New England Soup Company: Improving Market Position and Branding
Problems of New England soup Company
According to the research report, the quality of Kolander's regular is bad which means its functional value couldn’t satisfy current customers, for example the taste is bad and the price is relatively high also (less for more), once the competitors entered the market they would like to choose the new one.
Concerning with two new canned chowders to entry the soup market, they are fisherman’s delight Chowder and Cape Cod Chowder who entered the market with lower selling price than the Kolander’s brand.
Kolander generally lost their customers from the retail since they failed to identify consumers' functional, emotional attachment and brand loyalty.
Market's objective: improving the market positon and branding
Strategy: to recover the lost distribution and switch customers from competitive brands back
Market Position
Kolander is offensive player which strategy is to increase its market share by taking share from other competitors. At the beginning, Kolander is a market leader, has the largest share which has 94% in the relevant product market. This firm must be aimed at holding its market share, and defending its position. Base on the table 2 results, the new “creamy” formulation is the most preferred one. So they can take action in Strategic Thrust-Product development, push out a new product for existing market as soon as possible.
According to the exploratory research, The product of Kolander's Regular and extra creamy are the least preferred and lower than the other two competitors, therefore, drop-off the formulation of “extra creamy" and keep Kolander’s regular.
Kolander’s regular will be kept for advertising of kolander’s brand.
In additional, we can focus on 4P.
For the product Kolander is going to do a line extension-a new formulation "creamy" which will enter into market by the ‘more for same’. For the style of line extension- Kolander's creamy, we would like to develop a new label packaging for attracting the
According to the research report, the quality of Kolander's regular is bad which means its functional value couldn’t satisfy current customers, for example the taste is bad and the price is relatively high also (less for more), once the competitors entered the market they would like to choose the new one.
Concerning with two new canned chowders to entry the soup market, they are fisherman’s delight Chowder and Cape Cod Chowder who entered the market with lower selling price than the Kolander’s brand.
Kolander generally lost their customers from the retail since they failed to identify consumers' functional, emotional attachment and brand loyalty.
Market's objective: improving the market positon and branding
Strategy: to recover the lost distribution and switch customers from competitive brands back
Market Position
Kolander is offensive player which strategy is to increase its market share by taking share from other competitors. At the beginning, Kolander is a market leader, has the largest share which has 94% in the relevant product market. This firm must be aimed at holding its market share, and defending its position. Base on the table 2 results, the new “creamy” formulation is the most preferred one. So they can take action in Strategic Thrust-Product development, push out a new product for existing market as soon as possible.
According to the exploratory research, The product of Kolander's Regular and extra creamy are the least preferred and lower than the other two competitors, therefore, drop-off the formulation of “extra creamy" and keep Kolander’s regular.
Kolander’s regular will be kept for advertising of kolander’s brand.
In additional, we can focus on 4P.
For the product Kolander is going to do a line extension-a new formulation "creamy" which will enter into market by the ‘more for same’. For the style of line extension- Kolander's creamy, we would like to develop a new label packaging for attracting the