Baskin Robins

Topics: Ice cream, Baskin-Robbins, Brand management Pages: 18 (3799 words) Published: April 28, 2013
Industry Overview

Fast Moving Consumer Goods (FMCG) goods, popularly named as consumer packaged goods, play a vital role as a necessity and as an inelastic product. The Indian FMCG sector is the fourth largest sector the economy with a total market size of Rs. 167,100crs1The market is estimated to grow to US$ 100 billion by 2025, according to market research firm Nielsen In the last decade the FMCG sector has grown at an average of 11% a year; in the last five years, annual growth accelerated to 17%The FMCG Industry is characterized by a well established distribution Network, low penetration levels, low operating cost, lower per capita consumption and intense competition between the organized and unorganized segments FMCGs are slowly and gradually positioning and deeply penetrating in the fast growing rural market. The Rural mindset is open to consumption of newer, more contemporary food categories and as a result, drive consistent growth

The Ice Cream Market in India is developing very fast. The segment has huge scopes for development as there is much untapped potential in the market.

Ice Cream Market – Overview
The Ice Cream Market in India is an important segment of the FMCG sector in India. Consumption of ice creams is high during summers in India as the summers are too hot. The Ice Creams provide a cool relief from the sweltering heat of the sun. The mouth watering dollops and ice candies are enjoyed by people of every age. In India, the per capita consumption of ice cream is extremely low, around 250 ml per annum, in 2004, in comparison to the international per capita consumption, which is around 2 ltrs. Ice Cream Market - Companies

• Amul
• Kwality Walls
• Vadilal
Ice Cream Market - Major Players
• Amul: The Amul of the Gujarat Co-operative Milk Marketing Federation (GCMMF) is one of the major ice cream brands in India. The Amul brand of Ice Creams is worth Rs 3,500 crore. The company has invested nearly Rs 120 crore for expanding its capacity to 1.8 million liters per day in the period 2005 - 2007. Amul has introduced several unique flavors like cheese almonds, lychee, and figs. The Amul is a statement for quality food products and it is extremely popular.

• Kwality Walls: This brand is owned by Hindustan Lever Ltd (now Uni Lever) and is another popular ice cream brand. The company offers a variety of flavors, which is enjoyed by different age groups. In the year 2004, Kwality Walls earned Rs 93 crore by selling 8.60 million litres of ice-cream.

• Mother Dairy: The product introduced by the National Dairy Development Board, has a superficial penetration in the Ice Cream Market.

• Vadilal: The product is manufactured by the Vadilal Group. The market of this brand is concentrated in the state of Gujarat. Ice Cream Market - Multinational Brands
• Wells Dairy Inc
• Blue Bunny
• Baskin Robbins
• Candia Cream Bell
Company Profile: Baskin-Robbins


Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton "Burt" Baskin and Irvine "Irv" Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere.

As a teen, Irv worked in his father's 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.

They started out in separate ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream in Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena, CA. By 1948,...
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