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October 30, 2000. Baskin-Robbins Delighting consumers for nearly 55 years in the U.S., and 30 years internationally World’s largest chain of ice cream.

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Presentation on theme: "October 30, 2000. Baskin-Robbins Delighting consumers for nearly 55 years in the U.S., and 30 years internationally World’s largest chain of ice cream."— Presentation transcript:

1 October 30, 2000

2 Baskin-Robbins Delighting consumers for nearly 55 years in the U.S., and 30 years internationally World’s largest chain of ice cream specialty stores — 2,500 U.S. — 2,200 international In the U.S., Baskin-Robbins scoops over 150 million ice cream cones each year Nearly 400 million customers served annually

3 Baskin-Robbins Core Equities Variety -- What’s Your Flavor? –Signature items Ageless, All-Family Heritage -- Timeless & Relevant Fun & Spontaneous Simple & Approachable Quality

4 Baskin-Robbins: What’s Your Flavor? Invoke in consumers the simple, indulgent and familiar pleasures of the Baskin-Robbins experience From "31 Flavors" in 1945 to nearly 1,000 today... –Signature flavors –Popular "Flavor of the Month" program –Whimsical flavor names representing popular trends

5 America Loves Baskin-Robbins! 98% Brand Awareness 80% Brand Purchase (Product Q Study, 1999)

6 America Loves Baskin-Robbins! High Overall Positive Q Score Among Fast Food Category Baskin-Robbins 43Burger King 28 Dunkin’ Donuts 33McDonald’s25 Wendy’s 28Boston Market 23 (Product Q Study, 1999)

7 America Loves Baskin-Robbins! #1 in Ice Cream Yogurt Category #1 in Category in Service, Menu Variety, Cleanliness and Atmosphere

8 Brandscape Brand Stature Brand Strength Edy’s Friendly’s Ben & Jerry’s Häagen-Dazs Breyer’s McDonald’s Source: Landor Associates, 2000 New GrowingLeadership Declining

9 Enchanted Mission Expose families to the magical world of Shrek through "proprietary treats" and a uniquely themed store environment.

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11 An Enchanted Summer at Baskin-Robbins Fairy tale-themed in-store experience Possible "First Book" non-profit tie-in Unique ice cream products designed to draw families into Shrek's world Table Tent

12 A Line of “Proprietary Treats” Ice Cream –Proprietary Flavors –Sundae Beverages –Color-Changing/Interactive "Potions” and Shakes Branded Ice Cream and Cake Creations –Photo cake of Shrek –DecoPac/Bakery Crafts Design Standee

13 Enchanted Flavors Shrek Swirl Dragon's Treat

14 Sundae & Beverages Swamp Sundae Enchanted Potion Transformation Shake

15 Unique Cakes Shrek Photo Cake DecoPac/Bakery Crafts Cake

16 What Baskin-Robbins Can Offer $2 Million integrated national cable TV and radio advertising Line of limited-time-offer proprietary Shrek products National in-store POP support in over 2,500 stores –Creating 24 million impressions in promo period Shrek featured on Baskin-Robbins website, with link to DreamWorks website Possible "First Book" non-profit tie-in

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