Free Essay

Marketing

In: Business and Management

Submitted By Alexanderwang
Words 1387
Pages 6
Pillsbury Cookie Challenge 1. What did the team learn from the study and what are the implications of this knowledge?
There are two studies occurring in this case.
The first one is “Usage and attitude study”. The insights is gained from the case: * 56% Canadian prefers to bake from scratch and 33% bake scratch every month. * Convenience and taste is the top two most important elements considered by Canadian when they choose cookies. Then they followed by quality of cookies. The kids’ favor is also put into considered when their parents decide to purchase. * Customers regard cookie dough as convenient. And acting on the impulse, increasing number of customers purchase cookie dough.
Implications obtained from the study:
First of all, it’s the preference of cooking method. We could regard this point as one of customer behavior features, to be detailed, or as how to use our product. Guillen should base on this behavior preference to improve the product.
Second, it’s the purchase drivers considered by customer. Based on the study, when customers choose cookies, the product features should be listed as convenience, taste, quality and kids’ preference. This is critical information for Guillen to redesign or reposition his product.
What’s more, it’s the motives of purchase. According to the study, customers always choose product impulsively without too much recognition or preference about certain products. There are two sides of this matter. One is positive. It means it easy to persuade customer to buy the product if the product could cater for his needs. The other side is opposite. That is it is hard to build customer royalty or consistent supporting for one brand.
The second one is “In-home immersion visits and discovery workshops”. The insights include: * Mother always plays an important role of making decision when it comes to talk about kitchen issues. * The time of baking is regarded as a happy experience and precious reuniting moment for the family. * Baking is treated as a special form of giving and sharing, standing for kindness, benevolence and hospitality, especially for child or small kinds
Implications obtained from the study:
Based on above statements, we could realize as a special form of cooking way, baking is becoming increasingly involved in people’s family living, which means it is regarded as a good way to improve family emotion, share wellbeing and smooth relationship. It is getting started to form a new kind of culture and full of emotional elements. For Guillen, he should aware this new concept of baking and bring new culture or meaning to his product. 2. Identify between three and five customer segments that exist in the cookie market as outlined in the case.
The first segment: Segmentation | Children (age below 18) | Teenagers (age 18-35) | Adults (age 35-45) | Old parents (beyond 45) | What they are | Small kids. Naïve and childish. Just for funny and curiousness. | Young and passionate. Enjoy life. More care personal emotion and working. | Already being the parents. Living with kids. Busy working but more care family. | Retirement. Living alone. Nothing to do except enjoy life. | What they want | Novelty, interesting and good taste. | Special meaning, like standing for love. Curiousness. Creativeness. A kind of special and meaningful Gift. | The care to his family or kids. Process stands for family time. Gift for friends. | The memory or experience to share with family. The care or love for family and kids. A kind of entertainment. | How to touch | Kindergarten. Their parents. Outdoor activities. Parks. Kids’ store. | Internet, like online stores. Friend’s recommendation. TV. Social network website. | Supermarket. TV. Radio. Friend’s recommendation. Promotional activities, like advertisement. | Kid and friend’s recommendations. In-store promotions. TV. Kinds of leaflets. Radio and newspaper. | When they need | Attractive. Good-shaped. Colorfully tinted. | Within affordable price, without too much worried about the price gap if they like. Special design, and attractive idea. Easy to cook. | Good taste for their families. Lower price and high quality. Easy to cook and clean. More flavors and choices. | Good taste for family and be nutritious to eat. Healthy ingredients and good for body. Easy to cook and learn. Considering the price but less worried. | Additional | Their parents make the final decision on behalf of them. | More impulsive to purchase. Easy to persuade. | Balance price and quality. Hardened customers and hard to persuade. Easy to be moved by emotion or family atmosphere. | The process of gaining experience or sharing emotion is more important than to eat. Kindly to persuade and nice personality. |

The second segment: Segmentation | U.S. Retail | Canada | Method Usage | Scratch User 49%; refrigerated User 54%; Baking Mix User 32%; | Scratch User 61%; refrigerated User 24%; Baking Mix User 16%; | Purchase Driver | Top five drivers: Easy to Make; quickly to make; taste good; make them at the spur of the moment; easier than baking cookies from scratch; | Top five drivers: Fun thing to bake with the kids; fun activities with kids; the kids like to make them; the kids like to eat them; as a special treat for the kids; my kids requests them. | Power of control | Operation by himself | Autonomously from U.S. | Advertisement and promotions | Budget lower than Canada; Forms are similar with Canada | Higher budget than U.S.; Forms are similar with Canada | Market share | 69% | 16% |

