Submitted by: Submitted by nzervakos
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Category: Business and Industry
Date Submitted: 12/10/2014 02:43 PM
Growth Strategies, Innovation, Alliances, and Execution at The Campbell Soup Company
Assignment number u10a1, DB8004-03, Spring 2013
Nancy Zervakos
Capella University
493 Country Club Drive, #229
Simi Valley, California 93065
Nzervakos@capellauniversity.edu
Instructor: Dr. Suzanne Richins
Introduction
The Balanced Scorecard can tie strategic planning and performance metrics across product lines in MNC (multinational corporations). The use of a Balanced Scorecard or strategy mapping can provide company-wide focus and a clear path to achieving desired results (Thompson, 2012). This paper explores the use of strategy mapping as a tool at Campbell Soup Company and looks at how using strategic innovation has enabled this trusted household American brand to remain vibrant and relevant with today’s global consumers.
At grocery stores around the country, three brands are most visible as consumers walk down the soup aisle: Campbell’s, Progresso, and Swanson. The Campbell Soup Company owns Swanson; while Progresso, over 100 years old and family founded, was acquired by Pillsbury in 1996, and subsequently was sold to General Mills. In 2007, Weight Watchers formally supported Progresso’s Lighter soup offerings in their weight loss meeting, which had a tremendous impact on the success of the Progresso line (Watershed Publishing, 2008).” Campbell Soup was not complacent and did not allow their competitor to take over valuable market share, rather they replied with a series of media ads that positioned the Campbell brand as the healthy alternative to Progresso, containing flavorings like hydrolyzed vegetable protein and Monosodium glutamate (Adams, 1999). The New York Times ran one ad that showed a can of Progresso with the caption, “Made with MSG,” aside a can of Campbell’s Select Harvest with the caption: “Made with TLC” (Tender Love and Care) (Watershed Publishing, 2008).” At one point the Soup Ad War got so heated that the star of the Colbert...