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• Basins & Robbins is one of the largest retail chain in India.
• Pioneer of Ice-Cream parlour culture and the first
to launch the ‘Ice-Cream parlour’ concept in
India.
• Network strength:69 standalone in Mumbai
• Average Footfalls: 200 per café per day
Baskin Robbins Alliance
Key Target Audience
• Major chunk of BR customers falls within the age group of 20 to 30 which accounts for 57% of the overall percentage.
• The group comprises of mainly college going students and young working professionals
Baskin Robbins Alliance
Sex Ratio & Marital Status
• There is a definite skew towards singles: 66% singles, 27% married & 7% others.
27%
66%
7%
Married Single othersBaskin Robbins Alliance
• Brand communication through traditional modes only: visual & audio modes
• Heavy spillovers
• High clutter levels
• High cost per contact
Traditional Media Vehicles
• An interactive alternative media
• Targets the ‘young at heart’ high on engagement
• Low cost per contact for a filtered TG
• Infinite possibilities of innovation and first point contact
What BR offers To Marketer?
• An opportunity to convert a typical mass media campaign to a 360 degree communication endeavor
• Uncluttered and consistent presence in a highly innovative manner
Baskin Robbins Alliance
Institute’s offering E-MBA
• Mumbai Educational Trust (MET)
• Jamnalal Bajaj Institute Management
Studies (JBIMS)
• Narsee Monjee Institute of
Management Studies (NMIMS)
• Welingkar Institute of Management
Development and Research (We
School)
• Chetanas Ramprasad Khandelwal
Institute of Management and
Research
• NL Dalmia Institute of Management
and Studies
• Aegis School of Business
• Institute Of Technology and
management (ITM).10Baskin Robbins Alliance
Promotional activity which will be mutually beneficial
• Baskin door sticker / tent cards.
• Baskin promotion throw discount
coupons of Institute.
• Free scoop to students on purchase
of 250.
• If anyone interested to open up
franchisee Baskin will provide 25%
discount.
11Baskin Robbins Alliance