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Campbell

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Submitted By tyagi
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1. As a convenience goods producer, what marketing consideration do Campbell executives have to keep in mind?
Availability of the product, widespread presence and visibility, convenience and ease of purchase, the product should be at the right place- where the customer expcts its availability and need not travel far to purchase it
Attractive packaging, impressive tag line that matches the brand USP and focuses on target customer,
The good should meet customers’ needs, aspirations and expectations in terms of quality, quantity, taste, price, etc.

2. Do you think Campbell should market soup in a new container under a different brand name? What options does the firm have ?

Campbell controls 80 percent of the canned soup market,.. it is a market leader and has great brand image. Campbell’s decision to develop a new package reflects an emphasis for providing customer satisfaction by knowing and meeting consumer preferences.Campbell is also interested in attracting a new market – people who have shunned canned soup, particularly convenience-minded singles. Many young consumers associate cans with preservatives and artificial ingredients. A new brand name may reach the young market more efficiently.

Firm has the option , a plastic microwavable bowl capped by an easy-open top, with same look and feel as tin cans with Campbell trade name. it must be in consistency with its previous quality stds to retain the existing cutomers and develop plastic cans for convenience to acwuire new cutomer and expand its customer base.

3 What factors should Campbell have considered in the decision to change to a new package?
The customer must be able to identify with the new brand name and the can must retain its Campbell trade name to keep the product authentic and trustworthy.
The new package must not give any miscues to customrs that mite deteriorate their trust

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 ID:
997242176
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 Page
#
 
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 2. Campbell
Soup
Ltd.
History………………………………………………………………………..4
 a. The
Cooperation……………………………………………………………………………..4
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 iii. Opportunities…………………………………………………………………….11
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 2
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