Pillsbury Case Marketing

Mike Johnson Pillsbury Case Beth Gallant 1) What ar 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 reaping specify consisted of 62% of RBGs unit sales and over 75% of the companys profits, Guillen found it take away to alter this segment in the market.Proposing this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen impart nurse to discover a system to improver household penetration since it has fallen to 24% in the ultimo few years. The lack in market penetration has caused a miniscule offshoot of only integrity percent in the past three years. In order for Guillen to increase the penetration percent, he will assume to reevaluate the Kisses commercial. The assessment of this advertisement revealed the lack of l ong suit for marker recognition and relevance. Introducing.Also, when reviewing the Purchase Drivers In Canada As Compargond To The US it is app arnt that consumers are concerned with the quality of the starting line, the flavors offered, and the amount of cookies offered. Either Guillen is going to need to draw up a marketing plan that addresses these issues are alter the cookie in most way. Lastly, Guillen will have to conduct marketing research to understand the difference between Canadian and US markets. The Kisses commercial was adopted from the US and slightly changed for the Canadian market.Seeing as it failed to generate the projected annual growth of five to seven percent, there is a clear difference between the Canadian and US publicizing markets. 2) What are consumer insights (in general)? What types of business challenges back end benefit from consumer insights? How are these insights obtained? Consumer insight is when a marketer researches unidentified/unmet inel uctably in the marketplace or a tonic/ wagerer way to satisfy an existing need. The line of business of the marketer is to analyze the information and capitalize on the identified need.There are two main types of research, decimal and qualitative. Quantitative research revolves around the measurement and analysis of relationships between variables. Random sampling techniques, like questionnaires and surveys, furnish marketers with results that can be generalized to a larger population. Qualitative research, on the other hand, takes on a more catch and conceptual approach. Through focus groups, marketers can gather an in-depth spirit of consumer behavior.The most special K type of research used at GMCC are the focus groups. Focus groups are where a minor(ip) group of masses have a moderated discourseion about a marketing-oriented issue. The group then summarizes its opinions and finally comes to a solution they find fit. Summarizing all of the opinions of the focus groups can aid in new carrefour development, brand messaging, and promotional campaigns. A nonher type of marketing research GMCC uses are concept tests. Concept tests are commonly used to improve new product development and develop brand messaging.Concept tests brook an stunt man of the product, pricing information, instructions, and key benefits to a consumer in verbal or visual form. The consumer then quantitatively evaluates the product by stating their degree of obtain intent. Lastly, GMCC also performs creative testing in order to evaluate the effectiveness of ads. When an add is put through the creative test, they are being judged on their purchase intent, relevance, and brand gene linkage scores. Having a powerful add that allures the consumer can squarely increase brand recognition.This Kisses commercial that Pillsbury had launched in Canada did not meet its expectations due to the lack of creative testing. 3) Given the key learnings from the usage and attitude study on pp 6 -7 of the case, what are the corresponding implications for what actions the team should take? (Format this into a chart of key learning, implication, action) Key Learning moment Action Scratch baking is the dominant method of baking cookies in Canada. In Canada, 56% bake only from scratch. In the US, use of refrigerated scrawl is the most popular 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 pick it. Either research how to make refrigerated dough more appealing to Canadian consumers or fail the Canadian market and focus on the US market (since it has a stronger demand for refrigerated dough). covering fire four purchase drivers are the same in both countries. Convenience and taste are at the top of both lists. The quality of the cookie dough is not valued as highly in Canada and electric razors have more of an influence in driving purchases. C learly there is a big prisonbreak between the quality perception in Canada and the United States. Canadian consumers are implying that they want a high quality product and a product that is more convenient for children. Propose a marketing strategy that addresses the quality of the cookie or targets children. Since children have a stronger influence in Canadian markets than US markets, comer 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 trustworthy users agree on lash-up, leaving 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-users through ads and commercials can increase the convenience recognition for RBG cookies. If non-users considered the cookie s convenient they would be more likely to purchase them. 4) Why did Guillen and his team conduct the in-home and denudation workshops?To find out what? Conducting a qualitative research was proposed in order to gain a better understanding of consumer perceptions, beliefs, and tints towards RBG cookies. The usage and attitude study portrayed the differences between Canada and the United States, whereas this study will mark which aspects of the baking experience are most appealing to consumers. The ethnography study RBG conducted, In-home Immersions, sought to gain 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 c ame to feeding the family, the solutions had to be easy, quick, and pleasing to children. It also showed the sense of blessedness 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, except the study group consisted of 18-27 consumers working together. This comfortable environment al embarrasseds consumers to discuss opportunities and criticize 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 ahead of him when proposing his new marketing strategy.However, Guillen conducted a multitudinous of studies to provide 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. some other recommendation to Guillen would be to re-new and strengthen relationships with consumers. In doing so, Guillen should stress the nostalgic and experiential aspect.Through the in-home study, it has been concluded that baking introduces a sense of happiness in the kitchen . Having this perception instilled in a consumers mind may persuade them to purchase the refrigerated dough for themselves or as a gift. Having a celebrity spokesperson influence consumers can have a positive impact 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 homemade 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. Research showed that most purchases of refrigerated dough were out of impulse. sales can simply increase by strategically placing the product to locations where consumers frequently buy on impulse. change magnitude the visibility with the doughboy logo would have the consumers more likely thinking about the product.If the cookies are going to be strategically placed and visible, then they are going to need to have attractive packaging. go visitation packages with three different flavors would also allow consumers to have the opportunity to try 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 favorable 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 hearty and dietary restrictive options. By renewing and strengthening its relationship with existing and lapsed consumers, Pillsbury can increase household penetration. Changing the perception of the product in the minds of the consumer from food to family activity/gift can influence the non-users t o sample the product. Lastly, acknowledging new 21st century dynamics of healthy lifestyles and smaller servings can appeal to new market segments and eventually increase sales.