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marketing strategy assignment 1

For this assignment, refer to the Campbell’s Soup website and products (product and brand lines).

  1. Describe the following:
    1. The brands – family, individual or both (sub-brands)?
    2. Why did they use this approach? Include market coverage and segments in your discussion.
    3. Why might they add to any of the lines (i.e., Chunky, traditional condensed, etc.)?
    4. What are some threats to soup in general? Discuss the larger (macro) environment – PESTLE regarding opportunities and threats for Campbells and soup in general.
  2. Assume one major objective is market share defense (maintain leadership position). What type of pricing strategy do they utilize (please use marketing language)?
  3. Campbells ran an advertising campaign called ‘soup is good food’ many years ago.
    1. Refer to the positioning concepts learned in the course. Which basis/method of positioning is this? How might they utilize ‘user imagery’ to position Chunky brand? How might they utilize ‘attribute/benefits’ to position the low sodium line?
    2. Evaluate the use of this campaign. Why do you think they might run such a campaign (Hint: describe the context)? Refer to the process learned in class:
  1. Which bases of segmentation did the company use for ‘Slow Kettle’ brand and the ‘easy peel opening’ packaging? Explain each of these.



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