Action Plan and Creative Brief
MGT 247 – Dr. Campbell
Due: Sunday, February 13, 2022 by 8 pm
Individual Assignment. Please complete this work individually without referencing any
additional information (e.g., on the web). If you have questions, please ask me.
In the Pillsbury Canada case, Pillsbury has been targeting a fairly generic “30’s – 40’s
mom” segment. Growth is stagnant and Guillen is trying to develop a plan to grow
sales of refrigerated cookie dough in the Canadian market.
Use the data from the case, our class discussion of the insights gained from the
research, our role play, and analysis of the different segments to develop a well-
1) (8 points) Identify the specific target that you recommend. The case
discusses usage segments. You can consider these or identify other segments
that you believe to be relevant. Be sure to discuss the pros and cons of at
least three possible segments and why you recommend the specific target(s).
It should be clear why you are considering these possible targets, what the
pros and cons are for each, and why you make your specific target
2) (6 points) Identify the brand positioning, including the Point(s) of Difference
(POD) and Point(s) of Parity (POP) that you believe are most appropriate for
your recommended target, providing analysis of why these are appropriate
for the target.
3) (4 points) Recommend one or more “SMART” communication objectives for
the brand given your recommended target and the details of the case. Write
out the specific, complete communication objective(s).
4) (2 points) Recommend either a TV, youtube, or print (i.e., magazine) ad and
discuss why you think that this is a good match with the specific
communication objectives and the target.
5) (8 points) Develop a communication brief to guide development of the
communication. Follow the template presented in class – see slide 40 in Class 5
slides (note that your communication objective(s) should be included in the
communication brief). Please provide a separate communication document
(such as one that you could present to your agency).
Be sure that your plan is internally consistent. The links between the product,
target, POP, POD, communication objective(s) and brief should be clear.