Pillsubry Cookies Challenges Insights

Pillsubry

Insight #1: There is much larger preference for Scratch Baking method of cookies in Canada than in the United States.

The RBG cookies were available in two formats: Chub and ready-to-bake. Based on the fact that Canada and US customers have similar demographics and family structure, GMCC assumed that the distribution of preference for Chub and ready-to-bake RBG cookies is similar, which is around 50% 50%. Thus, the current communication strategy may not consider this large difference as an opportunity to target to and highlight in Canada. The new strategy shall put more efforts to highlight the image of Pillsubry’s adept in scratch-baking method to the Canadian customers.

Insight #2: Cookie dough quality especially in terms of nutritional values is not a genuine concern in Canada. Instead, Mom and Kids’ baking and sharing experiences throughout the process play a bigger role in driving purchases in this market.

This insight could shift the concentration of Pillsubry’s external communication direction from emphasizing on cookie quality and nutrition rate to facilitating family interaction activities between mom and kids. Pillsubry shall in its communication strategy seek to build its role in family cooking as somewhat a catalyst to sharing, giving and fueling the memories of enjoyable moments in family, bring resonance in its family based customers.

Insight #3: Pillsbury is considered as “a shared secret” with an integral sense of magic in the market.

It is an incomparable huge advantage of Pillsbury to have this image in customers’ mind – to use a Pillsbury product is out of ordinary. Pillsbury shall enclose this sense of mystery in its communication strategy brief, through perhaps creating certain vagueness in the message, but leading to the outcome that “you may not describe, but you kind of know.”