Baskin Robbins: Can It Bask in the Good ‘Ole Days

Management Decision Problem

1. Should Baskin Robbin change the logo

2. Should Baskin Robbin redesign its store interior

Marketing Research Problem

1. To determine whether the customers will prefer the new logo over the old one
2. To determine whether the customers are able to relate the new logo with the newly
designed interiors

Research Questions

1. What comes to customers mind when they see the current Baskin Robbins logo
2. How do you rate the current Baskin Robbins Store ambience and design
3. Will your satisfaction increase if we improve the Baskin Robbins Store experience
4. Do you think the logo design will impact sale of product

Study

Conduct qualitative research through focus groups in order to understand consumer tastes and
preferences. We will conduct 5 FGDs of 8 people each. Further we will employ online survey
methods to gauge consumers tastes and opinions