Baskin Robbins set out to learn more about their target consumers to be ahead of the growing intense competition. The 3 key solutions enjoyed, among others, are: 1. Improved marketing strategy 2. Learned to create opportune moments 3. Viewed a more holistic picture
Baskin Robbins sought out to achieve a holistic comprehension and understanding of its consumer behaviours and patterns surrounding the purchase and selection of ice cream brands
Baskin Robbins is no stranger to ice cream lovers across the globe. In 1988, Dato Cheah started the first ever Baskin Robbins in Malaysia in Subang Parade. The rest, as we know it, is history. Today, Baskin Robbins has more than 130 outlets throughout Malaysia
Baskin Robbins needed to find ways to compete against competitors such as Haagen Dazs, Ben & Jerry's, Magnum, etc., as well as new players such as Inside Scoop, Softsrve, Llaollao, Fatbaby Ice Cream, etc.
They also wanted to learn of any unsuspecting competitors to be able to strategise better and where required, reconstruct their marketing strategies and approach. Baskin Robbins aimed to appear as a more appealing option when it comes to ice cream or choice of desserts.
Based on feedback from our target consumers: