The Issue:
The case study pertains to the issue of improved business performance of Pillsbury refrigerated baked goods (RBG) a product of General Mills Canada Corporation (GMCC) by developing a strategy by the marketing team that takes into account all aspects of the product in terms of communication, distribution and most importantly creating profitable revenue flow that resonates with an emotive connect with the prospective consumers.
The performance was flat from 2004-2006 and most significantly the household penetration had fallen to a five year low.
The Solution:
Considering the strong impact of the refrigerated cookie line being the anchor of the RBG business in the it is imperative to solve the first part by doing an in-depth research review and connect with consumers to understand the lacking in terms of product and also the reasons as to why the much beloved products communication cannot create an impact in the minds of the consumers.
Pillsbury as a brand had brand loyalty and equity across Canada, and the primary attribute of the products are convenience and a family oriented appeal. The targeted consumers mentioned in the case study are the mothers who lead an active life style, which the main intent to have convenience products in terms of enjoying with family.
The age of the targeted consumers are mid 30s and 40s, thus the maturity in terms of selecting a product that is not only convenient but also healthy also is a major factor.
The product line also creates special selections during the holiday seasons; the products are premium products in terms of quality and packaging.
The primary tool used to advertise the product is a TVC; the advertising for the Canadian market is adapted from the U.S. TVC, since the demographics are similar in both the markets, and the communication adaptation is not a big issue.
However, as pointed in the case study that TVC is the primary communication tool and with the focus on Time starved women, it is advised to create a brand activation plan that connects the brands to the target market on a one to one basis (Russell Perry, 2016).
Target areas such as Malls, Gyms, Salons, Schools, and avenues to be tapped in terms of creating a campaign that derives from the TVC and gives them an instant connect in terms of loyalty and a string reminder of the product quality.
The activation to be led by the specialist teams with thematic activities, names should be created such as ‘Cookie Queen’ to create an emotive connection.
The activation campaign should be based on the consumer insights and it is strongly advised that a product line to be created that focus solely on children, to be able to connect the secondary users (child), with primary users (mothers) to create an impact on the product buy.
The convenience aspect of the product needs to be highlighted and an activity that focus on the mother and the kids be established.
All successful brands have a precut life cycle (PLS) and thus it is imperative for Pillsbury to reinvent the brand with new communication, message, and packaging and most importantly new product line to keep the RBG business sustainable and profitable (Product Life Cycle Stages, 2016).
The actionable data retrieved from consumer insights needs to be treated efficiently to be able to maximize the effect of the communication and marketing activities in a manner that is positively responsive.
References
Product Life Cycle Stages (2016, Feb 25). Retrieved from http://productlifecyclestages.com/
Russell Perry (2016). So what is brand activation? The Guardian. Retrieved from http://www.theguardian.com/media-network/marketing-agencies-association-partner-zone/so-what-is-brand-activation
