Course Hero Logo

KCarney_A1 - Writing Assignment #1: Campbell’s Soup Kyla...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 4 out of 8 pages.

Writing Assignment #1:Campbell’s SoupKyla CarneyMRKT 310Professor WussowMarch 29, 2020Part 1
1What is Strategic Marketing?1. Creating Value for CustomersWhen thinking of a traditional “grandma-style” type soup, Campbell’s Soup is perhapsthe first one to come to mind. Founded in 1869, this brand became a household name, garneringrecognition for its hearty and delicious soups and also for its star appearance in Andy Warhol’s“Campbell’s Soup Cans” print. Campbell’s Soup has definitely rested on its laurels of being aname brand for years. The brand’s name possesses a lot of nostalgia in itself. This, however,might start to be a problem in modern times. Anna Yukhananov addresses this in her article“Campbell’s Generation Gap” writing, “Campbell Soup makes perhaps America’s most iconicversion of the soothing food, memorialized in Andy Warhol’s portrayal of the red-and-white cansin 1962. But the brand’s future may see it consigned to nostalgia,” (Yukhananov, 2017). As newgenerations emerge, Campbell’s Soup is becoming of less importance to them. For example,Yukhananov reveals in her article that while Baby Boomers and Gen X ranked Campbell’s Soupas their #2 and #5 favorite brand, respectively, Millennials ranked Campbell’s Soup at #27 ontheir list of favorite brands, favoring more technically savvy brands such as Google, Youtube, etc(Yukhananov, 2017). Campbell’s will have to figure out how to keep younger generationsengaged if they want the legacy of their brand to live on. As to how the company creates valuefor its customers, Campbell’s transparency in regard to their ingredients and their opencommunication with shareholders and consumers on social media have been cited as two of theirmain strengths (Kaye, 2017).2. Role of the Customer in the Company’s Strategic Plan
2Campbell’s Mission Statement is as follows: “Our mission is to nourish people's lives byoffering a wide variety of convenient, delicious, and affordable food choices that can helpeveryone enjoy a balanced, healthful diet,” (Campbell’s Soup, 2020). This mission statementbegins and ends with the customer, which is a good start. When talking about the product itself,the adjectives used are also clearly meant to be aimed at the consumer. Convenient denotes thatthe product is a low-maintenance, easily accessible one. When discussing food, this can be acomforting thing for families with hectic schedules who need something nourishing and heartthat is quick and simple. Delicious is self-explanatory; no consumer is going to want to purchase

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 8 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
icantremember
Tags
Brand

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture