Pillsbury Case Marketing

Mike Johnson Pillsbury Case Beth G eachant 1) What atomic number 18 the challenges that Ivan Guillen faces in his voice as marketing film director of the RBG business? As marketing manager of the RBG business, Ivan Guillen must propose a radical to repair Pillsbury refrigerate cook goods (RGB)s business performance. Since the refrigerated-biscuit product line consisted of 62% of RBGs whole sales and over 75% of the companys profits, Guillen assemble it capture to alter this segment in the market.Proposing this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will keep up to discover a strategy to sum up household penetration since it has fallen to 24% in the past a couple of(prenominal) years. The lack in market penetration has caused a miniscule produce of only one percent in the past three years. In order for Guillen to affix the penetration percent, he will need to appraise the Kisses commercial. The assessment of this advertisement revealed the lack of effectiveness for discolouration mention and relevance. Introducing.Also, when reviewing the leveraging Drivers In Canada As Comp atomic number 18d To The US it is apparent that consumers are concerned with the role of the saccharide, the flavors offered, and the amount of cookies offered. Either Guillen is going to need to draw up a marketing plan that landresses these issues are alter the cookie in roughly way. Lastly, Guillen will have to conduct marketing investigate to understand the digression between Canadian and US markets. The Kisses commercial was adopted from the US and round changed for the Canadian market.Seeing as it failed to generate the projected annual growth of quint to seven percent, thither is a clear difference between the Canadian and US advertising markets. 2) What are consumer sixth senses (in general)? What founts of business challenges dissolve benefit from consumer insights? How are these insights obtained? Consumer i nsight is when a marketer researches un place/unmet needs in the grocery or a in the raw/better way to satisfy an be need. The job of the marketer is to analyze the information and capitalize on the identified need.There are two main types of research, quantitative and qualitative. Quantitative research revolves around the measurement and analysis of relationships between variables. Random sampling techniques, like questionnaires and surveys, provide marketers with results that can be generalized to a larger population. Qualitative research, on the other hand, takes on a to a greater extent understanding and conceptual approach. with focus groups, marketers can gather an in-depth understanding of consumer behavior.The more or less common type of research used at GMCC are the focus groups. Focus groups are where a small group of people have a moderated reciprocation about a marketing-oriented issue. The group past summarizes its opinions and eventually comes to a solution they get hold fit. Summarizing all of the opinions of the focus groups can aid in untried product development, dent messaging, and promotional campaigns. Another type of marketing research GMCC uses are concept tests. Concept tests are commonly used to remediate new product development and develop brand messaging.Concept tests provide an human body of the product, pricing information, instructions, and key benefits to a consumer in verbal or opthalmic form. The consumer then quantitatively evaluates the product by stating their degree of grease ones palms intent. Lastly, GMCC too performs creative testing in order to evaluate the effectiveness of ads. When an add is put through with(predicate) the creative test, they are being judged on their purchase intent, relevance, and brand linkage scores. Having a powerful add that influences the consumer can significantly increase brand recognition.This Kisses commercial that Pillsbury had launched in Canada did not meet its expectati ons repayable to the lack of creative testing. 3) Given the key learnings from the usage and attitude count on pp 6-7 of the case, what are the corresponding implications for what actions the team should take? (Format this into a graph of key learning, implication, action) Key Learning Implication Action Scratch baking is the dominant method of baking cookies in Canada. In Canada, 56% oven broil only from scratch. In the US, use of refrigerated dough is the most public baking method. The refrigerated dough market does not seem to have a strong presence in Canada. It seems as if people are either unaware of refrigerated dough or they just do not prefer it. Either research how to make refrigerated dough to a greater extent appealing to Canadian consumers or ignore the Canadian market and focus on the US market (since it has a stronger demand for refrigerated dough). Top four purchase drivers are the same in both countries. Convenience and taste are at the top of both lists. The tincture of the cookie dough is not valued as highly in Canada and kids have more of an influence in driving purchases. Clearly thither is a big gap between the reference perception in Canada and the United States. Canadian consumers are implying that they want a higher quality product and a product that is more convenient for children. Propose a marketing strategy that addresses the quality of the cookie or tushs children. Since children have a stronger influence in Canadian markets than US markets, reaching out to them could increase brand recognition and sales. Both users and lapsed users perceive refrigerated cookie dough as convenient.Lapsed agree that RBG cookies