Baskin-Robbin Case Study
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Using the case "Baskin-Robbins: Can It Bask in the Good 'Ole Days?" address the following.
Considering these elements, the strategic importance of the Baskin-Robbins' research project became more clear in Kimmel's mind. But had they missed anything in their process of developing the statement of the research problem? Were they focused upon the right issue now? Answer the following questions to identify what they should do.
• What is the role of marketing research in deciding whether to change the logo in this case?
• Why did Kimmel feel it was important to conduct this study?
• Identify at least 3 methods used by Kimmel and his team to identify the marketing research problem in their own research detailed in the case. Evaluate their selection of methods.
• Define the marketing research problem. What consequences are likely to follow if the research problem is defined incorrectly?
• Identify 4 key research questions you would recommend for the problem.
• What kind of secondary and syndicated data would be helpful in addressing the issue of changing the brand logo? Consider both internal and external sources. What is the role played by such data?
• Choose one qualitative research methodology and design a study based on the objective and research questions.
• Do you think that Kimmel should commission a survey in this case? If yes, which survey method would you recommend and why?
• 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.
• How will the findings of marketing research help them make a final decision about changing the brand logo?
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Solution Summary
Brand Image
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What is the role of marketing research in deciding whether to change the logo in this case? •
The role of marketing research is to help companies understand whether changing their logo will help facilitate customers to more easily self-identify with the new logo as a result of the aesthetic appeal, which will help improve the functional benefits from the brand logo. Marketing research helps the company design logos that will gauge whether customers will move their opinion/views from the existing brand toward the new preferred brand that is in the production/design phase by Baskin Robbins. Marketing research can determine whether customers like the new logo, which is contingent upon using marketing research to determine whether the new brand logo will have a positive financial impact on the company's value.
Why did Kimmel feel it was important to conduct this study? • Identify at least 3 methods used by Kimmel and his team to identify the marketing research problem in their own research detailed in the case. Evaluate their selection of methods.
Kimmel felt it was important to conduct the study because the company had already committed to redesigning their store interiors, which led to Kimmel determining that it was important to gauge whether customers would be receptive towards a new brand logo. The objective was to infer whether customers would view the new store interiors and new brand logo as a signal that Baskin-Robbins was innovatively improving their stores to create a new environment for customers. Kimmel wanted to ascertain through the research study whether a synergetic correlation existed for customers between the redesigned store interiors and the new Baskin-Robbins "proposed" logo.
If the study revealed a synergetic correlation, this would allow the company to stem the momentum that rival brands had acquired on Baskin-Robbins wherein these stores focused their marketing toward high-end, in-store experiences whereas Kimmel was focused on delivering treats, aesthetic imagery, and fun and accessible products for customers that are reasonably priced.
The methods used to identify the marketing research problem include focusing on brand image wherein the researcher must determine strategies that will be utilized in the marketing research that are able to positively influence the brand image by conducting qualitative research that gauges consumers' current perceptions on the old and new logos. The next ...
Education
- BS, Sam Houston State University, 1903 University Avenue, Huntsville, Tx 77340
- MS, Prairie View A&M University
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