Campbell's Executive Summary

Background Information and Market profile

According to Euromonitor International, canned soup has seen a 1% decline resulting in CAD700 million dollars in sales in 2017.1 The industry has seen a lack of innovation in new products, which has been a large contributing factor to the decline. Consumers are pushing for less processed and more natural options and the soup industry has to adapt to consumers requests.

Company and Competitor Profile

Campbell’s has reported that in 2017 there sales were CAD7, 890,000 dollars in that fiscal year alone. 2 As Campbell’s is a powerhouse in the soup market, they have continued to dominate by holding 61% of the market share in 2017 with only a small decline of 1% in sales since 2016.3 In regards to the top

As a result of younger generations wanting healthy options we want to create a product that aligns with this shift. The new products need to provide a variety of healthy and fresh ingredients. Millennials are the driving force behind social media, in light of that it is imperative to increase Campbell’s online presence. This includes utilizing Instagram, Facebook, Pinterest and Twitter to reach millennials and bring awareness to the new product options.

Geographic

Millennials are dispersed all over Canada, but a recent report showed that they are flocking to places like Calgary, Waterloo, Ottawa and Saskatoon. This has been attributed to lower living costs and job offerings.12 The list above has populations of 1.5 million, 109,000, 960,000 and 307,000, with that being said one of these locations would be a great test market.

Behavioral

Current consumers of soups are both male and female and are over the age of 65. These current users make between 60-80k and spend an average of $66.13 on their total grocery purchase.13 These individuals usually buy soup at a super market and majority of them pay cash. 14 The consumers that purchase soup are often purchasing to stock their pantry and are repeat customers. They seek the benefits of having a quick and easy option that is

The ingredients include tomato, chickpeas, kale and carrots. This soup is great source of fiber and vitamin A compared to competitors. The product is sold for $2.69 but in order to entice first time consumers Campbell’s is offering $1 to $1.50 off coupon. The company has taken an aggressive approach and competitors cannot compete on price and quality of ingredients.

Creative objectives

The key message Campbell’s wants to portray is that it is a healthy, hearty meal. The ingredients provide 11% of your daily fiber and 15% of your daily vitamin A. The nutrient dense ingredients in the soup may not be organic but purposefully chosen.

Creative Strategy

As our target market for Minestrone with Kale is targeted at millennials specifically, I see fit to utilize bold, fun and engaging messaging through a variety of different platforms. In appealing to millennials it is vital that we engage and bring attention to our product. By utilizing bold colors and unique fonts it will stand out from the competitors on shelves. On social media platforms, we must utilize pop culture and integrate trending music to grab the attention of young