Sri Junita Indah (GM 1)

NIM 29115317

MARKETING PROGRAM FOR PILLSBURY COOKIEa. The facts of market behavior

b. Marketing Program according to the facts from UAS and IHD

To increase the sales number of pillsburry cookies, there are some marketing program can we made. According to the facts on UAS and IHD, we can make a program like combining UAS point 1 and IHD point 6, or combining points 2,3 and 4 in UAS, or combining points 1,2, and 3 in IHD.1. Social Media ProgramSocial media such as Instagram, is most powerful way to increase the number of sales products. We can hire the brand ambassador, like Ashley Burnham. Ashley Burnham is Miss Canada on 2010, and Mrs Universe 2015. She is a lovable mom. So, we can make endorsement with her. She can posting some picture about the pillsburry cookies or video how easy to bake the pillsburry on dough type or ready to bake type or refrigerated. Her followers in Instagram will be interested with the product, so our goal can be happen. This way is the alternative to advertise our product, because of TVC in Canada so expensive and according to the facts on UAS in point 2, 3 and 4 (yellow high light). 2. Program to make Events that Pillsburry can be a Sponsor on Baking-Competition We can make some event on several district on Canada. Like event independence day of Canada, we can make baking-competition in several districts. While become a sponsor, we can promote our product directly. This program we use because, according to the facts on the UAS point 1 and IHD point 6 (turquoise high light). In another event, such as Mothers day, we can use that moment to attract the consumer and customer. This program we use because, according to the facts on IHD in point 1, 2 and 3 (pink high light).3. Program Buy 2 box gets 1 toy for free

We can make partnership with toys company to attract the consumen (in this case the consumer is children). Its like a bundling products. But we must control the budget too. This program not included on any facts on UAS or IHD, but some of moms can be interested with this program, she can bake the delicious cookies and give the toy for their children. However, the real consumer is the children.4. Program Brand MessageMany company have a brand message in their products, like McD Im Lovin it. This program will impacts the consumer, and this program make the product well- known. So, in this case the brand message is When Life gives you lemons, just bake it with PillsburryUsage and Attitude Study Results

(UAS)

Scratch baking 56% preference

79% agree that cookies are easy to make

User lapse user agree that RBG Cookies are easy convenient

Cookies dough purchase were impulsive

In-Home Immersion Visits and Discovery Workshops

(IHD)

Moms aspects considered: easy, quick, practical, affordable, and pleasing to children

Baking experience gives sense of happy moment emotional warmth

Cookies were particularly special because they were made for sharing and giving.

Consumer is ready to be more pragmatic get-in-done types

No concern with the nutritional value of pillsburry coockies

Pillsburry cookies still better than other ready made product because it still involves effort.

MARKETING