Pillsbury Case Marketing
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 this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will have to discover a strategy to increase household penetration since it has fallen to 24% in the past few years. The lack in market penetration has caused a miniscule growth of only one percent in the past three years. In order for Guillen to increase the penetration percent, he will need to reevaluate the “Kisses” commercial. The assessment of this advertisement revealed the lack of effectiveness for brand recognition and relevance. Introducing. Also, when reviewing the “Purchase Drivers In Canada As Compared To The US” it is apparent that consumers are concerned with the quality of the dough, the flavors offered, and the amount of cookies offered. Either Guillen is going to need to draw up a marketing plan that addresses these issues are alter the cookie in some way. Lastly, Guillen will have to conduct marketing research to understand the difference between Canadian and US markets. The “Kisses” commercial was adopted from the US and slightly changed for the Canadian market. Seeing as it failed to generate the projected annual growth of five to seven percent, there is a clear difference between the Canadian and US advertising markets.
2) What are consumer insights (in general)? What types of business challenges can benefit from consumer insights? How are these insights obtained?
Consumer insight is when a marketer researches unidentified/unmet needs in the
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 this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will have to discover a strategy to increase household penetration since it has fallen to 24% in the past few years. The lack in market penetration has caused a miniscule growth of only one percent in the past three years. In order for Guillen to increase the penetration percent, he will need to reevaluate the “Kisses” commercial. The assessment of this advertisement revealed the lack of effectiveness for brand recognition and relevance. Introducing. Also, when reviewing the “Purchase Drivers In Canada As Compared To The US” it is apparent that consumers are concerned with the quality of the dough, the flavors offered, and the amount of cookies offered. Either Guillen is going to need to draw up a marketing plan that addresses these issues are alter the cookie in some way. Lastly, Guillen will have to conduct marketing research to understand the difference between Canadian and US markets. The “Kisses” commercial was adopted from the US and slightly changed for the Canadian market. Seeing as it failed to generate the projected annual growth of five to seven percent, there is a clear difference between the Canadian and US advertising markets.
2) What are consumer insights (in general)? What types of business challenges can benefit from consumer insights? How are these insights obtained?
Consumer insight is when a marketer researches unidentified/unmet needs in the