RBG Segmentation
1. What are some of the reasons why GMCC was required to carry out market research into the RBG segment? Make sure you outline a market research problem. 2. How did GMCC gather its market research? Describe the research design.
3. Evaluate GMCC's research design. What might you have done differently if you were on the Consumer Insights (CI) team? 4. What are some of the marketing strategy implications for the market research obtained (hint: refer to the 4Ps)?
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,
3. Evaluate GMCC's research design. What might you have done differently if you were on the Consumer Insights (CI) team? 4. What are some of the marketing strategy implications for the market research obtained (hint: refer to the 4Ps)?
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,