An advertising pitch put together by me and my group when I was studying in Sheridan College.
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1. Low brand loyalty among customers 80% buy other brands
besides Campbell's Target market does not perceive Campbell's as a
high quality brand Only 13% perceive Campbell's to be a high
quality brand
2. Target market perceives the brand as trustworthy and well
known Brand offers many varieties Easy to cook and convenient
Affordable price Heart and Stroke Foundation approved Health Check
symbol on Campbell's soup cans Growth of product line; lower-sodium
soups
3. Chicken noodle soup top selling flavour in Canada, but
perceived as being low quality compared to competitor, Lipton
Campbell's only offers liquid varieties, not packet varieties
Campbells recent scrutiny for the use of chemical BPA in some of
their cans
4. Economic slowdown causing more people to cook at home
instead of eating out Increase consumption through incorporating
soup into recipes Growth of product line to include lower-sodium
soups attracts health conscious consumers Seasonality 100% consume
Campbell's during the Winter
5. Scrutiny and health risks for their use of chemical BPA in
metal cans Competition offers gourmet and ready to serve varieties
Target market will only buy high quality food products for their
family. Campbells is not perceived to be high in quality by the
target market.
6. Flavour innovation and variety dominate the market share
Reduced sodium and low-fat options Trusted throughout
generations
7. Campbell's does not offer packet soups Only offers liquid
soup varieties as a recipe ingredient Campbell's chicken noodle
soup is not as preferred as Liptons chicken noodle soup
8. Campbells value cookbook Meal mail: recipes sent via email
Labels for education Saving centre: coupons
9. Lipton Meal Planner Home basics Primo Official sponsor of
Toronto FC (Toronto soccer team)
10. Females; Mothers 35-49 HHI $75,000+ HH with children