are convenient, but non-users do not rate them as convenient. Lapsed and current users agree on convenience, going away marketers to believe this is actually true. Non-users, however, are not receiving this message. Non-users in Canada are not as aware of the product as they should be. Reaching out to non-user s through ads and commercials can increase the convenience recognition for RBG cookies. If non-users considered the cookies convenient they would be more likely to purchase them. 4) Why did Guillen and his team conduct the in-home and discovery workshops?To learn out what? Conducting a qualitative research was proposed in order to get on a better understanding of consumer perceptions, beliefs, and feelings towards RBG cookies. The usage and attitude study envisioned the differences between Canada and the United States, whereas this study will determine which aspects of the baking go steady are most appealing to consumers. The ethnography study RBG conducted, In-home Immersions, sought to come through an in-depth understanding of personal motivations and actions towards a particular product. RBG entered the homes of two lapsed users and wo brand champions while the consumers were baking the good. During the visit, the marketers hoped to develop an understanding of the consumer- brand relationship, what surrounds it, the environment around it, and the bigger-picture influences. For example, RBG found out that when it came to feeding the family, the solutions had to be easy, quick, and pleasing to children. It also showed the sense of merriment that arises when baking occurs. Knowing this information could help propose the idea of implementing comfortable implications in future ads.The discovery workshop was similar to the ethnography study, chuck out the study group consisted of 18-27 consumers working together. This comfortable environment allows consumers to discuss opportunities and rap issues of the product. 6) What actions would you suggest that Guillen and his team take? a. What should their value proposition be? b. Which consumers should they target? Why? c. What should the brand messaging be? Guillen has numerous tough decisions forth of him when proposing his new marketing strategy.However, Guillen conducted a multitudinous of studies to provi de him some insight on what an appropriate solution would be. In terms of the product itself, there are many alterations that could be made. Children have more of an influence in Canadian markets than in US markets. Providing kid themed offerings could increase brand recognition and demand from children. Simple ideas such as adding famous cartoon characters or sports themes could sway a child to want RBG cookies. Also, adding new flavors/types of cookies could increase the width of customers.Providing healthier options, dietary restrictions (gluten free, low sodium), and new flavors would reach out to more consumers. Expanding new product development would also be benefit to brand recognition. Providing Pillsbury baking tools like cookie cutters, timers, oven mitts, and aprons would cause the experience of baking to be more enjoyable. Another recommendation to Guillen would be to re-new and strengthen relationships with consumers. In doing so, Guillen should breed the nostalgic an d experiential aspect.Through the in-home study, it has been concluded that baking introduces a sense of felicity in the kitchen. Having this perception instilled in a consumers mind may bend them to purchase the refrigerated dough for themselves or as a gift. Having a celebrity spokesperson influence consumers can have a confirmatory(p) impingement as well. In previous commercials, RBG cookies solely relied on the Pillsbury doughboy. Although he is a very recognizable character, maybe the consumers do not find him as trustworthy as they would a celebrity.The celebrity could stress the easiness, convenience, and homespun feeling RBG cookies provide. In-store display and packaging also has a significant impact on the consumer. Having a brand portrayed in a positive way gives the consumer the feeling that he or she is making the right choice. query showed that most purchases of refrigerated dough were out of impulse. Sales can scarce increase by strategically placing the produ ct to locations where consumers frequently buy on impulse. Increasing the visibility with the doughboy logo would have the consumers more likely opinion about the product.If the cookies are going to be strategically placed and visible, then they are going to need to have attractive packaging. Offering visitation packages with three different flavors would also allow consumers to have the fortune to crusade out new flavors. Offering different serving sizes and holiday themes also expands the horizon of consumer tastes and preferences. In the short run, investing in social media, advertisement, and a spokesperson is most beneficial action to take. It is a quick opportunity for consumers to be persuaded into purchasing the object.However, in the long run it would be most beneficial to introduce new product flavors and healthy and dietary confining options. By renewing and strengthening its relationship with existing and lapsed consumers, Pillsbury can increase household penetratio n. Changing the perception of the product in the minds of the consumer from nourishment to family activity/gift can influence the non-users to sample the product. Lastly, acknowledging new twenty-first century dynamics of healthy lifestyles and smaller servings can appeal to new market segments and eventually increase sales.