Pillsbury case study

Task: Analysis of Pillsbury marketing information and strategy
Scope: Individual questions compiled into group report
For this task, you should form a group to discuss the recent developments presented in
the Pillsbury Cookie Challenge case.
Analyze information and events. Thoroughly familiarize yourself with the development of research
information at Pillsbury.
Ivan Guillen, RBG Marketing Manager.
We will discuss this case in class as a preview. Following that discussion, your group should analyze and
discuss the following questions:
1. Should General Mills Canada Corporation (GMCC) focus on and continue to invest in the
refrigerated baked goods (RBG) category? Why or why not? Develop a ??business case?? supporting
your point-­-of-­-view on this issue.
Your position may vary to points below, in other words, you could argue for ??milking?? the
category/division irrespective of answers that follow.
2. How could/would you grow the RBG category? What strategic goal/s and direction would be
realistic and required?
Following on, how could/would you grow the refrigerated cookie dough (RCD) segment? What
strategic goal/s and direction would be realistic and required?
Support both points with a logical argument relative to information about the market as presented
in the case.
3. Compare and contrast product forms. Specifically, define the product benefit/s and competitive
advantage/s of:
?? scratch baking ingredients
????????pre-­-mix cookie baking products
????????refrigerated cookie dough ?? chubs
????????refrigerated cookie dough ?? ready-­-to-­-bake pre-­-formed cookies
Illustrate and discuss a product positioning map including each variant. Where do you see the
greatest market potential and why?
4. Who is/are Pillsbury??s target consumer for RCD? How would you describe the ideal target consumer
profile?