Marketing Report: Analysis of Pillsbury Biscuits Strategies

This report provides an in-depth analysis of Pillsbury's marketing strategies for its biscuits. It begins with an introduction to the company and its product, highlighting the popularity of Pillsbury biscuits. The report then focuses on three key marketing areas: product strategy, pricing strategy, and promotional strategy. The product strategy section discusses Pillsbury's brand positioning and its focus on appealing to a broad consumer base. The pricing strategy examines the competitive pricing of the biscuits, making them accessible to a wide range of customers. The promotional strategy explores the company's use of various platforms, including social media and e-commerce, to promote its products. The report concludes with a summary of the strategies and their effectiveness, providing valuable insights into Pillsbury's marketing approach and offering recommendations for improvement.

Running head: INTRODUCTION TO MARKETING
Introduction to Marketing
Name of the Student
Name of the University
Author Note

1INTRODUCTION TO MARKETING
Table of Contents
Introduction......................................................................................................................................2
1. Product Strategy.......................................................................................................................2
2. Price Strategy...........................................................................................................................5
3. Promotional Strategy................................................................................................................7
3.1. Pillsbury on Facebook.......................................................................................................7
3.2. Pillsbury on Twitter..........................................................................................................8
3.3. Pillsbury on Instagram......................................................................................................8
3.4. Pillsbury on E-Commerce Platforms................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

2INTRODUCTION TO MARKETING
Introduction
Pillsbury is a renowned company that engages in the production of grain and other types
of food products. It is based in the American state of Minneapolis and it is a company that is
world renowned for the quality of its grain and flour products, which are widely used by
customers for baking cakes, biscuits, bread rolls, pancakes, pie crusts and cookies that are ready
to bake. This report focuses on the marketing strategies that Pillsbury takes recourse to in order
to market and promote its biscuits in the market. The Pillsbury biscuits are characterized by a
delicious state and favored by customers of every age group, largely because of the fact that
these not only melt in the mouth but also because of the fact that these are easy on the stomach
and not difficult to digest (Alqatahni & Gupta, 2017). The report focuses specifically on the
product strategy that is deployed by Pillsbury to make its biscuits coveted by one and all, the
current pricing of the product and the promotion strategy that is undertaken by the company in
order to enhance the appeal of its biscuits. The report concludes with a number of important
recommendations that ought to be taken into consideration by the company to improve the
marketing mix that it presently uses in order to ensure the adequate sales and promotion of its
biscuits in the market.
1. Product Strategy
Pillsbury is a company that follows a remarkable strategy when it comes to the marketing
of the Pillsbury biscuits. To begin with it is important to note that the Pillsbury Biscuits is a
product that is in the maturity stage of the product life cycle. The Pillsbury Biscuits has been in
circulation in the market for quite some time now and it is a product that is largely favored by the

3INTRODUCTION TO MARKETING
bulk of its target audience in each and every part of the world because of the fact that the biscuits
are so good to taste. Customers of Pillsbury products around the world are by now well
acquainted with the biscuits, and are seen to consume such biscuits in large numbers because of
the sumptuous taste of the biscuits and the fact that these are easy to digest. The Pillsbury
Biscuits have been doing well in the global marketplace ever since the launch of the product, as a
result of which the product is now in a position to be considered a product that is in the mature
stage of the product life cycle with Pillsbury customers around the world consuming it in large
numbers. The brand strategy that Pillsbury as a company has made use of in order to be able to
market this product is a strategy that has proven to work very well for the product. The brand
strategy of Pillsbury Biscuits is exceedingly well defined and has been executed with a great
degree of sophistication and ease.
The Pillsbury Biscuits have been marketed as a product that is very healthy for
consumption and which is a product that can be consumed with comfort and ease by people of
every age group rather than only people who are in their youth and who are capable of munching
on biscuits at any given time of the day or night without suffering from health related
consequences upon doing so. The fact that the brand strategy of Pillsbury Biscuits is one that has
focused a lot on the fact that this is a product that is capable of being consumed by customers of
all ages is something that has certainly gone in favor of the brand. Customers are exceedingly
happy about the fact that they can dig into a Pillsbury biscuit in the early hours of the morning
along with their tea or coffee or in the late hours of the night with a drink of hot chocolate or
two, no matter what age group it is that they belong to and also not have to worry about suffering
from health related consequences upon doing so. Finally when it comes to understanding the
brand strategy of Pillsbury Biscuits, it is important to take note of the fact that this is a product

