Pillsbury Cookie Challenge Case Analysis Template-2

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Washington State University *

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Marketing

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Apr 3, 2024

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3

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Case Analysis Template Pillsbury Cookie Challenge Step 1: The Facts Summarize the key information from the case and the current situation. WHO is the decision maker? Ivan Guillen who is the marketing manager at General Mills Canada Corp WHAT is the business decision we are trying to make? What are some of the underlying issues? Better volume growth for the cookie segment and having a good strategy by thinking of new ways to generate new insights into new consumers. Issues are when he looked back at annual volume growth it was only one cent over the past 3 years WHY has this a decision that needs to be made? How do we know this? What led to the current situation? Because they need better growth is they want to succeed. What led to this is not having a good enough strategy. WHEN does the business decision need to be made? Is it urgent? Why? It needs to be made soon as possible because they need to figure out why consumers didn’t respond well Step 2: In-Depth Analysis - Questions related to the case: Question 1: What are consumer insights? What types of business challenges can benefit from consumer insights? Consumer insights shows companies how consumers feel about the product or company through surveys or focus groups and gathering information on the way they felt about the product in order to provide feedback Question 2: Why did the RBG team create the usage and attitude study? What were some of the key learnings from the usage and attitude study? So they could study cookies in Canada and the United States and see how well it succeeds in other countries. Question 3: Why did Guillen and team conduct the in-home and discovery workshops, in addition to the usage and attitude study mentioned in question 2?
Because Patso suggested that doing in home and discovery workshops will help them gain better data on understanding consumer beliefs and perceptions. As well as qualitative research helps them observe the groups better and more in depth. Question 4: What are the three target markets identified in the study? (These will be our “Options” in Step 4) Product strengths and weaknesses, frequency of product purchase, and desirable attributes in products. Question 5: What information about “brand champion” preferences could we use as criteria to target the two other target markets for RGB cookies? (Write out in Step 3). Customer satisfaction, productivity, growth rate, good will, ethics Step 3. Relevant Criteria Use this space to write out the criteria you identify in Question 5. CRITERIA MEANING WHY SELECTED? Customer Satisfaction How well consumers respond to Pillsbury To inform the company on what the consumers preferences are Productivity How well the company is doing in sales To make sure the company is generating enough money to be growing Growth Rate How well the company is growing To increase the growth rate of the company Goodwill How employees or the companies attitude is To make sure everyone is putting in full effort for the company to succeed Ethics How ethics are used when researching consumers To keep their consumers safe while also gathering data Step 4. Analysis of Options Use “Brand Champions” as your first option and insert criteria that these users find important. Then compare how the other two target markets view the criteria to determine opportunities with these target markets. CRITERIA OPTIONS: Criteria 1: Costumer satisfaction Criteria 2: productivity Criteria 3: growth rate Criteria 4: goodwill Criteria 5: Size of Market (not given) Option 1: Target Brand Champions (current users) Consumer responses to the product Tracking sales Tracking growth of company How consumers or companies attitudes are
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