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Identity is often part of a branding strategy: contrast the wholesome, clean-cut image of a wearer of Ralph Lauren Polo clothing or Abercrombie & Fitch with that of a Hot Topic teen. Consider Coca-Cola's all-American image vs. that of Pepsi's more teen-friendly branding as the drink of the next generation of soda drinkers. Pillsbury's branding of wholesomeness and home-cooked yet fast and easy to prepare meals and the 'cuteness' of the Doughboy, while iconic, does not necessarily stand out in the crowded atmosphere of today's marketplace.
Today's marketing atmosphere is far noisier than ever before and failing to stand out may not entirely be Pillsbury's fault. Developing new, iconic brands is more difficult than in the past, and few have succeeded with the possible exception of Google and Apple. Developing a unique image as an all-American baking company may no longer resonate as well with consumers as it did in a less competitive era. However, there are success stories of reconfigured brands. For example, Sara Lee was able to boost the revenue of its faltering Jimmy Dean sausage brand by changing its target audience: "Sara Lee studied the different morning mealtime routines….the company narrowed down the target consumer to…the 'chaotic compromiser.' This consumer...
By changing the 'man pleasing' brand image of the prepared sausage consumer to suit a more contemporary audience, Sara Lee was able to increase sales.
Pillsbury has a strong convenience food and baking market share, and a strong community online presence -- but so does its competitors. By finding an edge, either as a more kid-friendly product through using the image of Doughboy; stressing unique products such as famous prepared biscuits (which its competitors do not sell); or marketing the Bake-Off to a wider demographic, given that entrants must use convenience Pillsbury products, Pillsbury must work harder to craft a more unique 21st image if consumers are going to proudly brand themselves as 'Pillsbury-type people.'
References
Duncan Heinz. (2010). Official Website. Retrieved April 2, 2010 at http://www.duncanhines.com/bakers-club
Pillsbury. (2010). Official website. Retrieved April 2, 2010 at http://www.pillsbury.com/
Wong, Elaine. (2010, March 24). How Sara Lee beefed up Jimmy Dean brand.
Ad Week. Retrieved April 2, 2010 at http://www.adweek.com/aw/content_display/news/strategy/e3id51767e5e16b09798d71a9cec1e8d434
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