Pillsbury Cookie Challenge

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results: Cookie dough purchase was impulsive, use of RGB cookie dough was increasing (especially among households and kids)

Qualitative (In-House Immersion Visits & Discovery Workshops)

Conducted to supplement the quantitative results. In-House Immersion studies moved the researcher into the world of the consumer, which is their homes, to get better insights while Discovery Workshops took place outside the consumer’s home.

Results of the Study

• Baking cookies were and age old tradition in Canada. Baking was an art perfected by the mo

• thers over time and they took pride in cooking from scratch.

• Each mom will have her own secret recipes which she has mastered over the years and made their bakes unique and special.

• The baking experience and immense joy fuelled the hard work involved in baking. There was an immediate sense of warmth and happiness when the cookies were baked, this was welcomed by the entire family.

• Baking was perhaps a time when the little ones spend some time with their moms, eagerly waiting for the freshly baked cookies.

• Champions of the brand and lapsed users were very similar expect in small ways. Lapsed users felt that quick baking took away their satisfaction.

POSSIBLE ACTIONS THAT CAN BE TAKEN

• Target segment:

o New generation working moms who don’t find enough time to bake.

o Kids, as they can influence the purchase decision. (mediator)

• Promotion Strategy

o Create new promotions and advertisings campaign to address the specific needs of the Canadian market.

o Promote and portray product attributes such as quality, freshness and aroma.

o Make ads that grabs the attention of the mother and children.

o Communicate the chocolaty, tasty and nutritious aspects of home baked cookie to attract the mother and child alike.

o Focus on easy to make home cooking solutions that is hassle free.

o Pillsbury should organise and telecast a baking event in different states across Canada where in regular home makers will participate. As a reward, Pillsbury will market best recipe in the event. Such genuine recipes from Canada will find more acceptance amongst the non-users of the homeland.

o Reference groups can also help Pillsbury to crush the belief of non-users that RGB have freshness and quality.

• Product Innovation

o Pillsbury must make easy-to-mix powder that can be mixed with water and egg to form a dough that can be handled conveniently. Mothers will now have the leeway to add their own ingredients to make the cookie to suit their tastes.

• Retail Strategy

o As children influence the purchase of cookies, Pillsbury must buy out the lower shelf spaces of the open coolers so that the dough packets are visible to children. Being an impulse purchase mother too can see these shelves more easily.