Caselet Code : CLSDM015
Publication date : 2005
Subject : Sales and Distribution Management
Industry : FMCG - Food and Beverages
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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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.

Issues:

» Challenges in global ice cream sales
» Importance of alternative distribution channels
» Effect of sales promotion strategies

 
Key words:

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

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?