Question

1. what are the strengths and weaknesses of the Campbell Soup Company's marketing information system? 2. What objectives does Campbell have for the marketing research efforts described in this case? 3. Compare the effectiveness of Campbell's biometric research with its deep dive research. 4. Describe how traditional marketing research could be integrated with Campbell's research efforts from this case.

Answer 1

Ans 1: Campbell’s​ ​Soup​ ​Company’s​ ​marketing​ ​has​ ​a​ ​lot​ ​of​ ​strengths​ ​but​ ​not​ ​to​ ​many weaknesses.​ ​A​ ​big​ ​strength​ ​that​ ​Campbell's​ ​Soup​ ​Company​ ​had​ ​was​ ​that​ ​they​ ​decided to​ ​change​ ​their​ ​original​ ​marketing​ ​research​ ​which​ ​would​ ​help​ ​them​ ​from​ ​getting​ ​old​ ​or the​ ​same​ ​information.​ ​They​ ​took​ ​into​ ​consideration​ ​what​ ​logo​ ​and​ ​label​ ​to​ ​use​ ​on​ ​the can​ ​so​ ​that​ ​it​ ​may​ ​be​ ​more​ ​attractive​ ​or​ ​easier​ ​to​ ​find​ ​in​ ​the​ ​supermarket.​ ​The​ ​change​ ​in these​ ​strategies​ ​helped​ ​increase​ ​their​ ​sales​ ​by​ ​2%.​ ​There​ ​is​ ​not​ ​really​ ​anything​ ​I​ ​can say​ ​that​ ​they​ ​did​ ​badly​ ​in​ ​their​ ​information​ ​system.

Ans 2: At​ ​the​ ​beginning​ ​of​ ​the​ ​case,​ ​​ ​CEO​ ​Denise​ ​Morrison,​ ​wanted​ ​to​ ​reverse​ ​the​ ​market share​ ​and​ ​look​ ​for​ ​more​ ​growth​ ​opportunities​ ​in​ ​a​ ​bigger​ ​market.​ ​He​ ​wanted​ ​to​ ​get​ ​the attention​ ​of​ ​the​ ​newer​ ​generation​ ​to​ ​increase​ ​sales.​ ​He​ ​also​ ​wanted​ ​to​ ​try​ ​and​ ​make​ ​the product​ ​better​ ​tasting,​ ​which​ ​would​ ​obviously​ ​help​ ​the​ ​sales.

Ans 3: The​ ​biometric​ ​research​ ​and​ ​deep​ ​dive​ ​research​ ​are​ ​two​ ​different​ ​ways​ ​of​ ​understanding what's​ ​going​ ​on​ ​in​ ​the​ ​market.​ ​Biometric​ ​research​ ​is​ ​more​ ​specific​ ​than​ ​deep​ ​dive research,​ ​it​ ​analyzes​ ​things​ ​like​ ​where​ ​the​ ​product​ ​should​ ​be​ ​placed​ ​or​ ​how​ ​it​ ​looks.​ ​The deep​ ​dive​ ​research​ ​is​ ​recording​ ​data​ ​about​ ​what​ ​is​ ​happening​ ​in​ ​the​ ​market​ ​to​ ​be​ ​able to​ ​figure​ ​out​ ​themes​ ​such​ ​as​ ​a​ ​particular​ ​time​ ​of​ ​year​ ​or​ ​climate​ ​region​ ​that​ ​want​ ​hot soup​ ​more​ ​than​ ​others.

Ans 4: I​ ​feel​ ​like​ ​between​ ​all​ ​of​ ​their​ ​ways​ ​of​ ​marketing​ ​through​ ​biometric,​ ​deep​ ​dive​ ​research,​ ​and surveys,​ ​Campbell's​ ​seems​ ​to​ ​have​ ​done​ ​a​ ​pretty​ ​good​ ​job​ ​at​ ​their​ ​market​ ​research.​ ​I'm​ ​not​ ​too sure​ ​what​ ​else​ ​I​ ​would​ ​integrate​ ​into​ ​their​ ​research​ ​efforts​ ​from​ ​this​ ​case​ ​since​ ​they​ ​have​ ​been​ ​so successful​ ​with​ ​the​ ​strategies​ ​they​ ​have​ ​uses