Pillsbury Cookie Challenge:

CASE STUDY ANALYSIS-

Bhanvi Patel.

Executive Summary:
● Pillsbury is a brand under- GMCC
● GMCC- General Mills Canada Corporation- Leader in Canadian Packaged foods.
● Pillsbury dominates RBG (Refrigerated Baked Goods) category by 85% market share.
● Under RBG- Cookies are most profitable- 62% RCB unit volume.

RBG-
There are two forms of cookies available-
1. Chub-
2. Ready-to-Bake-

Problem-
Cookie Performance Struggling- over past two years.
● Volume Growth remained nearly flat and at declining stage.
● Household penetration had failed.

Corresponding implications and actions the RBG team should take given the key
consumer insights from cookie usage and attitude survey-

ANSWER-1
First of all- Consumer Insight means-
Consumer insight is when a marketer researches unidentified/unmet needs in the marketplace or a
new/better way to satisfy an existing need. The job of the marketer is to analyze the information
and capitalize on the identified need.

There are two main types of research, quantitative and qualitative. Quantitative research revolves
around the measurement and analysis of relationships between variables. Random sampling
techniques, like questionnaires and surveys, provide marketers with results that can be generalized
to a larger population. Qualitative research, on the other hand, takes on a more understanding and
conceptual approach. Through focus groups, marketers can gather an in-depth understanding of
consumer behavior.

The most common type of research used at GMCC are the focus groups- where Summarizing all
of the opinions of the focus groups can aid in new product development, brand messaging, and
promotional campaigns.
Another type is Concept tests are commonly used to improve new product development and
develop brand messaging.
GMCC also performs creative testing in order to evaluate the effectiveness of ads. When an add is
put through the creative test, they are being judged on their purchase intent, relevance, and brand
linkage scores.

KEY LEARNING- IMPLICATIONS- ACTIONS-

● Scratch baking is that the dominant method of baking cookies in Canada. In Canada, 56%
bake only from scratch. In the US, use of refrigerated dough is that the hottest baking
method.
● The refrigerated dough market does not seem to have a strong presence in Canada. It seems
as if people are either unaware of refrigerated dough or they just do not prefer it.
● Either research the way to make refrigerated dough more appealing to Canadian consumers
or ignore the Canadian market and specialise in the US market (since it's a stronger demand
for refrigerated dough).
● Top four purchase drivers are an equivalent in both countries.
● Convenience and taste are at the highest of both lists.
● The quality of the cookie dough isn't valued as highly in Canada and youngsters have more
of an influence in driving purchases.
● Clearly there's an enormous gap between the standard perception in Canada and therefore
the us . Canadian consumers are implying that they want a higher quality product and a
product that is more convenient for children.
● Propose a marketing strategy that addresses the standard of the cookie or targets children.
Since children have a stronger influence in Canadian markets than US markets, reaching
bent them could increase brand recognition and sales.
● Both users and lapsed users perceive refrigerated cookie dough as convenient.
● Lapsed agree that RBG cookies are convenient, but non-users don't rate them as
convenient.
● Lapsed and current users agree on convenience, leaving marketers to believe this is often
actually true. Non-users, however, are not receiving this message. Non-users in Canada
aren't as conscious of the merchandise as they ought to be.
● Reaching bent non-users through ads and commercials can increase the convenience
recognition for RBG cookies. If non-users considered the cookies convenient they might
be more likely to get them.

Recommendation-
1. Tailored Marketing Campaigns-
a. They will have to design the campaigns according to the demographics and
geographics, so it won’t be essential to use US campaigns.
2. Consumer-Centric Approach-
a. The marketing of kissing as you can see was related to product inclined. So it should
be more of consumer as ut targets that kind of target group which is kids and
housewifes.
3. Target Market-
a. Currently the major focus is on mothers but they should target kids, teens and
younger group.
b. Thus, widening the customer base.

4. Promotional Campaigns-
a. It should be known that kids are the major drivers here so the ads and promotion or
publicity should be more interesting and appealing to them.
b. The emotional appeal could be used.
c. With that cognitive approach of nutritious, healthy, multi-purpose could be
efficiently communicated through their IMC Tools.

5. New Products Development-

a. Customization can be utilized in recipes of cookies.
b. They can collaborate with cooking shows or chefs which can provide different uses
or ways to use the cookies in cooking for different occasions which will be
attractive for a women.
Develop an action plan for the cookies business highlighting its value proposition, target
segments, brand message and communication characteristics to facilitate attitude change.

