Pillsbury Cookie Challenge Paper

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.

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

• Linda explained her work with Pepperidge Farm cookies and gold fish and how the packaging evolved for each product and what worked and what didn’t with the customer. She also shared about how Pepperidge Farm simplified the logo to be on trend. The reaction from the customer was that by minimalizing the logo felt that they were getting less of a product. Her and her team went back and reworked their ideas.

Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful?

This marketing strategy will venture in to a previously unexploited market segment by refreshing an existing product and introducing a new product to General Mills’ extensive product mix. General Mills will need to undertake a strategic plan to revitalize and further develop the Cheerios product over the next two to four years. As the millennial influence increases this marget segment presents a significant opportunity for General Mills to modernize Cheerios through and revitalization and complimentary product innovation. Currently Cheerios appears to be a standalone product marketed as a breakfast product to families and children. In order to gain market share and attract the “Y Not Be The Change” market General Mills will need to implement an aggressive marketing strategy involving product innovation, price, distribution, and promotion. Market Research confirms that Gen Y’s make up about a fourth of the population confirming that this segment is potentially very profitable. This health conscious, connected and well educated Gen Y market is an emerging segment where General Mills can effectively capitalize as an entry point to the growing healthy snack food market versus the breakfast food market.

a.) General Mills makes money through producing various food products and distributing them all over the world.

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

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.

“To bring smiles to families everywhere through the pleasure if its products made with dairy

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.

Furthermore, a good marketing strategy will tell you how to advertise your product, your target audience and will add value to the product. For example, Frito Lay placed many of their products in the aisles or next to the registers, this is a marketing strategy that purposely creates a necessity to the shopper to acquire the merchandise. General Mills’ position in marketing their products is inclusive and respectful, especially when it intended to go to children. The company has created a Responsible Marketing Council (RMC) which will review market policies, compliance with those policies and how those new products are marketed to children (Marketing and Advertising, n.d.).

The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.

I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.

 While some have it for breakfast, for others it is a complete wholesome meal.