Pillsbury Cookie Challenge

GLOBAL MARKETING-2 PILLSBURY cookie CHALLENGE GROUP-12, Roll No-2210,2240,2249 10/20/2011 What consumers should the squad stern? Pillsbury should target Scratch Users segment which is 61% as comp ard to 49% in US. They have roughly 24% as refrigerated determinationrs, when we go by the qualitative research which suggests the following * Product should be easy, quick, practical, affordable and pleasing to children. * The Baking experience was important. * retrieve of sharing and giving. * Lapsed users were less secure to use convenience products which take them away from scratch baking. No issues with nutritional observe * Using Pillsbury product was silent far better than buying readymake product, because it involved the private road and therefore represented an act of generosity. From above we shadow conclude that if Pillsbury bottom of the inning enlarge customer value perception in the scratch segment, they can increase the market share. Since the main concern o f scratch users are baking experience and to certain extend the musical note of product, if tackled could lead to increased market share. What should their brand pass along be?Brand quidaging should be targeted to increase the customer value perception, target scratch customers, peculiarly to mothers and kids who play an important part in Canadian family, as suggested by qualitative research. * Scratch penchant equals to Pillsbury Cookie Dough Pillsbury Refrigerated Cookies, leave the mess part to us, readymade dough, get yourself creative with cookies, have frolic with kids and volition taste want home made cookies. How could they communicate this message in a applicable way to the consumers in a way that would transform into increased sales?This can be make by various means as say below * Target Segment Market thrust * By TV ad campaign aiming the target audience Scratch Users * Targeting mothers and kids * Packaging * By changing the packaging to suite the target m arket in particular to kids and mothers. * Having Influential messages on the pack, to influence scratch users on the quality and nutritional value of the product. * By having recipes which can be used with refrigerated dough cookies, like a value added, which will increase causal agent and experience of baking using readymade dough. Product status * Placement of the product at eye train (premium space), research shows cookie dough buying is impulsive, this will increase greater exposure to scratch users, more noticeable and accessible for impulse buying. * Rewards Programme * From the resolve its seen that kids play a larger quality as purchase driver in Canada than US, score rewards programme for kids, which will increase brand loyalty, sensation and attract the users/customers with kids. * Influence on kids will in the end lead to sales increase. ***********************************************