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thehouseholdpenetration.
ShortTermManagementGoals:Toincreasethesales
ofthePillsburyProducts.
LongTermManagementGoals:Toincreasethe
householdpenetrationbycustomizingproduct
offeringsaroundthecustomerneedswhichwillhelp
thecompanytoachievesustainablelong
termgrowth.
Strategy Adopted
Todevelopastrategytoimprovetheperformance
(sales)ofthePillsburyRBG(Refrigerated
BakedGoods)category.
Thecompanywasfocusingtoomuchon
theproductandwasnttakingtheendconsumersinto
account.Moreover,thecompany'starget
marketwasntright,astheywereonlytargetingthe
womenandhadforgottenthemostimportantneed
initiatorsi.e.theKids.
Lacking
Thecompanyshouldredesigntheirmarketing
programs(ATLandBTL)andincorporatethe
customersneedinit
WhenPillsburywaslaunched,ithadtheoptionof
cominginwiththeblockbusterglobal"readytoeat
products",butitchoseacontraapproachheedingto
theadvicegivenbyMckinseyGOBasic.So
PillsburylaunchedPillsburyChakkifreshatta
(poundedwheatflour)intheIndianmarket.
Itwasaboldmovebecausetheattamarketisa
commoditymarketandthebrandedattamarketis
only3%ofthetotalattamarketinIndiaestimatedto
bearound23000crore.
PillsburychakkifreshattawaslaunchedinIndiaon
theplatformofsoftness.SinceordinaryRotislost
theirsoftnessaftersometime,Pillsburyclaimedthat
itsRotisretainedthesoftnessforover6hours.This
appealedtothemodernhomemakerssinceRotiscan
bekeptintiffinboxeswithoutworryingabout
softness.
4. How to Enter:
a. Purchase Pillsbury Ready To Bake Cookies:During the Code Collection Phase, purchase a
specially marked package of any Pillsbury Ready To Bake! Cookies and locate the on-pack code ("Code").
Then during the Game Phase visitwww.PillsburyMovieTicket.comand follow the links and instructions to
enter the Code and complete and submit the registration form, including a valid home address. P.O. Boxes
are not permitted. Once you submit the form, you will automatically receive one (1) Instant Win Game play
for that day and proceed to the Instant Win Game page. Follow the links and instructions to play the
Instant Win Game. The Instant Win Game results will be instantly displayed. Potential winners of the
Instant Win Game will be provided directions for validation. Limit: Each Code may be used once per day;
up to ten (10) times throughout the promotion, regardless of method of entry.
b. Enter Without Making Purchase: During the Code Collection Phase beginning on January 10, 2014,
you may receive a code without making a purchase, by hand printing your name, mailing address, day and
evening phone numbers, email address, and age on a 3" x 5" piece of paper and mailing it with proper
postage to "Pillsbury Ready to Bake!(TM) Cookies Movie Ticket Instant Win Game," P.O. Box 5997,
Department 805382, Kalamazoo, MI 49003-5997. You will receive an email from
pillsburymoveiticket@epi.com within forty-eight (48) hours of receiving your request. This email will
contain your code that can be used for one (1) entry into the Instant Win Game per day; up to ten (10)
times throughout the promotion. Limit: One (1) request per envelope. All mail-in requests must be
handwritten. All mail-in requests must be postmarked by June 10, 2014 and received by June 17, 2014. All
requests become the exclusive property of Sponsor, and none will be acknowledged or returned. Proof of
sending or submission will not be deemed to be proof of receipt by Sponsor. Sponsor is not responsible for
lost, late, incomplete, invalid, unintelligible, illegible, misdirected or postage-due requests, which will be
disqualified.