Ata ul Hassnain

Ata ul Hassnain

Presented By:

Ahsan Ali Farrukh (FA12-MBT-039)

Ata Ul Hassnain (FA12-MBT-015)Fraz Asmat (FA12-MBT-027)Asad Raza (FA12-MBT-011)Muhammad Akram(FA12-MBT-047)

Ata ul Hassnain

Table of Contents:

Introduction

Historical Background

Mission & vision

Product strategy

Product range/ line extension

Pricing strategy Promotional strategy

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Historical Background :

History:Baskin-Robbins is an American global ice cream parlor based in Canton, Massachusetts

It was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California

Irv worked in his father's ice cream store. During World War II, Burt was a Lieutenant in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two entrepreneurs were eager to capitalize on America's love of ice cream.

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Competitors:

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Question#9

What is the role of marketing research in deciding whether to change the logo in this case?

Marketing research was dramatically important in this particular scenario at Baskin-Robbins. Problem regarding the decision about the selection of logo & redesigning the interior of store to know customer’s preferences and acceptance of change.

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Question#10

Define the management decision problem confronting the Baskin-Robbins executive group, along with Kimmel, and a corresponding marketing research problem and show the linkages b/w two?

The decision problem faced by the executive group of B&R was that they want to change the logo with interior at store. But the marketing research problem was that will the change of logo be synergetic with interior of stores and will the customers prefer such change…..

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Question#11

What specific research question and hypothesis are suggested in this case?

Should a change in furniture or fixture at Baskin-Robbins store.

Do you suggest the change of logo for Baskin-Robbins.

Do you suggest Baskin-Robbins to extend their product line.

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Question#12

If Kimmel decides to conduct a study to address the marketing research problem, what research design should be adopted? Relate the different phases of the research design to specific aspects of the marketing research problem.

If Kimmel would conduct any study to address the market research problem, we would go for the Descriptive Research design because they have a research problem and for the proper description of study they have to follow the definition for further explanation.

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Question#13

What kind of secondary and syndicated data would be helpful in addressing the issue of changing the brand logo? What is the role played by such data?

To gather the secondary data they’ll have to go for surveys to get proper information they have to design a questioner and ask customers to fill there predesigned questioners.

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Question#14

Discuss the role of qualitative research in gaining a better understanding of the influence of the brand image on consumer selection of an ice cream brand?

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Question#15

Do you think that Kimmel should commission a survey in this case? If yes, which survey method would you recommend and why?

Yes they should commission a survey we would recommend a Focus Group Survey to them.

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Question#16

Can an experiment be conducted to address the issue of changing the brand logo? If yes, what experiment design would you recommend and why?

No Way

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Question#17

Discuss the role of measurement and scaling in assessing the consumer response to the old and new logos.

As far as the measurement and scaling is concerned, Baskin-Robbins used Ratio Scale as it mentioned in case study that logo will only be change if there is a customer ratio of 2:1 between the old and new logo..

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Question#18

After showing the respondent the old and the new logos, the following question is asked: “Do you like the new logo better than the old logo?” Critically evaluate the wording of this question.

In this the interviewer discourage about the old logo by asking this question. It simply shows that the interviewer emphasizes on the new logo.

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Question#19

If mall-intercept interviews are to be conducted to determine consumer’s preference for ice cream brands, design a suitable sampling process. What should be the sample size and how should it be determined?

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Question#20

If you were the supervisor in charge of mall-intercept interviewing, what challenges would you face in training the interviewers?

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Question#21

How should the executive group, along with Kimmel, evaluate the marketing research report? How will the findings of marketing research help them make decisions about changing the brand logo?

The executive group evaluate the marketing research report by studying the survey of customers about the new and the old logo. After knowing the real research on its logo and the customer’s responses about how many customers want to see the new logo. It will sundry help the executive group to make decisions about changing the brand logo.

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Hypothesis:

1- Will the new logo and design be able to grab the customer’s attention.

*)YES *)NO

2- Will customer pay more for hospitality experiences.

*)YES *)NO

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a

Ice Cream

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Any Queries?