Baskin Robbins Scoops Up New Retail Strategy Mumbai: 1 Updated: Oct 17 2002, 05:303m hrs Baskin Robbins in India is planning to widen its distribution network by moving out of exclusive parlours currently to retail pre-packed cups in premium outlets at shopping malls, supermarkets, and multiplexes across the country. Currently, the company markets Baskin Robbins icecream scoops through its exclusive parlours. As part of its new distribution strategy, the company is all set to foray into the prepacked ice cream cups segment (100 ml priced at Rs 30) for the first time in the Indian market. On the company's new initiative, says Baskin Robins marketing manager Nirmala Gomes: The objective behind the launch of pre-packed retail cups is to reach out to a wider audience so that our new premium retail route strategy for cups does not interfere with the sales of scoops. Through this strategy, the company is planning to set up 50 exclusive Baskin Robbins mini shop in-shop ice-cream counters in cities such as Mumbai, Kolkata, Delhi, Pune, Bangalore, and Goa by March 2003-end. The shops will be operated both by the company (where there is a huge crowd and potential for the business to grow) and franchisees, says Ms. Gomes. Prior to the formal launch, the company conducted market research in Kolkata during Durga Puja celebrations. In Mumbai, the company has set up shop-in-shop at FameAdLabs. According to Ms. Comes, the response was positive. On the company's new flavors in pre-packed retail cups, informs Ms. Gomes: Initially, we plan to introduce four flavors of icecreams such as Chocolate, Nut Crunch, Strawberry, and Milk Choco Chips. If there is a good consumer response, then we will extend our range of flavors next year which are internationally available. As part of its communication strategy, the company has entered into joint promotions with multiplexes to launch consumer promotions. The company is also planning to roll out a new television commercial soon, informs Ms. Gomes. According to Ms. Gomes: With the move, we hope the new premium retail route strategy to contribute an additional 10 per cent to our overall sales turnover by 2003-end. Comments Strat Caps Securities Pvt Ltd research analyst Prashant Mulay: At multiplexes, any customer will be ready to spend on gaining total experience of entertainment in the form of a movie, a premium coffee, and snacks. Baskin Robbins should unveil a high indulgence concept of parlours with the actual scoop method which will definitely work better than the pre-packed ice-cream cups concept, he adds. Questions: 1. Banking on the marketability of Baskin Robbins with the intention of creating an exclusive parlour in premium outlets, what do you think is the best marketing channel they can adapt? 2. There is a presence of global challenges in the ice cream arena, and following an aggressive distribution strategy to achieve higher sales, if they want to impact the Philippine market, what could Baskin Robbins do to achieve such goal in a distribution channel perspective and application? 3. Given that technology plays a vital role in today's business generation, and we include internet as one of the intermediaries, how can Baskin Robbins maximize the use of internet in achieving global presence? Source: httpszwwwiinancialexpress.com/archive/baskin-robbins-scoops-up-new-retail- strategyz59522z