PILLSBURY COOKIE CHALLENGE

Increasing Market Penetration

Institut Teknologi Bandung MBA
Marketing Management

Syndicate Number 4
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Content
01
The Issues
02
Status Quo Analysis
Position of Pillsbury RBG in General Mills Inc.
Company Analysis: Pillsbury
03
Suggestion for Marketing Strategy
Exploring New Market Segments
Strategy for Marketing Mix
1
The Issues
01
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The Issues
Refrigerated Baked Goods (RBG) in Canada branch
performance were not quite satisfied over the past two years
Volume growth between 2004 and 2006 had remained
nearly flat at 1%
Household penetration had fallen to 24% from previous
years
Status Quo Analysis
02
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Status Quo Analysis
62% of categorys
total unit volume
General Mills Inc (Minnesota)
Snacks
RBG
Branch: Canada (GMCC)
Pillsbury Cookies
Meals Baked Goods
Breakfast
Etc.
Pizza snacks
75% of
categorys
profit
The most
profitable products
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Status Quo of Pillsbury cookies
4 Ps
Product Available in multiple flavours
Available in 2 formats: chub and ready to bake
Offered seasonal cookie products
Easy and quick to make

Price Varied based on the cookie format , type of retailer selling,
region where the product was sold and
Depends on what season the cookie were produced

Place In many groceries store and food services in Canada


Promotion The advertising took an important role in branding and
messaging
Targeted for household mother aged 30s-40s with busy lifestyle
who wants a simple product that pleasant the family

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Objective
PILLSBURY: The Challenge

- How can PILLSBURY increase the volume growth and grow up the household
penetration?


7
Suggestion for New Marketing Strategy
03
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Market
Segmentations
Active
Woman
Children
Household
Mothers
9
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The Marketing Mix Strategy
Marketing Mix Descriptipns
Product
Making a taste innovation and unique
shape
Price
Using the previous price
Place
Using the already available distribution
network
Promotion
Make variant advertisements
Make the product visible and available
in every store
Educate the potential customer
Visit public place (cooking
workshop,playground,schools)
Make a new slogan that can touch the
customer Nothin says lovin like
somethin from the oven
Make a creative cooking contest
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Syndicate 4
Thank you for your attention!
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