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Case Study : ' Pillsbury Cookie Challenge ' Essay

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MKMR 201: Mon, Wed 12.45 p.m. - 2.00 p.m. Group B4
Stephen Aber(I got , Tyler Holsopple, Michal Jastrzebski, Courtlen Oates, Larry Wang

Pillsbury Cookie Challenge - Case Study

Situation analysis: Ivan Guillen was asked to develop a marketing strategy in Canada to improve the business portion of the Pillsbury refrigerated baked goods category of General Mills (pg 1).
Problems he faced: All of the new product advertisements came from United States and had to be adapted for the Canadian market, which historically did not yield a large increase in growth (pg 3).
More market research needed to be done on the Canadian market and how it is similar/different than the American market in order to improve cookie performance in Canada (pg 4).
The team had to stay within a budget and this meant that funds had to be spent in the most optimized way, leading to some options being taken off of the table, such as the very expensive TV ads that could not be developed (pg 3)
Demographics/ consumer behavior studies take a while for the marketers to analyze, so anxiety was being built up on the team (pg 5).

In marketing, the penetration rate can be defined as a measure and metric that indicates the percentage of people who buy your products with respect to the entire corresponding market. In this case study, Pillsbury is concerned with increasing the penetration rate of refrigerated baked goods like cookies (pg 1, 3).
Customer retention rate can be used as a measure

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