Pillsbury Cookie Challenge Case Study Example | Topics and Well Written Essays - 1250 words

Pillsbury Cookie Challenge - Case Study ExampleThe paper tells that Ivan Guillen in his power as the marketing manager of RBG faced significant challenges. Primarily he faced the challenges of developing a strategy that would lead to the ultimate improvement in the business performance of his category. The key challenges further include the poor performance of RBG over the past few years. Correspondingly, the volume growth rate of the company has dramatically fallen and at the same time household penetration has also dropped to five year low. It is decisive for Ivan to understand these challenges carefully and find out a possible solution for profitable growth of the business. Moreover, it would be zippy for Ivan to conduct marketing research for ascertaining the likely variables touch the overall performance of the business. The identification of variables affecting the business performance will facilitate Ivan to address the areas that would be requiring much concentrated eff ort. The key consumers insights available to the marketing team postulate that consumers were familiar with Pillsbury brands and products but did not understand how they were relevant in the present busy and hectic life. Consumers were changing their buying behavior due to the economic conditions as come up as due to the growing craze related to health. Moreover, it has been ascertained that consumers were becoming more sensitive and were expenditure less money on their purchase.... The key finding was that the consumers were reluctant to use convenience products rather they were more inclined towards baking from scratch. Business can be benefitted from the customers insights by prudently analyzing results obtained from the research and aligning these results with the marketing strategies with consumer needs. It has also been observed that mothers in Canada liked the RBG products for its price, its convenience and the happiness it succeeded to deliver through its fun inhabit when baked at home (Johnson and Mauro, Pillsbury Cookie Challenge Simona, 726-731). 3. THE KEY LEARNINGS FROM THE USAGE AND ATTITUDE STUDY ON P. 6 OF THE CASE, AND KEY IMPLICATIONS ALONG WITH ACTIONS THAT SHOULD BE TAKEM BY MARKETING TEAM The research offered significant apprehensiveness regarding Pillsbury brand users as well as lapsed users behaviors towards cookies baking experience. The key learning from the usages and attitude probe was that scratch baking is the dominant method off cooking in Canada. It also provided a vital understanding regarding the market differences between the two market of USA and Canada. It was observed that customers of scratch users in Canada were far-off bigger than in USA. The research also demonstrated that the major purchase drivers were convenience and the entertaining feature film of baking with kids. It is essential for the team to gather more precise understanding of consumers beliefs, perceptions, preferences and feelings towards Pillsbury RBG. Moreover, it is essential that data obtained from the research are used determining the future course of action (Johnson and Mauro, Pillsbury Cookie Challenge). 4. REASONS stinkpot IVAN GUILLEN AND HIS TEAM CONDUCTING THE IN-HOME