Page $89$B$11$A$001$

Cookies were particularly special because they were made for sharing and giving.

It was not so much the act of baking cookies together that was special, but rather the sharing of them.

During the in$-$home visits, children participated in the baking of the cookies but with varying levels of

enthusiasm and involvement. Eating the cookies, not baking them, was clearly the highlight of the process.

Brand Champions and lapsed users were similar but not in all ways.

Brand Champions and lapsed users had a lot in common $$ they were all devoted mothers that worried

about their children$$s well$-$being. One of the few differences found was that brand champions tended to be

slightly more pragmatic, get$-$it$-$done types, while lapsed users were somewhat less secure about decisions

and products that took them away from their commitment to scratch baking and into convenience$-$product

territory.

There were no concerns with the nutritional value of Pillsbury cookies.

Initially, the nutritional value of Pillsbury cookies appeared to be an issue; however, it was determined that

nutrition was actually an easy way of explaining lapsed usage, rather than a genuine concern.

Pillsbury had an integral sense of magic and was considered to be $$a shared secret.$$

There existed a genuine love for Pillsbury as it could easily transform an ordinary meal into something

special. While some people felt that using a Pillsbury product might have $$cheating$$ implications, others

viewed it as $$their little secret.$$ Regardless, all agreed that using a Pillsbury product was still far better

than buying a ready$-$made product because it involved effort and, therefore, represented an act of

generosity.

DECISION

Guillen felt confident that the studies his group had conducted provided the team with new and insightful

information that it could leverage to develop a new marketing strategy on RBG cookies. With the

presentation to the leadership team coming up in a couple of months, Guillen knew he had a lot of work

ahead of him. As he reviewed all the new insights that were gained from the consumer studies, he

wondered how he could leverage these learnings to increase the purchase frequency and$/$or market

penetration of cookies. What consumers should the team target? What should their brand messaging be$?$

How could they communicate this message in a relevant way to the consumers, in a way that would

translate into increased sales?

Page $99$B$11$A$001$

Exhibit $1$

GENERAL MILLS CONSOLIDATED STATEMENT OF EARNINGS

In Millions, Except per Share Data

Fiscal Year Ended $28-$May$-0629-$May$-0530-$May$-04$

Net Sales $$11,640$ $$11,244$ $$11,070$

Costs and Expenses:

Cost of sales $6,9666,8346,584$

Selling, general and administrative $2,6782,4182,443$

Interest, net $399455508$

Restructuring and other exit costs $308426$

Divestitures $($gain$)0(499)0$

Debt repurchase costs $01370$

Total Costs and Expenses $$10,073$ $$9,429$ $$9,561$

Earnings before Income Taxes and After$-$tax E $1,5671,8151,509$

Income Taxes $541664528$

After$-$tax Earnings from Joint Ventures $648974$

Net Earnings $$1,090$ $$1,240$ $$1,055$

Earnings per Share $$ Basic $$3\mathrm{.}05$ $$3\mathrm{.}34$ $$2\mathrm{.}82$

Earnings per Share $$ Diluted $$2\mathrm{.}90$ $$3\mathrm{.}08$ $$2\mathrm{.}60$

Dividends per Share $$1\mathrm{.}34$ $$1\mathrm{.}24$ $$1\mathrm{.}10$

Source: Company files.

Exhibit $2$

PILLSBURY READY BAKED GOODS CATEGORY BY SKU

COOKIES $-$ CHUBS TURNOVERS

Cookies $-$ Chubs $-$ Chocolate Chip Turnovers $-$ Apple

Cookies $-$ Chubs $-$ Chocolate Chunk Turnovers $-$ Blueberry

Cookies $-$ Chubs $-$ Peanut Butter Turnovers $-$ Cherry

COOKIES $-$ READY TO BAKE Turnovers $-$ Raspberry

Cookies $-$ Ready to Bake $-$ Chocolate Chip Turnovers $-$ Strawberry

Cookies $-$ Ready to Bake $-$ Chocolate Chunk & Chip OTHER SWEETGOODS

COOKIES $-$ SEASONAL Pie Crusts

Seasonal Cookies $-$ Ready to Bake $-$ Heart Shapes CRESCENTS

Seasonal Cookies $-$ Ready to Bake $-$ Bunny Shapes Crescents $-$ Original

Seasonal Cookies $-$ Ready to Bake $-$ Chick Shapes Crescents $-$ Jumbo

Seasonal Cookies $-$ Ready to Bake $-$ Halloween Chocolate & Can Crescents $-$ Multigrain

Seasonal Cookies $-$ Ready to Bake $-$ Pumpkin Shapes Crescents $-$ Garlic

Seasonal Cookies $-$ Ready to Bake $-$ Christmas Chocolate & Cand OTHER BREADS

Seasonal Cookies $-$ Ready to Bake $-$ Snowman Shapes Country Biscuits

Seasonal Cookies $-$ Chubs $-$ Gingerbread Flaky Rolls

Seasonal Cookies $-$ Chubs $-$ Sugar Wiener Wrap

CINNAMON ROLLS $-$ BASE Breadsticks $-$ Garlic

Cinnamon Rolls $-$ Regular $-$ Caramel Icing Breadsticks $-$ Italian

Cinnamon Rolls $-$ Regular $-$ Icing Pizza Crust

CINNAMON ROLLS $-$ PREMIUM

Cinnamon Rolls $-$ Grands $-$ Cream Cheese Icing

Cinnamon Rolls $-$ Grands $-$ Icing

Source: Company files.

Source: Company files.

Page $109$B$11$A$001$

Exhibit $3$

PILLSBURY COOKIE FORMATS

Ready to Bake Chub

Source: Company files.

Exhibit $4$

KISSES TELEVISION AD

Page $119$B$11$A$001$

Exhibit $5$

EXAMPLE OF A PRODUCT CONCEPT

Source: Company files.

Page $129$B$11$A$001$

Exhibit $6$

CANADA & U$.$S$.$ COOKIE METHOD USAGE

Canada $-$ Method Usage Over the Past $12$ Months $(2006)$

U$.$S$.-$ Method Usage Over the Pa