...Baskin Robbins Marketing Plan Final Outline Paper Lou Ann San Nicolas MKT 421 Marketing 1. Baskin Robbins Organizational Overview Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid business model for existing and future franchise business owners. Despite, by these two ice cream enthusiasts, whose passion leads to the creation of more than 1,000 ice creams flavors, and with a variety of delicious treats, such as nutty berry banana (Baskin & Robbins, 2011). The Baskin and Robbins business home office is situated in the area of Canton, Massachusetts. a. Organization Baskin Robbins Ice Cream Industry b. Mission Statement The philosophy and mission statement is eloquently put by a quote from co-founder Irv Robbins, “we sell fun, not just ice cream” (Robbins, 2011, p. 1). It is this statement that allowed Burt Baskins and Irv Robbins the opportunity to grow the business from one store to many. c. Geographic Locations The company had become an ice cream mega-empire, consisting of 5,800 stores in different geographical locations throughout the international. Exhibit 1.1 below shows the international geographic locations of Baskin Robbins industry (Baskin &...
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...Suppliers of Sweet Snow provides for items ranging simple nuts coatings, and other basic raw materials to high tech ice cream processing machines. Almost all ingredients are supplied by foreign suppliers. The main ingredients such as milk powder, nuts, chocolates, sticks, tetra packs, various essences and flavors are imported from Australia, New Zealand, UAE and Dubai. Machines are imported from Denmark, Italy and Switzerland. An important note on suppliers is made here by the Sweet Snow’s Marketing Manager. According to him, local suppliers are far less reliable than foreign suppliers both in terms of quality of goods and the kind of services they provide. Foreign suppliers are more reliable, professional and devoted to commitments. Such is its faith on foreign suppliers that Sweet Snow imports all items though it is time consuming and there are costly import related formalities. Marketing intermediaries: The main function of the distribution unit of Sweet Snow is to create a sequence of effective network so that an important strategic edge over competing channels are created and ensure a continuous flow of its products to the ultimate consumers – target market. The activation of the distribution channels proceeds from their factory at Mirpur in Dhaka and ends at the retail outlets stretched all over the country with a long fleet of refrigerated vans. After production, ice cream products are stored at the central warehouse of the factory at a temperature between –30 0 degree to -350 centigrade...
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...AMUL ICE CREAM is made from Milk and Milk products, Sugar, Stabilizers & Emulsifiers. Composition: * Total Solids 40% to 41% * Sugar 15% Approx. * Acidity 0.17% to 0.19% * Protein 3.9% to 4.1% Food Energy Value: Calories per 100 ml -196.7 kcal Flavors: Vanilla, Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti-frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break. Packaging: 50 ml cup, 100 ml cup, 500 ml pack,1 litre pack, 4 litre pack, Choc-bar, Ice candies, Cones and Kulfies. Special Features: Various verities of Ice Cream can be made from the basic mix by addition of required amount of permissible colors and flavors. Dry fruits and nuts would be used for making premium verities Ice Cream. Product Specification: Product meets BIS specification Product and services The product line of our product is fresh milk and real Ice Cream as we are offering the best quality product made of fresh milk and milk fats without any vegetable oil (frozen dessert), through which we provide tasty and creamy ice cream to our consumers. It is not very much expensive; every class of person can buy it. Our product is better than others which are currently offered by the competitors because we provide pure dairy ice creams from fresh milk to the consumers. The customer always required more satisfaction and best quality...
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...Ice Cream and Frozen Desserts Industry The global retail ice cream industry revenue is estimated to reach $74 billion by 2018. Favorable demographic factors, rising consumer disposable income, and consumer's awareness toward frozen dessert mainly drive the demand. The retail ice cream industry includes retail sales of classic ice creams and frozen novelties. Classic ice cream includes special ice cream such as low-fat and non-fat, take home, and bulk ice creams. Frozen novelties include flavored ice, sorbet, and frozen yogurt. The industry is moderately capital-intensive as large numbers of players are competing with each other to maintain their place in the market. The classic ice cream segment contributed approximately 80% in global retail ice cream industry in 2012, whereas Nestle and Unilever, the two largest players captured one-third of the total market. New product development and innovation plays an important role as a growth driver for industry. Maintaining price and quality, brand loyalty, and consumer group retention are the biggest challenges for industry due to the large number of competitors in the market. This research indicates that in the future, innovative flavors in ice cream products with focus on health improvement will increase the per-household consumption, thus reflecting an increase in demand. Frozen novelties are forecast to witness strong growth during the next five years. U.S. ice cream and frozen dessert sales topped $25.1 billion in 2011...
