Case Code : CLSDM015
Publication date : 2005
Subject : Sales and Distribution
Industry : FMCG - Food and Beverages
Length : 04 Pages
Price : Rs. 100
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Baskin Robbins, Ice Cream, Parlors, Flavors, Kiosks, Distribution, A Grade Cities, Format, Outlet, Promotion, Brochure Scheme, Value Additive Scheme, Franchisee, Training
* This caselet is intended for use only in class discussions.
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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.
Initially, it targeted the upper income households and
concentrated on setting up parlors in posh localities in major cities like New
Delhi and Mumbai...
Questions for Discussion:
1. Despite having operated in India for a decade, Baskin-Robbins was able to make a profit only in the 11th year. What were the mistakes the company made in its understanding of the ice-cream market and the psyche of the Indian consumer?
2. Baskin-Robbins achieved a turnaround in its business by following an aggressive distribution strategy to achieve higher sales. Briefly highlight the various measures taken by the company. What could Baskin-Robbins do in the future to help sustain its profit levels?