Your neighborhood ice-cream store...

Coming to your city

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 Baskin-Robbins.

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, Baskin-Robbins’ 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

U M E R A N W A R

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

• 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 45% GOURMET 20% ICE BERG 10% LOCAL MANUFACTURERS 25%

THE PRODUCT MARKET EXPANSION GRID

MARKET PENETRATION

MARKET DEVELOPMENT

PRODUCT DEVELOPMENT

DIVERSIFICATION

EXISTING PRODUCTS NEW PRODUCTS

EXISTING MARKET

NEW MARKET

NOTE:As Baskin Robbins doesn’t exist so it would be a market development phase for a company which is being newly launched.

S Y E D Z E E S H A N

H A I D E R

CORE DISTINCTIVE EDGE OF THE COMPANY

• 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:

• 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

• 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 marketHere 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

S A Q I B I M R A N

STRATEGY FOR LAUNCHING THE PRODUCT

Goals and Objectives of Planned Product

• 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• 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

S A I M A H M E D

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• Single scoop >>> Rs. 30. (1 scoop)• Double treat >>> Rs. 55. (2 scoops)• Family deal >>> Rs. 170. (7 scoops)• Bulky >>> Rs. 400. (15 scoops)

Promotion• 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 YOURATTENTION