3. Which one or two are candidates for targeting by Guillen’s team? What is your evidence?
In my opinion, I prefer to choose old parents (beyond 45) as the first target customer. The evidences include: * They are less sensitive about the price and more care about the process of baking. So it would be much easy to input high-end marketing or quality products. * Good existing images in their minds. Such as some customers regarded Guillen’s product as a “secret”, for it is better than buying. * Easy to cook. In this segment, easy to cook is a critical issue when they are choosing the products, and Guillen’s product is regarded as easing to make. * For preparing for kids, especially grandsons, Guillen’s products are cute and easy to accept by small kinds, for example its advertising icons of the century- the Pillsbury Doughboy. * The existing distributions. Guillen’s distributions are including retail stores, such as Safeway, Wal-Mart and Costco, and through food service operators, including restaurants and cafeterias. 4. Provide some suggestions as to what the message content to consumers should be, what value proposition, what brand messaging should be employed... * About message content, Guillen could focus on family experience. Utilizing the emotional impacts to move customer and exert an influences on customer, such as the family atmosphere, the picture of family baking together or the kids sharing time with parents to bake. * Value proposition, precious emotion and relationship within the family. Avoiding advertising product aggressively and intensively, Guillen could pay more attention to convey or express the emotional description. Based on family atmosphere, the advertisement could achieve its promotional target. * Brand messaging. For this part, as mentioned above, the most important element should base his advertisement on emotional connection. Conveying a message of being good for family to improve relationship, Guillen could create a story or a vivid living picture, just focusing on stressing how to resort to cooking his product to gain more family happiness and wellbeing. * The feasible ways could be invite some famous public person, especially respectful person but not movie stars or sports stars, to act as spokesmen, for utilizing their good public reputation to advertise product, more persuasive, more appetency, and more closer between customers and producers. 5. As a consultant to Mr. Guillen, make any other recommendations you deem appropriate. * The foundational rule is paying more attention on the connection between products and customers. Avoiding directly persuading aggressively, Guillen should balance these two sides wisely. * The key point of the advertisement is the advertising should set up a friendly public relationship for the product and propagandise products subtly. A good way is using public person to talk about his own experience of using the products. * Sponsor or donation. As the representative, Guillen could sponsor some family activities, and use products as the awards. Or donating some charity organisations, such as orphanage. * Drawing a story or funny family picture in the advertisement. Giving potential customers an image what they could achieve if they cook company’s cookies. A visible picture or images should more persuasive than pale statements.…...

Similar Documents

Premium Essay

Marketing

...focus inward on the organization’s needs instead of outward (the customer’s needs). • Product is aimed at everyone. • Firms want to profit through maximizing sales volume. • Promotion to achieve goals. 2. Describe some of the characteristics of a firm that would follow a marketing orientation. Marketing orientation is “a philosophy that assumes that a sale does not depend on an aggressive sales force but rather than on a customer’s decision to purchase a product; it is synonymous with the marketing concept.” • Unlike sales orientation, a firm would focus outward on the customers wants and needs. • The goal of a firm is to satisfy customers wants and needs and delivering superior value. • The target is specific groups of people. • Where sales orientation profits by sales volume, marketing orientation firms profit with good feedback from customers or customer satisfaction. • It’s more about marketing and less about selling (less persuasion). • Firms identify what customers want and have businesses give them what they want efficiently. 3. In what ways does McDonald's embody both a marketing and a societal marketing orientation? Do some internet research if necessary. McDonald’s embodies a marketing orientation by targeting specific groups like children, back in the 80s it was senior citizens, and in the 90s, it was “young urban professionals”. McDonald’s change as the market change. Back then, it started with catering to “quality, service, and cleanliness” (QSC)......

Words: 1110 - Pages: 5

Premium Essay

Marketing

...oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives of the......

Words: 716 - Pages: 3

Premium Essay

Marketing

... Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.......

Words: 1759 - Pages: 8

Premium Essay

Marketing

...Assessment: MKC1 Market Environmental Variables Reading: Contemporary Marketing: Chapter 3 Questions: 1. How would you categorize Generation X using the five segments of the marketing environment? A: Competitive Environment B: Political-legal environment C: Economic environment D: Technological environment E: Social-cultural environment 2. Joe and Ryan both have storefronts in the local mall. Joe sells candies and Ryan sells pretzels. Are Joe and Ryan in direct competition with each other? A: Yes B: No Consumer Behavior and Marketing Reading: Contemporary Marketing: Chapter 5 Questions: 1. Rachel and Sarah’s parents always purchased groceries from the local Aldi marketplace. What is this type of behavior an example of? A: Cultural influences B: Social Influences C: Personal factors 2. Maryanne purchases Maxwell House coffee every two weeks from the grocery. What is this type of behavior an example of? A: Routinized Problem Solving B: Limited problem solving C: Extended problem solving 3. Aaron does research on several local colleges before applying to his first three choices. This is an example of: A: High – involvement purchase decision B: Low – involvement purchase decision Marketing Plans Reading: Contemporary Marketing: Chapter 2 + Ch. 2 Appendix Web sites: http://www.jpec.org/handouts/jpec33.pdf http://www.netmba.com/marketing/process/ Questions: 1. Strategies are designed to meet......

