Abstract

This caselet describes the initial strategy adopted by the famous ice cream company, Baskin-Robbins, in India which did not yield results. It discusses the restructuring and expansion of the distribution network undertaken by the company. Promotion methods to increase sales and other measures like training of franchisees have also been discussed in this caselet.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Challenges in global ice cream sales
• Importance of alternative distribution channels
• and Effect of sales promotion strategies.

Keywords

Baskin Robbins, Ice Cream, Parlors, Flavors, Kiosks, Distribution, A Grade Cities, Format, Outlet, Promotion, Brochure Scheme, Value Additive Scheme, Franchisee, Training