Pillsbury Cookie Challenge

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PILLSBURY COOKIE CHALLENGE Increasing Market Penetration Institut Teknologi Bandung – MBA Marketing Management Syndicate Number 4

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Created by Syndicate 4, MBA ITB 46A

Transcript of Pillsbury Cookie Challenge

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PILLSBURY COOKIE CHALLENGE

Increasing Market Penetration

Institut Teknologi Bandung – MBA

Marketing Management

Syndicate Number 4

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Content

01 The Issues

02 Status Quo Analysis

• Position of Pillsbury RBG in General Mills Inc.• Company Analysis: Pillsbury

03 Suggestion for Marketing Strategy

• Exploring New Market Segments• Strategy for Marketing Mix

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The Issues

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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

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Status Quo Analysis

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Status Quo Analysis

62% of category’s total unit volume

General Mills Inc (Minnesota)

Snacks

RBG

Branch: Canada (GMCC)

Pillsbury Cookies

MealsBaked GoodsBreakfast

Etc.Pizza snacks

75% of category’s

profit

The most profitable products

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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

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Objective

PILLSBURY: The Challenge

- How can PILLSBURY increase the volume growth and grow up the household penetration?

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Suggestion for New Marketing Strategy

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The Marketing Mix Strategy

Marketing Mix Descriptipns

ProductMaking a taste innovation and unique shape

Price Using the previous price

PlaceUsing the already available distribution network

Promotion

• Make variant advertisements•Make the product visible and available in every store•Educate the potential customer•Visit public place (cooking 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

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Syndicate 4

Thank you for your attention!

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