Baskin Robbins, the premium ice-cream retailer is seeking B2B associations with
international and domestic children''s films, aiming to benefit from co-branding.
quest comes from having tasted some degree of success with co-branding initiatives
with Hollywood blockbuster Spiderman 3 and Coca-Cola earlier in the year.
to the company, targeting kids via its association with the Spiderman movie, Baskin
Robbins saw increased footfalls at its retail spots, which powered their business
to four times the monthly average in that particular month.
the line, the ice-cream chain also gave away free comics with each scoop of its
ice cream, and also used the Spiderman brand in television commercials on kids''
company is reported to have been in talks with the producers of the Bollywood
movie Hanuman, but the film''s delayed release has proved to be a dampener to its
Robbins retails through 240 outlets across 52 Indian cities, and plans to increase
this count to around 300 outlets by December, following which it has set itself
a target of rolling out 100 outlets each year. Baskin Robbins is looking at a
cluster presence across many cities, with special focus on tier-II and III cities
on account of latent business opportunities in smaller towns. Exemplifying its
small town experience, the company claims that its store at Shillong does greater
business than its store in Juhu, Mumbai.
chain claims that its standalone stores are more profitable than the kiosks it
has in many malls, though the kiosks rank higher in terms of footfalls. It attributes
this differentiation to mall purchases being a manifestation of impulse buying,
while in-store purchases is more deliberate or destination oriented.
Indians prefer fruit and nut flavours, the company is planning regular research
and development programmes to customise its offerings. Global per capita consumption
of ice-creams is at about one litre per year, while Indians seem to have a miniscule
per capita consumption of 150ml a year.
with a variation in its retail format, Baskin Robbins recently launched a lounge
format for its outlet in Bangalore, and six in Hyderabad. A lounge outlet required
a higher investment of Rs25-30 lakh, where as a standalone store needs about Rs12
lakh, and a kiosk can be set up for about Rs7 lakh. Baskin Robbins saw a turnover
of Rs42 crore in the previous fiscal, and is estimating it to grow to Rs50 crore
in the current fiscal.