This document discusses Campbell Soup Company's product lines and target markets in 2002. It analyzes the soup market, introduces a new product called Soup At Hand, and makes recommendations. Soup At Hand is a ready-to-serve soup designed for convenience. The document recommends targeting working women, especially heavy commuters, and positioning Soup At Hand as a brand that offers convenience. It also provides message strategy suggestions and recommendations for outdoor advertising campaigns for Soup At Hand, condensed soup, and Campbell's Chunky soup.

1. Regina Lin
Kristen Mulder
Penny Wang
Ashley Staples
Amy Hung

2. Background
Current
position
Soup At
Hand
Recomm
endation
Company History
• Founded in 1869.
• Invented condense soup in 1897.
• Diverted product line
• Soup line

3. Background
Current
position
Soup At
Hand
Recomm
endation
Back to
2002

4. Background
Current
position
Soup At
Hand
Recomm
endation
Soup Market in 2002
• Hovered market since 1997
• Market Share
• Dropping sales from condensed soup line.
• Increase demand for convenience.
20%
40.2%
38.9%
Dry soup
RTS
Condensed

5. Background
Current
position
Soup At
Hand
Recomm
endation
• Threat
Soup Market in 2002
Rivalry
among
existing
firms
Substitutes
Progresso Healthy Choice Convenience food items

6. Background
Current
position
Soup At
Hand
Recomm
endation
New Product
- Soup At Hand
New design Easy to open, carry, and keep the
soup warm.
Varieties Classic Tomato, Creamy Chicken,
Cream of Broccoli, and Blended
Vegetable Medley
Price $1.49
Launch
schedule
September 2002

7. Background
Current
position
Soup At
Hand
Recomm
endation
New Product
- Soup At Hand
• Communication Decision
– A return to their roots
– Radio and outdoor advertising
– Billboard campaign in
Cincinnati, Philadelphia and Boston
?

8. 1/23/2011 8
Background
Current
Product
Soup At
Hand
Recomm
endation
Campbell Condensed Soup
• Positioning: TCB
• Key benefit:
I (Versatility)-D (Reliability)-U (New technology for
better quality)
Recipes
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.
1/23/2011

9. 1/23/2011 9
Background
Current
Product
Soup At
Hand
Recomm
endation
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
Canned Soup Use by Age (Women Only)
18 -
24
25 -
34
35 -
44
45 -
54
55 +
Use Canned Soup
85.0%
(96)
86.1%
(97)
89.0%
(100
91.0%
(103)
90.2%
(102)
Do Not Use
12.9%
(133)
12.4%
(128)
9.61%
(99)
7.61%
(78)
7.91%
(81)
Percent of Sample 12.3% 19.4% 21.9% 17.0% 29.4%

10. 1/23/2011 10
Background
Current
Product
Soup At
Hand
Recomm
endation
Canned Soup Use by Marital Status (Women Only)
Single
(Never Married) Married
Divorced/Separated/
Widowed
Use Canned Soup
84.9%
(96)
90.0%
(102)
88.7%
(100)
Do Not Use
13.3%
(136)
8.61%
(88)
9.28%
(95)
Percent of Sample 20.6% 55.0% 24.4%
Canned Soup Use by Hours Worked Weekly (Women Only)
1 - 14 15 -
29
30 -
34
35 -
39
40 41 -
50
51 +
Use Canned
Soup
86.8%
(98)
89.0%
(100)
88.1%
(99)
91.0%
(103)
88.4%
(100)
91.1%
(103)
89.2%
(101)
Do Not Use
11.0%
(113)
9.57%
(98)
10.1%
(104)
8.16%
(84)
10.0%
(103)
7.83%
(81)
9.82%
(101)
Percent of
Sample
4.26% 7.51% 4.01% 6.03% 15.1% 10.9% 2.95%
Rationale..cont’d

11. 1/23/2011 11
Background
Current
Product
Soup At
Hand
Recomm
endation
Campbell’s Chunky
• 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

12. 1/23/2011 12
Background
Current
Product
Soup At
Hand
Recomm
endation
Rationale
Brand Used Most Often by Age
Age
Percent
of
Weighted
Sample
Campbell’s
Condensed
Soup
Campbell’s
Chunky
Soup
Campbell’s
Healthy
Request
Healthy
Choice
Progresso
Healthy
Classics
Progresso
Pasta
Soups
18-24 12.8%
34.3%
(88)
24.0%
(118)
6.78%
(94)
5.73%
(93)
6.34%
(92)
4.93%
(97)
25-34 20.0%
37.7%
(97)
20.4%
(100)
7.1%
(99)
4.74%
(77)
5.86%
(85)
4.59%
(90)
35-44 22.5%
41.7%
(107)
20.1%
(98)
(7.07%)
(98)
5.60%
(91)
7.66%
(111)
5.32%
(105)
45-54 17.2%
39.7%
(102)
20.1%
(98)
7.63%
(106)
7.22%
(117)
7.01%
(101
5.39%
(106)
55 + 27.5%
39.2%
(101)
19.3%
(94)
7.23%
(101)
7.28%
(118)
7.30%
(105)
5.09%
(100)
Total
38.9%
(100)
20.4%
(100)
7.18%
(100)
6.19%
(100)
6.92%
(100)
5.07%
(100)

