Offering different serving sizes and holiday themes also expands the horizon of consumer tastes and preferences. Guillen has numerous tough decisions ahead of him when proposing his new marketing strategy. In doing so, Guillen should stress the nostalgic and experiential aspect. Offering trial packages with three different flavors would also allow consumers to have the opportunity to try out new flavors. Propose a marketing strategy that addresses the quality of the cookie or targets children. In the short run, investing in social media, advertisement, and a spokesperson is most beneficial action to take.
During the visit, the marketers hoped to develop an understanding of the consumer-brand relationship, what surrounds it, the environment around it, and the bigger-picture influences. Either Guillen is going to need to draw up a marketing plan that addresses these issues are alter the cookie in some way. What types of business challenges can benefit from consumer insights? The lack in market penetration has caused a miniscule growth of only one percent in the past three years. How are these insights obtained? Research showed that most purchases of refrigerated dough were out of impulse. The job of the marketer is to analyze the information and capitalize on the identified need.
What should the brand messaging be? If non-users considered the cookies convenient they would be more likely to purchase them. It also showed the sense of happiness that arises when baking occurs. Lapsed and current users agree on convenience, leaving marketers to believe this is actually true. Having a brand portrayed in a positive way gives the consumer the feeling that he or she is making the right choice. Both users and lapsed users perceive refrigerated cookie dough as convenient. Quantitative research revolves around the measurement and analysis of relationships between variables.
Although he is a very recognizable character, maybe the consumers do not find him as trustworthy as they would a celebrity. The refrigerated dough market does not seem to have a strong presence in Canada. Random sampling techniques, like questionnaires and surveys, provide marketers with results that can be generalized to a larger population. Providing kid themed offerings could increase brand recognition and demand from children. In terms of the product itself, there are many alterations that could be made. This comfortable environment allows consumers to discuss opportunities and criticize issues of the product. Knowing this information could help propose the idea of implementing comfortable implications in future ads.
Convenience and taste are at the top of both lists. However, Guillen conducted a multitudinous of studies to provide him some insight on what an appropriate solution would be. By renewing and strengthening its relationship with existing and lapsed consumers, Pillsbury can increase household penetration. The assessment of this advertisement revealed the lack of effectiveness for brand recognition and relevance. Non-users, however, are not receiving this message.
Summarizing all of the opinions of the focus groups can aid in new product development, brand messaging, and promotional campaigns. Focus groups are where a small group of people have a moderated discussion about a marketing-oriented issue. Qualitative research, on the other hand, takes on a more understanding and conceptual approach. It seems as if people are either unaware of refrigerated dough or they just do not prefer it. Another recommendation to Guillen would be to re-new and strengthen relationships with consumers. Increasing the visibility with the doughboy logo would have the consumers more likely thinking about the product. However, in the long run it would be most beneficial to introduce new product flavors and healthy and dietary restrictive options.
Through the in-home study, it has been concluded that baking introduces a sense of happiness in the kitchen. Providing Pillsbury baking tools like cookie cutters, timers, oven mitts, and aprons would cause the experience of baking to be more enjoyable. Concept tests provide an image of the product, pricing information, instructions, and key benefits to a consumer in verbal or visual form. Concept tests are commonly used to improve new product development and develop brand messaging. In-store display and packaging also has a significant impact on the consumer.
Providing healthier options, dietary restrictions gluten free, low sodium , and new flavors would reach out to more consumers. The group then summarizes its opinions and eventually comes to a solution they find fit. Format this into a chart of key learning, implication, action Key Learning Implication Action Scratch baking is the dominant method of baking cookies in Canada. In Canada, 56% bake only from scratch. Clearly there is a big gap between the quality perception in Canada and the United States. Through focus groups, marketers can gather an in-depth understanding of consumer behavior. Expanding new product development would also be benefit to brand recognition.