Posts Tagged With: market test

GENERAL MILLS: THE SCOOP ON GROUPON

What was General Mills thinking?

The marketer offered a $40 sampler kit and coupon book for $20 to consumers in Minneapolis/St. Paul and San Francisco. The offer included delivery of product to consumers’ homes.

Let’s look at that again: a 50% discount, plus up to 50% of the net revenue shared with Groupon, plus free shipping.

At first glance, this would be a nonstarter in most CPG marketing plans. But taking a second look at the idea, General Mills did 8 things right:

1. Being creative about “value.” Continue reading

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Categories: Online, Pre-store, Promotions | Tags: , , , | 2 Comments

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