Our research suggests that people e

Our research suggests that people enjoy having some form of soft music in the background of the place they use for socializing. Hence we suggest Baskin Robbins use southing/peppy background music within the store (As the Brand requires). Music themes could be set according to seasons or occasions, such as Christmas, Easter or New Year.

Also our research has shown that 70% of the customer purchase decisions are made in store, and are largely influenced by the arrangement of the product or merchandize, the in store signage, the decor and even the layout of the product pricing displays. The store signage at Baskin Robbins at present is very dull and not out there loud and clear. It should give out the information the customer is looking for immediately and direct them to the price and product range. Hence we suggest the product and price display boards at Baskin Robbins to be more clearly and creatively put forward separated by different product category so that the customer is able to make a more informative decision.

Also add-ons such as store related kiosks are which Baskin Robbins uses for special occasions such as birthdays, should be made more exclusive and lighting and displays need to be changed to make that particular section of the store more prominent or vibrant than the rest of the store.

However the aroma at Baskin Robbins could be said is excellent, as once you enter the outlet you would get the sensuous smell out fresh ice cream and waffle smell which entices you and acts as a catalyst in the purchase of the product. And our research suggests that the ice cream smell even carries out as the customer leaves the outlet, which would in turn attract more customers due to the attraction. This is known as 'aromatherapy', which is the use of scents and smell to attract the customer and impact on their purchase by praying on their sensory system, primarily smell. ("What is Aromatherapy", n.d.)This technique would be suitable as Baskin Robbins ice cream is considered a low involvement product to the relevant target segment and is more often than not done on impulse.

Future Plans - add nadeesha's development plan here
Our consultancy believes that Baskin Robbins should introduce its range of coffee and beverage line in addition to the milkshakes made available at the moment. We believe that introducing their signature beverage products such as the Cappuccino Blast, Fruit Blast would be a huge consumer attracter as our research suggests that the market segmentation which Baskin Robbins is focusing on prefers to use their leisure time socializing, hence providing the customers with not only ice cream and milkshakes, but introducing a range of coffee and other fruit and dairy based beverages by Baskin Robbins would be an added attraction to the consumer.

The Pricing Strategy
Baskin Robbins being an international brand which is positioned as a premium product and our research suggests that they adopt a Price Skimming method whilst they concentrate on their Colombo metropolitan market. This is possible due to the fact that they have a unique, high quality product as well as they cater to a less price sensitive market.

This means that Baskin Robbins has estimated its unit price to be positioned in the minds of the consumers as a premium product. Hence consumers would be willing to pay a higher price in return for quality. This is usually seen amongst segments which are social class conscious.

We propose that the regular, loyal customers be awarded special attractive packages designed to give them a sense of belonging and thereby retaining the customer further. For example, loyalty programs awarding gold and platinum cards for frequent customers awarding them with special privileges.

Sales and Distribution
Distribution channel could be defined as the pipeline which is used to flow goods and services from the vendor to the consumer. ("Business Dictionary, Distribution Channel", n.d.)

The method of distribution or place adopted by Baskin Robbins is a high foot traffic area in the Colombo suburb of Kolpity, which is based on one of Colombo's busiest roads. (Galle Road) And the fact that it is uniquely placed in close proximity to several universities and schools as well as several business organizations has made it a high foot fall region. Hence since the trend or behavior pattern of the target market of Baskin Robbins is concerned of social class they would want to be associated and be seen in the main Baskin Robbins outlet by their peers.

Our consultancy recommends Baskin Robbins to embark on moving in to the menus of the major hotels in Sri Lanka, such as Cinemon Hotel Chain, Hilton Hotel, Galle Face Hotel etc. and even open small outlets in high end consumer malls such as, Crescat Boulevard and Odel, all places which are associated with the social class of the target market of Baskin Robbins which pursue social status symbols, and would therefor potentially want to associate Baskin Robbins to represent their social class.

Advertising and Promotions
According to our discussion with the manager we established that at present Baskin Robbins Sri Lanka does not under go much advertising or promotions. Therefore our consultancy decided to make a few suggestions with regard to adverting and promotions.

