Marketing Project - Murdock 1 Zak Murdock 2120045 Marketing...

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Murdock 1 Zak Murdock 2120045 Marketing Principles Professor McCall 29 April 2009
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Murdock 2 During history, many product brands and company brand names have come and gone . Throughout this time some brands have lasted longer and became more successful than others . With brands that have withstood the test of time, a challenge is presented to them . This challenge is to never cease appealing to the customers’ ever- changing wants and needs . The product or brand that can best please customers is the one in which will continue to have great success . However, there comes a time when a product has been around for a while and has not really changed much . One popular brand that has withstood the test of time is Swanson . The Swanson brand includes products such as TV dinners, broth, and poultry . The Swanson brand has been around for decades and although it is not on the brink of dying its brand of TV dinners can be considered a stale product . The year 1953 marked the birth of TV dinners, television was sweeping across the United States and freezers were becoming very common in every household 1 . Gerry Thomas, a sales representative for C .A. Swanson & Sons, proposed launching a frozen dinner that would take advantage of these trends and help reduce a surplus of Thanksgiving turkeys the company had on hand 2 . Gilbert and Clarke Swanson agreed to the idea and the original “TV Dinner” went into full production and sold 12 million cartons 3 . However, that is just the beginning of the story as the evolution of Swanson has spanned several decades . The TV dinner was a giant success for Swanson and continued to be even more of a success in 1987 when microwaveable packaging was 1 Swanson 2 Pinnacle Foods Corp. 3 Pinnacle Foods Corp.
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Murdock 3 first introduced, thus signaling a new era of TV dinners 4 . In 1999, Swanson celebrated its forty-fifth anniversary and was recognized as one of America’s most popular brands 5 . Shortly after in 2003, the Pinnacle Food Corporation, the owner of Swanson, decided to increase spending in order to up advertising for the Swanson brand 6 . This increase of spending went to both Hungry Man and Swanson brand products . The reason behind this spending was to give the brands a boost for a possible sale of both brands . Pinnacle’s plan was to increase spending in order to turn these neglected brands back around and market them well to the public 7 . However, today Pinnacle Food Corporation still owns the Swanson brand . Swanson is in the food industry business with its primary customers being lower class to middle class American citizens . Swanson uses an undifferentiated targeting strategy, thus assuming that all of its customers for Swanson TV dinners have similar needs, which allows the firm to satisfy many, if not all, customers with a single marketing mix . The firm targets those Americans who have a lifestyle where they do not have the time,
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Marketing Project - Murdock 1 Zak Murdock 2120045 Marketing...

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