here “Happiness’ is the centerpiece and a common interest which is creating dialogues and
driving relationships between audiences, brand and occasions.
Dialogical Theory
Dialogue is an orientation toward ethical communication that depends upon the extent to which the parties
engaging in dialogue are honest ethical and open to developing a mutually beneficial and trusting relationship.
The theory suggests that when an organization approaches communication from a framework of developing a
mutual relationship.
In the above suggested campaign there is immense scope of engaging in dialogue that are honest and open as
the goal is a mutual one to attain happiness or remain happy. Tactics like 31 ways to be happy anytime, giving
special days of common interest a layer of happiness, using multiple mediums from owned media to organic
content and repeated sharing of topics of mutual benefit – inspiring success stories, giving a chance to meet a
friend and showcasing care about the people of the nation on whether they are happy or not and how can they
be happy anytime all justifies the principles of dialogical theory.
STEPPS to create a piece of viral content
The campaign gives multiple changes for the content to go viral as its plays the emotional strings
well and creates curiosity, desire and a sense of urgency with all-time promise of
#AnytimeHappiness
Strategy adopted to Go Viral
• Creating emotional videos and posting images which creates anxiety , anger (stress related), emotions
and positive hope all related to #AnytimeHappiness
• Adopting a wider cause of “happiness” and the need for it
o In this world which is full of pace and sad news happiness is a missing quotient. Recreating
occasions of happiness and making public realize that happiness is not time bound you can be
Happy anytime.
• Building bond and refueling old relationships – Meeting the old friend
• Making people feel proud about their achievements and giving them a reason to be happy by sharing it
more
Social Currency: This kind of campaign will be shared by the relevant masses as it gives the user the chance
to relate to most desired need to be happy without a reason and be happy anytime.
Triggers: Sections of the campaign such as special days, research, chance of meeting old friends and sharing
success stories would act as Triggers for users to share the hastag, images and video as much as possible
Emotions: It is a perfect balance of emotional appeal and brand relevance. #AnytimeHappiness will be related
to all people with similar need and desire.
Public: When you relate to a common cause and see similar people in the images/ videos who are not so
different than you, in fact are of the similar age or thinking doing things which you wish to do, will increase
sharability of the video.
Practical Values: Who does not want to be happy?? Since the campaign gives some valuable information
about the mutually benefiting desire of happiness, it would serve the apt practical value for the users to share
it.
Stories: Research bases stories, emotion based stories, are always accepted.
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