Canadian Pillsbury ready baked cookie products line is experiencing less than stellar performance and marketing manager is under pressure to make strategic decisions that will help turn around the segment. Marketing Manager is engaged using the consumer understanding to conduct market research that will shed light on consumers and their attitudes, behaviors and preferences to products. The results of the market research are, and the students took on the role of marketing manager should filter through them to determine how this information can be used to improve the performance of biscuit segment. In particular, students need to determine where the greatest opportunities lie, that the team should focus on the fact that the brand messaging is the most significant and what type of communication plan will be most effective. "Hide
by Allison Johnson, Natalie Mauro Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: January 27, 2011. Prod. #: W11020-PDF-ENG
Related Case Solutions & Analyses:
RSSWorks Inc. – An Early Stage Investment
StormFisher (B): Power with Purpose
City Water Tanzania (C): Striking a Deal
Michelin in the Land of the Maharajahs (B): Note on the Tire Industry in India
Recapitalization of Inco
Frontier Adventure Racing: Pack Lightly Go Like Hell Never Give Up
Tom.com: Valuation of an Asian Internet Company
Incredible Universe
GM In China
Saxon Financial
