Pillsbury Case Marketing

1763 words 8 pages
Mike 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. Proposing this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will have to discover a strategy to increase household penetration since it has fallen to 24% in the past few years. The lack in market penetration has
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Non-users in Canada are not as aware of the product as they should be. | Reaching out to non-users through ads and commercials can increase the convenience recognition for RBG cookies. If non-users considered the cookies convenient they would be more likely to purchase them. |

4) Why did Guillen and his team conduct the in-home and discovery workshops? To find out what?
Conducting a qualitative research was proposed in order to gain a better understanding of consumer perceptions, beliefs, and feelings towards RBG cookies. The usage and attitude study portrayed the differences between Canada and the United States, whereas this study will determine which aspects of the baking experience are most appealing to consumers. The ethnography study RBG conducted, In-home Immersions, sought to gain an in-depth understanding of personal motivations and actions towards a particular product. RBG entered the homes of two lapsed users and two brand champions while the consumers were baking the good. During the visit, the marketers hoped to develop an understanding of the consumer-brand relationship, what surrounds it, the environment around it, and the bigger-picture influences. For example, RBG found out that when it came to feeding the family, the solutions had to be easy, quick, and pleasing to children. It also showed the sense of happiness that arises when baking occurs. Knowing this information could help propose the idea of


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