...Campbell Soup Company 1 Campbell Place Camden, NJ 08103-1701 March 23, 2011 Dear Colleagues: Mr. Edmund Carpenter; Mr. Paul Charron; Mr. Douglas Conant; Mr. Bennett Dorrance; Mr. Harvey Golub; Mr. Lawrence Karlson; Mr. Randell Larrimore; Ms. Mary Alice Malone; Ms. Sara Mathew; Ms. Denise Morrison; Mr. William Perez; Mr. Charles Perrin; Mr. A Barry Rand; Mr. Nick Schreiber; Mr. Archibold van Beuren; Mr. Les Vinney and Ms. Charlotte Weber, On behalf of The Distasio Consulting Company, we are deeply honored and privileged to conduct an in depth analysis of the business climate for the Campbell Soup Company. In this report, you will find a complete SWOT analysis, including the strengths, weaknesses, opportunities and threats of the company, an examination of the company’s stock ownership and a financial analysis through the last five years within the industry. The report includes a variety of inquiries that will prove to be imperative to survive in the corporate world. The analysis includes several studies including the environment in which Campbell’s operates in, the performance of the company based on its financial ratios, the performance of the company on the basis of the trend analysis of the financial ratios and Campbell’s Soup benchmarked against other competitors in the industry. Once again, our firm is greatly appreciative of this opportunity to work with your world-renown corporation. Campbell’s has been an industry leader for many decades and will continue...
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...Introduction Campbell’s Soup Company is an international brand, their products sold in 120 countries around the world. The company objective is providing high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages for customer. The company’s marketing campaign is “Ideas for Innovation” and they mainly concern about “nourishing people`s live everywhere, every day”. The advertisement promotes the “select series” of Campbell’s soup. It is one of the most popular series in Hong Kong. Let us talk about the advertisement theories. Analysis and Theories in use Market Segmentation: Market segmentation helps the company to classify the most potential customers into their target group. First, the advertisement mentions the soup eating methods. For the first method, you just need to microwave it for three minutes without adding water. For another method, you can add spaghetti inside the soup to make a good dish. Its targets people who are too busy to cook and are convenient-oriented. It based on personality trait and lifestyle of consumer rooted to segment their customers. Since the soup cooking methods are very easy, people who like convenient will be attracted by this advertisement. Second, the advertisement indicates the special promotion, people can use the special price $12.9 to purchase the soup “Russian Borsch” during the promotional period. It can attract loyal customers and people who are sensitive of price to buy immediately...
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...COMPANY PROFILE Campbell Soup Company REFERENCE CODE: 1E215749-9BC6-410C-90DC-D4B7011D92AB PUBLICATION DATE: 10 Jun 2014 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. Campbell Soup Company TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts...............................................................................................................3 SWOT Analysis.....................................................................................................4 Campbell Soup Company © MarketLine Page 2 Campbell Soup Company Company Overview COMPANY OVERVIEW Campbell Soup Company (Campbell or 'the company') manufactures and markets foods and simple meals, including soups and sauces, baked snacks, and healthy beverages. The company operates in North America, Europe, Asia Pacific and Latin America. It is headquartered in Camden, New Jersey and employed about 20,000 people as of July 28, 2013. The company recorded revenues of $8,052 million in the financial year ended July 2013 (FY2013), an increase of 12.2% over FY2012. The operating profit of the company was $1,080 million in FY2013, a decrease of 6.5% compared to FY2012. The net profit was $458 million in FY2013, a decrease of 40.8% compared to FY2012. KEY FACTS Head Office Campbell Soup Company 1 Campbell Place Camden...
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...“SWOT analysis is a planning exercise in which managers identify internal organizational strengths(S) and weaknesses(W) and external environmental opportunities(O) and threats(T)” [ (Jones/George, 2011) ]. SWOTSWOT identifies and analyzes a company’s strengths and weaknesses. Conant wanted to the company to make a turnaround. Campbell company sales plummet by 30% during the early 2000’s. Conant incited a SWOT planning exercise that helps identify where Campbell needed to change to help the company keep up with what the public wanted. The public wanted healthier foods and sports drinks. Conant internal analysis identified a number of in major weakness [ (Jones/George, 2011) ]. The staff level was high, and the machinery used to make soup needed to be updated. Conant increased his profit by coming up with a three –year plan based on the SWOT analysis. He realized that the customers wanted a healthier appealing soup. He introduced more variety of soups which contend less sodium and low of salt. Conant made a decision that was very bold. Godiva chocolates were a good fit but he questioned its profitability. He decided it was a weakness to the company so he sold it for $850 billion dollars. Conant decided it was time to make Campbell brands global. “Campbell shares have increased in the last 5 years and posted an 11% return” [ (Jones/George, 2011) ]. Conant used the low cost strategy because he wanted to gain a completive advantage by cutting the cost down below...
