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In the Pillsbury Canada case, Pillsbury has been targeting a fairly generic “30’s – 40’s
mom” segment. Growth is stagnant and Guillen is trying to develop a plan to grow
sales of refrigerated cookie dough in the Canadian market.
Use the data from the case, our class discussion of the insights gained from the
research, our role play, and analysis of the different segments to develop a wellsupported plan.
1) (8 points) Identify the specific target that you recommend. The case
discusses usage segments. You can consider these or identify other segments
that you believe to be relevant. Be sure to discuss the pros and cons of at
least three possible segments and why you recommend the specific target(s).
It should be clear why you are considering these possible targets, what the
pros and cons are for each, and why you make your specific target
2) (6 points) Identify the brand positioning, including the Point(s) of Difference
(POD) and Point(s) of Parity (POP) that you believe are most appropriate for
your recommended target, providing analysis of why these are appropriate
for the target.
3) (4 points) Recommend one or more “SMART” communication objectives for
the brand given your recommended target and the details of the case. Write
out the specific, complete communication objective(s).
4) (2 points) Recommend either a TV, youtube, or print (i.e., m

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