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APA
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Business & Marketing
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English (U.S.)
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Marketing Case Study: RBG category of GMCC

Essay Instructions:

Pillsbury Cookie is a case that highlights how category insights and marketing strategies learnt from one environment are not always usable in a different environment. One would assume that US and Canada are very similar, but the case suggests such that such an assumption might be wrong for certain product categories. As marketing researchers, you should always try to uncover assumptions behind managerial decisions, question and test those assumptions.

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Marketing Case Study
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Marketing Case Study
RBG category of GMCC declined primarily because they had assumed that they could apply marketing strategy in the United States in the Canadian Market. While the United States and Canada had similar households and demographics, consumers in the two markets had various consumer perceptions and family values that the management had overlooked (Mauro, 2011). Consumers preferred scratch to the ready-made dough. Often, mothers loved the experience of preparing the cookies on their own as their family watched them, which gave them a good feeling. They wanted an involving process. The marketing team at RBG failed in household penetration as they did not focus on attributes, behaviors, and insights that were specific to the Canadian Market. Therefore, they lost market share in notable market segments such as households with children. Perhaps they needed to learn about consumer behaviors from the start in Canada and tailor products that meet their specific preferences.
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