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Pillsbury Cookie Challenge - Case Study Example

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The paper tells that Ivan Guillen in his role as the marketing manager of RBG faced significant challenges. Primarily he faced the challenges of developing a strategy that would lead to the ultimate improvement in the business performance of his category. The key challenges further included the poor performance of RBG over the past few years. Correspondingly, the volume growth rate of the company has dramatically fallen and at the same time household penetration has also dropped to five year low. It is crucial for Ivan to understand these challenges carefully and find out a possible solution for profitable growth of the business. Moreover, it would be vital for Ivan to conduct marketing research for ascertaining the likely variables affecting the overall performance of the business. The identification of variables affecting the business performance will facilitate Ivan to address the areas that would be requiring more concentrated effort. The key consumer’s insights available to the marketing team postulate that consumers were familiar with Pillsbury brands and products but did not understand how they were relevant in the present busy and hectic life. Consumers were changing their buying behavior due to the economic conditions as well as due to the growing craze related to health. Moreover, it has been ascertained that consumers were becoming more sensitive and were spending less money on their purchase....
The key finding was that the consumers were reluctant to use convenience products rather they were more inclined towards baking from scratch. Business can be benefitted from the customers’ insights by prudently analyzing results obtained from the research and aligning these results with the marketing strategies with consumer needs. It has also been observed that mothers in Canada liked the RBG products for its price, its convenience and the happiness it succeeded to deliver through its fun experience when baked at home (Johnson and Mauro, “Pillsbury Cookie Challenge” ; Simona, 726-731). 3. THE KEY LEARNINGS FROM THE USAGE AND ATTITUDE STUDY ON P. 6 OF THE CASE, AND KEY IMPLICATIONS ALONG WITH ACTIONS THAT SHOULD BE TAKEM BY MARKETING TEAM The research offered significant understanding regarding Pillsbury’ brand users as well as lapsed users behaviors towards cookies baking experience. The key learning from the usages and attitude study was that scratch baking is the dominant method off cooking in Canada. It also provided a vital understanding regarding the market differences between the two market of USA and Canada. It was observed that customers of scratch users in Canada were far bigger than in USA. The research also demonstrated that the major purchase drivers were convenience and the entertaining feature of baking with kids. It is essential for the team to gather more precise understanding of consumer’s beliefs, perceptions, preferences and feelings towards Pillsbury RBG. Moreover, it is essential that data obtained from the research are used determining the future course of action (Johnson and Mauro, “Pillsbury Cookie Challenge”). 4. REASONS BEHIND IVAN GUILLEN AND HIS TEAM CONDUCTING THE IN-HOME ...Show more
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Summary

The purpose of this essay is to analyze the case study i.e. ‘Pillsbury Cookie Challenge’ and recommended marketing strategies essential for improving its performance. This essay also explores the key implications along with actions that should be taken by a marketing team…
Pillsbury Cookie Challenge
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