Pillsbury Cookie Challenge

Pillsbury Cookie Challenge

Contents
Contents...........................................................................................................................................2
Explain any 3 fundamental needs of the customers that Pillsbury Refrigerated Baked Goods
provides for its customers? (2 marks – 1 for type, 1 for explanation).........................................1
Scratch baking is the dominant method of baking cookies in Canada............................................1
The top four purchase drivers are the same in both countries.........................................................1
Both users and lapsed users perceive refrigerated cookie dough as convenient.............................2
Explain the benefits of the Canadian market also define profit and competitive analysis of each
segment? (4 marks – 0.5 each for benefit segments, 0.5 each for profiles, 0.5 each for
competitive..................................................................................................................................2
analyses, 1 for analytically sound target market choice).............................................................2
How consumer insight help Guillen in market research..............................................................2
The team also suggest for conduct qualitative research in order to gain a better understanding of
consumer perception beliefs feelings towards the cokeei of the company. From the home
immersin visit and usage attitude study Gullien found the scarcth baking is dominat cooking
method in Canada most of their household use thie method. Both users and lapsed user use
perceive refrigerated cookie dough as convenient Mom’s practical ingenuity really shone
through in the kitchen......................................................................................................................3
How Guillen solve issue of their organization............................................................................4
Assume that General Mills sold $50 million dollars worth of RBG cookie dough in its............5
Last year, that it had variable costs of 30 million, and that its fixed costs were $15..................5
million, which resulted in a profit of $5 million. The average selling price per unit of..............5
cookie dough was $2 and variable costs were approximately 1.50............................................5
1...................................................................................................................................................5
All else.........................................................................................................................................5
remaining equal, and assuming that the company’s annual growth objective is based on..........5
profit rather than revenue or market share, how many more units of refrigerated cookie..........5
dough would Pillsbury have to sell in Canada to meet its minimum growth objective of..........5
5% in the current year?................................................................................................................5