Success: Campbell Soup Company

Success: Campbell Soup Company

Category : Consumer Goods
August  2013  Pages : 27



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Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study exemplifies how accelerating the innovation process can promptly kick-start sales growth. In doing so, it shows that consumers will give iconic brands a chance to impress.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Campbell Soup Company considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends have Campbell's new innovations capitalized on?

- What can I learn from the success of Campbell Soup Company?

Key Highlights
The economic climate and a more efficient approach to marketing spend have aided Campbell's performance turnaround in the US. Most significant is the company's responsiveness to consumers' evolving preferences with a more varied portfolio based upon deep consumer insight.
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