Scribd Logo
Upload

Welcome to Scribd!

  • 469 views

    Baskin-Robbins: Can It Bask in The Good 'Ole Days?

    Uploaded by

    ash
    The document discusses a study conducted by Baskin-Robbins to determine whether to change their logo. Baskin-Robbins Brand Officer Ken Kimmel felt the study was important due to decreased market share from new competitors offering enhanced in-store experiences. The main purpose of the study was to assess customer attitudes toward a potential new logo, and determine if two-thirds would prefer it, as the company wanted customer approval before making any changes to help retain existing customers and attract new ones.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Baskin-Robbins: Can It Bask in The Good 'Ole Days?

    Uploaded by

    ash
    469 views1 page
    The document discusses a study conducted by Baskin-Robbins to determine whether to change their logo. Baskin-Robbins Brand Officer Ken Kimmel felt the study was important due to decreased market share from new competitors offering enhanced in-store experiences. The main purpose of the study was to assess customer attitudes toward a potential new logo, and determine if two-thirds would prefer it, as the company wanted customer approval before making any changes to help retain existing customers and attract new ones.

    Original Title

    Baskin.docx

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses a study conducted by Baskin-Robbins to determine whether to change their logo. Baskin-Robbins Brand Officer Ken Kimmel felt the study was important due to decreased market share from new competitors offering enhanced in-store experiences. The main purpose of the study was to assess customer attitudes toward a potential new logo, and determine if two-thirds would prefer it, as the company wanted customer approval before making any changes to help retain existing customers and attract new ones.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    469 views1 page

    Baskin-Robbins: Can It Bask in The Good 'Ole Days?

    Uploaded by

    ash
    The document discusses a study conducted by Baskin-Robbins to determine whether to change their logo. Baskin-Robbins Brand Officer Ken Kimmel felt the study was important due to decreased market share from new competitors offering enhanced in-store experiences. The main purpose of the study was to assess customer attitudes toward a potential new logo, and determine if two-thirds would prefer it, as the company wanted customer approval before making any changes to help retain existing customers and attract new ones.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Baskin-Robbins: Can It Bask in the Good ’Ole Days?

    1. Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study
    because ____________________.
    (State the relevant background information used to justify their work.)
    Ans: Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study
    because of decreased market share and due to increased competition. They have to retain
    existing customers as well as attract new customers.
    The relevant background information:
    i) New entrants, such as Cold Stone Creamery and others popularized the in-store experience,
    with customers watching their ice cream creations being made before their eyes on cold stone
    slabs. Cold Stone Creamery’s sales were now almost 75 percent of Baskin-Robbins’ sales.
    ii) 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.
    iii) Consultants in retailing communications think the decision to change the logo should be
    taken only after extensive deliberation and direct research with customers.
    iv) Analysts in the quick-service restaurant industry have reported in trade journals that the
    new entrants have continued to grow faster than Baskin-Robbins.

    2. The main purpose of the Baskin-Robbins study was ____________________.


    (State as accurately as possible their reason for doing the study.)
    Ans: The main purpose of the Baskin-Robbins study was to check if its customers are in favour
    of a logo change or not as they were looking for a change due to the decreased market share.
    They had to study the attitude of customers towards a new logo because they had found from
    the market that the introduction of new coke had faced backlash from its customers because
    customers’ subjective attachment to the old Coke was ignored. They were giving importance
    to customer preference as they wanted to retain their existing customers and also attract new
    customers. Thus, by conducting the study they wanted to know whether to change the logo or
    not by going with customers approval, that is if the logo is preferred by two third of its
    customers.

    You might also like