This case talks about the dilemma of Campbell Soup Company who wants to change the packaging of their soups. They want to change both the brand name and the packaging of their soup which was earlier available in tin cans.
# As a convenience goods producer, what marketing consideration do Campbell executives have to keep in mind?
Convenience goods are those that the customer purchases frequently, immediately, and with minimum effort. Tobacco products, soaps, and newspapers are all considered convenience goods, as are common staples like ketchup or pasta. Convenience-goods purchasing is usually based on habitual behavior, where the consumer will routinely purchase a particular ...view middle of the document...
Secondly a change in can will be enough to attract the new generation because new generation already know about the soup but is not buying because of the extra effort that comes with the tin can. So a new can will be able to attract them.
Other option with firm is to relaunch the soup as a new product and should keep the following in mind:
Among the key components included in a strong product launch plan:
* Clearly defined sales objectives
* Assured sales channel readiness
* Promotional functions in place (public relations/marketing/advertising)
* Resources to track, monitor and account for execution
To make sure everyone is working toward the same goal, certain milestones should be established:
* Have we identified all necessary launch channels?
* What number of new products do we plan to sell by a specific date?
* When will the product be ready to launch at a national trade convention?
* Are sufficient stocking orders placed with key distributors?
* How can we grow the product into a 5-10 percent market entrenchment by a specified date?
Approaching the customer with the new product can be the most delicate situation of all. If existing customers encounter design flaws in the new product, they may forgive and forget (particularly if their relationship with the company is strong enough), but it's unlikely new customers will feel the same way. Also, the new product may not be the right "fit" with all of your current customers. Preparedness reduces the risk that the company's credibility may be damaged by missteps at launch time.
Also following should be used as company's marketing communications:
* New and current product literature
* Press releases
* Product specifications
* Sales presentations
* Internal communications
Advertising should be aimed at presenting the product (specifically, its features and benefits) in the best possible light.
Before launching following questions should also be kept in mind:
* Do our existing distributors serve mass marketing retail outlets?
* Does our current pricing schedule take factors like mass market competition into consideration?
* If we lower our price, how much can we afford to spend on the sale of each unit at this lower price?
* Can we reach this market with our current sales force?
#3Factors should Campbell have considered in the decision to change to a new package:
* Protection – Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protect is exposed to air or other elements.
* Visibility – Packaging design is used to capture customers’ attention as they are shopping or glancing through a catalog or website. This is particularly important for customers who are not familiar with the product and in situations, such as those found in grocery stores, where a product must stand out among thousands of...