Words: 8933 - Pages: 36

Premium Essay

Marketing

...Defining Marketing Paper ShuMikki Stinson MKT/351 Thomas Collins August 26, 2013 Marketing is a tool that can help business owners to prosper with their product. Marketing can be defined as an instrument that is helpful to individuals to promote their goods in their unique way that other people items would not be an eye-catcher. It is vital to know that the key thing for every marketing tool that the individual uses will be used for the proper reasons. By the individual using marketing tools in the proper way, the individual will reach their marketing level in which they wish to be at. There are side effects when it comes to the marketing tools and the techniques which they do not work properly as it was intended too. There are numerous of definitions that relate to the marketing field. According to William D. Perreault, the author of Basic Marketing, the best definition of marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client. (William D. Perreault, 2011). Marketing is important because it can be a benefit for a business or a hardship. Respectable marketing methods can make a transformation between a concrete upsurges in sales to an impasse circumstances on a quality merchandise. Marketing can be as simple as having a general conversation, which is usually the case in the long run. Marketing......

Words: 767 - Pages: 4

Premium Essay

Marketing

...*/introduction Critically evaluates the marketing planning process Discusses impediments to effective implementation of marketing plan Introduction The leading exponents of the marketing planning have been warned of the communications factors, operational, cultural and managerial in which frequently impede the effective implementation of the marketing planning programmers in the past two decades. (Cravens, 1998; Doyle, 1998; Greenley, 1982; Leeflang and de Mortanges, 1996; McDonald, 1992a, b; 1995; Piercy and Morgan, 1994; Jain, 1993; Simkin, 1996a, b; Verhage and Waarts, 1988). There have some specific guidance are offered in the recent years to assist marketing managers overcoming those internal organisational and in pre-empting forces (cf. Cravens, 1998; Dibb et al., 1996; Lings, 1999; Piercy, 1997; 1998; Simkin, 2000). Yet, the recent research has shows barriers to the implementation of programmes and marketing strategies. (Dibb and Simkin, 2001; Simkin, 2000). Another key barrier is indicating impeding the deployment of effective marketing practices used to be the lack in most marketing function or either in organisations. (cf. McDonald, 1992a, b; Piercy and Morgan, 1994). The research are shows this is a no longer to the case with the bulkiness businesses professing to have a marketing department undertaking not only promotion and customer research,but are relate to the Kotleresque textbook approach to marketing management (Dibb and Simkin, 1997;......

Words: 1580 - Pages: 7

Premium Essay

Marketing

...Marketing MKT 421 Marketing According to “American Marketing Association” (2013), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large.” The American Marketing Society has grown to be the largest marketing associations in the world. The members work, teach, and study in the field of marketing across the globe. Another definition of marketing is according to “About.com Investors” (2013), “Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.” Organizations success lies in marketing and it is the heart of the success. The marketing introduces a product or service to potential customers. An organization can offer the best service or product in the industry but the potential customers would not know about it without marketing. Sales could crash and organizations may close without marketing. For a business to succeed the product or service that is provided needs to be known to the potential buyers. Getting the word out is important part of marketing in any organizational success. Product or service awareness is created by marketing strategies. If marketing is not used the potential customers will never be aware of the organizational offerings and the organization will not have the opportunity to......

Words: 776 - Pages: 4

Premium Essay

Marketing

...MARKETING PLAN RESEARCH DEFINITION: A marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years. PURPOSE: The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the business' marketing objectives. CONTENT OF MARKETING: A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors. 1. Description of the product or service, including special features 2. Marketing budget, including the advertising and promotional plan 3. Description of the business location, including advantages and disadvantages for marketing 4. Pricing strategy 5. Market Segmentation The main contents in marketing plan are: * Executive Summary Brief statement of goals and recommendations based on hard data. * Environmental Analysis Presents data on the market, product, competition, distribution, macro-environment. (Product fact book) S.P.I.N.S. Situation “Where am I”, Problem identification/Implications “What is happening”, Needs Assessment “Why is it happening”, Solutions “What can I do about it” Market Situation: Data on target market, size and growth for past......

Words: 579 - Pages: 3

Premium Essay

Marketing

...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through......

Words: 1933 - Pages: 8

Premium Essay

Marketing

...Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Organizations may choose to operate a business under five competing concepts: the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.[1] The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.[2] Marketing may be defined in several ways, depending......

