Prestige Academy

Bachelor of Commerce in Business Marketing

(BCM)
Business Marketing (MM12)
Formative Assessment Number 4
Implementing marketing mix strategies

Luke Williams
Student Name
Kyle Swanepoel
M73020
Student Number
L73015
0769650774
Mobile Number
0839914784
lukejoshuawilliams1212@gmail.com
Email Address
kyle.swanepoel@gmail.com
Lecturer: N. Lombard
Moderator M. Burger
 Mark Allocation / %
Lecturer Signature
Student declaration:

We, Luke Joshua Williams and Kyle Swanepoel, declare that the contents of this
assignment represent my own unaided work, and that the report has not previously been
submitted for academic examination towards any qualification. Furthermore, it represents
my own opinions and not necessarily those of the Prestige Academy

Signed Date
 Contents

Question 1 & 2.1

Question 2 & 3.2

Question 4 & 5.3

1. To pursue growth and profitability objectives: In Baskin-Robbins case
they plan to achieve this growth and profitability by opening up 50 more
stores, expanding their range in the business and receiving more profit (Lamb,
2016).
To replace declining products: New products are needed to replace the
declining products. Baskin-Robbins aims to do this through satisfying the
identified need for artisanal ice cream. People no longer just go to other
stores to buy a limited selection of ice cream, when they can go to Baskin-
Robbins for over a thousand flavours of ice cream (Lamb, 2016).
Product obsolescence: Baskin-Robbins can avoid this by keeping their
customers interested in their product by being innovative through offering
customers new ways to enjoy their ice cream (Lamb, 2016).
New product have to be developed to remain competitive: Baskin-
Robbins offers competitive prices, through new formats (waffle crates etc.) to
enjoy their ice cream and the thousands of flavours (Lamb, 2016).
Changing consumers needs open up opportunities for new products:
As time progresses, customers expect Baskin-Robbins to create new
products that can satisfy customer needs better than they expect (Lamb,
2016).

2. Idea generation: For Baskin-Robbins to get new ideas they could follow up
on what their competitors are doing, ask their customers what they can
change. New ideas are generated by employees brainstorming together,
monitoring competitors, researching on social media what it is that customers
want (Lamb, 2016).
Creativity: A creative approach could be the best option to come up with new
ideas (Lamb, 2016). If Baskin-Robbins somehow approaches the customers
in new ways and implement creative ideas that no other business has this can
give Baskin-Robbins a huge competitive advantage.
Idea screening: If Baskin-Robbins creates a new idea and decides to
implement it, they have to question whether the idea is worth it, will it give
them the competitive advantage? (Lamb, 2016).
Concept development and testing: Baskin-Robbins now has a product that
they want to implement but they need to do more research to see how this
 product will be put into place, who will buy it and where will it be used (Lamb,
2016).
Business analysis: Baskin-Robbins now has to determine what the price of
their new product will be in order for it to help the business achieve its profit
goal (Lamb, 2016). They also have to take in to consideration of how this
product will affect the business image.
The development stage: Baskin-Robbins now has to create a marketing
strategy and decide on the products labeling, packaging etc. Baskin-Robbins
also needs to plan the packaging of the new product in a way that will be eye
catching towards the consumers and help increase profit (Lamb, 2016).
Test marketing: Baskin-Robbins tries to introduce the new product and now
goes through a test phase to see how the product would perform in a real
situation with limited stock at their disposal. Once this is done they can now
come up with ideas of how to change the product and improve it. (Lamb,
2016).
Commercialisation: Now that Baskin-Robbins has decided to market the
product they go through heavy stages of attempting to introduce the product
to the public (Lamb, 2016).

3. Core benefit: A core benefit is the need that a customer wants to satisfy. In
Baskin-Robbins case, a consumer that wants to buy ice cream (Lamb, 2016).
Basic, tangible product: When a marketer has to convert a core benefit
(Lamb, 2016). For example Baskin-Robbins sells ice cream and the consumer
can buy more flavours, cones or sweets in the ice cream.
Expected product: A set of attributes that a customer expects from a
product (Lamb, 2016). Baskin-Robbins ice cream is expected to be cold,
sweet and keep you cool.
Augmented product: When the product exceeds a customers expectations
and does more than what the customer expected it to do. Baskin-Robbins
puts secretly puts sweets in their ice cream (Lamb, 2016).
Potential product: Over time the business will find ways to better their
product and satisfy their customer needs in a better way and give them the
 competitive advantage. Baskin-Robbins creates a new flavour that only they
have (Lamb, 2016).
4.1 Wholesale Channel, because a wholesaler is used for low-cost items that are
frequently purchased for example, Baskin Robbins ice cream is operating in
fifty-two countries and has over 1300 flavors which results in people all over
the world purchasing Baskin Robbins ice cream (Lamb, 2016).
4.2 Intensive Distribution, because the owners of the franchise license in South
Africa stated that over the next 5 years 50 stores will be opened, therefore the
product will be easily accessible to buyers (Lamb, 2016).
5.1 Informing, persuading, reminding (Lamb, 2016).

5.2 Advertising is any form of paid communication in which the sponsor or firm is
identified. Baskin Robbins Advertises its business on various electronic
platforms such as Internet and social media platforms such as Facebook and
YouTube ads. Public Relations is a way to test public attitudes and identify
specific areas and products in the business that the public may be interested
in and therefore will develop a plan of action to create a relationship with the
public. Personal Selling is when two people, a seller and a buyer, interact in a
purchasing situation and influencing each other whether to buy the product or
not. The owners of Baskin-Robbins put themselves in a situation where one
of them pretends to be the customer and the other the seller. The seller must
attempt to persuade the customer to buy the product by proving why they are
better, what makes their product any different. Sales promotion are activities
that influences the demand of a product such as free samples, prizes and
coupons. Baskin Robbins could give free samples to potential customers for
them to decide if the ice cream fulfils their need (Lamb, 2016).
 Bibliography

Boshoff, C. Elliott, R. Hair, J.F. Klopper, HB. Lamb, C.W. McDaniel, C. Terblanche,
N. 2016. Marketing. 5th ed. Oxford University Press Southern Africa (Pty) Ltd.