Essay on Pillsbury Cookie Challenge

A child came up to me today and ask me if he swallows a cookie what all happens to it. Once it enters the mouth, chemical and mechanical steps work to break the cookie into smaller pieces and remove its nutrients for use by the body. Tracing the digestion of a cookie involves a quick trip down your esophagus, a churn in the stomach and a slow, winding movement through the intestines.

In a nutshell, a brand needs to know its consumers to be able to provide them with premium products and service as well as to communicate theses benefits through the right channels.

But today’s customer—and today’s competition—requires a deeper level of understanding. Traditional market research is fine,

thought on how they develop their different products and how they get those products out to the

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

Imagine being a young child walking into a chocolate museum where chocolate lines the walls, you can create your own one of a kind candy bar, thousands of different types of chocolates, and chocolate bars line the walls.

Have you ever tried to bake peanut butter cookies, and for some reason they were a complete flap because they were dry and crunchy, too moist and crumbly, or perhaps they had a terrible taste? Well, I have discovered this cool new recipe and I have never failed at making them. Have no fear, the ultimate peanut butter cookie recipe is here.

Identify what consumers might want in the future, thus making more informed choices to be one step ahead of their competitors.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Markets consist of buyers that differ in their needs, wants, resources, locations, buying attitudes and buying practices. To reach customer insight, it is important to understand the needs of different segments and to communicate pertinently to them (Brown L, Brown C, Gallagher SM, 2008).

Situation analysis: Ivan Guillen was asked to develop a marketing strategy in Canada to improve the business portion of the Pillsbury refrigerated baked goods category of General Mills (pg 1).

The Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially “…faced with the challenge of developing a strategy that would lead to improved business performance on his category” (Johnson and Mauro, p.1, 2011). To clarify, Guillen’s category is refrigerated baked goods (RBG), which means, this category is his marketing responsibility. The issue here is that “RBG was GMCC’s fourth largest category, and its performance over the past two years had been less than stellar” (Johnson and Mauro, p.1, 2011). It is important to note that GMCC stands for General Mills Canada Corporation. Pillsbury has enjoyed majority market share in the RBG category in Canada, however, recently, the market was experiencing only moderate growth. Guillen was disappointed that their goal of 5%-7% market growth was not being achieved mainly in the refrigerated cookie dough segment. To be exact, their volume growth for two years was flat and they were having difficulty reaching new households. There was a shift among consumer’s purchases, which Guillen was challenged to figure out why.

Chocolate chip cookies are a truly remarkable treat. In the cookie-baking process, little balls of wet dough are transformed into a crispy, brown and delicious treat. Baking the perfect batch of cookies is not easy. Morphing cookies from dough to deliciousness is a difficult process that takes a lot of time and preparation. Don’t be embarrassed if you have ever baked a terrible batch of cookies that wasn’t quite what you were expecting. Making a perfect batch is a task that takes some practice; your cookies could have turned out too flat, too burnt, or maybe too thick. It is hard to bake that perfect chocolate chip cookie that crunches vaguely here and there, oozing a chocolaty goodness, with a spot-on combination of salty, buttery and

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Describe a typical day at work at Mrs. Fields’ Cookies for Store manager, District manager, Regional director of operations, Store controller and for Debbi and Randy Fields.