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case

Read the case below and answer the questions in this section as it pertains to the case study. It's hard to imagine a more popular brand than Campbell's Red & White soups. They have a large share of the soup market. However, those soups faced real challenges as consumer tastes changed and the entire soup industry slowed down. While Campbell's had done extensive consumer research and had made many changes in packaging and merchandising, management felt a real push was needed to get the products into consumer's minds and, more importantly, their recipes. A great deal of research had gone into the redevelopment of the product, including neuromarketing techniques, where biometrics (eye movements, brain activity) were measured as consumers viewed soup displays. This leading-edge research had led to many of the innovations in packaging and merchandising. Campbell's was praised by retailers for its IQ Merchandiser which made it easy to browse for different soups. It also had colour-coded segmentation - gold for classic favourites, orange for taste sensations, green for healthy/delicious and purple for healthy kids. Some shoppers locate soups by looking for the familiar Campbell's Red & White labels, so even a massive repackaging campaign left them distinctive, but modernized. Knowing the tremendous loyalty of some shoppers, there was almost no change in the labels for the three top sellers - Chicken Noodle, Tomato and Cream of Mushroom. The red and white colours and old-fashioned script lettering continue to be used throughout their soups. There were health and wellness upgrades (reduced sodium and upgraded chicken meat) with the majority of the soups getting upgrades. While consumers want something new and different, they also want simple, reliable recipes that will not involve too many unfamiliar ingredients or techniques. They wanted to feel like they were doing more than just adding eggs to a mix, but not want to make a special trip to the store to get some exotic ingredient. On top of all this, they needed to whip things together before taking the kids to soccer or hockey or dance. And, while Canada fared better than the US in terms of a slow economy, there was still plenty of interest in preparing unique foods at home to avoid the cost of dining out. With this in mind, they also added a Campbell's Kitchen Recipes section to their website. It has become quite popular where users sign up for a recipe club providing their email addresses which has provided Campbell's Soup with a database of about 100,000 customers. With excellent merchandising, fresh new packaging and healthier products, Campbell's was determined to maintain the strength of its Red & White brand and hold its dominant market share of the soup market. It believed the way to do so was through helping consumers see these soups as healthy, quick solutions to their desire for interesting foods for their families, the key target for soups They were also going to have to rely heavily on the retailers who sell their soups such as Loblaw's, Walmart and Metro to continue to provide them with the shelf space they needed. Campbell's sales account team will be focused on these three most important retailers. The brand manager for Red & White soups in Canada arranged meetings with all the short-listed agencies to discuss her needs. She was clear on what she wanted from an Integrated Marketing Campaign. To get consumers excited about using Campbell's products in innovative and creative ways to create quick, healthy meals To have consumers share good recipes with friends and others more easily To help consumers with ideas of how to create a meal while standing in front of Campbell's products To be innovative, yet maintain loyalty among the traditional consumersAl.When a firm has a strong brand or product, it is critical that the firm find ways to exploit it-often through managing and extending its product life cycle. What stage of the Product Lifecycle do you think Campbell's Soup currently belongs? Why? (2 marks) How has Campbell's soup modified the product to extend the Product Lifecycle? Provide 2 examples and explain how this would extend its product lifecycle. (3 marks) How has Campbell's soup modified the market to extend the Product Lifecycle? Provide 2 examples and explain how this would help extend its product lifecycle. (3 marks) A2. Based on the case information and what you know about the soup market, describe how you could implement an integrated marketing campaign by effectively utilizing each tool, using examples. (3 marks each, total of 15 marks) Promotional Tool Describe why and how you could effectively utilize each tool, using examples