PILLSBURY COOKIE CHALLENGE

Increasing Market PenetrationInstitut Teknologi Bandung MBAMarketing Management

Syndicate Number 4

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Content*

01The Issues02Status Quo AnalysisPosition of Pillsbury RBG in General Mills Inc.Company Analysis: Pillsbury03Suggestion for Marketing StrategyExploring New Market SegmentsStrategy for Marketing Mix

The Issues01

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The IssuesRefrigerated Baked Goods (RBG) in Canada branch performance were not quite satisfied over the past two yearsVolume growth between 2004 and 2006 had remained nearly flat at 1%Household penetration had fallen to 24% from previous years

Status Quo Analysis02

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Status Quo Analysis*

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Status Quo of Pillsbury cookies

4 PsProductAvailable in multiple flavoursAvailable in 2 formats: chub and ready to bakeOffered seasonal cookie productsEasy and quick to make

PriceVaried based on the cookie format , type of retailer selling, region where the product was sold and Depends on what season the cookie were produced

PlaceIn many groceries store and food services in Canada

PromotionThe advertising took an important role in branding and messagingTargeted for household mother aged 30s-40s with busy lifestyle who wants a simple product that pleasant the family

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ObjectivePILLSBURY: The Challenge

How can PILLSBURY increase the volume growth and grow up the household penetration?

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Suggestion for New Marketing Strategy03

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The Marketing Mix Strategy*

Marketing MixDescriptipnsProductMaking a taste innovation and unique shapePriceUsing the previous pricePlaceUsing the already available distribution networkPromotion Make variant advertisementsMake the product visible and available in every storeEducate the potential customerVisit public place (cooking workshop,playground,schools)Make a new slogan that can touch the customer Nothin says lovin like somethin from the ovenMake a creative cooking contest

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Syndicate 4Thank you for your attention!*

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