Case Study : ' Pillsbury Cookie Challenge ' Essay

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

Treating all of Canada as one market has many advantages. A company typically implements a global strategy when it wants to save money. A company can be more effective when it sells the same products to every market, because there is no extra time spent on differentiating the products per market, which means there are also no extra costs. Money is saved from buying in bulk and having a standard packaging. In return, the company can put more focus on the product and work towards changing and enhancing the product. The case states that the market share of Saralyn Mills has increased in each of the product categories in which it competes. By implementing a standardized strategy,

1. Based on your assessment of the soft drink industry, the orange-flavored category, and the competitive situation of Cadbury Beverages and orange Crush, what is your recommendation for positioning orange Crush? Be sure to base your recommendation on facts and issues raised in the case.

The Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially “…faced with the challenge of developing a strategy that would lead to improved business performance on his category” (Johnson and Mauro, p.1, 2011). To clarify, Guillen’s category is refrigerated baked goods (RBG), which means, this category is his marketing responsibility. The issue here is that “RBG was GMCC’s fourth largest category, and its performance over the past two years had been less than stellar” (Johnson and Mauro, p.1, 2011). It is important to note that GMCC stands for General Mills Canada Corporation. Pillsbury has enjoyed majority market share in the RBG category in Canada, however, recently, the market was experiencing only moderate growth. Guillen was disappointed that their goal of 5%-7% market growth was not being achieved mainly in the refrigerated cookie dough segment. To be exact, their volume growth for two years was flat and they were having difficulty reaching new households. There was a shift among consumer’s purchases, which Guillen was challenged to figure out why.

Attracting advertisers was difficult, and program integration prevalent in LA (program characters often promoted things). Direct response commercials were common with phone # displayed for kids to call, which was debated by the executive team.

As marketing manager of the RBG business, Ivan Guillen must propose a solution to repair Pillsbury refrigerated baked goods (RGB)’s business performance. Since the refrigerated-cookie product line consisted of 62% of RBG’s unit sales and over 75% of the company’s profits, Guillen found it appropriate to alter this segment in the market. Proposing this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will have to discover a strategy to increase household penetration since it has fallen to 24% in the past few years. The lack in market penetration has

The basic characteristics of the marketing concept that could be identified in Clare’s Chocolates are as follows:

Giant Consumer Products, a company in the packed food industry, experienced an above industry average growth in previous quarters but suddenly the company has encountered a decline in sales in its frozen food division as customers purchase less frozen food and more from another type of food. Both sales volume and marketing margin were 4% under than expected and prices were not reduced to fitful demands. Concerns about the company’s financial status began to rise leaving FFD with a difficult decision to whether a national sales promotion for one of its brands, Dinardo’s or Natural Meals, should be launched with the goal to fitful demands and ultimately increase sales volume. This decision would be made after collecting various information about

Dream Chocolate (D.C.) is a small company trying to survive in an industry with many competitors. The competitive environment comes from some factors. Firstly, D.C. bars are sold in specialty markets, fine gift stores and also available online. However, the competitive companies can also provide various chocolate bars for customers with the low price on the Internet. Secondly, comparing to the big chocolate company like Mars, D.C. is a small company that has the lower brand reputation. Therefore, there may be not many people would trust their products.

In order to market a product, we must first understand customer needs and wants. Consumer insight is the information gathered about a target population in order to better align market strategies with consumer needs. The goal is to better understand the customer ­ in the Pillsbury Cookie Case, Guillen focused on his cookie customers.

To make chocolate chip cookies research a good recipe and print it out. Then you have to buy the ingredients, a big bowl, a spatula, parchment paper, and a cookie sheet. When you get home, preheat your oven, then mix the ingredients together in a bowl while trying not to eat the chocolate chips. Put parchment paper on the cookie sheet, then puts the cookies on a cookie sheet. When the oven is heated you put the tray of cookies in it then set a timer. When the time is up you make sure the cookies are fully cooked, then using pot holders, pull them out then turn the oven off. After the cookies are cool you can set them on a tray and eat them.

here are four errors in the paragraph. Look at the text in parentheses. Type in the correct form.

There was a huge absence of a clear advertising approach and placing of

How do you make the best cookie? A possible way is to refrigerate the cookie dough before putting it in the oven. First, you need to know what cookie dough is. Cookie dough is made up of ingredients joined together that haven't been baked yet that has the texture of dough. It is put in the oven to bake, and when they are ready, you have cookies. Chilled cookie dough might make your cookies better. When the batter sits in the fridge, the wet and dry ingredients absorb. The dough spreads out less than if you put it straight in the oven, making it a have better texture, and concentrating the flavor. However, putting the cookie dough in the fridge could also make the cookies worse. It might not change

Introduction: Advertisers pour out millions of dollars every year to persuade children of elementary school age and younger to pick their product over someone else product. Most children, regardless of age enjoy either cookies or candy if not both over any other food placed in front of them. This project would discover if the claim that children of elementary school and younger prefer candy over cookies. The significance to this project will help a broad spectrum of individuals who are in charge of marketing to those who are having a difficult time planning a party or event that involved children. Children of elementary school and younger prefer candy over cookies.