Saturday, March 12, 2016
Marketing Case Study
Girl Scout Cookies first started being sold in 1917 when a troop in Muskogee, Oklahoma sold cookies they baked at their high school. In 1922 a cookie recipe was shared with the 2,000 other Girl Scouts in the council. It was said that they could make six or seven dozen cookies could be made for 26 to 36 cents. These cookies could then be sold at a price of 25 or 30 cents per dozen. Over time the popularity of the cookies grew and more and more troops across the country began selling them. In the 1970's the cookies we know today were being sold such as Thin Mints, Do-si-dos and Trefoils. Today twelve different cookies are sold all over the country. Today you can purchase a box for about four dollars. The value proposition for this is interesting because the cookies themselves aren't necessarily a business but a means for the Girl Scout troops to raise money for their programs. All the money made through cookie sales goes to the girls that sold those cookies. The value proposition of Girl Scouts themselves is about raising up young girls, teaching life skills and providing a safe and welcoming environment for them. Their mission statement is "Girl Scouting builds girls of courage, confidence, and character, who make the world a better place." I think the value proposition for Girl Scout Cookies is providing quality cookies at a low price, and that are very convenient. The girls initially visit your house and ask if you want to buy cookies, then a couple weeks later they show up at your door and deliver the cookies. All that is required of the customer is going to their door and handing over money. The Girl Scouts also set up in front of grocery stores, where they have cookies on site for you to buy immediately. This is also very convenient for people as they are already at the grocery store purchasing food and possible snacks. There isn't really much marketing involved in the sales of these cookies yet they do very well in selling them because the cookies are very good and people feel good helping out children. For the most part the only marketing that exists is the fact that they go door to door and set up booths at grocery stores. They also rely on word of mouth and their customers telling friends that Girl Scouts are selling cookies now. They also have some small commercials but I haven't seen them before. I think something that would benefit them is working on building hype during cookie selling time. It only happens a couple times a year and should be seen as a bigger deal. They should build it up like the McRib. Everyone freaks out when the McRib is back and I think the Girl Scouts should make commercials similar to that idea.