4INTRODUCTION TO MARKETING
that is likely to be favored by customers all over the world largely due to the fact that Pillsbury is
a well-known brand today and it is a brand that is recognized in different parts of the globe as
one which can be trusted with regard to both price as well as quality of the product. Hence the
brand name Pillsbury is also something that appears to be working quite well, as far as product
strategy is concerned, as people around the world are already familiar with the name of Pillsbury
and what it is all about. The fact that the Pillsbury Biscuits product is one that is doing so well in
the global marketplace today is primarily due to the fact that the product is favorably received in
terms of its brand name. Customers in various parts of the globe where the company runs its
operations are familiar with the fact that anything and everything to do with Pillsbury is likely to
be good in terms of taste and in terms of quality. Hence it is not surprising that the Pillsbury
Biscuits when launched in the international market place is a product that has been very
favorably received. Customers around the globe are seen to trust the product greatly. They will
not hesitate to buy the product because they know that if they do they will not only enjoy its
amazing taste but will also not suffer from ill health when they do so. The quality of the flour
and other ingredients that Pillsbury makes use of in order to manufacture its biscuits is hundred
percent genuine. In fact the company does not make use of any external grain in order to make
its biscuits and is seen to produce biscuits in large numbers by using the very flour that it is so
famous for (Baker & Saren, 2016).
Upon analysis it is clear however, that the reason why the Pillsbury Biscuits have been
doing well in the market is because of the brand strategy that is followed by the Pillsbury
Company in general for all of its products. The brand Pillsbury is one that is marketed worldwide
as a brand that is famous for its quality and for its taste. Consumers of biscuits and other grain
related products around the world will not hesitate twice to buy a product like the Pillsbury

5INTRODUCTION TO MARKETING
Biscuits because of the fantastic taste that comes with these biscuits. All that customers have to
do is put a biscuit in their mouth in order to understand the truly beautiful taste that such biscuits
are characterized by. They will also do so by being sanguine in the knowledge that the biscuits
that they dig into are easy to digest and will not cause them health related difficulties in any
given way whatsoever. They will be able to consume the biscuits without fearing any adverse
consequences and the fact that Pillsbury customers around the world are able to trust each and
every one of its products so blindly with regard to quality and taste, including the Pillsbury
Biscuits is something that serves as evidence of the fact that the brand strategy of the Pillsbury
Company has been well received all over the world. Pillsbury today is a brand that is well
accepted by customers of every budget and of every age group and that goes for the Pillsbury
Biscuits too. Customers worldwide know that they can trust the Pillsbury Biscuits by virtue of
the fact that these are biscuits which are fantastic to taste and which is not something that will
make them sick in any given way whatsoever. Apart from being a hundred percent transparent in
the brand strategy such as mentioning all the quality ingredients that go into manufacturing the
biscuit to make it so desirable by one and all, the Pillsbury Company is one that has gone all out
to include attractive pictures of the biscuit on the packaging of the product in order for customers
to understand the treat that they are in for when they buy the product. The sumptuousness of the
biscuits is something that can be easily detected in the images of the biscuit that are used as a
part of the brand strategy, and this is one of the main reasons why the brand strategy or product
strategy of the Pillsbury Biscuits is regarded as so successful (Baker & Saren, 2016).

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2. Price Strategy
There are many different types of biscuits that are manufactured by the Pillsbury
Company that includes sausage biscuits, egg and cheese biscuit, gravy biscuit and gravy
biscuit combination. Each and every one of the Pillsbury Biscuits, are those that are quite
affordably priced. The biscuits that are offered by the Pillsbury Company are in the price range
between $ 1 and $ 3. Customers are not expected to pay more than three dollars in order to get
their hands on a packet of Pillsbury Biscuits, regardless of the type of biscuits that they happen to
be buying. It has been a decision on the part of the management of the Pillsbury Company to
keep its biscuits as competitively priced as possible in order to make such biscuits readily
accessible by customers in each and every part of the world and that too customers of every
budget. The Pillsbury products including the Pillsbury Biscuits are within the means of
customers of all ages and from all types of economic backgrounds. Customers who are school
going children, who are in college, who are working professionals, who are retired or even
customers who are more or less down and out and not doing well financially will be in a position
to afford the biscuits that are made available by the Pillsbury Company. The minimum that a
customer has to pay in order to get hold of a packet of Pillsbury Biscuits is one dollar and the
maximum that a person has to pay in order to do the same is around three or four dollars. As a
result, the biscuits are within the easy means of one and all. The current pricing strategy of
Pillsbury Biscuits to keep product within the affordable price range of one dollar to three dollars
is an excellent strategy that has contributed to the vast popularity of the Pillsbury Biscuits in the
global market place. All customers and biscuit lovers in particular will want to get their hands on
biscuits that are not only good to taste, which do not only melt in the mouth but which are also
easy in the pocket and which they can not only buy in plentiful but which they can also buy as

