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Campbell Soup Company Intelligent Quisine Case

Coursework Instructions:

Please answer the following questions about the Campbell IQ case thoroughly for last year, 2019. Do not just give a yes or no answer.
When you have finished, please upload the answers to the link on iLearn, labeled EXAM 3.
Please single-space your answers.
Campbell Soup Company Intelligent Quisine Case
1. Who were Campbell’s customers?
2. Who should have been Campbell’s customers? Why?
3. Evaluate the marketing research underlying Campbell’s decision to develop the Intelligent Quisine (IQ). What did they do well? What did they do poorly?
4. Should additional research have been conducted? Why or why not?
5. What type of additional research should have been conducted? Where?
6. Was Campbell’s failure with the IQ product line the result of faulty targeting and positioning strategy formulation or poor implementation? Explain
7. Evaluate management’s decision to exit the health food product-market. Was it a good idea or did the company make a mistake? Explain
8. Many changes have taken place in the health food market since the case was written. If you were the new marketing manager or MARCOM manager and IQ were a new product being offered in 2019, what would you do?
a. Describe your target market for 2019 (be specific)
b. Promotions campaign (what MARCOM tools would you use and why in order to create awareness)
c. What would you call your product? Would you still call it Intelligent Quisine?

Coursework Sample Content Preview:

Marketing 434 Exam 3
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Institutional Affiliate
Marketing 434 Exam 3
Question 1.
As the kings of soup in the United States, Campbell enjoyed approximately 75% of the American market for functional food. The firm had the biggest share of the $650 billion dollar sector in the food industry. Campbell specialized in the sale soup as a healthy or functional food for people suffering from chronic ailments such as high blood pressure and high points of cholesterol in their bodies. The firm thus targeted individuals with existing chronic conditions and who were in need of maintaining healthy dietary plans. In essence, the firm’s customers were people diagnosed with chronic ailments such as cardiovascular problems, diabetes, and high blood pressure.
Question 2.
Campbell should have expanded its consumer base to include all members of the public. The company should have taken advantage of the increasing awareness and concern for leading healthy lifestyles among the American population. As kings of the soup line of products, Campbell should have used its influence in the health promotion sector to sensitize the public as a whole on the importance of embracing healthy dietary plans. Such a program functioned to increase its consumer base to include other members of society with none of the outlined pre-existing conditions. In essence, Campbell should have expanded its consumer base to cover other sectors of the wide food industry by including both the ailing and healthy members of the American society.
Question 3.
The development of the intelligent Quisine was informed by the firm’s effective market research on consumer trends and the diverse market dynamic influencing the demand for a given product. The development of the new product functioned to establish the firm’s position as the leading entity in the sale of function foods. The firm carried out a market analysis and evaluation to establish that a majority of the ageing population was suffering from chronic conditions such as high cholesterol and blood sugar levels. The firm further took notice of the increasing awareness and concern among the American population on concerning the relationship between lifestyle diseases and dietary habits. The company did well to involve all the concerned stakeholders in the development of the brand of functional foods including the regulatory authorities. The firm also adopted an effective product promotion approach by airing the results of the clinical trials to the public. However, the firm failed in its market penetration and product pricing strategies. The firm should have initiated sale of the product at different locations and adopt a progressive pricing strategy while introducing the product to the market.
Question 4.
Additional market research and analysis was necessary before...
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