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...Methodology The methodology of a Simulated Test Market can typically be broken down into five steps. First, respondents are selected to provide a sample of consumers who satisfy predetermined demographic characteristics. Next, consumers are shown commercials or print ads for the test product as well as ads for competitor’s products. Then, consumers are given the opportunity to purchase, or not purchase, the test product either in a real or simulated store environment. After they’ve had the opportunity to use the product, consumers are re-contacted in effort to determine the likelihood of repurchase, as well as other information relative to the use of the product. Finally, this information is processed through a computer and various other programs that assess the data; in order to, generate outputs such as estimated sales volume and market share. There are many advantages to Simulated Test Markets. They are relatively fast and typically take only eighteen to twenty-four weeks, as opposed to the twelve to eighteen months standard test markets usually take to set up. Additionally, Simulated Test Markets are exceptionally confidential and competitors are less likely to know about the test and more importantly the data collected. Another advantage is that they tend to be extremely cost efficient by producing helpful information at a very low cost, typically 5-10% that of the cost of standard test markets. However, there are a couple of large scale disadvantages. The first...
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...Background: Campbell Soup Company is a large food processing company headquartered in Camden, NJ, whose product lines include soups, vegetable juices, spaghetti products, frozen dinners, and baked goods. With revenue of $4.5 Billion in 1987, Campbell’s soup division accounted for 35% ($1.6B) of this revenue and was an established market leader in the condensed and (canned) readytoserve (RTS) soup segments. In response to demand for higher quality “convenience foods,” Campbell’s then CEO Gordon McGovern responded by championing the New Products and Markets division with preliminary emphasis on frozen entrees, but ultimately shifted focus to Microwaveable “shelfstable” soups. Since the New Products and Market division’s revenue was estimated to increase from $650M to $3B by 1992, their internal strategy was to respond to this demand to maintain dominance in the soup market. To accomplish this goal as well as improve overall company management, McGovern revamped technical capabilities in three areas: R&D, packaging, and engineering. The first step was the decentralization of manufacturing into five regional facilities to offer greater manufacturing flexibility. Research & Development was then subdivided into the Campbell Institute for Research and Technology (CIRT) and the Containers and Capital Improvement Division (CCID). CIRT focused on agriculture, process, and product development, while CCID’s focus was real estate, packaging...
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...advertising impact M ANY ADVERTISERS ARE wary of creating ads that evoke negative emotions in consumers, for fear of creating negative associations with their brand. This is not surprising, since the mental processes involved in transferring emotions generated by advertising to the emotional equity of a brand are not understood: playing with the dark force can be risky. I remember one of the first copy tests we conducted for IBM. Ogilvy had created ‘Blue Letterbox’ TV executions; however, this one had an unusual twist. The commercial had a dark storyline about hackers breaking into a company’s accounting systems and emailing sensitive payroll information to the entire company, but the story ended on a promise that IBM software would keep your systems secure. There was a debate at the highest level about this. Lou Gerstner, then CEO of IBM, who was engaged in his turnaround of the high-tech giant, was not sure about it. Steve Hayden, head creative on the account was a strong advocate. To resolve their debate, the two agreed to research. The lesson from research was that TABLE 1 negative emotion, properly used, can be a powerful driver of commercial performance. The commercial generated strong pre-test scores, and Lou agreed to run it. Tracking data validated the ad’s effectiveness. Negative emotions are a key ingredient in all forms of storytelling, to create tension and suspense. The best movies usually have the best villains. Even in comedy, at points where the hero’s...
