Campbell Soup Case Study (Group project)
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This document discusses Campbell Soup Company's product lines and marketing strategies. It provides background on the company's history and the soup market in 2002. It then analyzes each of Campbell's main soup products - Soup At Hand, Campbell Condensed Soup, Campbell Chunky, and Campbell Healthy Request. For each product, it proposes target audiences, positioning statements, and rationale. Finally, it offers suggestions for outdoor advertising and messaging strategies to promote the different soup lines.
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Campbell Soup Case Study (Group project)
- 1. Campbell Soup CompanyRegina LinKristen MulderPenny WangAshley StaplesAmy Hung
- 2. Company HistoryFounded in 1869.Invented condense soup in 1897.Diverted product lineSoup line
- 3. Back to 2002
- 4. Soup Market in 2002Hovered market since 1997Market ShareDropping sales from condensed soup line.Increase demand for convenience.
- 5. Soup Market in 2002ThreatSubstitutesRivalry among existing firmsConvenience food itemsProgresso Healthy Choice
- 6. New Product- Soup At Hand
- 7. New Product- Soup At HandCommunication DecisionA return to their rootsRadio and outdoor advertisingBillboard campaign in Cincinnati, Philadelphia and Boston?
- 8. Campbell Condensed SoupPositioning: TCBKey benefit:I (Versatility)-D (Reliability)-U (New technology for better quality)Recipes
- 9. Product Line To working woman above 30 years old, Campbell condensed soup is the brand of versatile soup that offers reliability. To working woman above 30 years old, Campbell condensed soup is the brand of versatile soup that offers reliability.10/5/2010
- 10. RationaleFemales have an index of 103 for condensed soup compared with an index of 95 for malesReasons not to solely target on working mother
- 11. 檎温岳庄看稼温鉛艶..界看稼岳d
- 12. CampbellsChunkyPositioning: TCBKey benefit: IDUI (Feeling Full)-D (Reliability)-U (Soup as the meal)NFL Players commercial
- 13. Fully Loaded Man To 18-24 male, Campbell Chunky is the brand of soup as a meal that offers hearty satisfaction To 18-24 male, Campbell Chunky is the brand of soup as a meal that offers hearty satisfaction
- 14. Rationale
- 15. 檎温岳庄看稼温鉛艶c看稼岳d
- 16. 檎温岳庄看稼温鉛艶c看稼岳d
- 17. Campbell Healthy RequestPositioning: T-C-BTo women 40 and over who make health eatin a ariorita for their families, Cam bell Health Reaauest is the brand of health souaoaations that offers lower-sodium content.To women 40 and over who make healthy eating a priority for their families, Campbell Healthy Request is the brand of healthy soup options that offers lower-sodium content.
- 18. Rationale
- 19. 檎温岳庄看稼温鉛艶c看稼岳d
- 20. time compression<2 hrs/night sleep than in the 1920san increase in multitasking59% of meals are rushed1/5 Americans eats breakfast away from home or skips itIs the introduction of Soup at Hand a good move for Campbell? Why or why not?Nearly 45% of women carry their lunch to work or school and 34% of lunches are eaten on the runThe percentage of dinners that come from takeout or a supermarket freezer has increased by nearly 25% since the mid-1990s.the home meal replacement category is predicted to reach $116 billion in sales in 2003.
- 21. Should women be the target market for Soup at Hand? How should it be positioned? Main target Working women/heavy commuters Principal grocery shopperHeavy working women consume more soup (Chart)Size and package Comfortable to touchNo waterThink about.Males behavior
- 22. How should it be positioned?Positioning: TCBTo working woman especially heavy commuter,Soup at Hand is the brand of RTS soup that offers convenience.To working woman especially heavy commute ,Soup at Hand is the brand of RTS soup that offers convenience.Key benefit: IDUI(reliability)-D (good taste)-U(ease of use)Soup at HandMessage Strategy SuggestionsGoal: To focus on the convenience of soup and how it can be the ultimate food on the gosoup at hand --on the go125 million Americans commute to work daily, with the number of miles each commutes on average is increasing every year. Thus, people are spending more time in traffic and on the go. Outdoor Advertising Association of America)油
- 23. More Message Strategy SuggestionsFits in car cup holder, no spoon!油Office Woman -run errands during lunch- always on the go! In 2000 & 2001 most Campbells advertising money was spent on television ads each year. Campbells has also ranked as one of the leaders in sales per ad dollar .
- 24. Outdoor Advertising: Soup at HandPeople on the go, who do not have time to eat in the office or at home. Billboards along the highways and in the city, as well as ads in bus stations/subways/ and on taxisExample: Ad showing mother bringing kids to school, with soup in cup holder, eating on the go
- 25. Outdoor Advertising: CondensedRediscovering Campbells SoupRecreate a classic, known and loved brandFocus on the emotional appeal and the commitment of the brand over the yearsBring back old successful advertisementsContest to have best home recipe using condensed soup on a billboard for all to seeMmMm Good!Condensed soup target audience is largest group exposed to outdoor advertisements per day!
- 26. Outdoor Advertising: ChunkySport influence Sports complexes etc.Reach same audience, no cheesy ads
- 27. Outdoor Advertising: Healthy RequestMany of those whom show interest in the Healthy Request products tend to be those seeking a healthier lifestyle in general. Signs in parks, along bike paths, outside gyms, near hospitals etc. could market towards these consumers.油Examples: Ads could show hospital workers in the break room enjoying the soup, or show someone getting home from a workout in workout clothes and making the soup.
- 28. Thank you
Editor's Notes
- #4: 59% of meals are rushed. 45% women carry lunch to work/school. 34% are eaten on the run.
- #6: 59% of meals are rushed. 45% women carry lunch to work/school. 34% are eaten on the run.
- #7: Sip through a slot in the lid, size and shape like a coffee mug
- #8: Sip through a slot in the lid, size and shape like a coffee mug