Pillsbury used several different techniques to gather data on customers’ attitudes and behaviors. What were those techniques and how could the data gathered be used to make decisions on marketing strategy?
The Usage and Attitude Study
This technique is both quantitative and qualitative. The usage survey was quantitative while the attitude study was qualitative. It aimed to find out how much a typical consumer used the product and why. The result would be a profile of a Canadian consumer. Unfortunately, the survey revealed that most Canadians prefer to bake from scratch rather than using frozen dough. Though they perceived frozen dough to be more convenient, 56% of households still practiced scratch baking. Parents in Canada were driven by their children to buy refrigerated cookies.
This information can aid in deciding whom to target during the marketing campaigns. The parents are still rooted in scratch baking but their children are adapting to frozen foods. Therefore, a marketing campaign in this country would be more effective if focused on children.
In-home Immersion Visits and Discovery Workshops
The in-home visits focused on observation of the consumer’s actions when dealing with the Pillsbury products at home. It was aimed at discovering what attitudes, emotions, and environment exist during the use of the product. This qualitative survey transported the company into the consumer’s world. The discovery workshops were held at community centers with more moms focused on unveiling the deepest emotions associated with Pillsbury products. The findings indicated that baking was more about the memories and feelings it creates rather than the actual food.
The emotional warmth associated with baking could be a key theme in Pillsbury’s new marketing strategy. If the company succeeds in associating the feelings baking brings to its products, then market growth is almost a guarantee. They could also focus on meeting children’s needs since mothers care so much about them. Pillsbury could also create a marketing campaign that promotes biking as a family activity. Mothers can be encouraged to create memories by baking with their children. This will further enhance Pillsbury’s market share.
Looking at the usage and attitude study results, what changes in customer behavior would you say need to be encouraged? What customer behaviors and/or perceptions need to be strengthened? How will your ideas increase market share for Pillsbury?
Scratch Baking
Canadian consumers have a habit of baking from scratch. This creates a market for flour millers rather than Pillsbury. This behavior needs to be changed if Pillsbury’s market share is to increase. People need to be encouraged to switch to baking using refrigerated dough instead. The fact that using refrigerated dough is convenient could be used as leverage. If Pillsbury succeeds in changing this behavior, their market share, household penetration, and revenues would increase.
Convenience
Most of the survey participants perceived baking with Pillsbury products to be convenient. This is a good perception and should be strengthened. In a world where people are becoming busier by the day, convenience is a very popular concept. Consumers should be shown how convenient baking frees up time for them to spend with family and friends. Pillsbury could run an advert that depicts the traditional mother baking all day and a second one showing a modern mother baking for a short time than joining in some family fun. This attitude change will also encourage mothers to buy Pillsbury products and hence increase sales revenues.
Emotional Warmth
Baking is associated with happy feelings. Mothers loved to bake and families enjoyed baked items. This behavior and attitude towards baking is favorable for Pillsbury and should be encouraged. If people bake more, Pillsbury sells more. The company should create marketing strategies that create a relationship between these feelings and Pillsbury products. If people associate Pillsbury with baking and all that goes with it, their market share will increase.
Sharing
Cookies and baking, in general, have been associated with social gatherings, generosity, and sharing. This is a perception that Pillsbury should strive to enhance. If people associate baking with parties and other social events, then Pillsbury’s potential market will increase. The company could create an advertisement targeting children with the concept of sharing. The response will result in increased market share.
Pillsbury as a “shared secret”
This perception exists because baking is naturally supposed to be done from scratch. However, Pillsbury users reduce their work by using refrigerated dough yet it turns out great. This exciting perspective should be enhanced. It will create curiosity among non–Pillsbury users and encourage them to try the product.