PILLSBURY COOKIE CHALLENGE case solutionFull description
Consumer BehaviourFull description
marketing managementFull description
Descrição completa
A case analysis of Pillsbury cookie challenge
case studyFull description
1
case studiesFull description
OTSDFull description
case study on beautiful concept of six sigma....
Engineering Management case study
noneFull description
MOTILAL DASSFull description
trialFull description
Full description
wsFull description
yes
Full description
1. Intr ntroductio tion
The Canadia Canadian n Pillsbu Pillsbury ry RBG (Ready-B (Ready-Baked aked Goods) Goods) line is experien experiencing cing disappoi disappointin nting g performance and the marketing manager at G!CC (General !ills Canada Corporation) is under pressure to make strategic decisions that "ill help turn around the segment# The marketing manager has engaged the help of the consumer insights team to conduct market resea research rch studie studiess that that "ill "ill shed shed light light on consum consumers ers and their their attit attitude udes s beha$ beha$io iors rs and and preferences to"ards the product# %ur %ur goal goal is to bette betterr und unders erstan tand d how marketers can make better decisions, based on sho" how the relevant customer insights different types of consumer research and to sho" can help to determine strategies strategies and explore the "ays to impro$e business performance#
1.1 1.1.
Gene Ge nerral Mills ills % Ge Gene nerral Mills ills Cana Canada da Corpo orporratio ation n
%ne %ne of the the "orl "orld&s d&s leadi leading ng food food compan companie ies s Gener General al !ill !illss opera operates tes in mo more re than than ' countries and markets more than ' consumer brands such as oplait Pillsbury *aagen+a,s ature .alleyGreen Giant and more# *ead/uartered in !inneapolis !innesota the compan company y opera operate tess in three three segme segments nts !" #eta #etail il,, Inte Intern rnat atio iona nall and and $ood $ood serv servic icee # Representing 01 per cent of total sales the 23 Retail segment is the largest of the three# General !ills Canada Corporation (G!CC) is a subsidiary of General !ills# 4ith annual sales of 500 million 236 G!CC is a leader in the Canadian packaged packaged foods market and the second largest di$ision "ithin the 7nternational segments# The Canadian di$ision is split into four business units8 breakfast, baked goods, meals and snacks. 1. 1..
&he Cana Canad dian ian #efrig frigeerat rated 'aked ked Good Goodss Cat Categor egory y
%ne of the fourth largest di$ision of G!CC is The Refrigerated Baked Goods (RBG)# The con$enience and family appeal makes the RBG products to be so appreciated# (illsbury brand is part of the General !ills portofolio and the leader in the RBG category including a full range of products such as biscuits cookies s"eet rolls pi,,a and pie crusts#
Canadian market doesn9t ha$e a specific marketing strategy using an adapted 23 ad$ertising# 7n terms of the market Pillsbury "as the most profitable segment of General !ills Canada "ith refrigerated cookie dough o"ning 0:; of ready-baked-goods sales and yielding <5; catego category ry profi profit# t# Pill Pillsbu sbury ry held held =5; of the marke markett share share and "as "as carri carried ed by all all ma>or ma>or Canadian retailers# *o"e$er $olume gro"th household penetration and cookie segment gro"th "ere all flat#
. &he (roblems lems
%$er the past years RBG in Canada branch performance "ere not satisfied "hereas refrigerated cookies had al"ays been the most profitable product line of its category# ?lthough the $olume gro"th bet"een :@ and :0 had remained nearly flat at '; and the household penetration had fallen to :@; from pre$ious years# 7n order to understand the possible reasons of decline in cookie sales through the consumer insights (ad$ertising taste current brand messaging of the Pillsbury) the marketing manager Guillen "ants to see the difference bet"een consumer markets of Canada and that of 23 and also to design a marketing strategy according to it to boost the sales as "ell as profit of this category# 7n order to understand these cultural differences "e "ill use )ofstede $ramework*see e+hibit 1
7ndi$idualism8 - 7ndi$idualistic cultureA - mployees are expected to be self-reliant and display initiati$esA - People look after themsel$es and their immediate familiesA 2ncertainty ?$oidance8 - 2ncertainty acceptingDA - asy acceptance of ne" ideas inno$ati$e products and a "illingness to try something ne" or different "hether it pertains to technology business practices or consumer products# 7ndulgence8 - 7ndulgentA - 4illingness to reali,e their impulses and desires "ith regard to en>oying life and ha$ing funA - *igher degree of importance on leisure time act as they please and spend money as they "ish# Po"er +istance8 - 7nterdependence among its inhabitantsA - .alue placed on egalitarianismA - Canadians $alue a straightfor"ard exchange of information# !asculinity8 - !oderately masculineD society - 4ork-life balance is likely to take time to en>oy personal pursuits family gatherings and life in general# Pragmatism8 - ormati$e society - 3trong concern "ith establishing the absolute truth8 they are normati$e in their thinkingA - Great respect for traditions a relati$ely small propensity to sa$e for the future and a focus on achie$ing /uick results#
-. Consumer Insights
'# 4hat are consumer9s insightsE Consumer insights are learning based on consumer preferences attitudes and beha$ior# 7t is also the process of collecting and analy,ing customer feedbacks to"ard a product or a brand#
The Consumer insights are used by internal marketing team and a Frd party research firms to conduct customer research# :# 4hat types of business challenges can benefit from consumer insightsE Business can benefit from consumer insights by analy,ing results from research to better align their marketing strategies "ith consumer needs F# *o" are consumer insights obtainedE Consumer insights are obtained either through /uantitati$e research or /ualitati$e research focus group concept test creati$e testing usage and attitude testing# . /ey 0earnings
The key learning from the usage and attitude study "as that scratch baking is the dominant method of baking cookies in Canada# The team must conduct a research to gain a better understanding of consumer perceptions beliefs and feelings to"ards Pillsbury RBG cookies# The /uantitati$e study demonstrates that Purchase is impulsi$e and that use of refrigerated cookie dough increases particularly in household kids# The /ualitati$e method sho"s that for mothers baking experience is $ery important experience that is relati$ely easy practical affordable and pleasing to children "ith Pillsbury Cookie . #ecommendations
Possible suggestions for Guillen and his team could be to "ork strategically align "ith food channels such as food net"ork or other food net"orks that are aired in Canada to demonstrate the happy experience people feel from baking goods from scratch# •
