Coming to your city
Your neighborhood ice-cream store...
BUSINESS PLAN FOR LAUNCHING…
BACKGROUND OF THE COMPANY
INTRODUCTION
• Global chain of ice-cream parlors.
• More than 5,600 locations, 2,800 of which are located in the United
States.
• Sells ice cream in over 30 countries, including Japan, Canada, the
United Kingdom, the United Arab Emirates, India and many more.
• It is known for its "31 flavors" slogan.
BRIEF HISTORY
Three-quarters of a century ago, two brothers-in-law shared a dream to create an
innovative ice cream store.
 During World War II, Burt was a Lieutenant in the U.S. Navy and produced ice cream
for his fellow troops. When the war was over, the two entrepreneurs were eager to
capitalize on America’s love of ice cream.
In 1945, Irv opened Snowbird Ice Cream in California. His store featured 21 flavors
and emphasized high-quality ice cream sold in a fun, personalized atmosphere.
A year later, Burt opened Burrton's Ice Cream Shop in Pasadena, CA.
By 1948, they had six stores between them. This concept eventually grew into BaskinRobbins.
 In 1949, there were more than 40 stores in
Southern California
 Burt and Irv purchased their first dairy in
Burbank. This business decision allowed them
to have complete control over the production of
their ice cream, and the development of new
ingredients and flavors.
 The use of cartoons to bring their flavors alive
with personality to graphically highlight the
name and delicious ingredients.
 With this over-arching branding, BaskinRobbins’ iconic pink spoons were created with
the belief that people should be able to try any
of their many flavors without cost.
SIGNIFICANT BRANDS
 Ice-Cream
 Sundaes
 Cakes
 Beverages
UMER
ANWAR
IDENTIFICATION OF
OPPORTUNITY
SWOT ANALYSIS
Strengths
• In Pakistan labor cost is cheap due to which the
cost of production will be ultimately low.
• Demand of an ice-cream is very high.
• Stiff competition in market makes things better.
• Technology is advanced which increase demand
daily.
• Foreign
company is stronger than Pakistani
company in the field of fast foods, ice-creams and
beverages
Weaknesses
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Cost recovered after long period.
Major part of business is on credit.
Due to tough competition profit margin is less in each product.
In companies there is a lot of wastage of resources, that ultimately
affects the company’s productivity.
Opportunities
• Potential advertisement can directly approach to the consumer market.
• Companies can get edge from direct sale model, which results in
customer satisfaction due to enough know about the product.
• Companies have opportunity to capture the market by introducing
mass product lines.
Threats
• Pakistani ice-cream industries are having their potential market share
but for new entrants companies local producers may be a big threat.
• Sometimes patriotism overcomes either company spread network all
over the world.
• Governments support the investment and boost their business through
comprehensive competitiveness by integrating internal and external
resources.
BCG MATRIX
MARKET SHARE
 WALLS
 GOURMET
 ICE BERG
 LOCAL MANUFACTURERS
45%
20%
10%
25%
THE PRODUCT MARKET
EXPANSION GRID
EXISTING PRODUCTS
EXISTING
MARKET
NEW
MARKET
NEW PRODUCTS
MARKET
PENETRATION
PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
NOTE:
As Baskin Robbins doesn’t exist so it would be a market development
phase for a company which is being newly launched.
SYED ZEESHAN
HAIDER
CORE DISTINCTIVE EDGE OF THE
COMPANY
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INTERNATIONAL BRAND NAME
ADVANCED TECHNOLOGY
HUGE CAPITAL
EVERY INDIVIUAL IS OUR TARGET MARKET
SKILLED STAFF
FRIENDLY CULTURE AND ENVIRONMENT
ATTRACTIVE PACKING
HUGE PRODUCT LINE
VARIETY OF FLAVOURS
CONTINUOUS DEVELOPMENT
PORTER’S FIVE FORCES MODEL
AND SOLUTION
Competitors
Without domestic market, business is rootless, without international
market, business is weak.
Baskin Robbins is not the market leader. Its competitors are:
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WALLS
GOURMET
ICE BERG
LOCAL MANUFAUCTURERS
But Baskin Robbins will work great according to their strategies
which helps to capture the market in following years.
Threats of New Entrants
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Challenge is the drive of innovation
First difficult, then easy
Quality products are made by qualified people.
It is a value war instead of a price war.
With creative thoughts, there is no fear of off season or weak market.
Challenge your powers Strive your best to keep a deadline
Always remember that the secret of success is passion
Shooting “flying targets”
Good, Better, Best.”
Substitutes
There are so many substitutes regarding ice cream, cakes, beverages.
