Pillsbury Cookie Challenge

| GLOBAL MARKETING-2| | | PILLSBURY COOKIE CHALLENGE| | GROUP-12, Roll No-2210,2240,2249| 10/20/2011| | What consumers should the team target? Pillsbury should target Scratch Users segment which is 61% as compared to 49% in US. They have almost 24% as refrigerated users, when we go through the qualitative research which suggests the following: * Product should be easy, quick, practical, affordable and pleasing to children. * The Baking experience was important. * Feel of sharing and giving. * Lapsed users were less secure to use convenience products which take them away from scratch baking. No issues with nutritional value * Using Pillsbury product was still far better than buying readymade product, because it involved the effort and therefore represented an act of generosity. From above we can conclude that if Pillsbury can increase customer value perception in the scratch segment, they can increase the market share. Since the main concern of scratch users are baking experience and to certain extend the quality of product, if tackled could lead to increased market share. What should their brand messaging be?
Brand messaging should be targeted to increase the customer value perception, target scratch customers, especially to mothers and kids who play an important part in Canadian family, as suggested by qualitative research. * Scratch taste equals to Pillsbury Cookie Dough Pillsbury Refrigerated Cookies, leave the mess part to us, readymade dough, get yourself creative with cookies, have fun with kids and will taste like home made cookies. How could they communicate this message in a relevant way to the consumers in a way that would translate into increased sales?
This can be done by various means as stated below: * Target Segment Market Campaign * By TV ad campaign aiming the target audience – Scratch Users * Targeting mothers and kids * Packaging * By changing the packaging to suite the target market specially to kids and mothers. * Having Influential messages on the pack, to influence scratch users on the quality and nutritional value of the product. * By having recipes which can be used with refrigerated dough cookies, like a value added, which will increase effort and experience of baking using readymade dough. Product Placement * Placement of the product at eye level (premium space), research shows cookie dough buying is impulsive, this will increase greater exposure to scratch users, more noticeable and accessible for impulse buying. * Rewards Programme * From the reason it’s seen that kids play a larger role as purchase driver in Canada than US, create rewards programme for kids, which will increase brand loyalty, awareness and attract the users/customers with kids. * Influence on kids will eventually lead to sales increase. ***********************************************
Approximate price: $22
We value our customers and so we ensure that what we do is 100% original..

With us you are guaranteed of quality work done by our qualified experts.Your information and everything that you do with us is kept completely confidential.You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.The Product ordered is guaranteed to be original. Orders are checked by the most advanced anti-plagiarism software in the market to assure that the Product is 100% original. The Company has a zero tolerance policy for plagiarism.The Free Revision policy is a courtesy service that the Company provides to help ensure Customer’s total satisfaction with the completed Order. To receive free revision the Company requires that the Customer provide the request within fourteen (14) days from the first completion date and within a period of thirty (30) days for dissertations.The Company is committed to protect the privacy of the Customer and it will never resell or share any of Customer’s personal information, including credit card data, with any third party. All the online transactions are processed through the secure and reliable online payment systems.By placing an order with us, you agree to the service we provide. We will endear to do all that it takes to deliver a comprehensive paper as per your requirements. We also count on your cooperation to ensure that we deliver on this mandate.