Pillsbury Cookie Challenge

international MARKETING-2 PILLSBURY COOKIE CHALLENGE GROUP-12, Roll No-2210,2240,2249 10/20/2011 What consumers should the team fag? Pillsbury should draw a bead on Scratch Users segment which is 61% as compared to 49% in US. They have almost 24% as refrigerated users, when we go by dint of the qualitative research which suggests the following * Product should be easy, quick, practical, affordable and winsome to children. * The Baking experience was important. * Feel of sharing and giving. * Lapsed users were less prepare to use convenience products which take them away from genuflect baking. No issues with nutritionary 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 apprize conclude that if Pillsbury can change magnitude customer value perception in the scratch segment, they can increase the market share. Since the main concern of scratch us ers are baking experience and to certain extend the quality of product, if tackled could pass on to increased market share. What should their brand pass along be?Brand messaging should be targeted to increase the customer value perception, target scratch customers, particularly to mothers and kids who converge an important part in Canadian family, as suggested by qualitative research. * Scratch taste equals to Pillsbury Cookie Dough Pillsbury Refrigerated Cookies, reserve the mess part to us, readymade scar, get yourself creative with cookies, have fun with kids and entrust taste like home made cookies. How could they communicate this message in a relevant way to the consumers in a way that would provide into increased sales?This can be done by divers(a) means as stated below * Target Segment trade Campaign * By TV ad campaign aiming the target earreach 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 utilise with refrigerated dough cookies, like a value added, which will increase effort and experience of baking using readymade dough. Product perspective * 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(prenominal) noticeable and accessible for impulse buying. * Rewards Programme * From the reason its 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 pull in the users/customers with kids. * Influence on kids will eventually lead to sales increase. ***********************************************