For example if someone is not able to come to an ice cream parlor. He
will buy the ice cream from the nearest shop or local vendor.
Bargaining Power of Suppliers
Purchase is precisely arranged according to the actual needs; needed
parts and raw materials are procured through worldwide suppliers for
order fulfillment. Baskin Robbins has good relations with its suppliers
especially who provide them a raw material.
Bargaining Power of Buyers
To build good impression is to be fully devoted to work, spare no
efforts to satisfied personalized needs and care for work and customer.
Baskin Robbins in its course of journey in Pakistan will certainly
initiate a bright future with an impressive, cohesive and innovative
brand image.
Baskin Robbins put forth the concept of “Star Service” based on the
principle that customer is always right. Our business relies on
customers for success. The business is successful only when the
customers are satisfied that.
Never say "No" to the market
Here it’s not a specific market, but a market in a broad sense. Whether
people are from assembly line or marketing department, or even from
service center or security, a job is a market. You should never say
“No” to the market but satisfy all your customers
SAQIB IMRAN
STRATEGY FOR LAUNCHING THE
PRODUCT
Goals and Objectives of Planned Product
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To gain High market share.
To launch franchises all over Pakistan.
Provide customers maximum services at low cost.
We will look forward to provide door step services.
• To setup our own production plants.
Marketing Strategy of Planned Product
• We will provide free coupons to some schools colleges to create
awareness about the brand.
• We will hold different mobile stalls at certain location or on some
festivals.
• We will provide free samples to people just to check our quality and
quantity.
• We will offer different deals for family or for bulk buyers.
• We will offer toys and different playing stuff for kids with ice cream.
Target Market
• Our target market would be every part of the community.
Action Programs
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We will hire skilled staff to communicate better with customers.
We will buy raw material from best means to maintain quality.
Our flavors according to culture of location.
Offering first time ever 24 hours take away service for an ice cream.
Projected Budget
• We project our monthly sale budget of Rs 0.3 MILLION (approx.)
H. W A J A H A T A L I
Control Measures
• There are backup plans to control electricity by generators as there is a
severe electric problems in our country.
• We will store enough raw material to smoothly run production in
crises or shortage days.
• We offer incentives to our staff and labor.
• We will also provide transportation services to our employees.
Projected Market Share
• We look forward to achieve highest market share with approximately
55% share annually.
Projected Profit Margin
• In the beginning profit margin of Rs. 55,000 monthly later on it will
increase.
Market Segmentation
We would be dividing our customers according to the demand of flavors.
TUTI FRUTI
CHOCOLATE
VANILLA
PISTA
MANGO
STRAWBERY
PINEAPPLE
SAIM AHMED
Positioning
Being an international brand we will maintain the best quality in
our products by using latest technology, skilled staff, hygienic
environment for the production. We will also work for increase
and maintain our product line. This will create a good image in the
minds of our customers and ultimately will help us to attract new
customers and to maintain old ones.
Marketing Mix
Product
• We are offering different deals such as
Single scoop
Double-treat
Family deal
Bulky
• We are also offering grab n’ go services i.e. packed ice-cream.
• We will also provide free home delivery services.
• We offer free garnishing.
Placement
• Our prime location for franchise is MM ALAM road and would be
FORTRESS, DEFENSE PHASES and THE MALL.
Price
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Single scoop
Double treat
Family deal
Bulky
>>> Rs. 30.
>>> Rs. 55.
>>> Rs. 170.
>>> Rs. 400.
(1 scoop)
(2 scoops)
(7 scoops)
(15 scoops)
Promotion
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Giving 20% discount to first 100 visitors.
There are membership cards for frequent visitors.
Surprise gifts for Bulky buyers.
Free coupons to have an ice-cream at discounted rates.
Preliminary Survey
 YOUR AGE?
• 12-18
• 18-30
• Above 30
 Are you fond of Ice Cream?
• Very much
• Have occasionally
• Don’t like
 Which flavors you like most of an Ice Cream?
• Chocolate
• Mango
• Vanilla
• Others: -------------------------- How much would you pay to have an Ice Cream?
• Rs. 20 to 30
• Rs. 30 to 50
• Above 50
Which location you prefer more to have Ice Cream
• MM ALAM ROAD
• FORTRESS STADIUM
• THE MALL
• DHA
Do you think there must be some more outlets in other
cities too?
• Yes
• No
 Which advertising media you prefer more?
• Television
• Newspaper
• Billboards
 YOUR KIND SUGGESTIONS:
CONCLUSION
THANKS FOR YOUR
ATTENTION