Campbell Soup Case Study
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in convenience stores. "Campbell,s recognizes changing
Traditional companies such as Campbell,s are constantlytry_ ing to come up with new product offerings that will appeal to the ever-changing nature of consumer markets. \A4tile Camp_ bell's maintains its position as the market leader for canned, condensed soups, it has found the size of that market shrink_ ing in recent years. But thanks to Carl lohnson, chief strate_
gl,officer of Campbell Soup Co., the company is introducing new products that are propelling a surprising turnaround at a 57 billion company that has long struggled for growth.
Lifestyle changes in today's world have given rise to shopper classifications knor,rm to …show more content…
One might think that opening a can of soup, pouring it in a dish, and heating it in a microwave would not be too much work for the average consumer in today's world. However, the fact that traditional canned soups are not seeing the growth they once enjoyed is a good illustration ofjust howfickle consumers can be.
Among Campbell's new product offerings is the Soup at
Hand line. Sometimes, the success of a new product can be as simple as changing the container of the old product. So, rather than a traditional can, Soup at Hand soups come in single-serving, contoured, high- density polyethylene con-
tainers. Easily removable pull-ring metal tops make the soups instantly microwavable right in their containers. A plastic sipping cap, similar to those found on fancy lattes, fits neatly on top and allows for hot soup to be carried and sipped without spilling. And of course, this new container fits in any cup holder found in your average …show more content…
Allyn &
RussellW. Belk, Guliz Ger, and SorenAskegaard, ,,The Fire of Desire: A
Multisited Inquiry into Consumer passioi,', Journal of Consumer
search 30 (2003): 326-51.
Re_
6. Thomas Kramer and Song-Ohyoon, ,Approach-Avoidance Motivation and the Use ofAffect as Informatio n,', journal of Consumer psychology
17 , no.2 (2007): 128-38,
7.
See Paul T. Costa and Robert R. McCrae, ,,From Catalog to Classifica_
tion: Murray's Needs and the Five-Factor Model
it more convenient for consumers to enjoy mi_ crowaveable soup that can be eaten any time, anywhere.,,
So, are Soup at Hand soups as good as traditional veg_ etable beef or chicken noodle? That will be up to the con_ sumer to decide. However, certain modifications had to be made made to the products in order to work with the new pack_ aging. For example, in order for soup to seep safely through the small opening of the plastic sipping cap, Campbell,s his made textural compromises. Chicken and beef are down_ sized to pellets. Noodles are round and small. Even the broth is different, having a slight gluey texture.
Campbell's is experiencing a resurgence based on lines of on-the-go products that might have flopped I0 or 20
in convenience stores. "Campbell,s recognizes changing
Traditional companies such as Campbell,s are constantlytry_ ing to come up with new product offerings that will appeal to the ever-changing nature of consumer markets. \A4tile Camp_ bell's maintains its position as the market leader for canned, condensed soups, it has found the size of that market shrink_ ing in recent years. But thanks to Carl lohnson, chief strate_
gl,officer of Campbell Soup Co., the company is introducing new products that are propelling a surprising turnaround at a 57 billion company that has long struggled for growth.
Lifestyle changes in today's world have given rise to shopper classifications knor,rm to …show more content…
One might think that opening a can of soup, pouring it in a dish, and heating it in a microwave would not be too much work for the average consumer in today's world. However, the fact that traditional canned soups are not seeing the growth they once enjoyed is a good illustration ofjust howfickle consumers can be.
Among Campbell's new product offerings is the Soup at
Hand line. Sometimes, the success of a new product can be as simple as changing the container of the old product. So, rather than a traditional can, Soup at Hand soups come in single-serving, contoured, high- density polyethylene con-
tainers. Easily removable pull-ring metal tops make the soups instantly microwavable right in their containers. A plastic sipping cap, similar to those found on fancy lattes, fits neatly on top and allows for hot soup to be carried and sipped without spilling. And of course, this new container fits in any cup holder found in your average …show more content…
Allyn &
RussellW. Belk, Guliz Ger, and SorenAskegaard, ,,The Fire of Desire: A
Multisited Inquiry into Consumer passioi,', Journal of Consumer
search 30 (2003): 326-51.
Re_
6. Thomas Kramer and Song-Ohyoon, ,Approach-Avoidance Motivation and the Use ofAffect as Informatio n,', journal of Consumer psychology
17 , no.2 (2007): 128-38,
7.
See Paul T. Costa and Robert R. McCrae, ,,From Catalog to Classifica_
tion: Murray's Needs and the Five-Factor Model
it more convenient for consumers to enjoy mi_ crowaveable soup that can be eaten any time, anywhere.,,
So, are Soup at Hand soups as good as traditional veg_ etable beef or chicken noodle? That will be up to the con_ sumer to decide. However, certain modifications had to be made made to the products in order to work with the new pack_ aging. For example, in order for soup to seep safely through the small opening of the plastic sipping cap, Campbell,s his made textural compromises. Chicken and beef are down_ sized to pellets. Noodles are round and small. Even the broth is different, having a slight gluey texture.
Campbell's is experiencing a resurgence based on lines of on-the-go products that might have flopped I0 or 20