Essay on Pillsbury Cookie Challenge - 694 Words

Pillsbury Cookie Challenge What are consumer insights? In order to market a product, we must first understand customer needs and wants. Consumer insight is the information gathered about a target population in order to better align market strategies with consumer needs. The goal is to better understand the customer  ­ in the Pillsbury Cookie Case, Guillen focused on his cookie customers. What types of challenges can benefit from consumer insights? One type of challenge that can be solved using consumer insights is increasing volume and profit growth of particular business segments. Generating new insights into current and potential consumers allows for a more focused marketing effort that appeals to consumers. Understanding the consumer†¦show more content†¦Sample size is typically small and more open ended. Interviews, in ­home ethnographies, and focus groups are used to explore consumer and understand consumer behavior. Skilled administrators are more likely to carry out quantitative research due to its complex and objective nature. Do you think that the team has sufficient information after conducting the usage and attitude study? Why did the team decide to run the in ­home and discovery workshops as well? The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer ­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding. Ethnography (in ­home studies) were effective at providing insight into the world of the consumer. TerraNova Market Strategies Inc. understood that the consumer purchase goes beyond purchasing the product at the store. Post ­purchase behavior is important to maintain and grow the cookie ­customer base. This open ended type of research allowed administrators to observe, rather than interview consumers as they used the product. These type of two hour in ­home studies allow for a more intimate understanding of consumer personal motivations and actions that a traditional structured research model could not measure. By understanding the â€Å"big picture† the team is able to better understand howShow MoreRelatedCase Study : Pillsbury Cookie Challenge Essay1448 Words   |  6 PagesMKMR 201: Mon, Wed 12.45 p.m. - 2.00 p.m. Group B4 Stephen Aber(I got , Tyler Holsopple, Michal Jastrzebski, Courtlen Oates, Larry Wang Pillsbury Cookie Challenge - Case Study Situation analysis: Ivan Guillen was asked to develop a marketing strategy in Canada to improve the business portion of the Pillsbury refrigerated baked goods category of General Mills (pg 1). Problems he faced: All of the new product advertisements came from United States and had to be adaptedRead MoreThe Pillsbury Cookie Challenge Case Study1846 Words   |  8 PagesThe Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially â€Å"†¦faced with the challenge of developing a strategy that would lead to improved business performance on his category†Read MorePillsbury Challenge v2 Essay2498 Words   |  10 Pagesï » ¿ International Consumer Behaviour Pillsbury Cookie Challenge The Canadian market insight Maà ©va Larousse – Esther - Élodie Monthà © - Frank Yogo - Marine Dallery INTRODUCTION The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumerRead MoreEssay on Pillsbury Case Marketing1758 Words   |  8 PagesMike Johnson Pillsbury Case Beth Gallant 1) What are the challenges that Ivan Guillen faces in his role as marketing manager of the RBG business? As marketing manager of the RBG business, Ivan Guillen must propose a solution to repair Pillsbury refrigerated baked goods (RGB)’s business performance. Since the refrigerated-cookie product line consisted of 62% of RBG’s unit sales and over 75% of the company’s profits, Guillen found it appropriate to alter this segment in the market. ProposingRead MoreUnethical Food Marketing to Children1432 Words   |  6 Pagesthat contain some sort of cartoon character or bright, colorful, and fun packaging meant to attract to kids: Lunchables, Campbell’s soup, Spaghetti Os, Macaroni, anything with the Pillsbury Dough Boy, Bugles, Cheetos, Keebler cookies, animal crackers, pop tarts, Fruit snacks, Fruity Pebbles, Cocoa Puffs, Lucky Charms, Cookie Crisp, Trix, Honey Smacks, Fruit Loops, Cap’n Crunch, Hawaiian Punch, Hostess cakes, Kid Cuisine, Trix yogurt, and Popsicles. If you’ll notice, all of these foods listed are processedRead More20 Ways to Motiv ate Staff2857 Words   |  12 Pagesa guest speaker on this subject. Because stress is an ongoing concern, anytime is a good time for a seminar like this to take place. Be as flexible as you can with breaks during the course of the day. 19. Pizza/Popcorn/Cookie Days. Every now and then pizza, popcorn, or cookie days will help break up that everyday routine and help people stay motivated. Because it is a natural tendency for people to get excited in anticipation of something, structure some of these days in advance. Then buy someRead MoreHaagen Dazs Case Study13645 Words   |  55 Pagesin ice cream category. Unilever today unveiled plans to shake up the ice cream market and strengthen its global leadership by boosting its US$ 6.6 billion global ice cream business. One of the biggest changes in ice cream industry that challenges most of the companies is the change in consumer buying behavior. Bulk ice cream used to dominate the market with 70% share, while the rest are frozen novelties. Today, the share has been reversed to 30% and 70%, in favor of frozen novelties. However