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Pillsbury cookie challenge

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pillsbury cookie challenge

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Pillsbury cookie challenge

  1. 1. PILLSBURY COOKIE CHALLENGE Group 4 • Maneck Debara • Prasanth Ramdas • Rachit Verma • Shubham Bharadwaj • Umesh Nair
  2. 2. General Mills • Headquartered in Minneapolis, Minnesota • 6th largest food product manufacturer • Various Brands that General Mills have are : Betty Crocker, Progresso, Pillsbury, Green Giant and Cheerios • It was composed of three distinct operating segments : • U.S Retail (69%) • International (16%) • Food Service • Some of the major distributors were Safeway,Wal- Mart and Costco
  3. 3. General Mills Canada Corporation • Established in the year 1954 and was the second largest division of General Mills • GMCC was the market leader in the Canadian Market with annual sales of US$ 566 Million . • The Canadian division was split into 4 units which are , breakfast, baked goods, meals and snacks which was further sub divided into 12 other categories. • Unique products developed for the Canadian market were Oatmeal crisp maple nut cereal and pizza pop snacks .
  4. 4. The Canadian Baked goods Category • RBG’s were chilled dough-based products that could go straight from the fridge to the oven • Ready baked goods included cookies , breads , and sweet goods . • Packaging for all these products were pressurized cans , chubs and sealed trays . • The RBG category was dominated by Pillsbury with an 85% market share .
  5. 5. Pillsbury RBG • RBG was GMCC’s fourth largest in Canada • The Pillsbury Doughboy was a hit in the advertising sector which had a major role in brand advertising and messaging • Pillsbury was known for their convenience and family appeal . • The brand was targeting the mother in their 30’s to 40’s who are busy with an active and busy lifestyle .
  6. 6. Pillsbury Refrigerated Cookies • Cookies were most profitable in the RBG category • Represented 62 % of total category • Two formats – Chub , Ready to bake • Guillens ideas on Improvement of cookie Performance • Increase frequency of purchase • Increase household penetration • Combination of both
  7. 7. Advertising • TV advertising, Print advertising • US and Canadian market • Similar demographics • Slight Modifications • Rudy Perz: Dough Boy • Doughboy Doll- 1972
  8. 8. ‘Kisses” Campaign: Successful? • Appealed the mothers and the kids • Product focused ad • Highlights the taste benefits • Milward-Brown assessment measures: Likely to buy Brand recognition Relevance
  9. 9. Consumer Insights Team • Provide a better understanding of the preferences, attitudes and behaviors of consumers. • CI team work closely with internal marketing teams and 3rd party research firms to conduct consumer research. • Once research is conducted, results are analyzed and recommendations are provided to the brand team.
  10. 10. Types of research used QUANTITATIVE QUALITATIVE Based on measurements and analysis of the relationships of the variables. Eg: Questionnaires and Surveys. More in-depth understanding of behavior, conducted with a smaller sample size Eg: Focus groups and Ethnographies.
  11. 11. • Concept Test • This concept includes an image of the product, along with pricing information, preparation instructions and a summary of key benefits. • Presented to consumers in verbal or visual form, and then quantitatively evaluated by consumers by indicating their degree of purchase intent. • Range from $2,000 to $4,000 Methods used at GMCC • Focus Groups • Group of people engage in a round table discussion on a particular topic of interest • Obtain groups opinions or reactions to specific products/ issues • Focus groups can help with a wide range of business decisions, such as new product development, brand messaging and promotional campaigns.
  12. 12. Methods used at GMCC • Evaluators • The goal of an evaluator is to determine the expected volume, and therefore success, of a new product. • Participants are sent actual samples of the product and are asked a series of questions based on specific pricing, promotion and consumer spending parameters. • Evaluators are the best predictors of product performance with a whopping cost of $100,000 . • Creative Testing • GMCC conducts a test to study the effectiveness of the ads. • Multiple versions of an ad will be developed and tested to see which one resonates most with consumers. • Ads are tested based on their purchase intent, relevance and brand linkage scores. • The goal of this test is to optimize advertising and packaging so that more consumers purchase the product.
  13. 13. • Company: Market Tools • Objective: Understand the difference between US and Canada markets • Duration: 4 Weeks • Study Details • Screeners • Classification • Users: purchased in past 12 months • Lapsed users: purchased over 12 months ago • Non Users: never purchased (scratch, mix or ready to eat users) Cookies usage and attitude study
  14. 14. Results • Consumer demographics and family structure similar in us and Canada • Impulse purchase • Increasing use of refrigerated cookie dough particularly the households with kids • Frequency of RBG Cookie baking was similar in US and Canada
  15. 15. 49% 54% 32% US Scratch Users Refrigerated Users Baking Mix Users Cookie Method usage 61% 24% 16% Canada n=3381n=4180 • Scratch baking is the dominant method of baking cookies • Both Users and lapsed users perceive refrigerated cookie dough as convenient
  16. 16. Purchase Drivers 79 79 69 68 59 83 83 67 68 66 They are easy to make They are quick to make They taste good Can make them at the spur of themoment Easier than baking cookies from scratch Canada US • Top 5 Purchase drivers • Significant Differences 42 42 41 47 29 29 30 28 37 17 Fun thing to bake with the kids The kids like to make them Fun activity with the kids Kids like to eat them Is a high quality cookie dough
  17. 17. Qualitative Research on Consumer Perceptions • Company: Terranova Market Strategies • Two types of ethnography studies were carried out  In Home Immersions • Develop a real life dynamic view on consumer brand relationship • 4 two hour in home visits (2 lapsed and 2 brand champion users)  Discovery Workshops • Community based (18-27 consumers) • Aim was to creatively explore issues and new avenues of opportunity • Different techniques like customer experience mapping and role playing were used to examine consumer relationship and behavior
  18. 18. Results • Baking experience fed the senses and fuelled memories of happy moments • Cookies were particularly special because they were made for sharing and giving • There were no concerns with nutritional value • Pillsbury had an integral sense of magic and was considered to be a shared secret • Brand champions and lapsed users were similar but not in all ways (Pragmatic, get it done types & Committed to scratch baking)
  19. 19. • The consumers in Canada like to do their baking from scratch and hence it makes the target market a bit different compared to that of the United states. • After a brief discussion we concluded that the target market for the Canadian market should be as follows :- • Mothers who are working, it helps save a lot of time and also personalize the cookies till a point. • The kids, they play a major role in purchase decision in Canada. Hence they should be one of our main targets What consumers should the team target ?
  20. 20. What should their brand messaging be? • Brand messaging is about capturing the right language that embodies your brand and makes it stand out from the rest. • Every brand needs a voice and brand message helps the consumers capture and understand the values of the firm. • So for Pillsbury the appropriate brand message that could make a change was :- • “ When time isn't on your side, Pillsbury can help, while also giving you that homemade experience “
  21. 21. How could they communicate this message in a relevant way to the consumers in a way that would translate into increased sales? • The various methods by which they could communicate the message to the consumers are :- • One way was to change the packaging and make it more appealing to the kids. • Provide a way in which the mothers could personalize the could a bit in order to give it an emotional touch. • Have an add campaign showing the mothers how easy it was to bake and less time consuming it was.
  22. 22. Thank you

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