ANSWER-2
ACTION-PLAN:
However, Guillen conducted a multitudinous of studies to provide him some insight on what an
appropriate solution would be.

Two major approaches can be used-

1. Create Canadian Specific Messages
2. Modify product to appeal the customers- Product Development.
3. Redesign target group- Market Development.

Product-
● Create a “home-style” RBG Product Line
● Providing Pillsbury baking tools like cookie cutters, timers, oven mitts, and aprons would
cause the experience of baking to be more enjoyable.
● Introduce new product flavors and healthy and dietary restrictive options
● Packaging
● Focus Groups- testing.

Target Market-
● Consumer like to do baking in the form of scratch and hence it makes the target
market a bit different compared to that of United States.
● So the target market should be-
○ Mothers who are working as well as housewives- as for working women it
will save their time and overall it will help woman sense a feeling of
closeness with their family or children by consuming it or baking it together.
○ Kids- as they play a major role in purchase decisions.

Brand Messaging-
● Brand Messaging is about capturing the right language that embodies brand and
makes it unique in comparison to the existing ones.
● Every brand needs a voice and thus, brand messages helps consumers capture and
understand the values of the firm.
● So, appropriate brand message that can be used was-
“ If you are getting trouble adjusting time on your side, pillsbury can help saving
time with providing an essence of homeness.”
Communication-
Commercials-
Quality as good as made from scratch- so focusing on home-style product line.
More convenient- means spending more time with children, Family bonding
experience by consuming pillsbury with children.
Easy for children to make too.
Packaging-
Making it more appealing to children. Providing kid themed offerings could increase
brand recognition and demand from children.
Simple ideas such as adding famous cartoon characters or sports themes could sway a child
to want RBG cookies.

Campaign-
Creating campaign where mothers can demonstrate the use or can create a buzz
marketing on social media.
Influencers-
Those influencers who are mother either common or popular or working can show
their journey when pillsbury entered in their usage what changes it brough creating
an essence of personalisation and emotional touch.
Elaborate with examples the effective attitude change strategies to change the cognitive,
affective and behavioral components of consumer attitude towards Pillsbury cookies.

ANSWER- 3
Attitude-
-Tendency to respond positively or negatively towards a certain idea, object, person or situation.

They are influenced by personal experience, social media or even environment.

So, in order to create a positive attitude in consumer’s mind in comparison to others we can-

There are five attitude change strategies:

1. Changing the Basic Motivational Function-
a. There are several sub-parts in it like:
i. Utilitarian Function
ii. Knowledge Function
iii. Ego-defensive function
iv. Value expressive function

2. Associating the product with an admired group or event

3. Resolving two conflicting attitudes
4. Altering components of the multi attributes model

Cognitive Attitude-
-Opinion or Belief segment of an attitude.
Affective Attitude-
-Emotgional or feeling segment of a person.
Behavioural Attitude-
-An intention to behave in a certain way to something.

Example-
1. Emotional Appeal-

In terms of the product itself, there are many alterations that could be made. Children have
more of an influence in Canadian markets than in US markets.

Providing kid themed offerings could increase brand recognition and demand from
children. Simple ideas such as adding famous cartoon characters or sports themes could
sway a child to want RBG cookies.

2. Cognitive Appeal-

Adding new flavors/types of cookies could increase the width of customers.

 Providing healthier options, dietary restrictions (gluten free, low sodium), and new flavors
would reach out to more consumers.

Having a celebrity spokesperson influence consumers can have a positive impact as well.

In-store display and packaging also has a significant impact on the consumer.

Changing the perception of the product in the minds of the consumer from food to family
activity/gift can influence the non-users to sample the product

3. Behavioural Attitude-

A new thought that -Through the in-home study, it has been concluded that baking
introduces a sense of happiness in the kitchen. Having this perception instilled in a
consumers mind may persuade them to purchase the refrigerated dough for themselves or
as a gift.

In previous commercials, RBG cookies solely relied on the Pillsbury doughboy. Although
he is a very recognizable character, maybe the consumers do not find him as trustworthy
as they would a celebrity.

We should try to portray in a positive way gives the consumer the feeling that he or she is
making the right choice.

Offering trial packages with three different flavors would also allow consumers to have the
opportunity to try out new flavors.

Lastly, acknowledging new 21st century dynamics of healthy lifestyles and smaller
servings can appeal to new market segments and eventually increase sales.