Pillsbury Challenge v2 Essay

PLEASE NOTE: WE DO NOT ENDORSE CHEATING AND ENCOURAGE YOU DO GAIN KNOWLEDGE BY OWN

Abstract: The following is a case study discussing Oreo’s 100th birthday campaign. In 1912, Oreo was first sold in Hoboken in USA, since then it has become the best-selling cookie brand for the 21st century. At 100 years old, Oreo seemed younger than ever, so the company launched an outstanding campaign called “Daily Twist”. This case study includes the aim of this campaign, the targeted audience, the strategy used, the outcomes in addition to my personal opinion regarding this campaign.

Which of the following is protocol used to enable communication securely between points on a Virtual Private Network (VPN)?

The marketing approach taken by Hudson Bay is that of segment marketing. In a culturally diverse country such as Canada, the only way to satisfy consumer needs as well as maximize profit; would be to appeal to a variety of different groups. Whether it be to different sexual orientations, cultural differences or just personal needs and interest. Hudson Bay demonstrates this by carrying an array of products ranging from formal wear, skin care products, cosmetics, celebrity clothing lines, designer labels and accessories just to name a few varieties. Their target market is mainly young adolescences, men, women and women with children. With the different array of product lines that Hudson Bay carry’s, it almost makes them the ultimate one stop

3. Analyses of the value proposition and markets: Profitability of the various provincial markets or product lines is analyzed.

I. Purpose for this investigation is to pin-point problems within the Roanoke branch of Phoenix Advertising which have led to the recent resignations of an art director and an account executive, increasing client complaints about quality of work, productivity and demoralization of employees within that branch.

From the objective, the goal of the questionnaire was to understand how consumers see QSR’s for breakfast in an effort to boost sales for Bob’s Burgers. My survey questions are designed to effectively get into the consumers head to gain clear insights on the direction Bob’s Burgers should go in to increase their breakfast time sales. In the demographic and screening section, my questions will clear out the respondents who are not in the target market for this study. While weeding those out who are not of age or who do not use QSR’s for breakfast we also gain some insight on what certain regions prefer from a QSR at breakfast time and how income level and the type of area someone lives in effects purchase decisions. This information would be

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 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.

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

Canadian based company, Saralyn Mills, is in need of a new marketing strategy to repair the current shortage of sales in Quebec, Canada. According to the case study, the Quebec and Ontario markets account for 69 percent of the company’s sales in Canada. Currently, Saralyn Mills does not have an effective strategy in place for the market of Quebec. The company’s current goal is to implement a global standardization strategy, which is focused on keeping a set marketing strategy the same for every location. It is up to the marketing manager, Nicole Vichon, to come up with a new and separate marketing plan for Quebec. Even though this would be a major policy change from the current global strategy of Saralyn Mills, case facts prove it could be very effective.

Brand building, consumer health and wellness, and advertising and promotions were all critical to success in the industry. Kraft’s ability to compete with lower priced snacks showed its ability to differentiate itself from other lower priced competitors.

Today Unilever is one of the world’s largest consumer products companies. Becel Margarine was launched in 1978 as a premium priced product, positioned as the heart healthy margarine of choice. Previously, the Becel brand had been positioned as the heart healthy margarine of choice in Europe for twenty years prior to Canadian introduction. Despite unique positioning Becel struggled for many years gaining only 8.1 percent market share by 1991. Unilever considered several options for growing the Becel brand, such as, price decreases, repositioning the product, and dramatic increases in advertising support. In 1991 Lipton devised the strategy “living a life that is young at heart”. This strategy was very successful with its current target market, 65 and above. In the butter and margarine category, butter holds fifty percent of the market. The Dairy Bureau of Canada positions butter as tasty and natural, which is conveying that margarine is processed and does not taste as good. However, that is not true, margarine is better for you than butter and does suit consumers’ tastes. In addition, the health focus of the butter and margarine market is growing. More and more competitors are positioning their product as healthy for the consumer. For example, Parmalat is a brand of butter that has just entered the margarine market to compete with Becel with the brand Lactantia.

There are a couple different themes that become very important when analyzing the Nestle Crunch Bar case. During the case, many research channels were used to find various themes and feelings residing within the consumer, conscious and subconscious. Between pages twelve and fourteen, multiple feelings/themes are presented. A couple of these have stuck out in comparison to the others, emotional comfort and enjoyment. These two themes seem to be present in the mind of the consumer through all of the consumer testing studies and also within the consumer throughout the entire purchasing experience.

The team busted the ice by asking what comes to their minds first when they hear of frozen yogurt. Figure 4.1 illustrates number of words they incorporated with the subject. Holding the largest portion of 40% points that frozen yogurt is healthy. It can be observed then that the group’s respondents already have an idea on what yogurt is and simply mentioning it evoked the idea of healthy from their memory. Next to place, both with 13% are yummy and Red Mango. Obviously, Red Mango is heading the right direction, just its consumers hearing frozen yogurt and making them remember the brand. Red Mango is a good sign especially for the manager of the company. Red Mango does a solid job in terms of making themselves aware to the public. They managed to build a firm name in the frozen yogurt industry. The consumers’ part in being aware of a particular brand plays a major role especially in a competitive market. If people are not aware of the brand, no one would buy their products. Brand awareness then is more or less proportional to market share.