Campbell Soup Company Branding Assessment

Lastly, as consumers have become more discerning and demanding in the quality of soups and convenience foods they buy in terms of taste and nutritional value, Campbell Soup Company needs to consider re-vamping their production process to concentrate on fulfilling these unmet needs first.


The following are the recommendations for Campbell Soup Company in managing their branding to take advantage of the evolving trends influencing their business today and into the future:

Transform the brand from its existing position into a more premium market position by developing new production processes that make ready-to-eat soups and meals more stylish in composition and more nutritious in value.

Consumers want to have an “eating out” experience at home with ready-to-eat soups and meals while also getting nutritious value (Facenda, 2007).

Introduce more ready-to-eat soups to gain greater market share in this growing segment. The company needs to consider brand extensions of the Chunky and Select brand series for this specific recommendation.

Invest R&D in entirely new packaging and easy-to-open containers for both ready-to-eat and classic soups and meals. These containers need to be microwaveable and reusable, as consumers mention recycling and re-use of plastic items as important. Consumers are looking for convenience in packaging and serving of soups and meal replacements as well.

Develop and refine an in-store location analysis and planning system to optimally define where Campbell soups and meals need to be merchandised.

Planning out the location in the store, size of display, product mix and messaging, and pricing for each retail outlet is critical (Reyes, 2006).

Develop international business and marketing plans to penetrate the Chinese and Indian markets, taking into account cultural and religious differences and the need for packaging specifically in the Indian market, where smaller, individualized servings at low prices are common (Jargon, 2007).


Background and Introduction

Main Conclusions




Ready-to-Serve vs. Pre-Packaged is Critical Decision Point

Healthy, Nutritious, & Low Calorie: Consumers High Expectations

Campbells Branding and Retail Execution

The Challenge of unifying all Campbell Brands

Future Trends

Limitations, Conclusions and Recommendations


Critiquing Campbell Soup Companys Brand Strategy

The challenges Campbell Soup Company faces with regard to its branding strategy are being driven by a higher level of concern on the part of consumers with regard to healthy food (Facenda, 2007), the increasing importance of using computer-based advanced analytical tools and techniques for planning store layouts and defining contents of.

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