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PILLSBURY COOKIE CHALLENGE

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by

Aurangzeb Jamshaid

on 19 November 2014

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Transcript of PILLSBURY COOKIE CHALLENGE

CONSUMER INSIGHTS
CI team led by Lou Pasato (CI Manager)

Quantitative and Qualitative research

Concepts and Evaluators

Creative testing (testing effectiveness of ads)

Focus groups

Surveys


In-Home Immersion Visits and Discovery Workshops
Four two-hour, in home visits

18-27 consumers for active work session


Results:

Scratch cooking is more popular and preferred in Canada as compared to US

The Baking experience fed the senses and fueled memories of happy moments

Brand champions and lapsed users were similar but not always
OTHER INSIGHTS
CASE SYNOPSIS
Ivan Guillen (the Marketing Manager of Pillsbury)

RBG (Refrigerated Baked Goods)

Pillsbury was a part of General Mills INC.

Pillsbury Refrigerated Cookies were the most profitable SKU's in the category (62%)



PILLSBURY COOKIES
RGB Cookies Formats:

Chub
Ready to bake
CASE SYNOPSIS
Market growth for cookies was negligible

Tough strategic decisions to be made

Researchers were conducted and insights were collected






TIME WAS TO MAKE DECISIONS !

Direction
Strategy
Tactics
Leveraging Core Competency or develop a new one?
CONCLUSION
Buying cookies is an impulsive decision (Low involvement hierarchy)


PILLSBURY COOKIE CHALLENGE
THANK YOU!
Muhammad Aurangzeb
Ateeq-ur-Rehman
PILLSBURY DOUGHBOY
Pillsbury's mascot for 40 years
LAUNCH OF "KISSES" AD
AD TESTING
Brand Recognition

Relevance

Likely-to-buy
ad was tested on the following parameters:
OPTIONS FOR GUILLEN
Increase frequency of purchase

Increase household penetration

Combination of both
CHALLENGES FOR THE MARKETING MANAGER
Targeted Customer: Mothers (mid 30s to 40s)

Core Competency: Convenience along with taste

Understanding the difference between US and Canadian markets

Was the right customer being targeted ? or was taste and quality a problem?

Numbers suggested that there was something wrong
CONSUMER INSIGHTS
MarketTools conducted a cookies usage and attitude study

Scratch baking is the dominant method of baking cookies in canda

The top purchase drivers are convenience and taste

Users perceive RBG as convenient (both users and lapsed users)
Difference between users, lapsed users and non-users
LETS LOOK AT IT !
Full transcript