• Objective: To boost the company sales and increase the household penetration.

• Short Term Management Goals: To increase the sales of the Pillsbury Products.

• Long Term Management Goals: To increase the household penetration by customizing product offerings around the customer needs which will help the company to achieve sustainable long term growth.

Strategy Adopted• To develop a strategy to improve the performance

(sales) of the Pillsbury RBG (Refrigerated Baked Goods) category.

• The company was focusing too much on the product and wasn’t taking the end consumers into account. Moreover, the company's target market wasn’t right, as they were only targeting the women and had forgotten the most important need initiators i.e. the Kids.

Lacking

• The company should redesign their marketing programs (ATL and BTL) and incorporate the “customers need” in it

Pillsbury Launching in India• Pillsbury is a global food brand that

is trying to replicate its success in Indian market.

• The brand was launched in India in 1998 as a result of a joint venture between Godrej and Selviac Nederland BV ( Pillsbury).

• Pillsbury have a rich heritage dating back to 1869. It started as a flour milling company named A Pillsbury and is now one of the largest brands in the food products market in the world.

• In 2002, the company was taken over by General Mills.

• When Pillsbury was launched, it had the option of coming in with the blockbuster global "ready to eat products" , but it chose a contra approach heeding to the advice given by Mckinsey “ GO Basic”. So Pillsbury launched Pillsbury Chakki fresh atta ( pounded wheat flour) in the Indian market.It was a bold move because the atta market is a commodity market and the branded atta market is only 3% of the total atta market in India estimated to be around 23000 crore.

• Pillsbury chakkifresh atta was launched in India on the platform of softness. Since ordinary Roti’s lost their softness after some time, Pillsbury claimed that its Roti’s retained the softness for over 6 hours. This appealed to the modern homemakers since Roti’s can be kept in tiffin boxes without worrying about softness.

Brand Building & Sales Promotion

• Company use this to gain new customers and retain current ones.

• The company can provide Sampling & Free trail offers help attract new customers who may eventually become repeat customers.

• Loyalty Marketing Programs help retain customers by rewarding those who make repeat purchase of certain products.

• The Pillsbury Bake Off contest requires contestants to create a new recipe using Pillsbury ingredients for a chance to win $1 million. This contest, which has been sponsored by Pillsbury for over 60 years, has created strong brand awareness and loyalty

Pillsbury Ready to Bake!™ Cookies Movie Ticket Instant Win Game

• NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING.

• 1. Eligibility: Pillsbury Ready to Bake!(TM) Cookies Movie Ticket Instant Win Game (the “Instant Win Game”) is open only to legal residents of the fifty (50) United States and the District of Columbia who are at least eighteen (18) years old at the time of entry. Employees, officers, and representatives of General Mills Sales, Inc., ePrize, Inc., as well as the immediate family (spouse, parents, siblings, and children) and household members of each such employee are not eligible. The Instant Win Game is subject to all applicable federal, state, and local laws and regulations and is void where prohibited. Participation in the Instant Win Game constitutes entrant’s full and unconditional agreement to these Official Rules and Sponsor’s and Administrator's decisions, which are final and binding in all matters related to the Instant Win Game. Winning a prize is contingent upon fulfilling all requirements set forth herein.

• 2. Sponsor: General Mills Sales, Inc., One General Mills Blvd, Minneapolis, MN 55440. Administrator: ePrize, Inc., One ePrize Drive, Pleasant Ridge, MI 48069.

• 3. Timing: The Instant Win Game consists of two (2) phases, a code collection phase ("Code Collection Phase") and a game phase ("Game Phase as outlined in the chart below:

• Phase• Start Date at 12:00 a.m. ET• End Date at 11:59 p.m. ET• Code Collection• January 10, 2014• June 20, 2014• Game Phase• January 20, 2014• June 30, 2014• Administrator’s computer is the official time-keeping device for the Instant Win Game.

• 4. How to Enter:• a. Purchase Pillsbury Ready To Bake™ Cookies: During the Code Collection Phase, purchase a specially marked

package of any Pillsbury Ready To Bake!™ Cookies and locate the on-pack code ("Code"). Then during the Game Phase visit www.PillsburyMovieTicket.com and follow the links and instructions to enter the Code and complete and submit the registration form, including a valid home address. P.O. Boxes are not permitted. Once you submit the form, you will automatically receive one (1) Instant Win Game play for that day and proceed to the Instant Win Game page. Follow the links and instructions to play the Instant Win Game. The Instant Win Game results will be instantly displayed. Potential winners of the Instant Win Game will be provided directions for validation. Limit: Each Code may be used once per day; up to ten (10) times throughout the promotion, regardless of method of entry.

• b. Enter Without Making Purchase: During the Code Collection Phase beginning on January 10, 2014, you may receive a code without making a purchase, by hand printing your name, mailing address, day and evening phone numbers, email address, and age on a 3" x 5" piece of paper and mailing it with proper postage to "Pillsbury Ready to Bake!(TM) Cookies Movie Ticket Instant Win Game," P.O. Box 5997, Department 805382, Kalamazoo, MI 49003-5997. You will receive an email from pillsburymoveiticket@epi.com within forty-eight (48) hours of receiving your request. This email will contain your code that can be used for one (1) entry into the Instant Win Game per day; up to ten (10) times throughout the promotion. Limit: One (1) request per envelope. All mail-in requests must be handwritten. All mail-in requests must be postmarked by June 10, 2014 and received by June 17, 2014. All requests become the exclusive property of Sponsor, and none will be acknowledged or returned. Proof of sending or submission will not be deemed to be proof of receipt by Sponsor. Sponsor is not responsible for lost, late, incomplete, invalid, unintelligible, illegible, misdirected or postage-due requests, which will be disqualified.

• Winner List: For a winner list, visit http://bit.ly/1biBOMX. The winner list will be posted after winner confirmation is complete.