7INTRODUCTION TO MARKETING
and when they want without worrying about how much this is going to hurt them financially
(Baltes, 2015).
3. Promotional Strategy
Pillsbury Biscuits is a company that has aggressively engaged in the promotion of its biscuits
in order to make this product hugely attractive for all of its target audience in each and every part
of the world. There are a number of platforms that the company has taken recourse to in order to
make sure that the product is favored by all and sundry. For instance, the Pillsbury Biscuits
Company is one that has used social media quite considerably in order to make sure that the
biscuits are much in demand among customers of all age groups and all economic backgrounds
worldwide. The decision on the part of the Pillsbury Company to do so has been a wise one
largely because of the fact that social media is widely used in today’s day and age and one of the
best ways to disseminate knowledge about any new product would be to advertise about the
product on social media. Social media platforms are hugely popular among people who are in
their youth as well as people who are in their old age, hence making use of social media
marketing platforms for the promotion of a product is always a wise thing to do, which is why
Pillsbury Biscuits chose to opt for such a strategy in the first place. It is difficult to go wrong
with something like social media marketing given the huge usage that is associated with social
media worldwide. The Pillsbury Company is one that is present on all types of social media,
some well-known examples in this respect being Facebook, Instagram and of course the much
loved social media platform that is Twitter (Büyüközkan et al, 2016).

8INTRODUCTION TO MARKETING
3.1. Pillsbury on Facebook
The Pillsbury Company is a company that has a social media page on Facebook which
interested customers can visit in order to know about the latest products and offerings of the
company. The Facebook page of the Pillsbury Company is one that contains a sufficient amount
of information about the Pillsbury Biscuits. Customers not only get to view images of the
Pillsbury Biscuits on the Facebook page of the company but they also get to provide their
extensive feedback upon having consumed such biscuits in the first place. This feedback in turn
is something that helps the company to understand how well the biscuits are doing in the global
market place and whether or not improvements are needed to make these more popular or more
acceptable than what they are at the moment. The Facebook page of the company is one that is
visited by customers of the Pillsbury Biscuits from around the world and the page is liked by
most visitors which serves as indication of the fact that the product is well received by customers
and that they are impressed with the promotional content that is displayed on the Pillsbury page
on Facebook (Cacciolatti & Lee, 2016).
3.2. Pillsbury on Twitter
Pillsbury is a company that is also known to have a Twitter Page where tweets are regularly
published about the biscuits and other products of the company and which can be viewed by
customers from all over the world. What is particularly good about promoting the Pillsbury
Biscuits on Twitter is the fact that customers get to see the images of the biscuits before deciding
whether or not they want to buy. All the latest and most delicious images of the Pillsbury
Biscuits are those that can be viewed in a smooth and efficient manner by Pillsbury customers on
the Twitter page of the company (Fahy & Jobber, 2015).

9INTRODUCTION TO MARKETING
3.3. Pillsbury on Instagram
Pillsbury is a company that is seen to have a presence on Instagram as well. The
Instagram page of the company is one that has several hundreds and thousands of followers
which serves as evidence of the fact that the company and its products are well received by the
target audience in every part of the world, and that goes for the Pillsbury Biscuits as well
(Kingsnorth,2015). The Pillsbury Biscuits are a product of which images are uploaded on the
Instagram page of the company on a regular basis and which customers can view and add their
comments to as and when they deem it fit to do so. The Pillsbury Instagram page is acquiring
more and more followers with every passing day, which goes onto to show that the promotional
content that is being published on this page by the company is something that is working well to
get the attention that the company desires for all of its products and that includes the Pillsbury
Biscuits as well (Patrutiu-Baltes, 2016). One of the main reasons why the biscuits are doing well
in the market is because of the regular promotional content that gets published on the Instagram
page of the company (Ferrell & Le-Clair, 2015).
3.4. Pillsbury on E-Commerce Platforms
Pillsbury is a company that makes it a point to market all of its products that includes biscuits
on major e-commerce platforms like Amazon and others. Amazon is one of the most well
received and renowned platforms for the marketing of various products and services (Morgan,
2019). The fact that the Pillsbury Biscuits are doing well today is largely due to the fact that
these can be bought by customers at any given time of the day or night on the e-commerce
platforms and that too for rates that are far lower than usual (Kanagal, 2015).

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Conclusion
Pillsbury is a company that has been following a good and sound strategy for the
marketing of its biscuits. The product life cycle of the biscuits is now at a mature stage and
people all over the world are buying the biscuits in large numbers. The biscuits are affordably
priced and cater well to the budgetary requirements of its target audience, and are of excellent
quality. The fact that the company makes its biscuits available for sale on e-commerce platforms
and advertises these well enough on social media has also contributed to the success of Pillsbury
Biscuits in the global marketplace today.

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