The Canadian Pillsbury prepared goods that are baked biscuit line is experiencing less than stellar performance, and also the marketing manager is under pressure to make strategic choices that may help turn throughout the segment. The marketing manager engages the assistance of the consumer penetration team to conduct market research studies which will shed light on their attitudes, behaviors and consumers and preferences towards the product.
The results from the market research studies are in, as well as the pupils, assuming the function of the marketing manager, must filter through them to determine how this information could be utilized to improve the performance of the biscuit section. More particularly, students will have to find out where the greatest opportunities lie, who the team should target, which kind of communication plan would be most successful and what brand messaging is the most useful.
Pillsbury Cookie Challenge case study solution
PUBLICATION DATE: January 27, 2011 PRODUCT #: W11020-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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