Words: 270 - Pages: 2

Premium Essay

Marketing

...Omar Rochell Marketing MKT/421 April 7, 2011 Nikki Jackson Introduction Marketing is exposed to someone every day, even when they do not seem realize it. Driving down the roads you see billboards everywhere and that is part of marketing. Logos people were on their shirts and signs in the middle or on the sign of football fields are all part of marketing. Even when a child is marketing themselves to their parents to borrow the car or go to a party they are marketing themselves to their parents in exchange for the car or the party. A set of activities that will benefit both parties’ objectives is my own personal definition of marketing. This paper will be defining marketing in different perspectives. Discussing the importance of marketing in a organizational success will also be discussed with examples included from different organizations. As an organization it is important to know what marketing is and how to establish success. What is Marketing “Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that will have value for customers, clients, partners, and society at large.”(American Marketing Association, 2011) Marketing is a process that helps links the consumer, customer, and public to information that will help identify and market opportunities. Marketing research will generate, and evaluate different types of market actions, monitor marketing performance, and help......

Words: 1088 - Pages: 5

Premium Essay

Marketing

...How does Marketing affect the Global Economy Introduction: Nowadays, the development of global economy is closely related to the Marketing which involves some professional behaviour to sell or promote the goods. There are no possibilities to push the economic growth without the strategies of the Marketing, on the other hand, the Marketing cannot be separated from the global economy. During the financial crisis, the amounts of global transaction declined keeping company with the economic recession. In this case, it illustrates directly the interaction between the Marketing and the global economy. Not only does the Marketing play a fundamental role in the development of the micro companies’ economy, it is also irreplaceable for the progress of the society and the prosperity of the macro economy. However, it is hard to maintain the favourable condition between the Marketing and the global economy always. This essay is intended to explain what Marketing is and the affection to the global economy. Main body: Part 1: The conception and the meaning of the Marketing and the global economy A: The Marketing Philip Kotler once elaborated that Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (1991). However, it is difficult to get an accurate principle of Marketing because of various interpretations from different researchers. To give some examples, referring......

Words: 1069 - Pages: 5

Premium Essay

Marketing

...Marketing is an expansive area of expertise that encompasses many different areas, skills and job descriptions. According to Merriam-Webster, broken down to its basic form, marketing is defined as: “The activities involved in making people aware of a company’s products and making sure that the products are available to be bought.” Working in a marketing position involves showcasing a company in a positive light, showing why customers should purchase products and drawing in a targeted audience to consider goods and services. But what does a marketer do? Unfortunately there isn’t one set job description for everyone in this position. But we connected with marketing pros to give you a sneak peek at three common types of marketing. Taking a closer look at these options will help you determine if this field is right for you. 1. Digital marketing Digital marketing is just what it sounds like: marketing that’s gone digital! This type of marketing utilizes the internet and all things technology to get the word out about products, services or companies. Digital marketing has a slew of benefits, according to Don Crow, CEO of Verge Pipe Media. He says two of the most obvious advantages are scale and cost. “Considering 70 percent of all phones today are smartphones, it's increasingly important that brands and organizations think about how to connect with consumers on this increasingly important digital device,” Crow explains. There are many jobs that fall under the......

Words: 864 - Pages: 4

Premium Essay

Marketing

...BTEC LEVEL 3 BUSINESS P1-Describe how marketing techniques are used to market products in two organizations Introduction In this task (P1) I will describe and explain how different marketing techniques are used to market products in two different organizations. The first one being Cotswold wildlife park and the second organization being Tesco. Using these two organizations I will describe the marketing techniques that they used to market products. Marketing 1) Marketing is the action, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and the society at large. http://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx 2) Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. http://www.marketingteacher.com/what-is-marketing/ 3) Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. http://heidicohen.com/marketing-definition/ From the first definition of marketing, what I understand is that marketing is a process or activity that takes place by interacting directly to the customer or client. It is doing actions that will benefit the customer as well as the......

Words: 2001 - Pages: 9

Premium Essay

Marketing

...chapter 1 Marketing’s Role in the Global Economy When You Finish This Chapter, You Should 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macromarketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing special— ists—including middlemen and — facilitators—develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms (shown in red). www.mhhe. When it’s time to roll out of bed in the morning, does your General Electric alarm wake you with a buzzer—or by playing your favorite radio station? Is the station playing rock, classical, or country music—or perhaps a Red Cross ad asking you to contribute blood? Will you slip into your Levi’s jeans, your shirt from L. L. Bean, and your Reeboks, or does the day call for your Brooks Brothers interviewing suit? Will breakfast be Lender’s Bagels with cream cheese or Kellogg’s Frosted Flakes—made with grain from America’s heartland—or some extra large eggs and Oscar Mayer bacon cooked in a Panasonic microwave oven imported from Japan? Will you drink decaffeinated Maxwell House coffee—grown in Colombia—or some Tang instant juice? Will you eat at home or is this a day to meet a friend at the Marriott-run cafeteria—where you’ll pay someone else to serve your breakfast? After breakfast, will you head off to......

Words: 14069 - Pages: 57