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...Case Study 1 Brannigan Foods is the leading brand in the soup industry, but has been experiencing declines in every aspect of their division. The primary problem is that Brannigan Foods sales, market share, and profitability has slipped in the last three years. One of the only reasons they have been able to keep up their sales is due to them increasing their product prices, resulting in a plateau of sales. The secondary problem consists of Brannigan foods not reaching out to other target markets besides the Baby Boomers (1946-1964) and they are completely missing the Millennials (19-30). There are a few conventional alternatives that would work best for Brannigan Foods, the first being from Srikant Tipha, Director of the Simple Meals unit consists of reinforcing awareness of the new items and introducing trial by upping the advertising investment in Fast & Simple soup meals and the Heart Healthy soup line, providing promotional couponing and sampling of the hot new flavors in the dry mix of Gazpacho and Teriyaki Beef Fast & Simple meal, which will help Brannigan break into and grow in the Asian soups category. The last part of her plan is to continue to promote dry soups even if they will cannibalize RTE soups. Another alternative comes from Bob Pugh, VP Sales and Marketing of Brannigan Soups. He believes a good alternative would be to take a five cent price-per-can cut on the core ready-to-eat wet soups, increase the A&P budget by $20MM to restore the fair share...
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...Andy Warhol is an American artist who led the pop art movement that was prevalent in the 1960s. He is known for his paintings of ordinary everyday objects like a Campbell’s Soup Can. Andy is famous for his artwork, but little know about the films he made which did not appeal to the mainstream population. In addition to films he was also a writer. To say that he was he not obsessed with fame and fortune would be an understatement. He was well known to all celebrities in New York for three decades. He had also previously been on famous magazines like the Vogue and Glamour for his drawings of shoes. I choose to write about Andy Warhol because his artwork has a simplicity to it that I appreciate since it is mostly over everyday objects that...
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...Company Project—part 2 Dr. Pepper Select one firm of: J.M Smucker, Campbell’s Soup, Dr.Pepper Snapple Group, and Snyder’s-Lance for this assignment. Use the most recent annual financial statements (provided below). For Smuckers and Dr. Pepper you need to use the December 2015 financial statements. You probably used the 2014 financial statements in part 1 but now that the 2015 statements are available you need to use those since forecasts need to be for a future year and the 2015 numbers are available. You are also welcome to use other information about the firm. Hand in copies of the parts of the financial statements and other information that you use to do the assignment. For each part of the project, list which firm you used at the top of the first page. It is critical in this and subsequent projects that you show your steps so that we can follow the steps and assign partial credit. Remember you are not allowed to work with other people on the project. This part of the project is the first of two parts related to projecting the financial statements for the firm for next year. Project 3 will build on the work you do in this part so keep a copy of this assignment so you have the numbers necessary for part 3. 1. Project revenues for the next year. For this and questions 2, 3 and 4 provide an answer in dollars. Discuss how you came up with your forecast of revenues. Do not simply assume that revenues grow at the same rate as this year unless you...
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...1.1 Introduction If we ask a number of people what marketing is, they will answer the question in various ways. Marketing involves more activities than most people might imagine. Although a single definition of marketing does not exist, there are a few definitions that have been widely approved. And one of them is given by The American Marketing Association (AMA). It defines marketing as "a process for creating, communicating, delivering, and exchanging ideas, goods and services, establishing their prices, promotion and distribution, in order to satisfy the goals of customers, clients, partners, and society at large". This definition emphasises the marketing focus on planning and performing marketing activities in order to satisfy the customers’ needs and wants. Today, marketing must not be interpreted by considering it in its old nature of "making and selling" but, instead, by referring to its new meaning which focuses on the satisfaction of customers' needs and wants. Sales cannot be performed before creating a product. Marketing starts long before a product is created by a company. It encompasses activities carried out by managers in order to assess the wants, define their scope, and find out whether profits are possible or not. Marketing activities continue over the entire lifetime of a product, trying to attract new clients and keep the existing ones by improving the product's quality and appeal, using the insights into sales results and the management of repeated orders...
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...Case Analysis Campbell Soup Ltd. University of Toronto Date: 03/25/2009 Name: Philipp Muedder ID: 997242176 Course: MGT492 Lecturer: J. Klakurka Assignment: Case Analysis Table of Content Page # 1. Introduction………………....…………………………………………………………………………...3 2. Campbell Soup Ltd. History………………………………………………………………………..4 a. The Cooperation……………………………………………………………………………..4 b. Campbell Canada…………………………………………………………………………….6 3. Analysis…………………………………………………………………………………………………….7 a. SWOT Analysis.………………………………………………………………………………7 i. Strength………………………………………………………………………………8 ii. Weaknesses……………………………………………………………………….10 iii. Opportunities…………………………………………………………………….11 iv. Threats……………………………………………………………………………...14 4. Recommendation……………………………………………………………………………………15 5. Conclusion……………………………………………………………………………………………...16 6. Reference……………………………………………………………………………………………….18 7. Appendix………………………………………………………………………………………………..19 2 1. Introduction The case analysis of my assignment deals with the worldwide known firm Campbell Soup Ltd., which is a food‐processing firm with its headquarters located in Camden, New Jersey. In the case we follow the role of David Clark who is the CEO of the Campbell Canada division, we will get a chance to see what important factors play a role in running such a large company and what complex and strategic decisions have to be made in ...