13. 1/23/2011 13
Background
Current
Product
Soup At
Hand
Recomm
endation
Rationale…cont’d
Brand Used Most Often By Sex
Percent
of
Weight
ed
Sample
Campbell
’s
Condens
ed
Campbel
l’s
Chunky
Campbel
l’s
Healthy
Request
Health
y
Choic
e
Progres
so
Healthy
Classics
Progres
so
Pasta
Soups
Male 47.9%
38.2%
(98)
21.4%
(105)
6.71%
(93)
5.87
%
(95)
6.75%
(98)
4.97%
(98)
Femal
e
52.1%
39.6%
(102)
19.6%
(96)
7.61%
(106)
6.48
%
(105)
7.08%
(102)
5.17%
(102)
Total 100%
38.9%
(100)
20.4%
(100)
7.18%
(100)
6.19
%
(100)
6.92%
(100)
5.07%
(100)

14. 1/23/2011 14
Background
Current
Product
Soup At
Hand
Recomm
endation
Brand Used Most Often by Employment Status
Employm
ent
Status
Percent
of
Weight
ed
Sample
Campbel
l’s
Condens
ed
Soup
Campbel
l’s
Chunky
Soup
Campbel
l’s
Healthy
Request
Healt
hy
Choic
e
Progres
so
Healthy
Classics
Progres
so
Pasta
Soups
Employed
Full Time 53.7%
39.4%
(101)
20.5%
(100)
7.28%
(101)
5.95
%
(96)
6.80%
(98)
4.88%
(96)
Employed
Part Time 10.9%
38.1%
(98)
20.0%
(98)
6.8%
(95)
6.44
%
(104)
7.67%
(111)
5.60%
(110)
Not
Employed 35.4%
38.4%
(99)
20.4%
(100)
7.15%
(100)
6.47
%
(105)
6.87%
(99)
5.21%
(103)
Homema
ker
7.53%
44.9%
(115)
18.0%
(88)
7.29%
(102)
4.51
%
(73)
6.43%
(93)
5.20%
(102)
Total
38.9%
(100)
20.4%
(100)
7.18%
(100)
6.19
%
(100)
6.92%
(100)
5.07%
(100)
Rationale…cont’d

15. 1/23/2011 15
Background
Current
Product
Soup At
Hand
Recomm
endation
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 souao aations 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.
Target Market • Women, age 40+ years
• Cares about eating healthy, maintaining
heart health
• Monitors the health of her family
Category Need Soup with less sodium
Key Benefit I(healthy food)-D(healthier versions of
classic soups)-U(soup with less sodium)

16. 1/23/2011 16
Background
Current
Product
Soup At
Hand
Recomm
endation
Brand Used Most Often by Age
Age
Percent
of
Weighted
Sample
Campbell’s
Condensed
Soup
Campbell’s
Chunky
Soup
Campbell’s
Healthy
Request
Healthy
Choice
Progresso
Healthy
Classics
Progresso
Pasta
Soups
18-24 12.8%
34.3%
(88)
24.0%
(118)
6.78%
(94)
5.73%
(93)
6.34%
(92)
4.93%
(97)
25-34 20.0%
37.7%
(97)
20.4%
(100)
7.1%
(99)
4.74%
(77)
5.86%
(85)
4.59%
(90)
35-44 22.5%
41.7%
(107)
20.1%
(98)
(7.07%)
(98)
5.60%
(91)
7.66%
(111)
5.32%
(105)
45-54 17.2%
39.7%
(102)
20.1%
(98)
7.63%
(106)
7.22%
(117)
7.01%
(101
5.39%
(106)
55 + 27.5%
39.2%
(101)
19.3%
(94)
7.23%
(101)
7.28%
(118)
7.30%
(105)
5.09%
(100)
Total
38.9%
(100)
20.4%
(100)
7.18%
(100)
6.19%
(100)
6.92%
(100)
5.07%
(100)
Rationale

17. 1/23/2011 17
Background
Current
Product
Soup At
Hand
Recomm
endation
Brand Used Most Often By Sex
Percent
of
Weighted
Sample
Campbell’s
Condensed
Campbell’s
Chunky
Campbell’s
Healthy
Request
Healthy
Choice
Progresso
Healthy
Classics
Progresso
Pasta
Soups
Male 47.9%
38.2%
(98)
21.4%
(105)
6.71%
(93)
5.87%
(95)
6.75%
(98)
4.97%
(98)
Female 52.1%
39.6%
(102)
19.6%
(96)
7.61%
(106)
6.48%
(105)
7.08%
(102)
5.17%
(102)
Total 100%
38.9%
(100)
20.4%
(100)
7.18%
(100)
6.19%
(100)
6.92%
(100)
5.07%
(100)
Rationale…cont’d

18. Background
Current
position
Soup At
Hand
Recomm
endation
“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”
“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.”
Is the introduction of Soup at Hand a
good move for Campbell? Why or why
not?

19. Background
Current
position
Soup At
Hand
Recomm
endation
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

20. Background
Current
position
Soup At
Hand
Recomm
endation
How should it be positioned?
• Positioning: TCB
To working woman especially heavy commute ,
Soup at Hand is the brand of RTS soup that offers
convenience.
To working woman especially heavy commuter,
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

21. 1/23/2011 21
Background
Current
position
Soup At
Hand
Recomm
endation
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)

22. 1/23/2011 22
Background
Current
position
Soup At
Hand
Recomm
endation
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 .

23. 1/23/2011 23
Background
Current
position
Soup At
Hand
Recomm
endation
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

24. 1/23/2011 24
Background
Current
position
Soup At
Hand
Recomm
endation
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’m M’m Good!
• Condensed soup target audience is largest
group exposed to outdoor advertisements
per day!

25. 1/23/2011 25
Background
Current
position
Soup At
Hand
Recomm
endation
Outdoor Advertising:
Chunky
• Sport influence
• Sports complexes etc.
• Reach same audience, no “cheesy”
ads

26. 1/23/2011 26
Background
Current
position
Soup At
Hand
Recomm
endation
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.