Section A - Group 7 - Pillsbury

PILLSBURY COOKIE CHALLENGE
Presented by-
Group 7 - Section A
Spardha Arora
Devesh Bansal
Neel Verma
Rahul Dwivedi
Nitish Gupta
$11.6 billion
Revenue
BACKGROUND
Operating Segments
General Worlds sixth largest food 15%
Mills product manufacturer
US Retail
Inc. 16% International
69% Food Service
Headquartered in Minneapolis
Brands - Betty Crocker, Progresso, Second largest division in the
Pillsbury, Green Giant, Cheerios 1954 International Segment
GMCC
Major distributors Safeway,
Walmart, Costco Market leader in Canadian
$566 Million
Sales market
PROBLEM FACED 4 businesses Breakfast, Baked
Improve business performance on RBG Goods, Meals, Snacks
category in GMCC
REFRIGERATED BAKED GOODS MARKET
CANADIAN BAKED GOODS CATEGORY PILLSBURY BAKED GOODS
Straight from refrigerator to oven Includes cookies, biscuits, pizza, pie

Variety of formats Cans, Chubs, crust, sweet rolls
Sealed Trays Pillsbury Doughboy Advertising
Moderate annual growth Icon
Pillsbury 85% MS Target Time starved mothers with
active and busy lifestyle
Easy and convenient solutions
PILLSBURY COOKIES
Represented 62% of RBGs unit sales PROBLEM
Over 75% of category profit Improve business performance on RBG
Annual growth 1% over last 3 years category in GMCC through this segment
Household penetration fallen to 24%
Priced between $2.99 to 4.99
per package
Ready to Bake Adapted US ads for Canadian
Remove the cookies and bake market
Cookie commercial Kisses
failed
Chub
Separate the dough, form cookies and bake Options:
Increase frequency of
purchase
Increase household
penetration
Combination
CONSUMER INSIGHTS
To gain better understanding of behaviour, preferences and attitude
Work with internal marketing team and 3rd party research firms
Based on measurement METHODS USED

and analysis of
relationships between
CONCEPT TESTS
Qualitative variables
FOCUS GROUPS Include image, pricing,
Larger population
Eg.- Questionnaires, Round table discussion instructions, benefits
surveys Obtain opinions or reactions Concept presented in verbal
Used in NPD, brand messaging, or visual form
promotional campaigns Degree of purchase intent is
evaluated
In depth understanding EVALUATORS CREATIVE TESTING

Small population To determine effectiveness
Determine expected volume,
Lengthier
Quantitative Logically complex hence success of and optimize ads and
Eg.- Focus Groups, Samples are sent and questions packaging
Ethnographies based on pricing, promotion, Tested based on purchase
spending parameters are asked intent, relevance, brand
linkage scores
USAGE AND ATTITUDE STUDY
Plan to conduct Canadian specific research to better understand the Canadian consumer using Usage and Attitude Study
Focus on: Objective to understand the difference

Frequency of product purchase between the Canadian and US markets
Use Market research company MarketTools
Desirable attributes used Screeners to identify survey
Product strengths and participants
weaknesses Classification of customers:
Perception of the product Users
Insight into brand strength, product Lapsed users
line ideas, improvement and Non-users
repositioning
USAGE AND ATTITUDE STUDY RESULTS
Consumers graphics and family structure were very similar between US and Canada
Scratch baking dominant 56% bake only from scratch in contrast to 22% in US
Purchase Drivers Convenience, Taste, Easy and Quick to Make, Kid-Request
Both users and lapses users think of refrigerated cookie dough as

Convenient choice convenient
Impulsive Impulsive purchase and increasing usage in households with kids

Canada US
TOP 5 PURCHASE DRIVERS CAN US

16% 32%
49% Easy to make 79 83
24%
61% Quick to make 79 83
54%
Taste good 69 67
Baking Mix
Baking Mix
Refrigerated Users
Can make at the spur of the
Refrigerated Users 68 68
Scratch Users Scratch Users moment
Easier than baking from scratch 59 66
Scratch Uses dominant in Canada
IN-HOME IMMERSION VISITS AND
DISCOVERY WORKSHOPS
To better understand perceptions, beliefs and feelings towards Pillsbury RBG Cookies
In-home Immersions Discovery Workshops

Aimed to move researcher into the Community based gatherings that
world of consumer brought together between 18-27
Observe, rather than interview consumers for an active working
Conducted 4 2-hour in-home visits session
with 2 lapsed users and 2 brand Techniques like customer experience
champions mapping and role-playing used
Consumers graphics and family structure were very similar between US and Canada
Moms practical ingenuity shone Easy, quick, practical, affordable, pleasing to children solutions
Baking Experience Sense of emotional warmth associated with baking
Sharing and Giving Cookies were treated special due to children participation,
enthusiasm and involvement
Brand Champions and Lapsed

Both similar in terms of worried mothers but had few differences
Users
Some felt product might have cheating implications while others

Shared Secret viewed it as their little secret
RECOMMENDATIONS
Target Consumers
Time starved and family oriented working mothers and kids
Different from US since people prefer baking from scratch and kids request and
preference plays a major role
Brand message
Should include how the product saves time, is less messy, more convenient,
allows to spend more time with children but on the same hand gives homemade
experience
Sense of childrens accomplishment and easy for them to make
Advertisements depicting time starved and working mothers who want to
connect with family
Packaging
Appealing to kids
Gifts inside the package to attract kids
Create products appealing to Canadian market

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PILLSBURY COOKIE CHALLENGE

69% Food Service

Straight from refrigerator to oven Includes cookies, biscuits, pizza, pie

Based on measurement METHODS USED

In depth understanding EVALUATORS CREATIVE TESTING

Focus on: Objective to understand the difference

Purchase Drivers Convenience, Taste, Easy and Quick to Make, Kid-Request

Both users and lapses users think of refrigerated cookie dough as

Impulsive Impulsive purchase and increasing usage in households with kids

TOP 5 PURCHASE DRIVERS CAN US

In-home Immersions Discovery Workshops

Baking Experience Sense of emotional warmth associated with baking

Brand Champions and Lapsed

Some felt product might have cheating implications while others

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