Pillsbury Cookie Challenge
商品編號：9B11A001
出版日期：2011/02/03
再版日期：2018/03/08
商品來源：Ivey
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：Cross-cultural Differences;Customer Segmentation;Brand Positioning;Value Proposition;Market Research
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada
產業：Manufacturing;
事件年度：2006
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 insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product. The results from the market research studies have arrived, and the students, assuming the role of the marketing manager, must filter through them to determine how this information can be used to improve the performance of the cookie segment. More specifically, students will need to determine where the greatest opportunities lie, who the team should target, what brand messaging is the most relevant, and what type of communication plan would be most effective.
教學手冊：8B11A001;
補充材料：