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...Assignment On Marketing Plan on Igloo Ice cream Course Name: Marketing Management Course Code: BBA 2310 Section: C Prepared For: Jannatul Mawa Nupur Assistant Professor Marketing Northern University Bangladesh Prepared By: Rashid Ahmed Raihan BBA 120204715 Date of Submission: Saturday, 17December, 2013 1. INTRODUCTION The recent trend towards maintaining a solid platform by adding novelty imposes a challenge for majority ice cream companies in particular those, which are trying to conform their services to international standards in an erratic business environment. Igloo, believes in ensuring long-term existence by being profitable, successful and sustainable. They, very keenly take on customers’ advice, try and amend as well as add new dimension to their business in order to ensure survival in this highly competitive industry. This strategy has enabled them to successfully withstand the challenge to remain competitive with the leading edge technologies as well as products and maintain a remarkable market share of 63%. In comparison its major competitor Polar occupies a 24% share of the market followed by Savoy with a 10%, Kwality 2% and others 1% of the market share. Hence, from here conclusion can be drawn that Igloo commits in providing value added products, demonstrating the business’s commitment to use resources optimally. 1.2 OBJECTIVES: 1. To give an insight to the company and the product line. 2. To analysis the marketing strategies...
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...5794 Strategic Management Spring 2006 Ice-Fili: Winning Strategem in a Contemporary Venue -Team 5- 900-22-7377 904-46-8228 904-47-4673 904-50-0701 904-50-7922 904-52-3718 February 13, 2006 Executive Summary Ice-Fili had been successful in the past, surviving various tumultuous times including the transformation of the Russian closed economy into an open economy and the financial crisis in 1998. As Russia’s largest domestic ice cream producer, they had held onto their market leadership for many years. However, increasing competition from foreign companies, along with the emergence of regional producers of ice cream led to Ice-Fili’s market share erosion in the recent years. Porter’s five forces model was the primary method to analyze Ice-Fili’s industry and its competitiveness in the industry. Segmentation analysis was used for further study of the ice cream industry in Russia. The analysis was carried on key variables like distribution channel, buying behavior, geographic locations, and product characteristics. Based on this model, various alternatives were considered. From these alternatives, it was possible to form a recommendation: Ice-Fili will need to focus on the strengthening of its distribution channel through various efforts including marketing and raising of capital while focusing on its long history and brand recognition. Above all, availability of its product to the consumers is the key to Ice-Fili’s success. Porters Five Forces ...
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... Unilever manages its products and brands under categories i.e. Savoury Dressing and Spreads; Ice Cream and Beverages; Personal care; and Home care. Current turn over around €5 Billion annually with almost 40% of profits spent on the welfare and the health benefit of developing new ice cream. Unilever manages most of their products in a variety of markets, varying from health food market to tea market. They are known to be one of the world’s leading fast moving consumer goods companies offering products to over 150 countries. The organisation operates in Europe, America, Asia and Africa but is headquartered in London. Facts and figures obtained from (Reviewing Unilever, Geoffrey Jones) shows that there are around 174,000 employee’s working in the UK under the Unilever Company. With consumers using Unilever products 150 million times per day, they show it is a multinational organisation. Currently the Ice Cream market is worth near to around £1.25 billion. Research shows that this figure has increased from 2002 by almost 8%. With the market peaking in 2006 due to a long hot summer almost at £1.34 billion, the market is very seasonal in sales. This is further proven in 2007 a less successful year, down by 7% with direct effect of a short summer. It clearly shows that there is a trend/correlation between the weather and sales of ice cream. A large primary objective for the ice cream market is to create products and occasions which will primarily be implemented outside the summer...
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...Spring 2006 Ice-Fili: Winning Strategem in a Contemporary Venue -Team 5- 900-22-7377 904-46-8228 904-47-4673 904-50-0701 904-50-7922 904-52-3718 February 13, 2006 Executive Summary Ice-Fili had been successful in the past, surviving various tumultuous times including the transformation of the Russian closed economy into an open economy and the financial crisis in 1998. As Russia’s largest domestic ice cream producer, they had held onto their market leadership for many years. However, increasing competition from foreign companies, along with the emergence of regional producers of ice cream led to Ice-Fili’s market share erosion in the recent years. Porter’s five forces model was the primary method to analyze Ice-Fili’s industry and its competitiveness in the industry. Segmentation analysis was used for further study of the ice cream industry in Russia. The analysis was carried on key variables like distribution channel, buying behavior, geographic locations, and product characteristics. Based on this model, various alternatives were considered. From these alternatives, it was possible to form a recommendation: Ice-Fili will need to focus on the strengthening of its distribution channel through various efforts including marketing and raising of capital while focusing on its long history and brand recognition. Above all, availability of its product to the consumers is the key to Ice-Fili’s success. Porters...
