The Canadian experience Pillsbury ready pastry cookie line less than stellar performance, and the marketing manager is under pressure to contribute to strategic decisions that will turn around the segment to. The Marketing Manager accesses the help of consumer insight market research team, the light is on consumers and their attitudes, behaviors and attitudes towards the product surveys shed. The results of the market studies are in, and the students, provided … Read more »

The Canadian experience Pillsbury ready pastry cookie line less than stellar performance, and the marketing manager is under pressure to contribute to strategic decisions that will turn around the segment to. The Marketing Manager accesses the help of consumer insight market research team, the light is on consumers and their attitudes, behaviors and attitudes towards the product surveys shed. The results of the market studies are in, and the students, by the role of the marketing manager needs to filter through them to determine how this information is used to improve the performance of the cookie segment. Specifically, the students will need to determine where the greatest opportunities lie, which the team should specifically which brand messaging the most important and what kind of communication plan would be most effective.
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Allison Johnson,
Natalie Mauro
Source: Ivey Publishing
14 pages.
Release Date: 27 January 2011. Prod #: W11020-PDF-ENG
Pillsbury Cookie challenge HBR case solution

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