MKTG 2030 Chapter Notes -Pillsbury Doughboy, Cookie Dough, Multinational Corporation
18 Mar 2014
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Document Summary
Pillsbury is a brand under gmcc (a leader in canadian packaged foods) Cookies are most profitable 62% rgb unit volume. Not reaching goal of 5-7% annual category growth. Dominate leader in packaged foods in canada. New market research on the canadian consumer. Did not provide the cookie segment with the (hoped for) volume boost. Quantitative questionnaires web surveys- confirming clarifying=> generalizations. Qualitative- focus groups workshops- in depth understanding- uncovering, exploring, understanding=> specifics. Top four purchase drivers are the same- 79% easy and quick. Scratch baking dominated method => 22% u. s. 56% canada. Quality of cookie dough not valued as highly in canada. Kid play a bigger role driving purchases. Rbg purchases => impulse => increasing with households with kids. Canadian- mothers b/w 30-40 years old; an attractive busy lifestyle; time-starved; associate baking with emotional warmth and happy family moments; family oriented. Purchase drivers in canada v. u. s. exhibit 7: top 4 drivers the same-> taste, convenience.
