PILLSBURY COOKIE CHALLENGESec B_Group 7

GOAL: UNDERSTANDING CUSTOMERS

Increase profit and market penetration of the Pillsbury brand in the Canadian Market

Specification to raise flat sales and to achieve a 5-7% annual growth

Understand difference between US and Canadian consumers and how can that be leveraged

To see if present campaign is focusing on the right target

If Pillsbury should reposition the brand in the Canadian market to better reach goals

Understand which aspects of the product repel or attract customers

PERCEPTUAL MAPPING

Diagrammatic technique used by marketers in an attempt to visually display the perceptions of customers or potential customers

Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size etc

These qualitative answers are transferred to a chart (called perceptual map) using a suitable scale (such as Likert scale)

Displays consumers’ ideal points that reflect their ideal combinations of product characteristics

Commonly have two dimensions, can have multiple also The results are employed in improving the product or in

developing a new one

ANALYSIS OF THE EXHIBIT

Exhibit #8Findings

Interpretations RecommendationsUsers

Lapsed Users

Non Users

Is so easy, you can make them in a spur of the

moment

92% 86% 58%

Both user and lapsed

user groups are convinced with the

speed of the product

preparation. Even non-users are also

seemed to be convinced with this attribute as well.

Convenience is not the only way to increase market penetration in

household consumers.

Is an easy way to make cookieswithout a mess

89% 82% 46%

Majority of the non users are not

convinced about these attributes

but that is not the case with other two

groups.

Reasons:low or no

awareness of the product utility.

Advertisingmust highlight

what key benefitsthe product

proposes instead of just being

product focused.

Is good when I am in a hurry 86% 73% 36%

Is easy to clean up 83% 82% 45%

Can be kept in hand for when

needed80% 74% 48%

Exhibit #8Findings

Interpretations Recommendations

UsersLapsed Users

Non Users

For making something

special48% 31% 30%

None of the group were convinced. The

consumers feel that the product doesn’t not

provide any value that can be considered

Unique from its competitors.

The company must undergo

thorough analysis and

identify the key attributes the product must

have that is not common in the

market

There arerecipes on

package that Iuse

16% 17% 14%

Very low percentage of users use the

mentioned recipes on the package.

Reasons: 1. The writings may not be

appropriate or complete2. The lack of faith on the recipes provided.

Multiple usages of

the product shouldalso be

communicated.

I use the dough in my own recipes

10% 4% 19%

Again not many people are comfortable with the recipes printed on the pack and use their own recipes of dough.

Faith in quality and perception about the brand

is the key concern.

ADDITIONAL RECOMMENDATIONS

Issues Interpretations SolutionsSeen as superfluous by

mothers who do not buy ready made cookies

because of neither taste not time gain

Values which are important for the consumer are not

delivered

Reposition: “It is so fast and easy to use Pillsbury and the quality is better than

ready to eat cookies”

For mothers who bake from scratch, using

Pillsbury has a ‘cheating’ implication

Wrong perceptions about the product due to wrong

positioning

Repositioning: “Same ingredients, Delicious results and a lot of time saved. Why bake from scratch if you can achieve excellent results with Pillsbury with time to spend

with your family.”

THANK YOU