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...Ice Cream Industry in India Sunday, 01 November 2009 00:00 Aswathi Muralidharan Opportunities - Other business opportunities http://www.dare.co.in/opportunities/other-business-opportunities/ice-cream-industry-in-india.htm Though India has a low per capita ice cream consumption of 300 ml per annum, the trend is slowly changing due to a number of reasons. DARE explores the dynamics of the business. Indian summers are synonymous with ice creams. Come summers, and you will see a number of colorful pushcarts selling the choicest of ice creams in numerous flavors from the traditional vanilla and chocolate to unusual varieties like Mother Diary’s Shahi Nazrana. If that doesn’t baffle you then the ice cream range definitely would, for example the ice cream range for the children would be entirely different from that for the teenagers or for that matter adults. Or, for those who like to have ice cream in peace, there are a number of ice cream parlors that are opening shop. But did you know that a 100 ml scoop of your favorite ice cream that you ordered may contain upto 50% air! This makes the business a highly profitable venture to get into – sometimes, the profits can go upto 100%! However, there are several challenges to this business as well. In this story, DARE attempts to find out the dynamics of the business. The Ice Cream Industry: An Overview Looking at some industry facts first. In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail...
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...Company Description 5 1.3 Industry Analysis 5 1.4 Market Analysis 6 1.5 Marketing Plan 6 1.6 Management Team and Company Structure 6 1.7 Operations Plan 7 1.8 Financials Projections 7 1.9 Funding Sought 7 2.0 Company Description 8 2.1 Introduction 9 2.2 Company History 9 2.3 Slogan 9 2.4 Motto 10 2.5 LOGO 10 2.6 Mission 11 2.7 Vision 11 2.8 Funding Sought 11 2.9 Legal status and ownership 11 3.0 FEASIBILITY ANALYSIS 12 3.1 Introduction 13 3.2 PRODUCT FEASIBILITY 13 3.3 INDUSTRY / MARKET FEASIBILITY 14 3.4 Organizational Feasibility 14 3.5 Financial Feasibility 15 4.0 INDUSTRY ANALYSIS 17 4.1 INTRODUCTION 18 4.2 Industry Size, Growth Rate and Sales Projection 18 4.3 Industry Characteristics 19 4.3.1 Industry Structure 19 4.3.2 Key Success Factor 20 4.4 Industry Trend 21 4.4.1 Trends that favor the industry 21 4.4.2 Trend working against the industry 21 4.5 Long Term Prospects 22 5.0 MARKET ANALYSIS 23 5.1 Introduction 24 5.2 Market Segmentation and Target Market Selection 24 5.2.1 Market Segmentation by Demographic Variables 24 5.2.2 Target Market Selection 25 5.2.3 Target Market Size 25 5.3 Buyer behavior 26 5.4 Competitor Analysis 27 5.4.1 Competitive Analysis Grid 29 5.5 Estimate of Annual Sales 29 5.5.1 Partnership fees forecast for 1st year 30 5.2.2 Partnership fees Forecast the Next 4 years 31 6.0 MARKETING PLAN 33 6.1 Overall Marketing Strategy 34 6.1.1 ...
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...Wall’s 1.0 Introduction Source: Www.pycomall.com Source: Www.pycomall.com Wall’s is an ice cream brand operating under the food and beverage section of Unilever and it the world’s biggest ice cream manufacturer, operating under the heart brand since 1995. Furthermore, the heart brand has grown into world most recognize ice creams brand. Wall’s sell millions of ice cream everyday consistently in more than 40 countries such as Singapore, Thailand and United States of America with 50 percent market penetration and 80 percent brand awareness. (Adding vitality to ,2014) Wall’s has fabricated a brand name that implies quality ingredients, satisfaction and services. They make and offer their products as indicated by the geological setting, local preference and standard of living. They generally take after the client's need, and interest to make their products more compelling and dependable in the client's psyche. Wall’s include product includes Cornetto, Paddle Pop and Magnum and a price range from low to high take in the context of premium ice cream. (Adding vitality to ,2014) Wall’s is currently under maturity product life cycle. In order to stay as a strong competitor in the market, Wall’s continue to launch new products to compete with their competitors. Therefore Wall’s is consistently the star brand, conveying the picture of premium ice creams that have been secured over many years. With solid on-ground initiation and fruitful purchaser advancements the brand had...
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...Executive Summary Ice-Fili had been successful in the past, surviving various tumultuous times including the transformation of the Russian closed economy into an open economy and the financial crisis in 1998. As Russia’s largest domestic ice cream producer, they had held onto their market leadership for many years. However, increasing competition from foreign companies, along with the emergence of regional producers of ice cream led to Ice-Fili’s market share erosion in the recent years. Porter’s five forces model was the primary method to analyze Ice-Fili’s industry and its competitiveness in the industry. Segmentation analysis was used for further study of the ice cream industry in Russia. The analysis was carried on key variables like distribution channel, buying behavior, geographic locations, and product characteristics. Based on this model, various alternatives were considered. From these alternatives, it was possible to form a recommendation: Ice-Fili will need to focus on the strengthening of its distribution channel through various efforts including marketing and raising of capital while focusing on its long history and brand recognition. Above all, availability of its product to the consumers is the key to Ice-Fili’s success. Porters Five Forces In order to analyze the industry and environment of Ice Fili, Porter’s five forces model will be used to assess its competitiveness in the market. An illustration of the model specific to Ice Fili is displayed in Exhibit...
