UK-based ice cream major Baskin31Robbins is planning for a radio ad campaign in June in Mumbai. The campaign will focus on the easy availability and affordability of the product, Pankajj B Chaturvedi, CEO, South Asia informed exchange4media today.
Elaborating on the marketing and advertising initiatives, he said at present there are over 115 retail outlets across 51 cities in the country. This number will see a considerable increase in the coming year. A franchise model vertical in nature has been adopted. Added to this, the ‘kiosk model’ for promoting the product is also being used. This model has shown good results in the western part of the country which accounts for almost 30 per cent of the total sales, Chaturvedi said.
After almost 11 years of its presence in the country, the player is revamping its operations to achieve an annual turnover of over Rs 22 crore in FY04-05.
Places like shopping malls, educational institutions and all major markets in B grade cities are the target. Besides this there is a strong focus on the northern region. Outlets will be shortly opened in cities like Jalandhar, Ludhiana, Amritsar and Shimla.
New innovations for promoting the product are also being tried. Every month a new “flavour of the month” is introduced from the manufacturing base at Pune, he said.