Pillsbury Cookie Challenge
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Transcript of Pillsbury Cookie Challenge
PILLSBURY COOKIE CHALLENGE
Increasing Market Penetration
Institut Teknologi Bandung – MBA
Marketing Management
Syndicate Number 4
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Content
01 The Issues
02 Status Quo Analysis
• Position of Pillsbury RBG in General Mills Inc.• Company Analysis: Pillsbury
03 Suggestion for Marketing Strategy
• Exploring New Market Segments• Strategy for Marketing Mix
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The Issues
01
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The Issues
Refrigerated Baked Goods (RBG) in Canada branch performance were not quite satisfied over the past two years
Volume growth between 2004 and 2006 had remained nearly flat at 1%
Household penetration had fallen to 24% from previous years
Status Quo Analysis
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Status Quo Analysis
62% of category’s total unit volume
General Mills Inc (Minnesota)
Snacks
RBG
Branch: Canada (GMCC)
Pillsbury Cookies
MealsBaked GoodsBreakfast
Etc.Pizza snacks
75% of category’s
profit
The most profitable products
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Status Quo of Pillsbury cookies
4 P’s
Product •Available in multiple flavours•Available in 2 formats: chub and ready to bake•Offered seasonal cookie products•Easy and quick to make
Price •Varied based on the cookie format , type of retailer selling, region where the product was sold and •Depends on what season the cookie were produced
Place •In many groceries store and food services in Canada
Promotion •The advertising took an important role in branding and messaging•Targeted for household mother aged 30s-40s with busy lifestyle who wants a simple product that pleasant the family
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Objective
PILLSBURY: The Challenge
- How can PILLSBURY increase the volume growth and grow up the household penetration?
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Suggestion for New Marketing Strategy
03
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The Marketing Mix Strategy
Marketing Mix Descriptipns
ProductMaking a taste innovation and unique shape
Price Using the previous price
PlaceUsing the already available distribution network
Promotion
• Make variant advertisements•Make the product visible and available in every store•Educate the potential customer•Visit public place (cooking workshop,playground,schools)•Make a new slogan that can touch the customer “Nothin’ says lovin’ like somethin’ from the oven”•Make a creative cooking contest
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Syndicate 4
Thank you for your attention!
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