Agenda: Main consumer/customer

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Agenda:

• Main consumer/customer
• Their likes and dislikes
• Reason of choosing this brand
• Strengths and weaknesses of the brand vs the competitors
• Consumers’ habits and preferences
• Their loyalty towards the brand
• Brand’s segment occupation
• Perceptions, pluses, and minuses of their marketing activities
• Conclusion: challenges and opportunities

Main consumer/customer:

• People of age category 19-25.

Likes:

• Taste
• Service
• Quality of the products

Dislikes:

• Price

Reason of choosing this brand:

• Taste of its ice creams

Strengths and weaknesses of the brand vs the competitors

Strengths:

Taste and quality

• 4.5 Rate
• Majority interview responses

Brand Name

• Nearly 2,500 shops in 50 countries (Wiki)
• First international brand among competitors
• Very recognizable (Samu and Shanker, 2009)

Weaknesses:
Expensive

• 2x more expensive
• The highest number of complaints

Poor advertisement

• Not representative
• Too simple
• Lacks people/emotions

Consumers’ habits and preferences

When they buy:

• Mostly in evening
• Approximately twice a week in warm period of year
• About once a month in cold seasons

What they buy:

• 2 balls of ice cream
• Mostly favorable tastes: chocolate and bubble gum

Service preferences:

• Take away

Customers loyalty:

• Mostly in Baskin Robbins

Brand’s segment occupation

• It’s become clear that, our research interviewed more men, and most of them are in the range 19-25 years old. Logically they are at the age that they earn more money than others so they kind of are not concerned about the price. But they do like the taste and comfortable location.
• They also want to BR open more locations across the Tashkent. They visit BR because it is viewed as the number 1 ice cream producers.
• It’s become clear that, our research interviewed some girls aged 12-18 and they clearly stipulated that for them the price is much higher than the other competitors. But, they bought it more often than the others as they consume ice cream more. Also girls stated that the sweetness of BR is better than the competitors.
• They also want to BR open more locations across the Tashkent. The only problem is as we said earlier is the price.

Perceptions, pluses, and minuses of their marketing activities

Conclusion: challenges and opportunities

Opportunities

Brand support

• Insures additional safety issues in various cases

Threats

Strong competition

• Competitors performance is highly evaluated

Pricing strategy

• Brand standards
• Unaffordable prices for local citizens (The World Bank, 2019)

References:

• Samu, S., Shanker, H. (2009). Brand related information as context: the impact of brand name characteristics on memory and choice. Journal of the Academy of Marketing Science, 38(4), 456–470. Available from: https://link.springer.com/article/10.1007%2Fs11747-009-0175-8
• Bhasin, H. (2021). Marketing mix of Baskin Robbins – Baskin Robbins marketing mix. Marketing91. Available from: https://www.marketing91.com/marketing-mix-baskin-robbins/
• Wikipedia. (2021). Baskin-Robbins. Wikipedia. Available from: https://en.wikipedia.org/wiki/Baskin-Robbins
• The World Bank. (2019). GDP per capita – Uzbekistan. The World Bank Data .Available from: https://data.worldbank.org/indicator/NY.GDP.PCAP.PP.CD?locations=UZ
• “Instagram.” Www.instagram.com, www.instagram.com/p/CP7Z-8_J2OC/?utm_medium=copy_link. Accessed 1 Nov. 2021.