Pillsburry Cookies Resume Case

Susan Angelika

Marketing Management

29115589

1. The best value proposition of Pilsburry Cookie

Using the Value propotion canvas, the value proposition that the pillsburry cookies has to offer its canadian customer are seen as below:

1. The best target segment are the busy mother with age range of mid 30s-40s who lead an active and busy lifestyle, thus they are really value their time and will favour to use an easy, convenient and practical product. The study shows that the number of scracth user are really high in Canada, but they also favour the practical and the convenient way that pillsburry has offer. By customising or altering the recipe using the RBG from Pillsbury, those canadian mom are still able to going through  that homemade experience just like a regular “scratcher” does.  So this is simply a win-win solution for those who wants to maintain their homemade ritual but yet they ought to compromise their precious time. The secondary target are the kids, because the study result also indicate the difference between the US and canada house hold, is that the canadian household purchase driven are highly drive by the kid's preference too.

1. The best brand message needs to include the benefits that these research has identified. By deliver the the acknowledge benefit, that will reinforcing those benefit inside the current user, and will trigger the memories of the lapsed user and make an awareness for those non users.

Some of the benefit that are already identified are:

• Easy, quick and practical
• Affordable
• A warm joint activity between mother and children
• Homemade experience
• its taste better then ready to eat or mix product

        From those key benefits above, the propose brand message could be like this:

        “ If time is your constrainst, yet you want to make that homemade cookies?  Here's pillsburry!”

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