Positioning Campells Soup Iq
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This paper is in regards to the position the Campbells Soup Company used in order to promote its target market, those that were searching for a healthier lifestyle that had the threat of diabetes and other health problems associated with diet. It was an invention of the time, but due to lack of implication the test market in Ohio did not live up to the expectations of the companies head, R. David C. Macnair at the time. They had spent billions into research and development of this product that actually worked. The problem was the way that they distributed the product. One of the major problems was the high cost of the product itself and the lack of variety. They were supplying it as more of a medicine. Instead of having it available in stores, a person that wanted to order the product choose between a one or ten week plan that was quite expensive. They had competition coming in many forms of other companies trying to get the more heath conscious population. Campbells has had many mistakes in the past, but I believe that this is an approach that they had a good product, but they deviated by missing the mark on the price elasticity of the target market and the variety issue.
I believe that they should have stayed with the product Intelligence Cuisine, but positioned it into a different part of the market. This means that they should have had it less as a doctor room and door to door delivery, but instead used their distribution channels to line the shelves of the frozen food aisle to make it more readily available to the public.