Baskin Robbins at present is only available in one main outlet in the city of Colombo. Therefore adopting a mass media advertising technique would not be suitable. It could be advised that a more vigorous online and Facebook advertising should be done to build up its online customer community.

However we do recommend advertising in exclusive magazines such as In Vogue or the HI magazine, which are all highly used magazines by Baskin Robbins target market, hence this could be used as a method of creating awareness of the store itself and its promotions.

In addition we suggest Baskin Robbins adopt having the BR signage on light posts from at least 100 meters away from the store to create awareness of the store itself. This is as a result that our research showed that there was still a certain segment of the market which was unaware of the exact location of the store and had more often than not driven passed the outlet.

Also our consultancy suggests Baskin Robbins to adopt a photo wall in a highlighted prominent section of the inner outlet to add the "Face of the Month" promotion, where one lucky boy and girl would be picked randomly and get the opportunity to get his/her photograph taken and attached on the "Baskin Robbins Face of the Month Hall of Fame". This would indeed give a sense of belonging to the customer who enters the outlet.

Our consultancy suggests that Baskin Robbins attempt to give college students with a special discount program. Where after showing their university ID card they would be given a special student discount and create a loyalty program. This would be similar to the discount program awarded to for international students with the international student card.

Also at present our research has identified that from Monday to Wednesday during the period of 2pm to 6pm is considered the off peak hours of Baskin Robbins Sri Lanka. Hence we suggest that Baskin Robbins adopt a 'Happy Hour' promotion within this period giving customers the opportunity to receive various incentives and promotions during this period.

And with creating loyalty we believe that frequent customers should be given a certain degree of preference. Therefore we suggest the use of a loyalty program where Baskin Robbins offers a Gold and Platinum card for the frequent customers depending on the frequency that they visit the store and purchase their product. (Example: a customer who visits the store 3 times a week would get a Gold Card whilst a customer who visits the store more than 5 times would receive a Platinum Card)

Also the 'Birthday Club' promotion adopted in the US could be also adopted at Baskin Robbins Sri Lanka as to give special benefits, coupons and other promotional offers for the online registered customers and other frequent in store customers on their birthdays. ("Baskin Robbins, Birthday Club", n.d.)

According to our discussion with the manager Mr. Hashan we established that Baskin Robbins Sri Lanka could adopt the 31% Discount on the 31st Promotion scheme. This would be implemented on every 31st of the year and for purchases for above Rs. 500 customers would receive a 31% discount.

In addition our consultancy suggests that Baskin Robbins Sri Lanka also adopt the flavor of the month promotions so that there would be that added bit of excitement. This could be implemented where the consumer would be awarded a free taste as they enter the store and special incentives on purchases above Rs. 500 on that particular flavor would be awarded.



Read more: http://www.ukessays.com/essays/marketing/marketing-plan-for-baskin-robbins-marketing-essay.php#ixzz3tbgMUwiw

Kết quả (Việt) 1:

Nghiên cứu của chúng tôi cho thấy rằng người thích có một số hình thức của mềm âm nhạc trong nền của nơi họ sử dụng cho xã hội hoá. Do đó, chúng tôi đề nghị Baskin Robbins sử dụng southing/peppy nền âm nhạc trong các cửa hàng (như thương hiệu yêu cầu). Âm nhạc chủ đề có thể được thiết lập theo mùa hoặc những dịp, chẳng hạn như Giáng sinh, phục sinh hay năm mới.Cũng nghiên cứu của chúng tôi đã cho thấy rằng 70% của các quyết định mua của khách hàng được thực hiện trong cửa hàng, và phần lớn chịu ảnh hưởng bởi sự sắp xếp của các sản phẩm hoặc merchandize, các cửa hàng tại biển báo, sự khéo léo và ngay cả cách bố trí của các sản phẩm giá cả Hiển thị. Biển báo cửa hàng tại Baskin Robbins hiện nay là rất ngu si đần độn và không ra khỏi đó to và rõ ràng. Nó nên đưa ra thông tin khách hàng đang tìm kiếm ngay lập tức và trực tiếp cho họ để phạm vi giá và sản phẩm. Do đó, chúng tôi đề nghị các sản phẩm và giá Hiển thị bảng ở Baskin Robbins được rõ ràng hơn và sáng tạo đưa về phía trước cách nhau theo thể loại sản phẩm khác nhau để khách hàng có thể đưa ra quyết định hơn thông tin.Cũng tiện ích chẳng hạn như cửa hàng liên quan đến quán là Baskin Robbins sử dụng cho những dịp đặc biệt chẳng hạn như sinh nhật, phải được thực hiện hơn độc quyền và ánh sáng và hiển thị cần phải được thay đổi để làm cho rằng phần cụ thể của các cửa hàng nổi bật hơn hoặc sôi động hơn so với phần còn lại của các cửa hàng.Tuy nhiên hương thơm tại Baskin Robbins có thể nói là tuyệt vời, như một khi bạn nhập vào các cửa hàng bạn sẽ nhận được mùi sensuous trong kem tươi và mùi bánh mà entices bạn và hoạt động như một chất xúc tác trong việc mua sản phẩm. Và nghiên cứu của chúng tôi cho thấy rằng mùi kem thậm chí thực hiện khi khách hàng rời khỏi các cửa hàng, mà lần lượt sẽ thu hút nhiều khách hàng hơn do sự hấp dẫn. Điều này được gọi là 'thơm', đó là việc sử dụng mùi hương và mùi để thu hút khách hàng và các tác động trên mua hàng của họ bằng cách cầu nguyện trên hệ thống của họ cảm giác, chủ yếu là mùi. ("Những gì là hương liệu", là n.d.) Kỹ thuật này sẽ là phù hợp như Baskin Robbins kem được coi là một sản phẩm thấp sự tham gia của các phân đoạn mục tiêu có liên quan và thường xuyên hơn không được thực hiện trên xung.Kế hoạch tương lai - thêm kế hoạch phát triển của nadeesha ở đâyTư vấn của chúng tôi tin rằng Baskin Robbins nên giới thiệu phạm vi của cà phê và nước giải khát dòng ngoài milkshakes làm sẵn có tại thời điểm này. Chúng tôi tin rằng giới thiệu sản phẩm đồ uống chữ ký của mình, chẳng hạn như các vụ nổ Cappuccino, trái cây nổ sẽ là một attracter lớn người tiêu dùng như nghiên cứu của chúng tôi cho thấy rằng phân khúc thị trường mà Baskin Robbins tập trung vào thích sử dụng của giải trí thời gian xã hội, do đó cung cấp cho khách hàng với không chỉ kem và milkshakes, nhưng giới thiệu một loạt các cà phê và trái cây và sữa dựa trên đồ uống bởi Baskin Robbins khác sẽ là một điểm thu hút thêm cho khách hàng.Chiến lược giá cảBaskin Robbins là một thương hiệu quốc tế mà vị trí như là một sản phẩm bảo hiểm và nghiên cứu của chúng tôi cho thấy rằng họ áp dụng một phương pháp giá lướt trong khi họ tập trung vào thị trường đô thị Colombo của họ. Điều này có thể do thực tế là họ có một sản phẩm duy nhất, cao chất lượng cũng như họ phục vụ cho một ít hơn giá nhạy cảm thị trường.Điều này có nghĩa rằng Baskin Robbins đã ước tính giá đơn vị của nó để được vị trí trong tâm trí của người tiêu dùng như là một sản phẩm bảo hiểm. Do đó người tiêu dùng sẽ được sẵn sàng trả giá cao hơn trong trở lại cho chất lượng. Điều này thường được thấy giữa các phân đoạn đó là tầng lớp xã hội có ý thức.Chúng tôi đề xuất rằng các khách hàng thường xuyên, trung thành được trao giải thưởng gói hấp dẫn đặc biệt được thiết kế để cung cấp cho họ một cảm giác thuộc và do đó giữ lại khách hàng hơn nữa. Ví dụ, lòng trung thành của chương trình trao giải thưởng thẻ vàng và bạch kim cho khách hàng thường xuyên trao giải thưởng chúng với đặc quyền đặc biệt.Bán hàng và phân phốiKênh phân phối có thể được định nghĩa là các đường ống được sử dụng để dòng chảy hàng hoá và dịch vụ từ nhà cung cấp cho khách hàng. ("Từ điển kinh doanh", kênh phân phối, là n.d.)The method of distribution or place adopted by Baskin Robbins is a high foot traffic area in the Colombo suburb of Kolpity, which is based on one of Colombo's busiest roads. (Galle Road) And the fact that it is uniquely placed in close proximity to several universities and schools as well as several business organizations has made it a high foot fall region. Hence since the trend or behavior pattern of the target market of Baskin Robbins is concerned of social class they would want to be associated and be seen in the main Baskin Robbins outlet by their peers.Our consultancy recommends Baskin Robbins to embark on moving in to the menus of the major hotels in Sri Lanka, such as Cinemon Hotel Chain, Hilton Hotel, Galle Face Hotel etc. and even open small outlets in high end consumer malls such as, Crescat Boulevard and Odel, all places which are associated with the social class of the target market of Baskin Robbins which pursue social status symbols, and would therefor potentially want to associate Baskin Robbins to represent their social class.Advertising and PromotionsAccording to our discussion with the manager we established that at present Baskin Robbins Sri Lanka does not under go much advertising or promotions. Therefore our consultancy decided to make a few suggestions with regard to adverting and promotions.Baskin Robbins at present is only available in one main outlet in the city of Colombo. Therefore adopting a mass media advertising technique would not be suitable. It could be advised that a more vigorous online and Facebook advertising should be done to build up its online customer community.
However we do recommend advertising in exclusive magazines such as In Vogue or the HI magazine, which are all highly used magazines by Baskin Robbins target market, hence this could be used as a method of creating awareness of the store itself and its promotions.

