Shopper Marketing - October 2017 - 49

ceptions. They're just performing a specific
task in which certain values and attitudes
become more important.
Are there any interesting facets to how
Pinnacle Foods uses research to develop
consumer insights?
DEMARIA: I think of research as our toolkit.
We always start with what we are trying to
achieve. What is the opportunity or issue
that we need to address? And then we go to
our toolkit to find the appropriate type of research to address that opportunity or solve
the problem.
Is there a recent business issue at Pinnacle
that your group diagnosed in this way?
DEMARIA: One that probably stands out
the most for me is our recent work we did in
the baking category, which had been declining year upon year. It was basically falling off
the cliff and taking our brand off as well. It
was a tough diagnosis, because what people said and what they did were two different things. People said they were leaving the
baking mix category because they wanted
to eat healthier. We learned that most were
eating as many sweets as ever. They were
just shifting to more convenient methods of
getting these sweets. We also learned that
as household size was shrinking and as people were becoming more concerned about
waste, a full-size cake began to make less
sense for many occasions.
How was your company able to address
these issues?

DEMARIA: We developed a new Duncan
Hines product called Perfect Size for 1. It's a
new format of baking mixes that addresses
all the consumer barriers. It's extremely convenient. You just pour it into a mug, add a
little bit of milk or water, and microwave it
for about a minute. And it's a single-serve
portion size so it allows for easy cleanup, no
waste.
This product launched in February, and it
turned the category around. Last year, the
category was declining at about 6%, and latest year-to-date numbers show cake mixes
are growing at about 1%. Duncan Hines has
gained more than 7 share points in the cake
mix category, and the product is on the path
to reach $100 million in sales in year one.
How do you think companies should
handle their consumer insights function
as the marketing landscape continues to
evolve?
DEMARIA: My philosophy is that an organization is a lot like a living, breathing body.
It needs oxygen not only to survive but to
thrive. And insights are a company's oxygen.
A company with a strong insight ability will
be at a competitive advantage. Companies
today are under enormous pressures to cut
costs. As a result, the role of insights can be
denigrated and made less central to business operations. I caution companies that
choose this path. It's a funny thing about oxygen. You often don't realize its value until
it's gone. No organization will live long without it, much less thrive.
OCTOBER 2017 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
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