In a bid to promote the Baskin Robbins range, Maharashtra Dairy Products Manufacturing Company Private Ltd. has charted out an aggressive marketing strategy to woo icecream lovers. As part of this, the company plans to launch a host of consumer promotion schemes which include the `Brochure Scheme' and the `Value-Additive Scheme'.Says Baskin Robbins district manager Mr Pronob Kerr: ``Under the`Brochure Scheme' the consumer gets a 50 per cent discount on his purchases from the Baskin Robbins galleries. We will market our brochures, priced at Rs 299, through direct selling.''To introduce the `Brochure Scheme' thecompany has recently tied up with a new marketing company called-GrantonMarketing. Under the `Value-Additive' scheme, the company plans to offer small packs free with each item.`` For instance, with a `double scoop Sundae' worth Rs 70, we offer a single scoop Sundae worth Rs 50 free,'' explains Mr Kerr.
In addition to these new schemes, the company also plans to launch a new collection called `Slim Collections' which includes low-fat frozen desserts in October 2000. Priced at Rs 27 the new collection comes in four flavoursnamely Guava, Litchi, Pineapple and Strawberry.
In March 2000, the company had unveiled a premium collection including flavours like Pink Bubble Gum, English Toffee and Multi Chocolate Fudge, all priced at Rs 30 each. In addition it also introduced ``Signature Collections'' priced at Rs 27 each.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.