Abstract
RB is a premium ice cream retailer which has become one of the world’s largest chains of ice cream specialty stores with more than 5,800 stores throughout the globe. The company set up its operations in India in 1993 with its own manufacturing plant near Pune; it operates through 100 per cent franchisee parlours and modern food retail channels such as hotels, malls and restaurants. However, despite a huge potential, the sector is fairly competitive and tough to crack, for majority of consumers are still unfamiliar with the concept of premium ice creams and purchase local brands from unorganized players. Even with the growth of parlours, majority of volume sales happen via impulse purchase and take-home products. Given the presence of a multitude of players in the Indian ice cream market, most of them through multi-brand outlets and vending carts, RB faces a tough situation due to its business model and franchisee operations. Also, RB needs a further boost to develop the brand to ensure strong association to an innovative ice cream store that would cater to the neighbourhood families in an environment of fun, personalization and frolic. Thus, there is a need for RB to strategize in order to engage consumers and maintain profitable operations in India.
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