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COOKIE
CHALLENGE WAC
By Abdul Rauf Jamro
Objective:
Given the importance of category for General Mills Canada Corporation (GMCC), Guillen needs
to understand the issues facing that category and he further needs to outline the way forward to
gain the same position.
Research Methodology used to identify the causes of the problems:
Various types of consumer research was conducted by the GMCC aimed at identifying the basic
differences between the US and Canada markets and to obtain the consumer insights of both the
markets.
Demographics, Attitudes, preferences
The research types are mentioned below:
1.
2.
3.
4.
5.
6.
Despite being the most profitable segment in the past, contributing to 62% of RBGs unit
sales and 75% of the categories profits, its current sales have turned stagnant and growth
rate remained just 1 % for last three years.
3
Implications:
Marketing program was not effective mainly because it was not aligned with the
consumer insights.
The RBG product line was focusing mainly on busy mothers however their insight may
Actions:
Marketing mix need to revisit keeping in view the importance of consumer preferences.
Marketing program should be designed after doing extensive research.
RBG should improve the convenience and taste of the products.
Lapsed users should be targeted and should be retained those insights can be obtained
from research.
Product visibility, distribution, and display should be improved.