皮尔斯伯里的曲奇挑战 Pillsbury Cookie Challenge (Simplified Chinese version)

加拿大Pillsbury 即食烘焙食品饼干系列的业绩不尽如人意，通用磨坊加拿大公司的营销经理面临着作出战略决策的压力，以便扭转该部门的局面。营销经理在消费者洞察团队的帮助下进行市场调研，以了解消费者及其对产品的态度、行为和偏好。市场调研的结果已经出来了，学生们扮演营销经理的角色，必须对其进行筛选，以确定如何利用这些信息来提高饼干部门的业绩。更具体地说，学生们需要确定最大的机会在哪里，团队应该瞄准谁，什么样的品牌信息最相关，以及什么样的传播计划最有效。

The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product. The results from the market research studies have arrived, and the students, assuming the role of the marketing manager, must filter through them to determine how this information can be used to improve the performance of the cookie segment. More specifically, students will need to determine where the greatest opportunities lie, who the team should target, what brand messaging is the most relevant, and what type of communication plan would be most effective.