Baskin Robbins Flavor of the Month 'Sugar N Spice'

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Chapter 1 Introduction
1.1 Company’s Profile

Baskin Robbins is a frozen dessert and top ice cream franchise in the Unites States of America by the Entrepreneur magazine’s 31st annual Franchise 500 ranking. It is the world’s largest chain that specializes in ice cream. There are 7,000 retail shops in nearly 50 countries. It was founded in 1945 by two people who are interested and has the passion in creating different flavors of ice cream, which led them to the creation of more than 1,000 ice cream flavors and different kinds of delicious treats. Headquarters is found in Canton, Mass. (Drake, 2013)

1.2 Statement of the Problem

How will Baskin Robbins in Near Matafi Roundabout, Al Manama Supermarket, Sharjah, U.A.E, attract
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(Bhasin, 2011). According to Jim Riley, loyal customers are those that buy one brand most or all the time. These are valuable customers and companies would try to segment their markets to a place where loyal customers can be found. (Riley, 2012). Benefits sought are also a form of behavioral segmentation. For example hair shampoos targets customers that have split ends, dandruff and others. (Bhasin, 2011). There are five behavioral segmentation knowledge base. They are product application, buying process, decision makers, decision criteria, and decision maker attitudes. Product application is when the marketer tries to understand the customers need. There are times when marketers fall onto a trap of trying to sell their products to customers who uses the competitor’s product. They would assume that their product is a replacement for the competitor’s product. Though this may be true, but sometimes it is better to best the competitions to replace them. Once the markets know the correct application, buying behavior and people to target, they would design their marketing strategy and offering around this segment. Buying process has four stages. First is awareness, which identifies the need of the product. Second is presale, this process is where the customers use to narrow a product to select potential

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