In a bid to increase its presence in India, Baskin Robbins has entered the retail market by tying up with big retail players. The company has also tied up for Delhi leg of the first All India Baskin Robbins Junior Cricket 7s tournament.
Pankaj Chaturvedi, CEO, Baskin Robbins, South Asia, said, “We have tied up with Food Bazaar, Food World, Hypercity, Natures Basket, and Shoprite for retailing in India. We have 49 stores all over India. Though our retail stores are only in metros right now, we will foray into smaller towns soon.”
He further said, “The company’s marketing plans are very focussed for 2007. We are doing lot of below the line activities in Pune, Chandigarh and all the metros. Over the years, Baskin Robbins has introduced many innovative concepts, continuously re-engineering itself to keep up with our mission of ‘we sell fun and not just ice cream’.”
Explaining the junior cricket initiative, Chaturvedi said, “This novel format of cricket has been conceptualised for the youth and is structured in a manner to ensure that play is fun and competitive yet does not require any major cricketing skills.”
“We developed a concept called ‘7.0’ for the junior cricket tournament that we plan to take to smaller towns. Starting January 17, the matches would be played at the Central Civil Services Ground in Delhi. The championship, restricted to boys under the age of 17 years, is expected to see participation from all leading schools and junior colleges in Delhi.”
The advertising for Baskin Robbins is being handled by JWT, Mumbai. Chaturvedi further said, “We are doing lot of promotions and print ads. We have plans to do banners and mailers on Internet as well.”