Marketing Currents - Business and Marketing Current Events

Girl Scout Cookie Sales Are Going Increasingly Online. Is There a Downside?

It’s Girl Scout cookie season in California, which means hundreds of thousands of girls armed with decadent treats, selling as many boxes as they can to meet their cookie quotas.

Let’s face it: Most of us have a favorite Girl Scout cookie. Whether it’s Thin Mints or Trefoils, one thing has remained constant: Girl Scout cookies are big business — earning $800 million in sales each year.

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Discussion Questions:

  1. What is a brand?
  2. What is brand strength?
  3. How would you describe the strength of the Girl Scout cookies brand?
  4. What is selling?
  5. What are the different types of selling?
  6. is e-commerce?
  7. What is distribution?
  8. Describe the Girl Scouts’ traditional distribution and selling model.
  9. Based on information from this story, how is that model changing?
  10. How might a digital approach to the marketing and distribution of Girl Scout cookies help to increase sales?
  11. The headline of this story asks if there is a downside to Girl Scout cookie sales going increasingly online. What do they suggest?
  12. Do you agree? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.