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Pillsbury Dough Presentation

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by

Gabriella Pelosi

on 31 January 2017

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Transcript of Pillsbury Dough Presentation

Pillsbury Dough Presentation
By: Monir, Gabby, Liam, Larissa, and Liv

Price

Regular retail price of Pillsbury cookies was between $2.99 and $4.99 per package
Featured price was typically between $1.99 and $2.99
Prices vary based on cookie format and packaging
SWOT: Strengths
Pillsbury was a familiar brand in households across Canada and was synonymous with one of the top 10 advertising icons of the century- the Pillsbury Doughboy
Pillsbury RBG products were known for their convenience and family appeal
Multiple versions of an ad will be developed and tested to see which one resonated most with consumers
Multiple testings to make sure their customers approved of their products
worlds 6th largest food product manufacturer
easy, quick, practical, affordable, pleasing to children, and no nutritional concerns
Product
Cookies
breads
sweet goods
RBG: cookies, biscuits, breads, pizza, pie crust, and sweet rolls
refrigerated baked goods: chilled dough based products that go straight into the oven with little preparation
Include seasonal cookies that are themed for Halloween, Christmas, Valentines Day, Easter (Promotion)
Place
General Mills produces and markets food products in over 100 countries
All major grocery stores across Canada carry it: Metro, Sobeys, Superstore
US holds 69% of their sales
Promotion
Qualitative and Quantitative studies
TV ads were main approach of promoting the product
Pillsbury Dough Boy: top 10 advertising icons of the century and still used today after 40 years
Target Market: Mother in mid 30s-40s who she and her family live an active lifestyle
Ad where Dough boy blew out kisses to promote their new kisses cookies
SWOT: Weaknesses
• Past two years their performance has been falling
• Volume growth between 2004-2006 had been flat, and household penetration had fallen to a five-year low

Opportunities
Additional products: boxed cakes to make the baking experience better just like Betty Crocker
Incorporate coupons into their packaging
Merge it with a company: ex. buy 5 cheerio boxes get free Pillsbury Dough products
Threats
Scratch baking is more dominant in Canada
Competitors who offer larger variety of products
Consumer Behaviour and Preference
Gullian's job was to do consumer studies and make sure people approved of their products
In-home Immersions: ethnography studies, observed people baking in their own homes
Discovery Workshops: People volunteered to discuss and test out their new products
Canada vs. US
Full transcript