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Case Study: Campbell Soup Company

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4-18 What are the strengths and weaknesses of the Campbell Soup Company’s marketing

information system?

The Campbell Soup Company has more strengths than weaknesses, here are some of the

strengths; First, thanks to the study made by the company is possible to have a better knowledge

of the customer wants. Second, there are some aspects of the development of a new product

which are better appreciated and which would be impossible to know by surveys. And third,

there is more knowledge about customer needs, so it is possible to make changes and create new

products.

The weaknesses are; First, it can be considered a highly invasive information system. And

second, some people can considerer it against the privacy of the customers because they get

intimate and personal information.

4-19 What objectives does Campbell’s have for the marketing research efforts described

in this case?

The main objective of Campbell is to improve the food’s customer experience, but they also

wanted to expand the target market. They wanted to get a new generation of consumers, and this

is how they discovered the six consumer groups to offer according to the analysis of each group

their product portfolio.

4-20 Compare the effectiveness of Campbell’s biometric research with its deep dive

research.

In Campbell’s biometric research they could find a deficiency in the labels of the soup cans that

didn’t express any emotional response. Also, with the deep marketing studies of being more with

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the customers they got more intimate and personal information. According to the results of the

biometric research, the company decided to evaluate specific aspects of the appearance of the

packaging that its products contained. These small but very important changes, Campbell

increased his soup sales by 2%. Also, using the deep investigation method help to identify

different consumer groups, such as “Uninvolved Quick Fixers” which are families or people not

interested in cooking or learning, and the “Passionate Kitchen Masters” which are the ones that

love to cook and knows how to.

4-21 Describe how traditional marketing research could be integrated with Campbell’s

research efforts from this case.

The use of traditional market research into the Campbell’s case, the could obtain a more accurate

result about the level of consumption that people have a certain product, although it is true that

the new research strategies help the company to know in which the consumer is interested, it

does not provide real data on the frequency of consumption of its product, appreciation of quality

and diverse opinions of consumers. By using traditional research we will be able to improve the

product not only from an external point of view that leads the consumer to obtain our product but

it will also help us to improve customer satisfaction when they have already consumed it. The

more researches we have to understand customer needs, the results will be more accurate.

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References

- Kotler, P. & Armstrong, G. (2018) Principles of Marketing.

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MKTG 3301 | Principles of Marketing