Case study: Pillsbury Cookie Challenge

Read the details of thePillsbury Cookie Challengecase.

Discussion questions

Identify between three and five customer segments that exist in the cookie market as outlined in the case. Which one or two segments are candidates for targeting by Mr. Guillen's team? What is your evidence? Provide some suggestions as to what the message content to consumers should be. As a consultant to Mr. Guillen, you should make any other recommendations you deem appropriate.

Read the responses of your group members. If you are the group recorder for this assignment, do summary of the group discussion to the "Group summaries" forum by the due date provided in your course schedule.