Baskin Robbins Case Study This case summarizes the marketing research to be performed for the logo redesign project of Baskin Robbins. Case Analysis Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study because the frozen-food retailing industry had become more hostile to Baskin-Robbins in recent years. A few entrants such as Cold Stone Creamery and others had popularized the in-store experience. Cold Stone Creamery’s sales were now almost 75 percent of Baskin-Robbins’ sales. The contest has changed since the mid-1980s’. Customers are more demanding about the hospitality experience.
They earn more money and they can buy comparable ice creams to Baskin-Robbins in grocery stores now. While BR’s competitors are pushing this mix-in experience – a higher price theater experience. The main purpose of the Baskin-Robbins corporate study was to decide whether or not they should change their logo to gain a competitive advantage. They are also using this study to find out the implications of a change of logo, and a change in the way the stores are designed. The key questions the Baskin-Robbins brand team is addressing are: should the brand logo be changed to signal something new is happening at Baskin-Robbins?
If the logo is changed would there be synergy between the logo changed and the redesign interiors? Also, changing the interior of stores will offer a lot of complications with the franchisees. A main concern is whether or not these franchisees would be willing to buy into the new ideas, considering that they have invested a lot into the franchise. The management of Baskin Robbins wants to change logo based on the customer reaction towards old logo and new logo after showing the drawings of the new logo and new redesign of the stores.
The research design to be adopted should be exploratory research that can be based on the focus groups and direct interviews with the customer. Also observational research can be used to perform the research on how the customer reacts to the visits to the store and their reaction during the direct interview with the interviewer on the store and logo redesign. Approach for the research should be developed. Approach can consist of multiple research options such as direct interviews, focus groups and observational research. Research design can include the form of the research for each of the approach.
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A questionnaire can be designed to have direct interviews with the customers visiting the store. An observational form can be designed to capture the observations during the direct interviews. Secondary data have been collected for purposes other than the problem at hand. These data can be quickly located and are not expensive. Syndicated data are the compiled data available from the external agencies that can be used for the marketing research problem. These data are available in bulk. The secondary and syndicated data can be used for the research.
Customer can be interviewed based on their location by an internet survey or a telephonic call to gather details about their perspective on Baskin Robbins old logo and their experience with the store. Conclusion Marketing research plays an important role in decision making. Professionally done marketing research are practical provides a value to management. References California Intercontinental University – Quality Research in Consumer Behavior Study Guide Marketing Research: An Applied Orientation, Sixth EditionHelp by Naresh K Malhotra
The London based J. Lyons & co. purchases Baskin-Robbins in 1973. In 1974, Baskin-Robbinsbegins its international expansion with the opening of a store in Brussels, Belgium.In 1978, Irv Robbins retires as chairman of the board. J. Lyons is purchased by Allied Breweries,creating Allied Lyons.In 1987, Dairy Foods magazine names Baskin-
Robbins “Ice Cream Retailer of the Year”.
Baskin-Robbins introduces a n all- natural line of low fat and non fat frozen yogurts.In 989, Baskin-Robbins becomes the first ice cream specialty store to introduce non sugar addedfrozen dairy dessert. Baskin-Robbins becomes the first ice cream specialty store to introduce afat free frozen dairy dessert in1991.In 1993, Baskin-
Robbins is named “America’s Favorite Sweets Chain” fo
r the 10
Restaurants and Institutions prestigious national survey’s 13
- year history. In 1995, Baskin-Robbins was the first ice cream company to introduce a non-fat soft serve ice cream.In 2000, nearly three million people walked away with smiles during Baskin-
Robbins, “FreeScoop night” on May 3. Baskin
-Robbins launched the Freeze Frame cake program.
Primary reasons for the Popularity of the Baskin-Robbins Brand
Three are several factors that contributed to the success of the Baskin-Robbins brand. The factorsare as follows;1.
Innovation in flavor of ice cream2.
Maintaining uniformity in quality of the products and specification of the customers.3.
Formation of strategic alliance to perform smooth operation in a large scale5.
Friendly ambience in the stores and friendly relationship between employees andcustomers.7.
Use of the concept of franchising in the business.8.
Innovative marketing efforts of the company.