A COMPARATIVE BRAND ANALYSIS AND SHORT STUDY ON PROMOTIONAL SCHEME OF BASKIN ROBBINS IN DELHI AND NCR SUMMER PROJECT

2010
Submitted for the partial fulfillment of the requirement for the award Of POST GRADUATE DIPLOMA IN MANAGEMENT
SUBMITTED BYPAVAN GUPTA

9076
UNDER THE SUPERVISION OF
INTERNAL: Prof. MONA CHAUDHARY EXTERNAL: ANKUR SINGH

DEPARTMENT OF MANAGEMENT

INSTITUTE OF MANAGEMENT EDUCATION SAHIBABAD

DECLARATION

I, Pavan Gupta, a student of Institute of Management Education, Sahibabad hereby declare that the summer project titled A COMPARATIVE BRAND ANALYSIS AND SHORT STUDY ON
PROMOTIONAL SCHEME OF BASKIN ROBBINS IN DELHI AND NCR. has been completed

by me under the guidance of Prof. Mona Chaudhary as part of the course curriculum for the partial fulfillment of the PGDM course for the academic session 2009-11. I further declare that the contents of the report are authentic and specific references have been quoted along with the secondary data for better cross check and verification. The primary survey had been done in Delhi as a part of the project and the results of the survey cannot be transferred or copied without prior approval. It is also declared that this work is original and has not been published or presented earlier.

PAVAN GUPTA

PGDM (2009-11)
INSTITUTE OF MANAGEMENT EDUCATION SAHIBABAD

CERTIFICATE OF COMPLETION

DEPARTMNET OF MANAGEMENT INSTITUTE OF MANAGEMENT EDUCAION SAHIBABAD GHAZIABAD

This is to certify that Pavan Gupta, a student of Institute of Management Education, Sahibabad has successfully completed the summer project as partial fulfillment of the PGDM course in the academic year 2009-11 . The title of the summer project was A COMPARATIVE BRAND
ANALYSIS AND SHORT STUDY ON PROMOTIONAL SCHEME OF BASKIN ROBBINS IN DELHI AND NCR. This project was completed under the guidance of Prof. Mona Chaudhary

Faculty, IME. IME wishes Pavan Gupta success in all him future endeavors.

Date:
Place:

Signature

PREFACE

The PGDM curriculum is designed in such a way that student can grasp maximum knowledge and can get practical exposure to the corporate in minimum possible time. Business schools of today realize the importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of PGDM curriculum and its provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skill in analyzing and interpreting practical problem through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life situation.

AKONOWLDGMENT
It is my second time to give my report on research that is done by me. Here was very typical confusing work of it. The research work requires co-operation of many people and this work is no exception. It is difficult to thank individually all the person who patronized this work. The researcher has asked for favors, borrowed ideas, expression and facts from so many that it would require one volume to give credit to all. So, the researcher wants to thanks all the patrons of this report. I take the opportunity to express my deep gratitude to BASKIN ROBBINS (Graviss) to taking me as a summer trainee & extending me their full support & co operation towards the completion of this project. First and foremost, I express me deep sense of gratitude to Mr. Ankur Singh (Senior ExecutiveNorth) his helping nature and his enthusiasm has been source of constant inspiration. His unhitching support during my work is very admirable. He is the true driving force behind this work throughout, constantly encouraging us to do my best inspiring us to aim higher. I also would like to give gratitude to Prof. Mona Chaudhary for help in project . I gratitude to Dr. Taruna gautam (Head of placement cell IME, Institute of Management Education, Sahibabad), whose provide me this training & give guidelines to complete the project. I am very thankful to all the faculty members, the whole college staff for providing me with necessary facilities and support, essential for bringing out this work in a short time. Above all I thank my family and especially my senior Susheel sir for their constant motivation and support. It was just because of their divine love and support that made me work properly and complete my objectives in a splendid manner. Finally I thank the Almighty for creating an aura of favorable situations for me and guiding me throughout the pathway. Pavan Gupta
PGDM, IME SAHIBABAD.

TABLE OF CONTENTS
1. Executive Summary 1

2. Literature Review

3. Introduction 3.1. Company Introduction 3.2. Baskin-Robbins in Current Senario 3.3. About Baskin Robbins 3.4. Founder History 3.5. Corporate History 3.6. Brief introduction of Competitor Company

11 12 14 18 20 23 25

4. A Comparative Brand Analysis

30

5. Analyzing Customer and Market Potential

36

6. Research Methodology

39

7. Data Analysis and Finding

40

8. Conclusions

50

9. Suggestions

51

10. Limitations

51

12. Bibiliography

52

13. Annexure

(53-56)