Campbell Soup CompanyRegina Lin

Kristen MulderPenny Wang

Ashley StaplesAmy Hung

Background

Current position

Soup At Hand

Recommendat

ion

Company History

• Founded in 1869.• Invented condense soup in 1897.• Diverted product line

• Soup line

Background

Current position

Soup At Hand

Recommendat

ion

Back to 2002

Background

Current position

Soup At Hand

Recommendat

ion

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

Background

Current position

Soup At Hand

Recommendat

ion

• Threat

Soup Market in 2002

Rivalry among existing

firms

Substitutes

Progresso Healthy Choice Convenience food items

Background

Current position

Soup At Hand

Recommendat

ion

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

Background

Current position

Soup At Hand

Recommendat

ion

New Product- Soup At Hand

• Communication Decision– A return to their roots– Radio and outdoor advertising– Billboard campaign in Cincinnati,

Philadelphia and Boston

?

04/08/2023 8

Background

Current Product

Soup At Hand

Recommendat

ion

04/08/2023

Campbell Condensed Soup• Positioning: TCB

• Key benefit:I (Versatility)-D (Reliability)-U (New technology for better quality)

RecipesProduct 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.

04/08/2023 9

Background

Current Product

Soup At Hand

Recommendat

ion

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%

04/08/2023 10

Background

Current Product

Soup At Hand

Recommendat

ion

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

04/08/2023 11

Background

Current Product

Soup At Hand

Recommendat

ion

Campbell’s Chunky

• Positioning: TCB

• Key benefit: IDUI (Feeling Full)-D (Reliability)-U (Soup as the meal)

NFL Players commercialFully 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

04/08/2023 12

Background

Current Product

Soup At Hand

Recommendat

ion

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)

04/08/2023 13

Background

Current Product

Soup At Hand

Recommendat

ion

Rationale…cont’d

Brand Used Most Often By Sex Percent

of Weight

ed Sample

Campbell

’s Condens

ed

Campbel

l’s Chunky

Campbell’s

Healthy Request

Health

y Choic

e

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)

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)

04/08/2023 14

Background

Current Product

Soup At Hand

Recommendat

ion

Brand Used Most Often by Employment Status Employment Status

Percent of

Weighted

Sample

Campbell’s Condensed

Soup

Campbel

l’s Chunky Soup

Campbel

l’s Healthy Request

Healthy

Choice

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)

Homemaker

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

04/08/2023 15

Background

Current Product

Soup At Hand

Recommendat

ion

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)

04/08/2023 16

Background

Current Product

Soup At Hand

Recommendat

ion

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

04/08/2023 17

Background

Current Product

Soup At Hand

Recommendat

ion

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

Background

Current position

Soup At Hand

Recommendat

ion

“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?

Background

Current position

Soup At Hand

Recommendat

ion

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

Background

Current position

Soup At Hand

Recommendat

ion

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: IDUI(reliability)-D (good taste)-U(ease of use)

Soup at Hand

04/08/2023 21

Background

Current position

Soup At Hand

Recommendat

ion

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)

04/08/2023 22

Background

Current position

Soup At Hand

Recommendat

ion

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 .

04/08/2023 23

Background

Current position

Soup At Hand

Recommendat

ion

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

04/08/2023 24

Background

Current position

Soup At Hand

Recommendat

ion

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!

04/08/2023 25

Background

Current position

Soup At Hand

Recommendat

ion

Outdoor Advertising: Chunky

• Sport influence

• Sports complexes etc.

• Reach same audience, no “cheesy” ads

04/08/2023 26

Background

Current position

Soup At Hand

Recommendat

ion

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.

Thank you