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OBSERVATION RESEARCH

BASKIN ROBBINS
Info-city Outlet
Gandhinagar
"We sell fun, not just ice cream.”

Nearly three-quarters of a century ago, Burton "Burt" Baskin and Irvine "Irv"
Robbins’ mutual love of ice cream and the desire to provide customers a
variety of flavors made with ingredients of the highest quality in a fun, inviting
atmosphere gave birth to BASKIN ROBBINS

"Not everyone likes all our flavors, but each flavor is someone's favorite."
Baskin Robbins set up its operations in India in 1993 and then set up its own
manufacturing plant in Pune, Maharashtra , known as Baskin Robbins Franchise
Co. Pvt. Ltd.

BR is known for its innovation and excellent


flavors across the globe. They are pioneers in
introducing the concept of ‘Flavor of the
Month’, offering “Free Taste’ of Ice Cream to
all our customers and delivering Ice Creams
C Flavor of the month at the door of customers through unique
Classic Flavors
‘Home Service’ model. BR has a flavor bank
A of more than 1000 Flavors and one will get at
T Seasonal Flavors least 31 Flavors in any BR Parlor at any point
of time.
E Regional Flavors

G Bright Choices

O Soft Serve

R Grab – N - Go

Y The Deep Freeze


BASKIN ROBBINS
Info-city Outlet
Gandhinagar
Your Passport to flavor
Observations
Narrative Enquiry
Major crowd comes in the
evening
Saturday nights and Sunday
are busiest day of the week
25% Non-price issue shop
Sit and have ice-
cream Loyal customers
Discount attracts students

75% People generally come in


Take-away groups
Flavors helps in converting first
time customers to regular
ones

Information Source:
There is always an enquiry for
Sabir Khan (Manager) new flavors
Sandip Mansoli (Sales person)
Non participant Observation

“I am addicted to BR ice-creams”
Time in : 7:00 pm Time out : 7:25 pm
Single Female; Student, 2 scoops in one round

“Tere ko rasberry love hua hai ?”

Time in : 8:00 pm Time out : 8:45 pm


Group Male - 5; Students,2 rounds – 3|2 scoops

“Let’s experiment !!”

Time in : 8:30 pm Time out : 8:50 pm


Couple; Working; 2 cones
“Bahut mehenga hai”
Time in : 9:15 pm Time out : 9:20 pm
Family- 6; Walk out

“Giss piss giss piss….”

Time in : 9:30 pm Time out :9:40 pm


2 Female 1 male; Students; Walk out

“World cup”
“Follow me”
Time in : 9:50 pm Time out : 10:30 pm
Group Male- 5;Students; 5 scoops 1 round
Time in : 10:30pm Time
out : 10:55pm
“Mr. specific”
Group 2 Female 3 Male

Time in : 10:30pm Time out :10:45pm 5 Shakes

Single Male; Working; 1scoop


Consumer Insight

It’s my place and space


THANK YOU
Madhumanti Ghosh|Nidhi Gupta| Suganth Chellamutthu
Strategic Design Management
NID, PG Campus, Gandhinagar

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