Case Assignment: Girl Scout Cookies

Good Essays
Topics: Marketing
What’s Your Favorite Cookie?
The term marketing mix refers to a unique blend of product, place, promotion, and pricing strategies (known as the four Ps) designed to produce mutually satisfying exchanges with a target market. (CITE) Girl Scouts use this strategy to help them make a profit selling their famous Girl Scout Cookies.
The first P, product, for the Girl Scouts are their cookies. Girl Scouts has been asking certain troops to reduce their line-ups to only the six top-selling cookies, Thin Mints, Do-si-dos, Trefoils, Samoas, Lemon Chalet Crèmes, and Tagalongs. These top-selling cookies make up for about 77 percent of Girl Scout sales. (CITE)
The second P, place, is where the product is to be distributed. Girl Scouts are traditionally found outside of grocery stores. Generally when people are headed to the grocery store they aren’t thinking about purchasing sweet, such as cookies, they are concentrated on picking up the everyday essential foods needed to make it through the next week or so. Upon arriving at the grocery store and seeing the Girl Scouts, the thought of cookies enters the mind, which starts people thinking “Cookies sound good.” Thus an exchange is made.
The third P, promotion, includes promoting the product being sold. The Girl Scout program encourages the troops to be creative. In Florida, two eighth graders converted their mothers SUV into a mobile sales booth with signs and decorations and the girls dressed up in Thin Mint and Samoas costumes while selling cookies in front of their local supermarkets. (CITE)
The fourth p, pricing, is often the most flexible of the four Ps. (CITE) Girl Scouts will be selling cookies at $4 even, up from the $3.50 price tag mandated in 2006. However, the Girl Scout cookie program is not just about trying to maximize profit, all cookie income is distributed at a local level to help fund field trips, camp fees, and provide financial aid. So, while each Girls Scout does not keep the income from her sales, troop

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