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  • Campbell Case

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    Mimosa Kamal
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    Campbell Soup Company uses various marketing research methods to understand customers and boost sales. Their strengths include obtaining insights into customer observations, psychology, and taste trends from diverse data sources. Their weaknesses include the costliness of some methods and potential interference with personal life. Campbell's objectives are to enhance the customer experience, boost sales and market share. They aim to capture customer insights, understand segmentation, develop new products, attract new customers and retain old ones. Their biometric research provides startling insights but costs more than traditional deep dive research methods like surveys and focus groups, which could be integrated to complement Campbell's existing efforts.

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    Campbell Soup Company uses various marketing research methods to understand customers and boost sales. Their strengths include obtaining insights into customer observations, psychology, and taste trends from diverse data sources. Their weaknesses include the costliness of some methods and potential interference with personal life. Campbell's objectives are to enhance the customer experience, boost sales and market share. They aim to capture customer insights, understand segmentation, develop new products, attract new customers and retain old ones. Their biometric research provides startling insights but costs more than traditional deep dive research methods like surveys and focus groups, which could be integrated to complement Campbell's existing efforts.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    26 views19 pages

    Campbell Case

    Uploaded by

    Mimosa Kamal
    Campbell Soup Company uses various marketing research methods to understand customers and boost sales. Their strengths include obtaining insights into customer observations, psychology, and taste trends from diverse data sources. Their weaknesses include the costliness of some methods and potential interference with personal life. Campbell's objectives are to enhance the customer experience, boost sales and market share. They aim to capture customer insights, understand segmentation, develop new products, attract new customers and retain old ones. Their biometric research provides startling insights but costs more than traditional deep dive research methods like surveys and focus groups, which could be integrated to complement Campbell's existing efforts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 19

    Campbell Soup Company: Watching

    What You Eat


    of the Campbell Soup Company’s
    marketing information system

    ?
    What are the strengths and weaknesses
    Strengths

    Customer Observation Customer Psychology

    Customer Taste Trends Diverse Product Line


    Strengths

    Sales Boost Flexibility

    Data on Market Segments Lack of Biasedness


    Weaknesses

    Absence of Online
    Costliness Research

    Interference on
    Personal Life

    Lack of Market Lack of Competitive


    Expansion Data Intelligence
    ?
    What objectives does Campbell have
    for the marketing research efforts
    described in the case
    Primary Objectives

    Enhancing the Customer’s


    Food Experience

    Boosting Sales &


    Increasing Market
    Share
    Marketing Research Objectives

    Taste Shifts Emotions

    Capture Customer
    Insights

    Segmentation
    Marketing Research Objectives

    Develop Better Introduce New


    Products Products

    Attract New Retain Old


    Customers Customers
    Compare the effectiveness of Campbell’s
    biometric research with its deep dive
    research
    Biometric Research

    Startling Insights

    Subconscious Mind

    2% Sales Increase
    Biometric Research

    Redesign
    Rebuild
    Reclaim

    Advanced Tech
    High Cost
    Packaging Variances
    Before After
    Deep Dive
    Research

    Trend Segmentation

    Natural Response Time consuming


    They Will Be
    Watching
    Describe how traditional marketing
    research could be integrated with
    Campbell’s research efforts from this
    case
    Integrating Traditional Marketing

    Questionnaire Focus Group


    Based Survey Interviews

    Traditional
    Interviews
    Integrating Traditional Marketing

    Customer Customer
    Insights Responses

    Secondary Market
    Research
    THANK YOU!

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