Campbell Soup Case Study (Group project)Presentation Transcript
Campbell Soup Company Regina Lin Kristen Mulder Penny Wang Ashley Staples Amy Hung
Company History Founded in 1869. Invented condense soup in 1897. Diverted product line Soup line
Back to 2002
Soup Market in 2002 Hovered market since 1997 Market Share Dropping sales from condensed soup line. Increase demand for convenience.
Soup Market in 2002 Threat Substitutes Rivalry among existing firms Convenience food items Progresso Healthy Choice
New Product- Soup At Hand
New Product- Soup At Hand Communication Decision A return to their roots Radio and outdoor advertising Billboard campaign in Cincinnati, Philadelphia and Boston ?
Campbell Condensed Soup Positioning: TCB
I (Versatility)-D (Reliability)-U (New technology for better quality)
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
Rationale Females have an index of 103 for condensed soup compared with an index of 95 for males Reasons not to solely target on working mother
Campbell’sChunky Positioning: TCB Key benefit: IDU I (Feeling Full)-D (Reliability)-U (Soup as the meal)
NFL Players commercial
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
Campbell Healthy Request Positioning: T-C-B To 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.
“time compression” “<2 hrs/night sleep than in the 1920s” “an increase in multitasking” “59% of meals are rushed” “1/5 Americans eats breakfast away from home or skips it” Is 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 run “The 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.”
Should women be the target market for Soup at Hand? How should it be positioned? Main target “Working women/heavy commuters” Principal grocery shopper Heavy working women consume more soup (Chart) Size and package Comfortable to touch No water Think about….Males’ behavior
How should it be positioned? Positioning: TCB To 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: IDU
I(reliability)-D (good taste)-U(ease of use)
Soup at Hand
Message Strategy Suggestions Goal: To focus on the convenience of soup and how it can be the ultimate food on the go… “soup at hand” --“on the go” 125 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)
More Message Strategy Suggestions Fits in car cup holder, no spoon! Office Woman -run errands during lunch- always on the go! In 2000 & 2001 most Campbell’s advertising money was spent on television ads each year. Campbell’s has also ranked as one of the leaders in sales per ad dollar .
Outdoor Advertising: Soup at Hand People 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 taxis Example: Ad showing mother bringing kids to school, with soup in cup holder, eating on the go
Outdoor Advertising: Condensed “Rediscovering Campbell’s Soup” Recreate a classic, known and loved brand Focus on the emotional appeal and the commitment of the brand over the years Bring back old successful advertisements Contest to have best home recipe using condensed soup on a billboard for all to see M’mM’m Good! Condensed soup target audience is largest group exposed to outdoor advertisements per day!
Outdoor Advertising: Chunky Sport influence Sports complexes etc. Reach same audience, no “cheesy” ads
Outdoor Advertising: Healthy Request Many 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.
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.