Pillsbury - Assignment Work

docx

School

Drew University *

*We aren’t endorsed by this school

Course

101

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by KidFlagWildcat29

Assignment 2: Matthew Duarte Read the case: Pillsbury Cookie Challenge NOTE: This is an individual assignment, not a group assignment. While you may discuss the case with your fellow students, under no circumstances are you to collaborate or copy anyone else’s paper. Assume you are an external consultant to the company, and they want your recommendation on which segment to target to achieve their growth goal. Specifically, they want to know which usage-based segments described in the case they should target – a) refrigerated cookie dough-only users (which includes current customers) b) scratch-only bakers c) cookie mix-only users d) lapsed users. We are not targeting demographic segments like moms or kids. Moms and kids are all included in the various usage-based segments. 1. What are the pros and cons of targeting each segment? (One argument for and one argument against targeting each segment). 2. If they only had resources to target one segment, which one would you recommend? 3. Which segment represents a blue ocean opportunity for Pillsbury? Response Format: Your typed response to questions 1, 2 and 3 should be no greater than 2 pages single spaced, 11-point Times New Roman or equivalent font. Focus on answering the questions directly rather than summarizing the case.

1. 1. Pros and Cons of Targeting Each Segment: a. Refrigerated Cookie Dough-Only Users:  Pros: This segment is one that already includes current customers, which means there's an existing customer base to work with. It might be easier to keep these costumers coming back as well as maybe raising the price to them as well.  Cons: The market for refrigerated cookie dough-only users makes the target market of consumers small which can limit potential growth. Competitors may also be targeting this segment. b. Scratch-Only Bakers:  Pros: This segment can have a strong preference for baking from scratch, and Pillsbury can use this to its advantage and present their products as convenient and high-quality alternatives.  Cons: Convincing scratch-only bakers to switch to Pillsbury products may be challenging, since they value the homemade nature of their baking. c. Cookie Mix-Only Users:  Pros: This segment may be seen as a time saving alternative, making it easier to market Pillsbury cookie mixes as a time-saving solution.  Cons: Cookie mix-only users may have concerns about the quality and taste compared to scratch baking since it is not truly homemade d) Lapsed Users:  Pros: Lapsed users were once customers, so there's a chance to win them back with targeted marketing and promotions.  Cons: Lapsed users may have switched to competitors or changed their preferences, which makes it harder for them to think to want to switch back. 2. If Pillsbury only had resources to target one segment, the segment I would tell Pillsbury to target is the refrigerated cookie user. The top 2 things that consumers look for when making cookies are convenience and taste, which is exactly what refrigerated cookies are made for. They are quick and easy to make, and they also are enjoyable to eat. When looking at it from a business perspective the Pillsbury cookie brand is mainly targeted towards the refrigerated cookie consumer market and is where most of the profit comes in. In the case study it states that “Convenience and taste rise to the top of both lists. Seventy-nine per cent of respondents agree that RBG cookies are easy and quick to make.” This helps to reinforce my decision to target the refrigerated cookie consumers since the market is built upon both convenience and taste and since the refrigerated cookies reach both, it makes it a great segment to push the market in. Another aspect of why Pilsbury should target the refrigerated market is because of their preexisted market in the refrigerated cookie area. This makes it a safer market for them to target since they already know the consumer base they have as well as a guaranteed

turnout due to consumers already being there. With all these aspects I would recommend Pillsbury to target the refrigerated cookie user. 3. Which segment represents a blue ocean opportunity for Pillsbury? A blue ocean opportunity for Pillsbury is a market that has a large population in Canada as well as the United States, which is the scratch baking market. In Canada 61 percent of consumers who make cookies make them from scratch. This is a majority of the market in Canada and poses a huge opportunity for Pillsbury. Along with that in the United States scratch bakers see 49 percent of the market which may not be a majority but is another large percentage of the cookie market that is not being capitalized by Pillsbury. The Scratch market is one that can be huge for Pillsbury not only for its large consumer base, but also for the fact that it is a market with little to no competition. Other than getting the products individually to make cookies from scratch, there is little competition for consumers to buy to be able to make cookies from scratch which makes it a huge market for Pillsbury to capitalize in a league of their own. An idea that Pillsbury can do to try and get consumers from this market is to make a Pillsbury brand scratch baking product. This can have all the ingredients needed to make cookies from scratch all in one product and with Pillsbury products. This would be a great idea for them since cookie makers will still feel like making them from scratch and it would even be easier since Pillsbury will have all the ingredients in one box making it simpler for consumers to make cookies.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Related Documents

525 Denny FINAL.docx

Week 1 DNA_Fruit.docx

2-2 Market Exercise.docx

Marketing Milestone 2 week 5.docx

answer_2(10).docx

Team Assignments - 001.docx

Chapters 12-13docx.docx

04. discussion week 4.docx

Group 1 Consumer Behaviour.docx

C.Emmel_MKT Plan_v4-1.docx

Untitled document.docx

Module 4b Report-Potential-alt buyers.docx

Recommended textbooks for you

Management, Loose-Leaf Version

Management

ISBN:9781305969308

Author:Richard L. Daft

Publisher:South-Western College Pub

Understanding Management (MindTap Course List)

Management

ISBN:9781305502215

Author:Richard L. Daft, Dorothy Marcic

Publisher:Cengage Learning

Principles of Management

Management

ISBN:9780998625768

Author:OpenStax

Publisher:OpenStax College

Purchasing and Supply Chain Management

Operations Management

ISBN:9781285869681

Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson

Publisher:Cengage Learning

SEE MORE TEXTBOOKS

Recommended textbooks for you

Management, Loose-Leaf Version
Management
ISBN:9781305969308
Author:Richard L. Daft
Publisher:South-Western College Pub
Understanding Management (MindTap Course List)
Management
ISBN:9781305502215
Author:Richard L. Daft, Dorothy Marcic
Publisher:Cengage Learning
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
Purchasing and Supply Chain Management
Operations Management
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Cengage Learning