1Pillsbury is a brand under GMCC
GMCC was a leader in the Canadian packaged foods market, holding the No. 1 or No. 2 position in virtually all of the categories in which it competed.
2.It dominates RBG category-85% market share
All major grocery retailers in Canada carried RBG products, including Loblaw, Metro and Sobeys; RBG could also be found in the grocery section of mass merchandisers and club stores. During the past five years, the category had experienced moderate annual growth. The highly consolidated RBG category was dominated by Pillsbury, with an 85 per cent market share.
3. It manufactures refrigerated baked goods
可用可不用信息：（Pillsbury was a familiar brand in households across Canada and was synonymous with one of the top 10 advertising icons of the century – the Pillsbury Doughboy.After 40 years, the Doughboy still played a key role in brand advertising and messaging.
Pillsbury RBG products were known for their convenience and family appeal. The brand’s target consumer was a mother in their mid-30s to 40s who, along with her family, led an active and busy lifestyle. She would be time-starved and looking for easy and convenient product solutions that her family could enjoy together. While this description depicted the overall brand target, user profiles did vary slightly by product. For instance, pie crust consumers tended to be slightly older than cookie consumers.）
4. -Cookies are most profitable-62% RGB unit volume
Cookies were the most profitable SKUs in the RBG category and represented 62 per cent of the category’s total unit volume.
5.-RBG Two Forms Cookies-Chub and Ready to bake
RBG cookies were available in multiple flavours and two formats: chub and ready-to-bake (see Exhibit3). The chub format was a soft roll of cookie dough wrapped in plastic and sealed at both ends.Consumers separated the dough, formed the cookies and placed them on a baking sheet. The ready-tobake format was even more convenient since the cookies were...