7. New Product- Soup At Hand Communication Decision A return to their roots Radio and outdoor advertising Billboard campaign in Cincinnati, Philadelphia and Boston ?
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9. Product 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. 10/5/2010
10. 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
13. Fully 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
17. 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 souaoaations 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.
20. “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” Is the introduction of Soup at Hand a good move for Campbell? Why or why not? “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.”
21. 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
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23. 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 .
24. 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
25. 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’mM’m Good! Condensed soup target audience is largest group exposed to outdoor advertisements per day!
27. 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.
