Case pillsbury cookie challenge

Cross-cultural differences ; Customer segmentation ; Brand positioning ; Value proposition ; Market research ; Marketing Abstract: 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 insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product.

Case pillsbury cookie challenge

Analysis and recommendation report Scope: Written report — individual or pair team The Canadian Pillsbury ready baked goods RBG cookie line is experiencing less than stellar performance.

The marketing manager, Ivan Guillen, is under pressure to make strategic decisions that will help turn around the segment. The marketing manager engages the help of the consumer insights team to conduct market research studies that will shed light on consumers and their attitudes, behaviors and preferences towards the products.

The results from the market research studies are in and the marketing manager must filter through them to determine how this information can be used to improve the performance of the cookie segment.

As the marketing manager, you should consider: Where the greatest opportunities lie? Who the marketing strategy should target? What brand messaging is the most relevant?

What type of communication plan would be most effective The following questions address specific issues faced by Ivan Guillen and the marketing team at Pillsbury.

Your analysis should address these points specifically: What are the key challenges that Ivan Guillen faces in his role as the marketing manager of the RBG business? What are the key consumer insights available to the marketing team?

Given the key learnings from the usage and attitude study on p. Why did Ivan Guillen and his team conduct the in-home discovery workshops? What purpose did they serve? Develop perceptual maps for the potential target segments — users, lapsed-users and non-users.

What are the interpretations and implications from these maps?

Case pillsbury cookie challenge

Your submission should address each topic. Your report should adopt the structure and style of a consultative review … a professional report addressing these topics in a comprehensive, consultative format. Offer advice about what was and what should be done. Depth of insights about key issues and challenges, supported with detailed information.

Discussion of relevant reasoning to support action taken. Critical thinking and creativity in the analysis and application of marketing tools; e. Reports should be submitted via email attachment by the nominated due date.The purpose of this essay is to analyze the case study i.e.

‘Pillsbury Cookie Challenge’ and recommended marketing strategies essential for improving its performance.

Pillsbury cookie challenge 1. Pillsbury RBG • RBG was GMCC’s fourth largest in Canada • The Pillsbury Doughboy was a hit in the advertising sector which had a major role in brand advertising and messaging • Pillsbury was known for their convenience and family appeal.

Case pillsbury cookie challenge

• The brand was targeting the mother in their 30’s to 40’s. Pillsbury cookie case study. Pillsbury.

Pillsbury Cookie Challenge Case Solution

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Pillsbury Cookie Challenge Case Solution,Pillsbury Cookie Challenge Case Analysis, Pillsbury Cookie Challenge Case Study Solution, The Canadian Pillsbury prepared goods that are baked biscuit line is experiencing less than stellar performance, and also the marketing manager is under pr. WAC of Pillsbury cookie challenge Management Problem: The marketing manager of Pillsbury refrigerated baked goods (RBG) at General Mills Canada Corporation has to develop and present such marketing strategy to the senior leadership that will boost the performance of his category because: His category has not been performing well for the last 5/5(1). By Ruth ZamoytaMarch Pillsbury wanted to capture more of the Canadian market for their refrigerated cookie dough. My team and I defined a target audience, discovered what’s important to them, crafted messaging, and recommended an integrated marketing plan. Opportunity is where the market, audience, and brand converge. In terms of the market, Pillsbury .

PILLSBURY. COOKIE CHALLENGE WAC. By Ruth ZamoytaMarch Pillsbury wanted to capture more of the Canadian market for their refrigerated cookie dough. My team and I defined a target audience, discovered what’s important to them, crafted messaging, and recommended an integrated marketing plan. Opportunity is where the market, audience, and brand converge.

In terms of the market, Pillsbury . For exclusive use at Pontificia Universidad Javeriana, W PILLSBURY COOKIE CHALLENGE Natalie Mauro wrote this case under the supervision of Professor Allison Johnson solely to provide material for class discussion.

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.

Pillsbury Cookie Challenge Case Study | Essay Example