Campbell's Soup Company

Campbell’s Soup Company

MKT301-1

Contents

The Company3

The Product4

SWOT Analysis5

Marketing Strategy6

Global and Current Events7

References8

Campbell Soup Company

In 1869, Joseph Campbell and Abraham Anderson formed a partnership in Camden, New Jersey to can tomatoes, vegetables, jellies, condiments, and mincemeats, but in 1876, Campbell brought out Anderson’s interest, changing the company’s name to Joseph Campbell Preserve Company known today as Campbell Soup Company. In the early years of the company, they produced 200 hundred varieties of canned goods, but soup was not one of them, they primarily canned produce. At the time there were only two companies in America that manufactured and marketed ready-to-serve canned soups: Franco-American and Huckins. In 1899, Dr. John Thompson Dorrance created, manufactured, and marketed Campbell’s first condensed soups. The first five soups that Campbell’s introduce to the public were; Tomato, Consommé, Vegetable, Chicken, and Oxtail. The soups were inexpensive and convenient to prepare, but of high quality. Due to the fact the soups were condensed, Campbell’s was able to ship and sell its produce at one-third of the cost. With the success of their condensed soups, Campbell’s introduced their famous red-and-white label for the soups. In 1911, Campbell’s became one of the first companies to begin selling its 21 varieties of soups along with Pork and Beans nationwide. In the 1930s, Campbell’s opened facilities in Canada and Great Britain as well as introduced their famous slogan “M’m! M’m! Good!” through radio advertising. In 1942, sales were $100 million for the first time in the company’s history and soup sales made up 75 percent of Campbell’s business. Today, Campbell’s not only manufactures and markets condensed soups, but it also manufactures and markets healthy beverages, baking snacks, and simple meal products as well.

To describe Campbell’s condensed soup, Campbell’s uses...