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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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 strategy that will increase purchase frequency and/or market penetration. Even with the wealth of new information‚ Guillen is still unsure of what the brand message should be‚ how to communicate it‚ and who to target. Guillen’s research
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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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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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| 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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Ivan Gullen‚ the Marketing manager for Pillsbury’s Refrigerated Baked Goods (RGB) needs to plan a marketing strategy for the upcoming fiscal year. RGB was the fourth largest category in the General Mills Canada portfolio and its performance has been stagnant with flat growth rates over the last few years. Refrigerated Cookies comprise of 62% of RGB’s unit sales and contribute majorly towards profits in this category. Gullen with the help of Lou Pasto‚ General Mills Consumer Insight Manager‚ has undertaken
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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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and exports continue to rise as companies expand across the global marketplace. Understanding the basic overview of the global economy underlines highly relevant managerial and business level applications that provide useful insights to modern-day managers. In general terms‚ globalization is the international integration of intercultural ideas‚ perspectives‚ products/services‚ culture‚ and technology. This has resulted in large scale interdependence between countries‚ as specialization (arguably
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two day one night and go on 3 September until 4 September. We started to depart at 6.00 A.M. and arrive 10.00 A.M. First place we had visit was a Ministry Of International Trade Malaysia had known as MITI. At MITI we were given a talk about what is MITI? What MITI do? Before this I don’t know anything about MITI after I go there I get more knowledge. MITI is as organization want to help entrepreneur to international their product. MITI has made many programs to achieve their target to help entrepreneur
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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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