Pilsbury Cookie Challenge
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 the refrigerated cookies manufactured in Canada had the same quality as those in the United States (i.e. ingredients, formula and taste). Marketing strategy should emphasize quality, convenience, easy baking, and fun baking experience.
For lapsed users, a similar marketing strategy as above but a stronger message that focuses on quality and nutritional value. This is necessary to convince this group of users that they would not compromise these two important factors if they switched from scratch baking to refrigerated cookies.
It is also evident from the study on the purchase drivers that Canadian parents had higher endorsement ratings for the fun experience baking with their kids who also liked to eat the cookies they helped to make. As such, Mr. Guillen should capitalize on these results by introducing more fun cookie characters that would appeal to kids and developing marketing strategy targeting them. Since kids influenced the purchase decisions of their parents, such strategy would also sway the lapsed users to switch back to the Pillsbury refrigerated cookies.
Mr. Guillen should also consider highly visible displays and coupon offers in grocery stores because cookie dough purchases were impulsive.
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 the refrigerated cookies manufactured in Canada had the same quality as those in the United States (i.e. ingredients, formula and taste). Marketing strategy should emphasize quality, convenience, easy baking, and fun baking experience.
For lapsed users, a similar marketing strategy as above but a stronger message that focuses on quality and nutritional value. This is necessary to convince this group of users that they would not compromise these two important factors if they switched from scratch baking to refrigerated cookies.
It is also evident from the study on the purchase drivers that Canadian parents had higher endorsement ratings for the fun experience baking with their kids who also liked to eat the cookies they helped to make. As such, Mr. Guillen should capitalize on these results by introducing more fun cookie characters that would appeal to kids and developing marketing strategy targeting them. Since kids influenced the purchase decisions of their parents, such strategy would also sway the lapsed users to switch back to the Pillsbury refrigerated cookies.
Mr. Guillen should also consider highly visible displays and coupon offers in grocery stores because cookie dough purchases were impulsive.