Pillsbury Challenge v2
International Consumer Behaviour
Pillsbury Cookie Challenge
The Canadian market insight
Maéva Larousse – Esther - Élodie Monthé - Frank Yogo - Marine Dallery
INTRODUCTION
The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insights team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product.
The goal is to understand how marketers can make better decisions, based on different types of consumer research, show how the relevant customer insights can help to determine strategies and explore the ways to improve business performance. It’s that we are going to explain during this study.
Firstly, we will see the company overview, then the consumer insights and their implications (the key learnings) and to finish, we will do some recommendations for the Pillsbury Cookie Challenge.
GENERAL MILLS & GENERAL MILLS CANADA CORPORATION
One of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, such as Yoplait, Pillsbury, Haagen-Dazs, Nature Valley, Green Giant, and more. Headquartered in Minneapolis, Minnesota, the company operates in three segments: US Retail, International and Food service. Representing 69 per cent of total sales, the US Retail segment is the largest of the three.
General Mills Canada Corporation (GMCC) is a subsidiary of General Mills. With annual sales of US$ 566 million, GMCC is a leader in the Canadian packaged foods market and the second largest division within the International segments.
The Canadian division is split into four business units: breakfast, baked goods, meals and snacks.
THE CANADIAN REFRIGERATED BAKED
Pillsbury Cookie Challenge
The Canadian market insight
Maéva Larousse – Esther - Élodie Monthé - Frank Yogo - Marine Dallery
INTRODUCTION
The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insights team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product.
The goal is to understand how marketers can make better decisions, based on different types of consumer research, show how the relevant customer insights can help to determine strategies and explore the ways to improve business performance. It’s that we are going to explain during this study.
Firstly, we will see the company overview, then the consumer insights and their implications (the key learnings) and to finish, we will do some recommendations for the Pillsbury Cookie Challenge.
GENERAL MILLS & GENERAL MILLS CANADA CORPORATION
One of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, such as Yoplait, Pillsbury, Haagen-Dazs, Nature Valley, Green Giant, and more. Headquartered in Minneapolis, Minnesota, the company operates in three segments: US Retail, International and Food service. Representing 69 per cent of total sales, the US Retail segment is the largest of the three.
General Mills Canada Corporation (GMCC) is a subsidiary of General Mills. With annual sales of US$ 566 million, GMCC is a leader in the Canadian packaged foods market and the second largest division within the International segments.
The Canadian division is split into four business units: breakfast, baked goods, meals and snacks.
THE CANADIAN REFRIGERATED BAKED