Case study campbell soup company compress

1

Case Study: Campbell Soup Company

_______________________________________________________________________________
MKTG 3301 | Principles of Marketing


2
4-18 What are the strengths and weaknesses of the Campbell Soup Company’s marketing
information system?
The Campbell Soup Company has more strengths than weaknesses, here are some of the
strengths; First, thanks to the study made by the company is possible to have a better knowledge
of the customer wants. Second, there are some aspects of the development of a new product
which are better appreciated and which would be impossible to know by surveys. And third,
there is more knowledge about customer needs, so it is possible to make changes and create new
products.
The weaknesses are; First, it can be considered a highly invasive information system. And
second, some people can considerer it against the privacy of the customers because they get
intimate and personal information.

4-19 What objectives does Campbell’s have for the marketing research efforts described
in this case?
The main objective of Campbell is to improve the food’s customer experience, but they also
wanted to expand the target market. They wanted to get a new generation of consumers, and this
is how they discovered the six consumer groups to offer according to the analysis of each group
their product portfolio.

4-20 Compare the effectiveness of Campbell’s biometric research with its deep dive
research.
In Campbell’s biometric research they could find a deficiency in the labels of the soup cans that

didn’t express any emotional response. Also, with the deep marketing studies of being more with

_______________________________________________________________________________
MKTG 3301 | Principles of Marketing


3
the customers they got more intimate and personal information. According to the results of the
biometric research, the company decided to evaluate specific aspects of the appearance of the
packaging that its products contained. These small but very important changes, Campbell
increased his soup sales by 2%. Also, using the deep investigation method help to identify
different consumer groups, such as “Uninvolved Quick Fixers” which are families or people not
interested in cooking or learning, and the “Passionate Kitchen Masters” which are the ones that
love to cook and knows how to.

4-21 Describe how traditional marketing research could be integrated with Campbell’s
research efforts from this case.
The use of traditional market research into the Campbell’s case, the could obtain a more accurate
result about the level of consumption that people have a certain product, although it is true that
the new research strategies help the company to know in which the consumer is interested, it
does not provide real data on the frequency of consumption of its product, appreciation of quality
and diverse opinions of consumers. By using traditional research we will be able to improve the
product not only from an external point of view that leads the consumer to obtain our product but
it will also help us to improve customer satisfaction when they have already consumed it. The
more researches we have to understand customer needs, the results will be more accurate.

_______________________________________________________________________________
MKTG 3301 | Principles of Marketing

4
References

-

Kotler, P. & Armstrong, G. (2018) Principles of Marketing.

_______________________________________________________________________________
MKTG 3301 | Principles of Marketing