Pillsbury Cookie Challenge

1) Develop perceptual maps for potential targets (users,lapsed-users, non-users). What are the
implications of these maps?

2)What are the key learning from the consumer research?

3)Utilizing the case facts, data and insights from consumer research, develop a mini-marketing plan. Describe the target and outline specifics of marketing communications. Your plan should help Guillen achieve increased sales and penetration. Provide concise rationale for each of your suggestions. Devote one page to this answer