Campbell's Case Study: The Campbell Soup Company

Executive Summary: The Campbell soup company is involved in several difficulties. Although it dominates the soup market, it is struggling to keep people interested in their soups rather than them resorting to other snacks. Through thorough research, they have observed consumer’s responses to the soup in the grocery store. They found that the consumers were overwhelmed by the variety of different soups in the same wrapper lining the isle. Campbell company responded by putting different color on certain lines of soups. Campbells created six different kitchens that represented the types of consumers, and they looked at cooking trends to see what soups would go with which kitchen. The Campbell case study shows the company’s research efforts to

The book mentioned that when one thinks of soup companies, they think of Campbell’s, and I most definitely agree. They have established themselves by being a 145-year-old company, an impressive achievement. Due to its age, the company can create a relationship with its customers because of its lasting quality that consumers can rely on. The case study talks about how they have faithful customers that they must keep in mind when adjusting to the new generation. The company values these relationships by going through extensive research to find out what the customers are feeling and sensing as they approach the product. The weakness that the company has is that their soups all look the same. With shelves and shelves of soups, customers are overwhelmed looking at the same thing with different words. They needed to create a more pleasing and attractive looking product to help the consumer’s eyes linger on the product rather than immediately diverting their eyes. They also need to adjust to the new generation because their decline is from soups being replaced by other snacks. What Morison says he wanted to transform in the article perfectly describes the weakness of the company saying, “transforming the traditional stagnant culture of a corporate dinosaur into one that embraces creativity and flexibility”. They need to change their

The biometric helped the consumer to not be stressed out by the product, but the deep dive gave the consumer something they wanted to buy. Once the biometric change peaked their interest, the deep dive research results helped seal the deal. I feel that it was extremely effective to have both research methods involved because I don’t think the deep dive would have been as successful without the biometric before it. If we analyze the information statistically we see that the two were extremely effective in that the revenue increased 12.6%. I found that they were both important researches, but I do think that the deep dive was a little more effective. It is very important to follow the trends of the consumers and give them tastes that all groups of consumers would want to buy. The biometric seemed a little more aimed just towards drawing in new customers and not about all the customers because the loyal customers already know and appreciate the