Your first assignment is located on page 28, chapter 1 of your textbook. Titled "Experience Marketing." You are expected to using appropriate APA referencing and siting.

._.. . . .1...\" m... .. .. . cu... m. um... \"Mr"... H. -m...\" .c..r.............. .J. \"n.-. \"u\"... c..- 1....-.\" aware of Iwhat they are doing. They must connect their brands to their environmental programs and the social issues they support. It's good for business, arid it's good for society! By the same token, companies that mislead consumers on ethical issues should be taken to task and suffer the consequences of consumer backlash. s/ ExperiencelVlarketing To experience marketing, you must assess situations and make recommendations to change marketing strategies when necessary. What would you do in the following situation? Campbell's Soup is the market leader in Canada, control ling about 60 percent of all volume sold in retail stores. Its direct competitors include Kraft Heinz, Knorr {which makes dry packaged soup mixes}, and a host of private label brands {house brandsl marketed by big retail stores such as Loblaws, Sobeys, and Metro. When you are a market leader, the other brands are determined to take away some of your business a little at a time. It is a time when you can't be complacent. You must initiate marketing activities that will not only protect your business, but build your business as well. An overrid ing factor that Campbell's presently faces is the condition of the soup market. It is classified as being mature, and on a yeartoyear basis, sales volume is declining at a rate of 1 percent. It's not an exciting market, but it is worth about $670 million in Canada right now. Campbell's wants to stimulate some interest among younger families for its condensed soup line {often referred to as its red-andwhite line based on the colours of its packagesl. Several external factors present both challenges and opportunities. Among these factors are the aging population that is gradually leaning toward healthier eating alternatives. Canned soups are perceived as being too processed and poor in taste. The millennial generation, the next big group of consumers, are starting to raise young families. They will be cooking at home and looking for ideas. The growing ethnic market lead by the Asian community is more interested in tastier, spicier products. What changes to the marketing mix would you rec ommend to Campbell's condensed soup product line? In order to make any marketing mix recommenda tions, you must first analyze what Campbell's is cur rently doing in Canada. Conduct some Webbased secondary research to find out as much as you can about its marketing mix: product, price, marketing com munications, and distribution. Try to summarize your findings under each component of the mix. Can you detect any new opportunities it can build upon? Be ready to provide some justification for your decisions and recommendations