Tag Archives: Campbell Soup

M’m, M’m, K-Cup Soup!

9

Convenience rules our lives, and it also runs the grocery aisles. Roaming the grocery store shelves, we can find single-serve products, heat-and-go, microwavable, pre-packaged, instant, and a multitude of other easy-serve foods. Every shelf and aisle seems to be packed with new products competing to provide quick and easy foods.  Even the old standby, soup, has a variety of choice for preparing products – dry, condensed, single-serving, home style, organic, and a few more.

But can soup be reinvented yet again? Campbell and Keurig think so and the latest product from Campbell Soup fits nicely into this trend, a single-serve K-Cup that can produce a cup of soup at the touch of a button. Starting next year, Keurig and Campbell will market a K-Cup of soup in three flavors. Using a standard Keurig brewer, the busy professional on the go can quickly prepare a meal in a cup, without the mess.

Group Activities and Discussion Questions:

  1. Start with a discussion of product life cycle. What types of products fit into each segment of the life cycle?
  2. Discuss the difficulties, and necessity, of taking a product from a mature stage and reinventing it for an earlier stage.
  3. Next, ask students to list all the different soups and packaging they can recall. What stage of the product life cycle are soups. Then, discuss the rise of the single-serve coffee makers.
  4. Show the Keurig Web site: http://www.keurig.com/
  5. Discuss the various products, along with the target markets for the products.
  6. Divide students into teams. Have each team take a product that is in the mature phase and redesign it to prolong its life.

Source:  Brandchannel.com

 

Leave a comment

Filed under Classroom Activities

Shifting Tastes in Foods and Markets

4

 

Innovate or die. That’s a phrase that all marketers are familiar with using, and it hits close to home for consumer product goods companies in particular. Case in point is Campbell Soup Co. The company plans to launch more than 200 new products in the next few months, ranging from Goldfish Mac & Cheese to a new cold variety of its classic V8 drink.

What prompted the new products? The changing trends of consumer taste, especially for more fresh foods. And before you wonder how V8 fits into a ‘fresh’ category, the product is being revamped to fit into a new category of “packaged fresh” foods. Instead of finding V8 in the center grocery aisle, the drink will be 100% fresh tomato/vegetable juice and will be stocked in the refrigerated section of grocery stores, a place Millennials tend to frequent. In the soup category, the new product is Campbell Homestyle soups which still have no added preservatives.

The new products are also intended to reach new market segments including Millennials, Hispanics, and other consumers who desire more sophisticated and bolder taste profiles. Also in the cross-hairs are the kid and teen markets, which will see new products such as Goldfish Puffs, a cheesy air-puffed baked form of Goldfish crackers.

Group Activities and Discussion Questions:

  1. Discuss why product innovation is important, and what factors help a new product become successful.
  2. Poll the class about their preferences in foods: taste, color, size, texture, flavors, etc.
  3. Ask students what new products they have tried in the past month. Why those products? What did they think about the product? Would they buy them again?
  4. Divide students into teams. Have each team select a category of food or beverage (e.g., soup, cookies, drinks, etc.)
  5. Have each team select a target market. Then have each team develop a new product (in their category) for the chosen target market.
  6. Debrief after each team presents their product.

Source:  Brandchannel.com, Ad Age Daily, 7/24/13

Leave a comment

Filed under Classroom Activities