The world today has an abundance of similar products that are produced by different brand names. In the following text, we will analyze the marketing mix and variables that surround the Campbell’s brand name. In conclusion, we will make suggested recommendations that could possibly benefit Campbell’s in gaining market share and profitability.

1. The Campbell’s Soup Company has been around for a number of years, and is the world’s largest soup manufacturer.
2. The initial target market was that of working mothers, but as time evolved it has shifted the target audience to anyone with time limitations.
3. In relation to the positioning of the brand, Campbell’s has always positioned itself with providing healthy and nutritious foods.

Marketing Mix Analysis:

1. Product

The Campbell’s positioning is very accurate as it provides healthy and nourishing products within the product line.

• The product line width is composed of about 7 products that come in many different options. This being said, the depth of the product line is in fact the largest. Each product comes in a multitude of different sizes and flavors. The brand offers adequate products for the consumers.
• In addition to the size and flavors, the packaging is well organized for that of single or multiple item purchasing.
• The packaging also achieves an accurate perception in the consumer’s mind. They use well known athletes to convey the message of health to the consumer.

2. Price

• The pricing of the products within the brand name are consistent with that of the positioning. They provide the perception that to eat healthy the consumer should not have to pay more.
• The Campbell’s brand is typically priced at twenty cents above that of their major competitors. This is the act of swaying the consumer’s mind to the perception that Campbell’s is of a higher quality than the competitors.
• In becoming a household name for many decades, Campbell’s employs the customary pricing technique for the majority of the time. They create the image of tradition within the consumer’s mind.
• While operating in an elastic market, Campbell’s employs special event promotional pricing strategies in order to remain competitive.
• The company also offers discounted pricing on certain seasonal items and during holidays. In addition to these promotional strategies, they employ the odd even strategies to convey the message that their brand is that of higher quality.

3. Distribution

• Campbell’s brand is distributed intensively throughout all geographic locations within the United States and many foreign countries.
• The products are very easily purchased at any marketplace at any given region of the US.
• In the distribution process, Campbell’s deals with wholesalers and retailers thus creating the supply channel. This is a very profitable concept as long as the lines of communication remain opened. Catalog marketing is also another form of distribution that is employed. This is easily achieved due the fact that the shelf life of the products is long.

4. Promotion

• In using the most recent athletic figures in their advertisements, they are successful in maintaining their position of health.
• Campbell’s also uses coupons and reduced pricing in the promotion of their products.
• In the use of the retailers to help marketing, they are employing the cooperative advertising technique. This helps to advertise their products from numerous different angles.
• The effectiveness of the marketing strategies employed by Campbell’s has made them recognized as the premium brand within their product lines. In comparison to the competition, Campbell’s focuses a great deal on interacting with the public with such efforts as sweepstakes and giveaways, not to mention the extreme effort on education. Their public relation efforts rank them as one of the most society conscious brands in the business.

5. Overall conclusion

My overall conclusion about my selected brand of Campbell’s is positive. I think that they do a terrific job in all of the areas of their marketing strategies. In being a father of two children, I have always supported those brands that seek to create a better tomorrow for our youth. As a young child, my mother would always serve Campbell’s brand products to us children, especially when we were ill. Therefore, the brand is that of tradition in my family as well as most of Americans, and quite possibly the rest of the world.

Indicated Action/Recommended Changes:

• With the ever growing foreign population in America, Campbell’s could consider products that have more of the ethnic background of these immigrants.
• The brand could quite possibly extend the depth of the line with consideration to the vast number of different tastes in our society today.
• I feel that their pricing is correct to maintain the majority of market shares.
• With the brand name being a convenience item, I feel that their distribution outlets are very successful. I
• In the ever changing tastes of the consumers, they may try to involve more TV advertising into their marketing mix.
• The largest recommendation that I could make is if they were to have a promotion that interacts with the public on new tastes for their products. This would create somewhat of a buzz and possibly cut out some of the noise of their competitors.