In November 2013, the 301 Inc. department of General Mills, Inc. jumped into the emerging "subscription market" with nibblr, a personalized noshing service. On-line tools were used by customers to pick and rate deliveries. The niblr team corresponded with the customers through interactive advertising. It was a completely new strategy for the business: a little entrepreneurial team learning as it worked, direct response mechanisms of the consumers, technology that enabled merchandise delivery, and plenty of experimenting. In the first four months, nibblr was not getting customers as rapidly as it had expected. The 301 Inc. team was considering numerous other marketing ideas for getting the word out about nibblr, but which ones would succeed? This case was used in the required marketing class in Darden.
nibblr Subscription Snacking in a Digital Market Case Study Solution
PUBLICATION DATE: August 15, 2014 PRODUCT #: UV6929-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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