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Baskin Robbins should do market research to find out what is the need and wants for the target group.25
BBDT3193 Pricing StrategyFollow by the trends; we can know that the yogurt ice-cream is now increasing the market share in theice-cream industry. The company that selling yogurt ice-cream are the Tutti furtti, Llao Llao and etc. Nowadays, people more concern about the health. So, those yogurt ice-cream will not increase thecalories will gain more market sales. This also can draw much customer attention although they are inpremium pricing. Nowadays, customer will easily attract by the trends. They are more willing to try andaccept new thing. The Baskin Robbins can expand its product line with yogurt ice-cream. So, it can attractthat loyal and new customer. With the expansion of product line, the Baskin Robbins can easily attractcustomer and become the market leader in the ice-cream industry. In addition, is the Baskin Robbins reevaluation of the distribution channels? The Baskin Robbins is inthe maturity phase, so it can begin to reevaluate their wholesale prices with an eye to reducing dealermargins. Baskin Robbins no need pay the dealer to promote their product to the new buyers. For thoserepeat purchasers, they already know what they want and needs. They will turn become loyal customer.Nowadays, internet has post itself as the new media. So, Baskin Robbins can create an official website orsocial media account in order to always update customer new status. This is very convenience for bothcustomer and Baskin Robbins. This can help the Baskin Robbins save a lot of advertising and promotionbudgeting cost. Baskin Robbins also can introduce social media account with customer who pose theirpicture with Baskin Robbins ice-cream and check in in the Baskin Robbins, they can get a voucher of50% for next time visit. This is the policies for promotional pricing that Baskin Robbins can use. Thisrebates only limited to 1 times per customer. So, each customer only can use the voucher one times. 26
BBDT3193 Pricing StrategySegment Overall Company StrategyBaskin Robbins-Target on 9-80 years old-Serves on family packageespecially have children-Wealthy middle to upper classadults-product line pricing-premium pricing-psychological pricing-segmenting by volume orpurchase quantity-competitive pricing strategy-value-based pricing strategyHaagen-Dazs-Target on 25-35 years old -Segment on affluent, pleasureseeking adults who are generallybrand conscious, innovators andtrend followers-Times purchase fences-Purchase quality fences-Adapting the message forproduct characteristics-Adopting the message topurchase context -Perceived fairnessTutti Frutti-Target on 25-35 years old-Segment on yogurt lovers-Segmentingbybuyeridentification-Segmentingbypurchaselocation-Adapting the message forproduct characteristics-Adopting the message topurchase context -Perceived fairness4.1 Competitive Planning GridThe Baskin Robbins can use the strategy of segmenting by buyer identification. The Baskin Robbins