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...Marketing Mix Analysis and Competitors Evaluation: A study on 2011 ABDUL MONEM LTD. BANGLADESH Prepared for RODRICK, STANLEY SUMON ID: 1001-1017-2 Faculty of Marketing AMERICAN INTERNATIONAL UNIVERSITY-BABGLADESH Prepared by ABIR, MD. ZABER TAUHID ID: 10-15556-1 i “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” ii LETTER OF TRANSMITTAL April 26, 2011 Mr. Stanley S. Rodrick Lecturer, Faculty of Business Administration Department of Marketing American International University- Bangladesh Subject: Submission of report on “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” Dear Sir, We are pleased to attach here with a copy of the report on “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” This report is a summary of our findings from the tasks we have been given to complete. We completed the report on schedule and tried to meet our entire proposed objective within the allotted schedule. Finally, we are truly grateful to you for giving us this nice opportunity to work on this report, which we have considered as a great chance for us to develop our Marketing skills. Thank you. Yours Sincerely, ABIR, MD. ZABER TAUHID 10 – 15556 – 1 iii Acknowledgement I’m heartily thankful and like to acknowledge my teacher, Mr. Stanley S. Rodrick (Lecturer, Faculty of Business Administration, Department...
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...Contents Product Statement 4 Analysis of the External Environment 5 Industry Trends 5 Competitive Trends 7 Brand Competitors 7 Product Competitors 7 Generic Competitors 10 Total Budget Competitors 10 Political Trends, Legal Trends and Regulatory Trends 11 Franchising 11 Food and Drug Administration 11 Technological Trends 13 Economic Trends 14 Cultural Trends 17 Analysis of the Customer Environment 19 Who 19 How many 20 What 21 Why and How 23 When 24 Why Non Customers 25 Where 26 Analysis of the Internal Environment 27 Marketing strategies 27 Target Market 27 Image 27 Marketing Programs 28 Advertising 28 Product and Service Offering 29 Distribution and Channel Programs 30 Pricing 30 Sales strategy and Sales force effectiveness 30 Marketing research /intelligence gathering efforts 30 Public relations/publicity 31 Financial Performance 32 Additional Company Characteristics 33 Technical Capabilities 33 Available Resources 33 Production Capacity 33 Career Opportunities 34 SWOT Analysis 35 Strengths 35 Weaknesses 37 Opportunities 38 Threats 39 Marketing Goals and Objectives 40 Goals 40 Objectives 40 Marketing Strategies 41 Target market 41 Value Proposition 42 Positioning Statement 42 Issues Analysis 43 Action Plans 45 Valpak Savings Coupons 45 Free Smoothie Sample at Gasparilla Distance Classic Race Expo 46 Customer Loyalty Card 47 University of South Florida Freshman...
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...Contents Product Statement 4 Analysis of the External Environment 5 Industry Trends 5 Competitive Trends 7 Brand Competitors 7 Product Competitors 7 Generic Competitors 10 Total Budget Competitors 10 Political Trends, Legal Trends and Regulatory Trends 11 Franchising 11 Food and Drug Administration 11 Technological Trends 13 Economic Trends 14 Cultural Trends 17 Analysis of the Customer Environment 19 Who 19 How many 20 What 21 Why and How 23 When 24 Why Non Customers 25 Where 26 Analysis of the Internal Environment 27 Marketing strategies 27 Target Market 27 Image 27 Marketing Programs 28 Advertising 28 Product and Service Offering 29 Distribution and Channel Programs 30 Pricing 30 Sales strategy and Sales force effectiveness 30 Marketing research /intelligence gathering efforts 30 Public relations/publicity 31 Financial Performance 32 Additional Company Characteristics 33 Technical Capabilities 33 Available Resources 33 Production Capacity 33 Career Opportunities 34 SWOT Analysis 35 Strengths 35 Weaknesses 37 Opportunities 38 Threats 39 Marketing Goals and Objectives 40 Goals 40 Objectives 40 Marketing Strategies 41 Target market 41 Value Proposition 42 Positioning Statement 42 Issues Analysis 43 Action Plans 45 Valpak Savings Coupons 45 Free Smoothie Sample at Gasparilla Distance Classic Race Expo 46 Customer Loyalty Card 47 University of South Florida Freshman...
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