Pillsbury Cookie Challenge


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Pillsbury Cookie Challenge

  1. 1. PILLSBURY COOKIE CHALLENGE Increasing Market Penetration Institut Teknologi Bandung – MBA Marketing ManagementSyndicate Number 4
  2. 2. Content01 The Issues02 Status Quo Analysis • Position of Pillsbury RBG in General Mills Inc. • Company Analysis: Pillsbury03 Suggestion for Marketing Strategy • Exploring New Market Segments • Strategy for Marketing Mix Here comes your footer 2
  3. 3. 01The Issues
  4. 4. 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 Here comes your footer
  5. 5. 02Status Quo Analysis
  6. 6. Status Quo Analysis General Mills Inc (Minnesota) Branch: Canada (GMCC) Breakfast Baked Goods Meals Snacks RBG Pizza snacks Etc. Pillsbury Cookies 75% of The most 62% of category’s category’sprofitable products total unit volume profit Here comes your footer 6
  7. 7. 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 Here comes your footer
  8. 8. ObjectivePILLSBURY: The Challenge - How can PILLSBURY increase the volume growth and grow up the household penetration? Here comes your footer 8
  9. 9. 03Suggestion for New Marketing Strategy
  10. 10. Here comes your footer 10
  11. 11. The Marketing Mix StrategyMarketing Mix Descriptipns Making a taste innovation and uniqueProduct shapePrice Using the previous price Using the already available distributionPlace network • Make variant advertisements •Make the product visible and available in every store •Educate the potential customer •Visit public place (cookingPromotion 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 Here comes your footer 11
  12. 12. Syndicate 4 Thank you for your attention! Here comes your footer 12