Objective:Toboostthecompanysalesandincrease

thehouseholdpenetration.
ShortTermManagementGoals:Toincreasethesales
ofthePillsburyProducts.
LongTermManagementGoals:Toincreasethe
householdpenetrationbycustomizingproduct
offeringsaroundthecustomerneedswhichwillhelp
thecompanytoachievesustainablelong
termgrowth.

Strategy Adopted
Todevelopastrategytoimprovetheperformance
(sales)ofthePillsburyRBG(Refrigerated
BakedGoods)category.
Thecompanywasfocusingtoomuchon
theproductandwasnttakingtheendconsumersinto
account.Moreover,thecompany'starget
marketwasntright,astheywereonlytargetingthe
womenandhadforgottenthemostimportantneed
initiatorsi.e.theKids.

Lacking
Thecompanyshouldredesigntheirmarketing
programs(ATLandBTL)andincorporatethe
customersneedinit

Pillsbury Launching in India

Pillsburyisaglobalfoodbrandthatis
tryingtoreplicateitssuccessinIndian
market.
ThebrandwaslaunchedinIndiain
1998asaresultofajointventure
betweenGodrejandSelviac
NederlandBV(Pillsbury).
Pillsburyhavearichheritagedating
backto1869.Itstartedasaflour
millingcompanynamedAPillsbury
andisnowoneofthelargestbrandsin
thefoodproductsmarketintheworld.
In2002,thecompanywastakenover
byGeneralMills.

 WhenPillsburywaslaunched,ithadtheoptionof
cominginwiththeblockbusterglobal"readytoeat
products",butitchoseacontraapproachheedingto
theadvicegivenbyMckinseyGOBasic.So
PillsburylaunchedPillsburyChakkifreshatta
(poundedwheatflour)intheIndianmarket.
Itwasaboldmovebecausetheattamarketisa
commoditymarketandthebrandedattamarketis
only3%ofthetotalattamarketinIndiaestimatedto
bearound23000crore.

 PillsburychakkifreshattawaslaunchedinIndiaon
theplatformofsoftness.SinceordinaryRotislost
theirsoftnessaftersometime,Pillsburyclaimedthat
itsRotisretainedthesoftnessforover6hours.This
appealedtothemodernhomemakerssinceRotiscan
bekeptintiffinboxeswithoutworryingabout
softness.

Brand Building & Sales

Promotion
Companyusethistogainnewcustomersandretain
currentones.
ThecompanycanprovideSampling&Freetrail
offershelpattractnewcustomerswhomayeventually
becomerepeatcustomers.
LoyaltyMarketingProgramshelpretaincustomers
byrewardingthosewhomakerepeatpurchaseof
certainproducts.

 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
entrants full and unconditional agreement to these Official Rules and
Sponsors 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
Administrators 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 visitwww.PillsburyMovieTicket.comand 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.