Introduction
Pillsbury uses both push and pull promotional strategies to position itself in the Canadian market for cookies. The strategies used by the firm include both customer-oriented promotion and trade-oriented promotion. The target market for the company’s product includes women in their 30s and 40 with children. The company’s target market like family setting and devising promotional activities that consider general family well-being will prove fruitful.
Customers Oriented Promotion
In-store sampling
Customer oriented promotional strategies used by the Pillsbury in Canada include conducting in-store sampling of products in order to create highly targeted results by using product focused approach. In store sampling help overcome perceived barrier by consumers as well as generating trial for the brand. Customers can access free-samples from the company’s open kitchen and sales representatives in major retail outlets. Free-samples prove useful because it produces immediate results, but can prove expensive when customers do not like the product or service (Mullin, 2010).
Premiums
As a company, targeting mothers by giving away gifts such as toys attract children, who in turn influence their parents to buy the brand. The company can give toys for every purchase of one specially marked Pillsbury cookies within a given span of time, specifically during festive seasons such as Christmas.
Contest/sweepstake
Additionally, the company should organize cooking contests where winners win coupons or suppliers of cookies for one week. Such contests will engage customers and make them feel as part of the company (Yeshin, T. (2006).
Product bundling
Pillsbury packaging for whole grains and breakfast cereals will contain free samples of assorted cookies. Bonus packs will help the firm to make customers aware of cookies and stimulate demand. Research shows that customers purchase more cookies if they are bundled. The company should consider bundling General Mills ice cream with Pillsbury cookies. Bundling proves useful because the perceived increase in quantity and size of the package can result to greater product use (Peltier et al, 2006). Bundling also helps the firm receive some profits from selling from selling each of these items rather than allowing the customer to buy a competing product.
Event sponsorship
Pillsbury has traditionally engaged in sponsorship of public events such as the popular Bake-Off, a recipe and cooking competition. The company should engage in community projects such as tree-planting days, hand-washing days, and organize family events to rekindle the feeling of togetherness. Hosting cooking competition events and rewarding winners with coupons and free products and services from the company will serve as good promotional initiative.
Trade Oriented Promotion
Point-of-purchase
Pillsbury is a popular brand in Canada, which makes it easy for the company to find a good position to pitch its brands in retail outlets. In order to get a suitable position on the shelves, Pillsbury will pay slotting fees to retailers who accept to carry their product. Additionally, the firm will use its strong established brand to secure best slots on the shelf.
Trade oriented sales promotional strategies will involve organizing trade shows and strategically identifying point-of-purchase. The ideal position to place the products in a supermarket or grocery store is next to the counter. This place is visually accessible and children accompanying their parents to retail stores find it easy to spot the products. The company should sell the cookies through local departmental stores and international retailers such as Wal-Mart.
Trade Show
The company has traditionally participated in the IFT food expo that is organized annually in Canada. Trade shows provides a strong brand-building environment through seminars, demonstration, sponsorship opportunities, and conferences. Attending trade shows also gives a firm the opportunity to conduct quality market research (Yi & Yoo, 2011). The company should engage in trade shows such as IFT Food Expo in order to establish contacts with retailers like restaurants, bakery, coffee shop, and supermarkets. The company should also consider establishing market linkages with major retail outlets in Canada. Trade shows provides a suitable platform to reach prospects, gather leads, build relationships, introduce product, and receive media attention.
References:
Mullin, R. (2010). Sales promotion: How to create, implement and integrate campaigns that really work. Philadelphia: Kogan Page Publishers.
Peltier, J., Schibrowsky, J. A., Schultz, D. E., & Zahay, D. (2006). Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data. Journal Of Advertising Research, 46(2), 146-159
Pillsbury (2012). Let the making begin. Retrieved from http://www.pillsbury.com
Yeshin, T. (2006). Sales promotion. Hampshire: Cengage Learning EMEA.
Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879-896. doi:10.1002/mar.20416
