Campbell Soup Company: Watching What You Eat by PHƯƠNG PHẠM NGỌC KHÁNH

2023-11-08 00:40:39 UTC

Campbell's marketing research objectives include:

- gaining a comprehensive understanding of consumer trends, consumer preferences, behaviors through advanced neuroscience methods

- enhancing the shopping experience by making meaningful changes to displays, labels, and packaging

- evaluating brand perception, including loyalty, image, and trust

- attracting new customers while maintaining loyalty

- increasing sales, market share

dangpham31231024899_ — 2023-11-08 00:40:50 UTC

Capturing the attention of a new generation of customers and staying attuned to the changing nature of consumer food

2023-11-08 00:41:11 UTC

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 he 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.

Strength:

vyha0101 — 2023-11-08 00:41:15 UTC

Strength:

focus on customer

changing display, packaging
create suitable products

Weakness: conduct various research method on customers

PP

2023-11-08 00:41:46 UTC

Can use tradi to collect ans from customers from surveys and interviews => more understanding the customers, helping dev mkt strategy

2023-11-08 00:41:58 UTC

Neuroscience research:

Changing label, packaging, and product display-> 2 percent increase in revenue

Deep dive research : discover existing and developing trend in each consumer group as well as in general market

2023-11-08 00:44:22 UTC

-Strengths: including comprehensive data collection, timely and accurate information, and data integration and analysis

-Weaknesses: including a potential rellance on internal data, data quality. and validity issues, and a potential lack of qualitative insights

-Campbell's marketing research objectives may include understanding customer preferences, identifying market trends, assessing brand perceptionevaluating advertising effectiveness, and monitoring competitor activitiesWhen comparing the effectiveness of Campbell's biometric research with deep dive research, blometric research provides objective insights and real-time data, while deep dive research offers qualitative Insights and a contextual understandingTo integrate traditional marketing research with Campbell's research efforts, data triangulation, a mixed-methods approach, targeted research design, an iterative research processand collaborative analysis can be employedThis integration allows for a more comprehensive understanding of the market and informed marketing strategies.

2023-11-08 00:45:39 UTC

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.