PILLSBURY

COOKIE
CHALLANGE
Ayunda Utari
29119196
Ivan  Guillen,  was  the  marketing  manager  on  the  RBG  category  at  General  
Mills  Canada  Corporation  (GMCC)  faced  with  the  challenge  of  developing  
a  strategy  that  would  lead  to  improved  business  performance  on  his  
category.  Particular  concern  to  Guillen  was  the  refrigerated-­‐cookie  
product  line,  which  represented  62%  of  RBG’s  unit  sales  and  over  75%  of  
the  category’s  profit.  RBG  category  was  dominated  by  Pillsbury  ,the  
refrigerated  baked  goods  category  with  an  85%  market  share.  Guillen  
have  to  consider  things  about  new  insights  into  current  &  potential  
consumers.  This  leads  into  strategy  decision  about  increasing  purchase  
frequency  or  market  penetration  of  the  cookies  

WHAT ARE THE CHALLENGES THAT IVAN

GUILLEN FACES IN HIS ROLE ASTHE MARKETING
MANAGER OF THE RBG BUSINESS?
What are consumer insights? What types of businesschallenges can benefit from
consumer insights? How areconsumer insights obtained?
The  consumer  insights  (CI)  team  at  General  Mills  aims  to  help  brand  teams  gain  a  better  
understanding  of  the  preferences,  attitudes  and  behaviours of  consumers  that  displayed  by  
customers  while  buying  RGB  product  .  It  will  benefit  a  company  to  develop  a  profile  of  the  product  
user.  Once  business  already  have  an  insight,  they  will  gain  a  positive  brand  strength  in  the  
marketplace,  potential  new  product  ideas  and  areas  where  a  product  can  be  improved  or  
repositioned.  This  insight  is  accuired through  quantitative  &  qualitative    research.  Quantitative  
research  is  based  on  the  measurement  and  analysis  of  relationships  between  variables.  Qualitative  
research  aims  to  gather  a  more  in-­‐depth  understanding  of  behaviour
The  team  should  make  their  advertise  that  beneficial  to  conduct  Canadian-­‐specific  
research  to  help  the  team  gain  a  better  understanding  of  the  Canadian  consumer.  
They  love  to  make  their  cookie  from  scratch  and  buy  the  cookie  for  their  kids.  The  
brand’s  target  consumer  was  a  mother  in  their  mid-­‐30s  to  40s  who,  along  with  her  
family,  led  an  active  and  busy  lifestyle.  Their  marketing  strategy  should  cover  all  of  
this  criteria  to  improve  the  cookie  performance.  

GIVEN THE KEY LEANINGS FROM THE USAGE AND

ATTITUDE STUDY ON PP. 6-7 OF THE CASE, WHAT ARE THE
CORRESPONDING IMPLICATIONSFOR WHAT ACTIONS THE
TEAM SHOULD TAKE?
Why did Guillen and his team conduct the i-home and discovery
workshops?
Because  qualitative  research  especially  etnography has  a  different  perspective.  
the  team  can  view  the  problem  through  real  situation  because  they  are  following  
their  own  consumers  .  The  in  home  study  aimed    to  develop  a  real  life,  dynamic  
view  of  the  consumer  brand  relationship.  What  sorrounds it  and  also  the  
environment.  In  home  and  workshop  are  only  the  place.
 Quality

Scratch  Baking

Convenience

Pillburys RBG  cookies

DEVELOP PERCEPTUAL MAPS FOR THE

POTENTIAL TARGETS. WHAT ARETHE
IMPLICATIONS FROM THESES MAPS?