Campbell Soup Company: Watching What You Eat
September 9, 2018

The strength of the Campbell Soup Company’s was Morrison’s plan, which is to maintain a consumer focus. Denise Morrison is the CEO of Campbell and her plan is so effective and strong. Not just her iconic brand name, but because even after she faced the biggest challenge as in her marketing falling apart, she knew how to understand consumers and revitalize more relatable products. The weakness is that people do not crave soup as a daily snack or food. Basically soup is not a want, it is a need for people. Later, Campbell’s researchers tried out the old traditional surveys and interviews in order to gain the consumers’ understandings. Unfortunately, the traditional marketing method was not successful because it missed out the important thoughts, emotions, and behaviors that consumers go through when they go shop for soup.
Campbell’s goal was to find out what is going on inside consumers’ hearts and minds. Instead, the researchers started to work on state-of-the-art neuroscience methods.
Biometric- emotion//deep dive- insight

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