Case Analysis Pillsbury Cookie Challengeg free essay sample

Higher retail price in comparison to feature caused the customers to sway away from the product in Canada, only 32 % of Customers perceive value for the price of the Pillsbury Refrigerated Cookies. Problem Definition: According to the insights of the case I feel there are two major problems that have been discussed which are as under: * To restore the relevance of Pillsbury in the minds of Canadian Moms at both the functional and emotional levels * To stimulate significant growth in Pillsbury Cookies Alternatives: After going through the exhibits of the case following alternatives are suggested: 1. We have to make the product more accessible and eye-catching for impulse buyer we suggest that it should be placed at eye-level in refrigerated section. 2. Creating a Box-Top Initiative for Schools as this establishes a new channel for marketing brand while maintaining the target involvement of children. 3. Right Message on packaging for Kids and Mothers so as to focus more on â€Å"Quality† for Mothers and attractive packaging for kids. We will write a custom essay sample on Case Analysis Pillsbury Cookie Challengeg or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 4. Create Rewards / Incentives (Such as Stickers / Tokens / Codes) for Children so as to attract customers with children. 5. Develop New product for Kids as Kids play a large role as purchase driver in Canada andnUSA 6. To develop a new high quality product to target scratch users. Recommendations: 1. Create Target Market Campaign. 2. Restructure Product Placement 3. Restructure Packaging. 4. Create Rewards program. Expected Results and rationale:- As discussed in the case these cookies were only aimed at a market that preferred ready to cook food and from a cultural point of a view for Canadian household they are more inclined towards the concept of cooking from the scratch so there is still an untapped market of 61 % of Scratch-Users. As per the scenario as discussed in case we have to place the product at eye level in order to access for impulse buyer. The packaging for the product should have influential message able to cater the market, the target audience should be Kids and their Mothers which is a potential growth opportunity. Also, introduce reward program for children in order to attract them towards the and also to create brand awareness.