Pillsbury's refrigerated baked goods division in Canada was facing challenges, with volume growth remaining flat at 1% over the past two years and household penetration falling to 24%. To address this, the document suggests exploring new market segments like active women and children. It proposes a marketing strategy that includes taste and shape innovations, maintaining price, using existing distribution networks, and launching a variety of promotional activities like advertisements targeting different segments, in-store visibility campaigns, educational efforts, and community outreach events like cooking workshops and contests to increase sales volumes and household penetration.
Pillsbury's refrigerated baked goods division in Canada was facing challenges, with volume growth remaining flat at 1% over the past two years and household penetration falling to 24%. To address this, the document suggests exploring new market segments like active women and children. It proposes a marketing strategy that includes taste and shape innovations, maintaining price, using existing distribution networks, and launching a variety of promotional activities like advertisements targeting different segments, in-store visibility campaigns, educational efforts, and community outreach events like cooking workshops and contests to increase sales volumes and household penetration.
Pillsbury's refrigerated baked goods division in Canada was facing challenges, with volume growth remaining flat at 1% over the past two years and household penetration falling to 24%. To address this, the document suggests exploring new market segments like active women and children. It proposes a marketing strategy that includes taste and shape innovations, maintaining price, using existing distribution networks, and launching a variety of promotional activities like advertisements targeting different segments, in-store visibility campaigns, educational efforts, and community outreach events like cooking workshops and contests to increase sales volumes and household penetration.
Institut Teknologi Bandung MBA Marketing Management
Syndicate Number 4 Here comes your footer 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 Here comes your footer 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 Here comes your footer 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 5 Here comes your footer 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
Here comes your footer Objective PILLSBURY: The Challenge
- How can PILLSBURY increase the volume growth and grow up the household penetration?
7 Suggestion for New Marketing Strategy 03 Here comes your footer Market Segmentations Active Woman Children Household Mothers 9 Here comes your footer 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 10 Here comes your footer Syndicate 4 Thank you for your attention! 11