In addition we suggest Baskin Robbins adopt having the BR signage on light posts from at least 100 meters away from the store to create awareness of the store itself. This is as a result that our research showed that there was still a certain segment of the market which was unaware of the exact location of the store and had more often than not driven passed the outlet.

Also our consultancy suggests Baskin Robbins to adopt a photo wall in a highlighted prominent section of the inner outlet to add the "Face of the Month" promotion, where one lucky boy and girl would be picked randomly and get the opportunity to get his/her photograph taken and attached on the "Baskin Robbins Face of the Month Hall of Fame". This would indeed give a sense of belonging to the customer who enters the outlet.

Our consultancy suggests that Baskin Robbins attempt to give college students with a special discount program. Where after showing their university ID card they would be given a special student discount and create a loyalty program. This would be similar to the discount program awarded to for international students with the international student card.

Also at present our research has identified that from Monday to Wednesday during the period of 2pm to 6pm is considered the off peak hours of Baskin Robbins Sri Lanka. Hence we suggest that Baskin Robbins adopt a 'Happy Hour' promotion within this period giving customers the opportunity to receive various incentives and promotions during this period.

And with creating loyalty we believe that frequent customers should be given a certain degree of preference. Therefore we suggest the use of a loyalty program where Baskin Robbins offers a Gold and Platinum card for the frequent customers depending on the frequency that they visit the store and purchase their product. (Example: a customer who visits the store 3 times a week would get a Gold Card whilst a customer who visits the store more than 5 times would receive a Platinum Card)

Also the 'Birthday Club' promotion adopted in the US could be also adopted at Baskin Robbins Sri Lanka as to give special benefits, coupons and other promotional offers for the online registered customers and other frequent in store customers on their birthdays. ("Baskin Robbins, Birthday Club", n.d.)

According to our discussion with the manager Mr. Hashan we established that Baskin Robbins Sri Lanka could adopt the 31% Discount on the 31st Promotion scheme. This would be implemented on every 31st of the year and for purchases for above Rs. 500 customers would receive a 31% discount.

In addition our consultancy suggests that Baskin Robbins Sri Lanka also adopt the flavor of the month promotions so that there would be that added bit of excitement. This could be implemented where the consumer would be awarded a free taste as they enter the store and special incentives on purchases above Rs. 500 on that particular flavor would be awarded.



Read more: http://www.ukessays.com/essays/marketing/marketing-plan-for-baskin-robbins-marketing-essay.php#ixzz3tbgMUwiw