Case Type: Increase sales
Case Style: Candidate Led
Industry: Ice Cream Industry
Case Type: Increase sales
Industry: Ice cream Industry
Case by CAPEGEMINI
Baskin-Robbins is an American chain of ice-cream & cake specialty shop restaurants. It operates nearly 2500 stores in the US. The company is known for its “31 flavors” slogan, with the idea that a customer could have a different flavor on each day of the month.
Its products are high quality and uses only natural ingredients. Company has a very high brand recognition in the US and its products are distributed nationwide through self owned ice cream shops and franchises.
Through its strong distribution channel and brand name, the company out-performed the industry average last year in terms of growth, clocking an annual revenue of $100mn. However, Investors at Baskin Robbins are still not convinced with the numbers and feel that company has a much higher potential to grow. Keeping that in mind, they have given an annual revenue target of $125mn for this year to the company’s CEO.
CEO at Baskin Robbins have hired us to provide recommendations on how this target can be achieved.
Additional information (To be provided only on request)
Overall ice-cream industry recorded a growth of 15% last year.
Basking Robbins grew by 20% in the same period owing to its successful “31 flavor” campaign. One of its competitor Haagen Dazs outperformed Baskin Robbins where as others were below or around the industry average.
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Candidate is expected to solve this case by answering following questionnaires, led by the interviewer or the case partner. It is a candidate led case and below questions are given only to provide a direction to the candidate’s analysis wherever necessary. A good candidate is expected to crack this case end to end on his own using appropriate assumptions.