Case study of Baskin-Robbins: Can it bask in the good 'Ole Days?
Submitted for Course Number MGT 611 Course Title: Business Research Analysis Instructor: Sheila Fournier-Bonilla By: Kory McCullough & Dan Hui
Critical Thinking Questions 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
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An analyst in the quick-service restaurant industry have reported in the trade journals that the new entrants had continued to grow faster than Baskin-Robbins' especially in the key of same-store sales compared to the previous year. The series of marketing research problem statements can be put into context by speaking simpler. Baskin-Robbins wants to change the way their store and logo look in order to gain an edge over the other ice cream places. They also want the logo and new design of the store to reflect their agenda. They want to appeal to the customer in the best way possible, and conducting the research will allow Baskin-Robbins to do just that. The main inference implied in this case pertaining to problem definition is that Baskin-Robbins needs a change in order to compete. They are an established brand with thoughts of remodeling and reconstruction of the logo. Cold Stone-Creamery and new entrants are extremely threatening to a brand that has been around for a long time. Steps must be taken towards a change in the image of the company if they want to continue to compete at a high lvevel. If we take this line of reasoning seriously, the implications for many others firms seeking to define the marketing research problem related to rebranding are :Is an established brand that the logo for should not be overhauled? Should the brand logo be changed to signal