mkt 445 campbell

mkt 445 campbell - Campbell TLC: Tender Love and Care...

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BRANDWEEK PRESENTATION Packaged good: CAMPBELL By: Setiadi Gunawan
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Summary Campbell has launched an ad taking direct aim at its rival, “Progresso” Reposition their brand along with creating extension line
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An ad in New York Times shows a can of Progresso with the caption, ”Made with MSG.” While Campbell with the caption, “Made with TLC.”
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Comparison
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Progresso MSG: Monosodium Glutamate Researchers at Hirosaki (Japan) stated that “Too much MSG could cause blindness”
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Unformatted text preview: Campbell TLC: Tender Love and Care Reasons: 1. NO MSG 2. 100% natural white meat 3. NO Artificial flavor Mental Map Global Vegetable Chicken Family Delicious Soup Red & White Can Healthy Customer-Based Brand Equity Model Consumer-Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery ATTRACTING YOUNGER CONSUMERS HAPPY, SATISFIED DELICIOUS, HEALTHY (NO MSG) GLOBAL WEBSITE http://campbellsoup.com/select.aspx...
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mkt 445 campbell - Campbell TLC: Tender Love and Care...

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