Pillsbury Cookie Challenge
The Canadian Pillsbury ready baked goods cookie line is experiencing less than stellar performance, and the marketing manager is under pressure to make strategic decisions that will help turn around the segment. The marketing manager engages the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours and preferences towards the product. The results from the market research studies are in, and the students, assuming the role of the marketing manager, must filter through them to determine how this information can be used to improve the performance of the cookie segment. More specifically, students will need to determine where the greatest opportunities lie, who the team should target, what brand messaging is the most relevant and what type of communication plan would be most effective.