Marketing New Product
Marketing New Product Assignment
Case 1
Introduction:
This case is largely based on Vanessa O 'Connell, "Food for Thought: How Campbell Saw a Breakthrough Menu Turn into Leftovers, the goals we need to reach is to gain the understanding of this company, why they can get the innovation and how they can manage it, also we can learn the experience of this company.
The back ground of the company: In 1990, Campbell Soup was the undisputed leader among U.S. soup manufacturers, with a market share of over 75 percentages. Soup consumption, however, was levelling off, and top management was looking for opportunities for growth in related markets. Competitors such as ConAgra (Healthy Choice brand) and H. J. Heinz (Weight Watchers brand) were making sizeable sales and profit gains in their frozen foods lines, stressing their dietary benefits, and this seemed like a good place for Campbell to begin generating new product ideas.
Innovation plan: At that era, the U.S. public was becoming more interested in the relationships which are between diet and disease prevention. No requires, no supplies. The Vanessa O’Connell’s focusing on foods that could be used to prevent illnesses such as diabetes or cardiovascular disease (including high blood pressure).
Description of Industry: Campbell Soup Company (NYSE: CPB), also known as Campbell 's, is an American producer of canned soups and related products. Campbell 's products are sold in 120 countries around the world. It is headquartered [2] in Camden, New Jersey. Campbell 's divides itself into three divisions: the simple meals division, which consists largely of soups both condensed and ready-to-serve, the baked snacks division, which consists of Pepperidge Farm, and the health beverage division, which includes V8 juices.
Marketing Plan: The Company using the differentiated strategy not only provide the common things but also provide the
Case 1
Introduction:
This case is largely based on Vanessa O 'Connell, "Food for Thought: How Campbell Saw a Breakthrough Menu Turn into Leftovers, the goals we need to reach is to gain the understanding of this company, why they can get the innovation and how they can manage it, also we can learn the experience of this company.
The back ground of the company: In 1990, Campbell Soup was the undisputed leader among U.S. soup manufacturers, with a market share of over 75 percentages. Soup consumption, however, was levelling off, and top management was looking for opportunities for growth in related markets. Competitors such as ConAgra (Healthy Choice brand) and H. J. Heinz (Weight Watchers brand) were making sizeable sales and profit gains in their frozen foods lines, stressing their dietary benefits, and this seemed like a good place for Campbell to begin generating new product ideas.
Innovation plan: At that era, the U.S. public was becoming more interested in the relationships which are between diet and disease prevention. No requires, no supplies. The Vanessa O’Connell’s focusing on foods that could be used to prevent illnesses such as diabetes or cardiovascular disease (including high blood pressure).
Description of Industry: Campbell Soup Company (NYSE: CPB), also known as Campbell 's, is an American producer of canned soups and related products. Campbell 's products are sold in 120 countries around the world. It is headquartered [2] in Camden, New Jersey. Campbell 's divides itself into three divisions: the simple meals division, which consists largely of soups both condensed and ready-to-serve, the baked snacks division, which consists of Pepperidge Farm, and the health beverage division, which includes V8 juices.
Marketing Plan: The Company using the differentiated strategy not only provide the common things but also provide the