PILLSBURY COOKIE

CHALLENGE

By
Group 3
Section A
 Group Members

• ANAND KANT JHA (19P007)

• AYUSHI GARG (19P013)
• DHIREN GURNANI (19P019)
• ISHITA JAIN (19P021)
• SHREYANSH AGRAWAL (19P052)
• AYUSH GARG (19P077)
 PROBLEM STATEMENT
 What consumers should the team
target?
 How to improve brand recognition
and relevance of ads?
 How to communicate the message
based on the insights derived to
increase the purchase frequency
and household penetration?
 GENERAL MILLS INC.
 General Mills Inc. was headquartered in Minneapolis, Minnesota, and was the world’s sixth
largest food product manufacturer
 Portfolio of iconic brands, including Betty Crocker, Progresso, Pillsbury, Green Giant and
Cheerios
 The U.S. Retail segment was the largest of the three, representing 69 per cent of total sales; the
International segment followed with 16 per cent of total sales
 Total company revenue for fiscal 2006 was $11.6 billion, with earnings of $1 billion
GENERAL MILLS CANADA CORP.
 Established in 1954, the second largest division within
the International segment, with annual sales of US$566
million.
 GMCC was a leader in the Canadian packaged foods
market, holding the No. 1 or No. 2 position in virtually
all of the categories in which it competed
 The Canadian division was split into four business
units: breakfast, baked goods, meals, and snacks. These
business units were further broken down into 12
categories
 Each category had a dedicated marketing team that
worked with cross-functional partners in finance,
supply chain and sales to manage the business and
profitably grow market share
 Despite having autonomy, GMCC often leveraged new
products and advertising from the United States, as
development costs for these items were very high and
brand budgets were significantly lower in Canada
Pillsbury Ready to Bake! Big Deluxe Cookies - Kisses (2005) Commercial
https://youtu.be/IEsSEO7ZYdo?t=6
 COOKIES USAGE &
ATTITUDE STUDY
 Conducted a Canadian-specific research to gain a better
understanding of the Canadian consumer
 Engaged the market research company MarketTools to
conduct a usage and attitude study
 Focus: To understand the differences between the
Canadian and U.S. markets that could be leveraged to
unlock growth in Canada
 Classified participants as Users, Lapsed Users and
Non-Users
  Consumer demographics and family structure were very
similar between Canada and the United States
USAGE & ATTITUDE  Scratch baking is the dominant method of baking cookies
in Canada
STUDY RESULTS  The top purchase drivers are the same in both countries
(convenience and taste)
 The largest gaps versus U.S. scores were on quality and
kid-request purchase drivers
 Both users and lapsed users perceive refrigerated cookie
dough as convenient
 Cookie dough purchases were impulsive
 Use of refrigerated cookie dough was increasing,
particularly among households with kids
 Frequency of RBG cookie baking was similar in Canada
and the United States
IN HOME IMMERSION VISITS
AND DISCOVERY WORKSHOPS 
• Why it was done : in order to gain a better understanding of
consumer perceptions, beliefs and feelings towards Pillsbury RBG
cookies.
• In-home Immersions: to observe, rather than interview, in order
to develop an intimate understanding of personal motivations and
actions as they related to a particular product.
•  Discovery workshop: collaborative and took place outside the
home
• Discovery workshops were community-based gatherings that
brought together between 18 and 27 consumers for an active
working session
 Mom’s practical
ingenuity really
shone through in
the kitchen. 

Key Findings
from In-Home Pillsbury had an
integral sense of
The baking
experience fed the

Immersion
magic and was senses and fueled
considered to be memories of
“a shared secret.”  happy moments

Visits and
Discovery
Workshops There were no
concerns with the
Brand Champions
and lapsed users
nutritional value
were similar but
of Pillsbury
not in all ways
cookies. 
Recommendations
Appealing to Kids
ü Special treat, Fun activity Shift behavior from scratch baking
ü Make more attractive  Promote various uses of the cookie
packaging and Ad dough
campaigns  Partner with cooking shows, share
recipes, to remove
the "Cheating" implication

Improve perception of quality

 Study the difference from home-
Increase impulse buy of the
made cookie dough product by placing it ideally
ü Create flavors that appeal to in grocery stores
the Canadian customers

Pillsbury Ready to Bake Cookies - Indoor Camping Commercial 2007

https://youtu.be/UcunD9ALBlA?t=15
 Communication Strategy
 Create ads that appeal to the Canadian market
 Ideas to be communicated:

Quick & Convenient Mother's care

"Shared secret"

Cookies for Kids Happy Moments

THANK YOU !!