SEA 285 – EVENT MARKETING ANALYTICS

PILLSBURY CASE STUDY:

SEA 285 GROUP ASSIGNMENT-CASE STUDY #1

Total Value: Marks: 35 pts; Weight 10%

TASK: With your team (3-4 people, randomly chosen in breakout rooms), read and review the case
study PILLSBURY COOKIE CHALLENGE, and answer the questions using the worksheet template
below.

Pillsbury Case Study Worksheet – Student Names:

I. Case Problem Identification:

a. What is the primary marketing issue that Ivan must address? 2 marks

Ans. Generating new insights into current and potential consumers that is specific to the Canadian
target market of the RBG products. This was a priority because Guillen’s marketing team had
leveraged all the marketing initiatives for the RBG segment from the USA market, although the
GMCC used to work autonomously and had Canadian market specific products such as the Oatmeal
Crisp Maple Nut cereal.
SEA 285 – EVENT MARKETING ANALYTICS
b. Complete the chart below. What are the key learnings from the consumer insights
research? What are the potential marketing implications of each of these learnings?
e.g. brand messaging, promotions? Etc. 14 marks
Key Learning
1 Canadians prefer scratch baking, and
do not purchase refrigerated dough as
often as Americans.
2 Kids influence the purchase decisions
of moms on cookies. Taste and
Convenience matter the most for
Canadians than the quality.
3 Canadians do not give a long thought
in selecting a cookie dough and RBG
cookies are frequently used in
Canadian households with kids. Also,
RBG cookies are considered
convenient by every user that has
consumed it at least once.
4 Moms who buy the cookies need
practical, quick and affordable product
that also pleases their children
5 Baking brought warmth and sense of
well-being in the family and moms felt
proud and satisfied by contributing to
providing this feeling.
6 Family gatherings and sharing cookies
brought enthusiasm among family
members and was considered special.
Marketing Implications
Assess potential to convert scratch-bakers to
Pillsbury Refrigerated cookies (as occasional
users) with enhanced product value
proposition (emotional and functional
benefits).
Each Marketing message must reflect on the
value proposition of the product to influence
the buying behavior of moms.
Develop marketing messages that resonate
strongly with kids and reflect on convenience
provided by RBG cookies to attract impulsive
buyers.
Provide product offers and discounts on
product and promote ease of availability of
product to the target market.
Develop campaigns that are built on
Canadian family values and culture and
reflect on emotions of warmth and satisfaction
to keep the family happy
Constitute potential ways to deliver
promotional messages that establish
emotional connection with the target market.
SEA 285 – EVENT MARKETING ANALYTICS

7 There are two type of Canadian moms Deliver ad campaigns that focus on moms
– 1 Who is impulsive in buying cookies and their concern to keep their family healthy.
Promote the family appeal of Pillsbury
2. She is more concerned about her
decision to move to RBG cookies just
because it is convenient.

8 Pillsbury is considered above ready to Position the brand on the commitment of

made products as it provided a sense providing happy gatherings for family as the
of giving something special. differentiator and better taste and shared
secret that brings smiles as the reason to
believe

II. Brand Positioning

a. Who is the current target market? Define based on a consumer mindset label and
these variables - Demographic, Behavioral, Psychographics. 4 marks

ANS. Matured Mamas

Mila is 30 year old mom with a nuclear family consisting of 2 kids. They live in North York in
Toronto and she and her husband work in a routine job. She is concerned about the well-being of her
kids and wishes to take care of them in every possible way, but she is time starved. She goes
shopping after working hours which means that she cannot devote a lot of time on shopping
essentials for home, but at the same time choose the best foods for her kids. She always looks for
flavors that her kids wish for and one that is easy to make and serve in real quick time. She enjoys
baking for her family on weekends and gives time to family gatherings where they can share food and
have a great time, creating memorable moments.

b. Who should the primary target market be and why? 5 marks

 Current, lapsed or non-users?
 Consumer Mindset: Demographic, Behavioral, Psychographics

ANS. The primary target market should be current and lapsed consumers, because the customer
insights state that the non-users do not even consider RBG cookies as convenient, and they may
rather go for scratch baking. The lapsed consumers can be attracted by an enhanced value
SEA 285 – EVENT MARKETING ANALYTICS
proposition and retained. The current consumers are already preferring RBG because of
convenience, taste and the sense of warmth it provides.

Consumer Mindset:
Demographics: Labels - Single parents, Matured Moms, Millennial Moms
Age – 28 to 45 Nationality – Canadian and migrants in Canada ( Since Pillsbury is a global brand)
Gender and ethnicity have no preference in this case.
Behavioral : Looking for convenience, Baking that enhances sense of well-being
Enjoy family gatherings by sharing cookies, love quick, affordable and easy to bake cookies.
Psychographics: Care about the family
Health conscious, Love family get together with lunches, Love spending time with the kids, show care
for the kids by buying best food for them, they are either impulsive our overly secured.

c. How would you re-position the Pillsbury Refrigerated Cookie to consumers? 5 marks

 Consumer Insight

 POD

 Reason to Believe

 Emotional benefits
SEA 285 – EVENT MARKETING ANALYTICS
 Functional benefits

Brand Positioning Statement: 5 marks

To ___________________________________Pillsbury Refrigerated Cookies are the brand of

cookies that promises
______________________________________________________________________because

______________________________________________________________________________.