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...------------------------------------------------- Monomyth From Wikipedia, the free encyclopedia "The Hero's Journey" redirects here. For other uses, see The Hero's Journey (disambiguation). The twelve stages of the hero's journey monomyth following the summary by Christopher Vogler (originally compiled in 1985 as a Disney studio memo): 1. TheOrdinary World, 2. The Call to Adventure, 3. Refusal of the Call, 4. Meeting with the Mentor, 5. Crossing theThreshold to the "special world", 6. Tests, Allies and Enemies, 7. Approach to the Innermost Cave, 8. The Ordeal, 9. Reward, 10. The Road Back, 11. The Resurrection, 12. Return with the Elixir. In narratology and comparative mythology, the monomyth, or the hero's journey, is the common template of a broad category of tales that involve a hero who goes on anadventure, and in a decisive crisis wins a victory, and then comes home changed or transformed.[1] The concept was introduced by Joseph Campbell in The Hero with a Thousand Faces (1949), who described the basic narrative pattern as follows: A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.[2] Campbell and other scholars, such as Erich Neumann, describe narratives of Gautama Buddha, Moses, and Christ in terms of the monomyth. Critics argue that the concept is too broad...
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...Within the skull lies the most complex organ known to mankind -- the human brain. With a mass of only 6 kilograms, the brain contains over 100 billion living cells and 1 million kilometers of interconnecting fibers; but, exactly how does it function? Marketing and sales managers would love to know why consumers are attracted to certain advertising, packaging and brands. Martin Lindstrom, author of Buyology: Truth and Lies About Why We Buy, explains the marketing challenge, “When we walk down an aisle in a grocery store, our purchasing decisions are made in less than four seconds…there is no way we can think about that in a complete way. Those decisions take place in the subconscious part of the brain” (2008). The drive behind neuromarketing is to discover how consumers are actually responding to marketing messages, not how they report they are responding, or will respond. Neuromarketing studies consumers' response to marketing stimuli and matches that response to different areas of the brain. This research will explore neuromarketing history, levels of the brain, neuroimaging techniques used, advertising effectiveness of neuromarketing and some challenges facing this new field. History In 1991, Dr. David Lewis-Hodgson, Minilab chairman and director of research, began Neuromarketing research in the United States, after stumbling upon it when he was researching treatments for phobic anxiety and stress (Lewis, 2010). Shortly after, marketers from large companies such as Coca-Cola...
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...NEURO-MARKETING Project work Paper No. – CH 6.3 (b) UNDER THE SUPERVISION OF MS. VARTIKA KHANDELWAL DECLARATION BY STUDENT This is to certify that the material embodied in this study entitled “NEURO-MARKETING” is based on my own research work and my indebtedness to other work/publications has been acknowledged at the relevant places. This study has not been submitted elsewhere either wholly or in part for award of any degree. DIVANSHU SAXENA DECLARATION BY TEACHER INCHARGE This is to certify that the project titled “NEURO - MARKETING” done by DIVANSHU SAXENA is a part of his/her academic curriculum for the degree of B.Com (H). It has no commercial implication and is done only for academic purpose. Ms.Vartika Khandelwal Ms. Aruna Jha (Mentor) (Teacher in charge) ACKNOWLEDGEMENT I express my deep sense of gratitude to my mentor Ms. Vartika Khandelwal for encouraging me to take the literature review on the topic of Neuro-Marketing as a part of my Bachelor of Commerce’s curriculum for semester VI. I am very much thankful to her for valuable guidance, keen interest and encouragement at various stages of my literature review work. I would further like to thank my Marketing teacher Ms. Monika Bansal whose guidance and suggestion contributed immensely to the evolution of my ideas on the project. I would also like to thank my friends and family without whom the project would have been a distant reality. Divanshu Saxena ...
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