Pillsbury cookie challenge case study states the difficulties facing Pillsbury Canadian division. The refrigerated baked goods category manager’s Ivan Guillen is having trouble to identify the reasons why cookies SKUs were not doing very well in Canada. Indeed‚ while being the most profitable product within the RBG category‚ its volume growth was remaining stagnant at around 1%. In order to develop the right marketing strategy‚ Guillen had to tackle the problem . Pillsbury Canada’s RBG dominated
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Pillsbury cookie challenge — Presentation Transcript 1. • By the end of this presentation you will be convinced that Pillsbury can increase its household penetration by re-engaging with existing users‚ by adapting to new consumer demands‚ and by altering the perception of the product in the minds of consumers. 2. • Background• Challenges in the Canadian Market• The Pillsbury Sub-Culture• Study Results• Strengths and Opportunities• New Market Segmentation• Recommendations• Implementation Timeline•
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The refrigerated-cookie product line of Pillsbury’s refrigerated baked goods (RBG) category is considered to be the sign of success for this grouping. However‚ the cookie segment’s annual volume growth over the past several years is virtually non-existent and household penetration is on the decline. In response to this‚ Ivan Guillen‚ the marketing manager for the RBG line has conducted consumer insight research‚ cookie and usage studies‚ and in-home discovery workshops to help develop a new marketing
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| GLOBAL MARKETING-2 | | | PILLSBURY COOKIE CHALLENGE | | GROUP-12‚ Roll No-2210‚2240‚2249 | 10/20/2011 | | What consumers should the team target? Pillsbury should target Scratch Users segment which is 61% as compared to 49% in US. They have almost 24% as refrigerated users‚ when we go through the qualitative research which suggests the following: * Product should be easy‚ quick‚ practical‚ affordable and pleasing to children. * The Baking experience was important
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CASE ANALYSIS “PILLSBURY COOKIE CHALLENGEG” Synopsis of the Case: GMCC is a company that sells refrigerated baked goods and their success in USA compelled them to try their luck in Canadian Market‚ but their venture in Canada was not successful at all due to socio-economic and cultural differences thus creating a void in the marketing strategy of the company. Background of Company: * GMCC is the second largest General Mills International Divisions * GMCC is a leader in Canadian Packaged
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International Consumer Behaviour Pillsbury Cookie Challenge The Canadian market insight Maéva Larousse – Esther - Élodie Monthé - Frank Yogo - Marine Dallery INTRODUCTION The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance‚ and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer
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Recommendations Mr. Guillen had to decrease the percentage of scratch users in Canada (61%) to that in the United States (49%) in view of similarities in consumer demographics and family structure. As stated above‚ the study had revealed that the quality of cookie dough or flavors offered were not valued as highly in Canada as in the United States. It was interesting that even Mr. Guillen himself questioned if there was a taste or formula issue. The first step that GMCC should do was to ensure
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Mike Johnson Pillsbury Case Beth Gallant 1) What are the challenges that Ivan Guillen faces in his role as marketing manager of the RBG business? As marketing manager of the RBG business‚ Ivan Guillen must propose a solution to repair Pillsbury refrigerated baked goods (RGB)’s business performance. Since the refrigerated-cookie product line consisted of 62% of RBG’s unit sales and over 75% of the company’s profits‚ Guillen found it appropriate to alter this segment in the market. Proposing
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Mills Consumer Insight Manager‚ has undertaken the usage and attitude study to understand the target market of refrigerated cookie users in Canada. Both Gullen and Pasto feel that understanding the local consumers will help them plan an effective marketing strategy for Refrigerated Cookies. Furthermore‚ to get more insight they have also conducted a qualitative research using In Home and Discovery workshop. The attitude & usage study as well as the qualitative research methods have contributed a great
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But the challenge is to convince the housewife that convenience apart‚ she is also getting a nocompromise product manufactured from selected high-quality grains using the world’s most modern techniques. It was in this difficult market that‚ on 11th March 1998‚ Pillsbury Chakki Fresh Atta was launched. It was positioned as a high-quality packaged alternative to home-ground chakki atta. There were many risks associated with the launch; not least of all was the fact that Pillsbury‚ in a
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